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Cleveland, OH -- ICI Paints®, an international provider
of world-class paint brands including Glidden and Ralph Lauren, announced
the launch of This Old House™ paint, a premium exterior paint brand
reflecting more than 25 years of This Old House expertise and quality
craftsmanship combined with ICI Paints' internationally-renowned research
and development capabilities. Formulated with only the highest-quality
raw materials, this is a premium line of paint that really lives up to
its promised formula benefits and is worthy of carrying the This Old House
name.
ICI Paints leveraged advanced technology to create This Old House paint
and benefited from feedback by the This Old House team during the development
process. The technology features the perfect blend of SmoothCote modifiers,
a network of urethane polymers that enhance the paint's application abilities
and finished appearance. The result is a perfect balance of sag resistance
and flow that provides a professional-looking, even finish that hides
brush marks and minimizes surface imperfections whether applied by a novice
or experienced painter. This thick, one-coat coverage formula saves time
and requires fewer strokes with resistance to dripping both on the brush
and surface. Once cured, the paint forms a flexible, protective barrier
to provide ongoing protection that resists fading, peeling, chipping and
cracking in harsh weather conditions.
This Old House paint also features a pure white appearance
with exceptional hide. While some brands use gray toning to achieve hide,
This Old House paint utilizes the greatest percentage of quality ingredients
to achieve advanced hide without visible gray tinting. Additionally, the
line provides an unparalleled mildew and algae resistant coating in multiple
sheens to provide beautification and lasting protection for years to come
that is backed by a 100% satisfaction guarantee.
"As an innovator in the painting industry, we are
pleased to offer a paint that encourages the practice of 'doing a job
right from the start' with a brand that is synonymous with trusted home
transformations," said Cathy Fischer, chief marketing officer, ICI
Paints. "Capitalizing on more than 25 years of perfecting exterior
house paint technology, this paint line effectively addresses, resolves,
and exceeds the needs of both professionals and homeowners."
The paint is available in three sheens: flat, satin, and semi-gloss. Each
can be tinted to a wide array of rich colors that were specifically selected
to convey the look and feel of classic homes in various regions of the
country. The line features 320 colors, 33 of which are marked as "historical"
to reflect hues that closely match colors that were popular in the early
twentieth-century. This Old House™ paint provides both color stripe
cards and color cards developed to reflect regional influences. The regions
include: Southwest Adventure & Southeast Focus; North by Northwest
& Point Mid-Central; Contemporary Drama & Urban Eclectic; and
Rural Farmhouse & New England.
Two primers will be included in the exterior paint line: alkyd and latex.
The latex primer will come in white, as well as gray base designed to
provide optimal hiding for rich, deep colors in two coats. Available in
March, This Old House paint will be sold in ICI Paints stores across the
nation at a suggested retail of $35.95-38.95 a gallon. Primer will retail
for a suggested $21.99 per gallon.
About ICI Paints
ICI Paints is part of the ICI Group (NYSE: ICI), one of the world's largest producers of specialty products and paints. ICI Paints worldwide has 49 manufacturing sites in 25 countries and more than 15,000 employees. Headquartered in Cleveland, ICI Paints' North American operations produce decorative coatings brands such as Glidden, Dulux, Ralph Lauren, Devoe, Fuller-O'Brien, Sinclair, C-I-L paint, Color Your World and Liquid Nails caulks and adhesives. Products are sold through company stores, national/retail outlets and independent dealers in the United States, Canada and Puerto Rico and exported internationally.
About This Old House Ventures
This Old House®inspires and informs 52 million adults every month on topics of home improvement and renovation. It is the No. 1 multi-media home enthusiast brand, offering homeowners trusted information and expert advice through award-winning television, a highly regarded magazine, a comprehensive line of books, and an information-driven Web site.
This Old House Ventures, Inc. is an affiliate of Time4® Media and a subsidiary of Time Inc., which is a wholly owned subsidiary of Time Warner Inc.
Source: ICI Paints
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