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New product line part of manufacturer’s strategy to maintain lead position within $2 billion Middle East paint market.
October 12, 2010
By: KERRY PIANOFORTE
Editor, Coatings World
Jotun Paints has launched its latest premium paint range—Lady Effects. Under the company’s Lady brand, the new line offers better finish and new interior effects, which allows customers to be more artistic in selecting the colors to complement their lifestyles and personalities. The unveiling of Lady Effects is part of the manufacturer’s strategy to maintain its number one position within the Middle East paint market, which is estimated to be worth $2 billion, according to the company. With investments towards the research and development of unique products exceeding $25 million, Jotun has formulated a new product line that can create unique effects, such as shimmering wall finish, which can be achieved using Lady Effects Pearl; and illusion of color movement with silver sparkles, golden sparkles and golden base through Lady Effects Metallic. The range also includes Lady Effects Glaze, an oil-based glaze suitable for painting techniques such as color washing, glazing, sponging, marbling, flame, ragging and other types of innovative finishes; and Lady Effects Stucco Antica, which creates attractive marble effects on interiors. In addition to its unique finish, Lady Effects Pearl paints are also formulated to give more sheen in just two coats, effectively reducing both application time and cost.
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