Coatings Word April 2010

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WWW.COATINGS WORLD.COM APRIL 2010 5

COLUMNS22 International Coatings Scene

Europe Economic downturn doesnt deter R&D investment.

24 Business Corner The entreprenuers narrow part of the hour glass.

APRIL 2010 VOL. 15, NO.4

FEATURES

27 Interior Color Trends & Forecast

34 Resins Market Panel Discussion

38 Green Coatings Market is Growing

40 Lab Equipment Directory

42 P2i Tests Plasma Nano-Coating for Solar Industry

DEPARTMENTS6 Editors Page8 As We Go To Press 8 Index to Companies

10 Fresh Paint21 Patents26 New Products43 Industry News45 People46 Suppliers Corner47 Meetings50 Final Coat

ADVERTISINGSECTIONS

48 Classified Ads49 Advertising Index

COVER DESIGN BY JESSICA CARLIN

COVER PHOTO COURTESY OF VALSPAR

COATINGS WORLDCoatings World (ISSN 152-711-29) is published monthly by Rodman Publications, Inc., 70 Hilltop Road, Ramsey, NJ07446 USA. Phone: (201) 825-2552; Fax (201) 825-0553. Periodical postage paid at Ramsey, NJ 07446 USA and additional mailing offices.Publications Mail Agreement No: 40028970. Return Undeliverable Canadian Addresses to Circulation Dept. PO Box 1051, Fort Erie, On L2A6C7, [email protected]. POSTMASTER: Send address changes to: [email protected]; (201) 825 2552 ext. 374; Fax: (201)825 6582. Free subscriptions to Coatings World are available to qualified individuals. Others are as follows: U.S. one year $75; two years$105. Outside U.S. and overseas: one year $95 (U.S.), two years $145 (U.S.), foreign airmail: one year $195 (U.S.). 5% GST required onCanadian orders. GST #131559148. The publisher reserves the right to determine qualification of free subscriptions. Printed in the USA.Coatings World is used under license from Whitford Worldwide. COATINGS WORLDS circulation is audited by BPA International.

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Springtime means COLOR

Editors Page

EDITOR Tim Wright [email protected]

VICE PRESIDENT/EDITORIAL DIRECTORTom Branna [email protected]

ASSOCIATE EDITOR Kerry Pianoforte [email protected]

ART DEPARTMENT Michael Del Purgatorio [email protected]

INTERNATIONAL CORRESPONDENTSSean Milmo (Europe)

Charles W. Thurston (Latin America/Americas)CONTRIBUTING EDITORS

Phil PhillipsEDITORIAL ADVISORY BOARDJim Berry (Berry Environmental)

Joseph Cristiano (consultant) Thomas Frauman (consultant)

Sidney Lauren (consultant)Joseph Prane (consultant)Isadore Rubin (consultant)

Richard M. Tepper (PPG Industries)Shelby F. Thames (University of So. Mississippi)

RODMAN PUBLISHINGPRESIDENT

Rodman J. Zilenziger, Jr. [email protected] VICE PRESIDENT

Matthew J. Montgomery [email protected] PUBLISHER / ADVERTISING SALES

Dale Pritchett [email protected] SALES (U.S.)

Kim Clement [email protected] SALES (Europe)

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COATINGS WORLDS circulation is audited by BPA Worldwide.

6 APRIL 2010 WWW.COATINGS WORLD.COM

Every year color experts at paint companies develop colortrend forecasts for consumers and industry. There are manyvariables that affect the direction of design and color. Trendsdevelop over the course of time. Demographics, changing consumerdesires, social and economic changes and technology all converge,or come together, to influence color themes.

When it comes to designing interior living spaces color is arguably themost important aspect of an interior design scheme. It helps coordinateall of the design elements together to create one mood that is trying tobe captured in a particular space.

Nothing changes a room faster than color. Especially during hard eco-nomic times with an unhealthy housing market. Regardless of the pur-pose, a fresh coat of paint remains one of the most economical ways tochange our living environments.

Color trends for 2010 take inspiration from a variety of social and econom-ic influences. For this years article, Coatings World asked a panel of expertsto address the key trends influencing color design at the moment. Color is soimportant, according to Richard Prime, communications manager, NCS ColourAB, in fact its probably one of the only aspects of a design or project that canbe translated to the viewer, audience or market in seconds, which is often theamount of time it takes for a customer to make a buying decision. Id go as faras saying it is the single most important aspect of the design process for any-one wanting to create a commercially or critically successful item.

To hear more from our panel of color experts from the likes of Kelly-Moore,Valspar, PPG, The Paint Quality Institute, NCS Colour AB, Resene andCalifornia Paints, turn to page 27.

Also in this issue, Kerry Pianoforte explores trends in the greencoatings market, talking to key players including Benjamin Moore,Sherwin-Williams and Mythic Paint. Pianoforte says the market is driv-en primarily by increasingly stringent environmental regulations, andto a lesser degree, increasing consumer interest in buying environmen-tally friendly products and the growing popularity of green buildingstandards, most notably the U.S. Green Building Councils (USGBC)LEED (Leadership in Energy and Environmental Design) initiative. Toread more turn to page 38.

Lastly, for this years annual resins market update (page 34), CoatingsWorld asked a panel of experts to address key issues facing the marketincluding the economy, new technology and strategies for moving for-ward in 2010. The panel is made up of individuals from some of theworlds largest and most diverse resins suppliers including BASF,Eliokem, DSM NeoResins+ and Celanese. These companies are at theforefront of developing new resin technology that is helping the coatingsindustry evolve into the future.

[email protected]

p.6 editorial APR10:p. 6 Editors Page 3/26/10 11:56 AM Page 6

The Innovation Principle.Innovation is the most important formula for success. At BYK we know that innovation demands forward thinking about new products and processes, effective services and strong partnerships. It takes imaginative applications of state-of-the-art technologies. Ultimately, innovation requires knowledge, experience and the drive to discover new solutions. Thats BYKs Innovation Principle L. Put it to work for you. Together, we can help you achieve a decisive competitive advantage.

Visit us at the Asia Pacic Coatings Show 2010, June, 23 24, Balai Sidang Jakarta Convention Center, Jakarta, Indonesia, Booth # E1.www.byk.com/innovation



As We Go To Press

Greenkote expands European licensee networkGreenkote Plc, Cleveland, OH, hasexpanded its licensee network in Europewith sales of licenses and coating sys-tems to Impreglon AG of Luneburg,Germany. To supplement its own rangeof coatings, Impreglon AG acquired thelicense and production rights for an addi-tional environmentally friendly coatingprocess from Greenkote Plc, UK.

The Impreglon agreement will allowus to focus on the development of growththrough our license business model inEurope, said Arie Laor, CEO, Greenkote.He also indicated that Impreglons addi-tional coating technologies and plantspromotes an overall and stronger pres-ence in Europe, which increases thereach of its technology to additionalapplications that are complimentary tothose provided for Daimler, VW andAudi, and creates a strong driver forother coaters competing with Impreglonto adopt its technology.

Free of any emissions into the environ-ment, Greenkotes zinc thermo diffusionprocess (ZTD) protects metal surfacesagainst corrosion attack.

Greenkotes location in Sauerlach,Germany has provided coating servicesto the automotive OEM and Tier 1 metalcomponent supply base for VW, Audi, GMand Daimler AG, in addition to otherindustries.

Through the license agreementGreenkote will transfer the process coat-ing systems and certain patented tech-nologies to Impreglon Ungarn Hft. inHungary, Turkey. Impreglon will contin-ue to serve Greenkote customers fromthis location while also expanding salesfor coating services in designated terri-tories in Germany, which includeSchleswig-Holstein, Bremen and LowerSaxony.

DUPONT INTRODUCESARCHITECTURAL POWDER COATINGS DuPont has introduced Alesta AR,new line of premium architectural

powder coatings. With no solvents andvirtually no VOCs, the powder coatingprocess results in a cleaner, safer fin-ishing operation. DuPont Alesta ARarchitectural coatings provide a highlevel of design freedom and are easilymatched to glass, plastic, wood or vir-tually any other building material.

Colors can be adjusted to suit individ-ual aesthetic preferences withoutcompromising essential functionalproperties such as weatherability orimpact and abrasion resistance. TheDuPont Alesta standard product linein cludes products that meet AAMA2603 specifications. CW

Index to Companies

This index gives the starting page for a department or feature with a significant reference to a manufacturer of paint, coatings, adhesives and

sealants. Subsidiaries are indexed under their own names.

Agion Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Altana . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Aremco Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

BASF Coatings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 21

Bayer MaterialScience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 26

Benjamin Moore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 38

California Paints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 27

DuPont . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Greenkote . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

H.B. Fuller . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Henkel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Jotun . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Kelly-Moore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Mythic Paint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Para Paints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

PPG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 21, 27, 50

Resene . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Sansin Corporation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Sherwin-Williams. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 38

Sika . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Teknos Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Valspar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Wah Seong . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Weilburger Coatings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

p.8 as we go APR10:columns 3/26/10 11:27 AM Page 8

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Fresh Paint

BASF has established a technicalcenter for developing eco-friendlycoatings technologies for the automo-tive industry in Korea. BASF and theGyeonggi Provincial Government ofthe Republic of Korea (GGPG) signeda memorandum of understanding(MOU) to confirm their collaborationin constructing this center.

BASF will set up a coatings techni-cal center at the Gyeonggi TechnoPark in Ansan City, GyeonggiProvince, with the support of GGPG.In this technical center, BASF plansto conduct research and developmentof eco-friendly waterborne coatings

for use by automotive OEMs as wellas the technology for an integratedcoating process, which yields morecost-efficient results.

We appreciate the value BASFbrings forth to the automotive indus-try in Korea, said Moon-Soo Kim,governor of GGPG. BASFs coatingstechnologies provide our automotiveindustry with more sustainableoptions and, by increasing cost-effi-ciency in production, helps ourautomakers to be more competitive.We are happy GGPG plays a part inhelping to address the needs ofKoreas automotive industry.

BASF plans to open the centermid-2010. The establishment of thefacility in Korea is an important stepto further strengthen our interna-tional technical network and thecapability to support the business ofour customers in Korea and globally,said Raimar Jahn, president of BASFGroups Coatings Division, at thesigning ceremony.

In waterborne coatings, waterreplaces the majority of the organicsolvents that solventborne coatingscontain. The resulting reduction insolvent emissions means a consider-ably lower impact on the environ-ment. The development and use ofthe integrated process will shortenthe car body coating process andthus saves time and resources.

SHERWIN-WILLIAMS TO BEDISTRIBUTOR OF SPRAYLATSHIELDING COATINGS IN NASherwin-Williams has signed anagreement with Spraylat Corporationof Pelham, NY, to become the exclu-sive North American distributor ofSpraylat EMI/RFI shielding finishes,

BASF to set up technical center foreco-friendly car coatings in Korea


Left to right: Moon-Soo Kim, governor of GGPG; Raimar Jahn, president of BASF GroupsCoatings Division; and Chin-Wook Cho, CEO, BASF Company Ltd, Korea.

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also known as conductive coatings,which are used to help protectenclosed electronic devices from elec-tromagnetic and radio frequencynoise or interference. The Sherwin-Williams chemical coatings division,which serves the product finishingmarket through 75 company-ownedfacilities in North America, will dis-tribute Spraylats conductive coatingsto electronics-industry OEMs andproduct finishing shops.

EMI/RFI shielding finishes arefunctional coatings that are fre-quently used for telecommunica-tions, office, medical and militaryequipment. The Sherwin-Williamschemical coatings division offers acomplete line of coatings for electron-ic enclosures, from solvent andwaterborne finishes to polyurethaneand powder coatings and functionalshielding (conductive) coatings.

This relationship with Spraylatstrengthens our position in the elec-tronics finishing market in NorthAmerica and allows both companies to

address the changing market forEMI/RFI coatings by better servingproduct finishers, said Jim Papenfuss,Sherwin-Williams chemical coatingsvice president of marketing.

Spraylat Corporation is a private-ly-held global specialty coatings com-pany. The electronic materials busi-ness unit of Spraylat Corporation,based in Mt. Vernon, NY, suppliesconductive coatings and materials tothe electronics industry. This productfamily includes silver-coated copper,pure silver and hybrid coatings.

BENJAMIN MOORE NAMES HUE AWARD WINNERSAmy Wax of Montclair has won thetop prize for Residential Exteriors inthe 2010 Benjamin Moore HUEAwards. Wax is the first professionalcolor consultant to receive a HUEAward. A student of color theory witha B.F.A. from Syracuse University,she combined her educational back-ground and family ties in real estateto create her business, Your Color

Source Studios, Inc., which offerscolor advice to homeowners andbuilding and design professionals.

The residential exteriors thathelped earn Wax her HUEY include aVictorian-style house in her home-town of Montclair. The base is a rich,historic shade, with trims in morewhimsical colors that draw the eye tothe details of the architecture genre.In the same community, Wax trans-formed a white stucco three-storyhome by using a mossy green basewith terra cotta and brown trims.The resulting makeover is suggestiveof Arts and Crafts design.

The HUEYs, established in 2005by Benjamin Moore to recognizethose in architecture and interiordesign whose work embodies a pas-sion for color usage, will be handedout to the honorees on May 5 at theMuseum of Arts and Design,Columbus Circle, New York City. Sixfirms altogether won BenjaminMoore HUE Awards this year.

Each of the four Competition Hon -

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NANOTECHNOLOGY IN COATINGS & ADHESIVES MARKETEXPECTED TO BE WORTH $3.7 BILLION IN 2010According to a new technical market research report,Nanotechnology in Coatings and Adhesive Applications:Global Markets, from BCC Research, the global marketvalue for nanotechnology in coatings and adhesives is anestimated $3.7 billion in 2010, but is expected to increaseto nearly $19.2 billion in 2015, for a 5-year compoundannual growth rate (CAGR) of 39.3%.

The largest segment of the market, nanocoatings, isexpected to increase at a five-year CAGR of 39.5%, from$3.4 billion in 2010 to nearly $18 billion in 2015.

The other segment, nanoadhesives, is expected toreach a value of $1.2 billion in 2015. The market in 2010is estimated at $257 million. Thus, the five-year CAGRis projected to be 36.4%.

Robust potential markets for nanocoatings andnanoadhesive products exist worldwide for a myriad ofapplications spanning medical and healthcare, electron-ics, energy, transportation, construction, packaging,forestry, textile and homeland security sectors.

This report is divided into two primary sectionsnano coatings and nanoadhesivesto survey existingand emerging technologies in these markets worldwide,survey and provide an analysis on relevant patents, aswell as to profile the key companies involved with thedevelopment of products in these areas.


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Check for our daily updates.BREAKING NEWS from Coatings World brings the news right to your desktop.


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orees will receive a paint-drop-shapedHUE glass sculpture and $5,000 cashprize. Besides Amy Wax, they includeGhislaine Vias Interior Design, NewYork, for Residential Interiors; EnvisionDesign, Washington, DC, for ContractInteriors; and Allen + Philp Arch -

itects/Interiors, Scottsdale, AZ, forContract Exteriors. All competed in theircategories against a total of nearly 150entries from around the U.S.

In previous years, the HUELifetime Achievement Award waspresented to an architect. The 2010

honor will go for the first time to aninterior design firm, DiamondBaratta Design and its principalsWilliam Diamond and AnthonyBaratta, of New York City. A HUESpecial Achievement Award will goto Eikona Studios, of Cleveland, OH,

HYUNDAI I-FLOW CONCEPT CAR FEATURES LIQUID METAL COATINGAt the Geneva Motor Show held last month Hyundai andBASF presented their jointly developed i-flow conceptcar. The technologies and materials involved have notbeen combined in automobiles to date and illustrate pos-sibilities for mobility in the future, according to BASF.For example, the interior of the i-flow offers a revolution-ary seating concept, and the high-gloss liquid metal coat-ing is not only eye-catching but also environmentallyfriendly due to the use of a waterborne paint system.

A concept for the seat frame of the i-flow provides anexample for how lightweight construction materials canhelp conserve resources. It features Ultramid Balance, apolyamide that consists of 60 percent of renewable rawmaterials, as well as other thermoplastics and energy-absorbing foams. The joint goal was to save as muchweight as possible by using plastic components.

Elastollan, a thermo-plastic polyurethane elastomer, canbe used for high-quality surfaces. It is abrasion-proof andcan be produced in a wide range of both light and dark inte-rior colors. The BASF polyurethanes material Elastoskin isused for the dashboard and for interior automotive parts.

The i-flows energy concept in its modern diesel engineis encapsulated with a rigid foam polyurethane insula-tion system that protects both the engine and the envi-ronment. On short trips and in city traffic especially,engines are slow to reach the optimum operating tem-perature or cool down quickly. The thermal engine insu-

lation lessens this effect, reducing both emissions andfuel consumption. In addition, a harvesting system usingthe thermoelectric effect converts heat from the exhaustgases into electrical energy that helps power auxiliarysystems. This results in significant fuel savings.

A new catalyst from BASF combines four technologiesto cut emissions in just two components. As a result, it ispossible to satisfy increasingly stringent emission stan-dards for automobiles. At the same time, the new solu-tion saves both weight and space.

Passive heat management can be used to reduce ener-gy consumption even further. For example, a wide rangeof infrared-transparent and infrared-reflecting pigmentsin the car interior result in cooler plastic surfaces for thedashboard, seat and center console. Pigments fromBASFs Sicotan, Sicopal and Lumogen ranges providevery dark or black surfaces that remain distinctly coolerwhen exposed to sunlight.

Modern vehicle interiors aim for maximum comfort.The BASF innovation Steron is a soft-touch coating tech-nology. Various textures even with a high complexity canbe designed, varying from soft velvet to a smooth silkytouch, always keeping a natural feel.

Lastly, a brilliant effect is provided by a new mirror-like paint from BASF Coatings. The Liquid Metalbasecoat makes the i-flow look as though it is chrome-plated rather than painted. In addition, the innovativeiGloss clearcoat makes the paint surface both scratch-resistant and weather-resistant.


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for its restoration and preservationof mural art and other masterpiecesin churches, cathedrals and otherAmerican houses of worship.

Benjamin Moore is proud to pres-ent HUE to another group ofimmensely talented and visionaryarchitects and interior designers whohave clearly demonstrated theirunderstanding of the power, impact,emotion and vitality that color bringsto our world, said Eileen McComb,director of corporate communicationsfor Benjamin Moore.

This years HUE jury includedThomas R. Krizmanic, AIA, LEED AP,a principal of STUDIOS Architecture,which was a 2008 HUE honoree; Reed

Kroloff, director, Cranbrook Academyof Art and Art Museum; Mayer Rus,design and culture editor of The LosAngeles Times Magazine; EssieWeingarten, founder and president ofEssie Cosmetics, Ltd.; and, TimWisgerhof, former creative director atSaks Fifth Avenue and now head of hisown firm, TwoSeven, Inc.

JOTUN SETS UP FIRST DEALER IN KAZAKHSTANThe first Jotun Multicolor showroomwas recently opened in Atyrau,Kazakhstan and is operated by JotunTurkey, which has territorial rightsover Kazakhstan for the multinationalpaint firm headquartered in Norway.

Jotun has been active in Kazakhstanfor several years due to the burgeon-ing oil and gas industries there.Participation in a number of big proj-ects provided Jotun with a stable pres-ence on this market. With the newMulticolor center, Jotun Turkey ishoping to start serving smaller cus-tomers and strengthening the compa-nys position. Unlike other JotunMulticolor centers that cater only toJotuns decorative product portfolio,the one in Atyrau is an example of thefirms Single Source Solutionapproach. When visiting the dealershop, prospective customers will beable to find both protective and deco-rative products.

CUSTOM-BILT METALS JOINS PPGCERTIFIED METAL PANEL PROGRAMCustom-Bilt Metals, Chino, CA, hasjoined its PPGs Certified Metal PanelProgram (PPG/CMPP). PPG/CMPP isa certification program administeredby the PPG coil and extrusion coatingsgroup. It gives architects a directchannel to metal panel manufacturerscertified by PPG to apply high-per-formance Duranar, Duranar Ultra-Cool and Coraflon fluoropolymer coat-ings to metal building components,and/or to specify, design, fabricateand/or install aluminum componentspre-painted with these coatings.

BAYER INVESTS IN PRODUCTS FOR MEDICAL TECHNOLOGYBayer MaterialScience recently com-pleted its acquisition of PolyBioMedLtd. based in Sheffield, UK, expandingits product portfolio for medical technol-ogy. PolyBioMed, formerly a subsidiaryof Lombard Medical Technologies plc,provides polymer coatings, surfacetreatments and biomaterials to themedical device industry. The acquisitiongives Bayer MaterialScience access toapplication areas such as coronarydrug-eluting stents, plus catheter sys-tems for interventional cardiology, urol-

FROST & SULLIVAN SAYS ASIA PACIFIC PAINT & COATINGS MARKET IS BACK ON TRACKAccording to Frost & Sullivans Chem icals & Materials Practice, which hostedan analyst briefing via webinar on the Asia Pacific paint and coatings marketlast month, despite being hit hard by the economic downturn and having toface some major challenges along the way, the Asia Pacific region has managedto rebound nicely. According to IMF, Asian economies swiftly deployed stimu-lus packages to boost governmentspending, reduce interest ratesand stabilize financial markets.These measures have aided in theregions rapid recovery.

The paint and coatings indus-try in Asia is expected to expandat a moderate rate with Chinaand India remaining the enginesof growth. The industry also fore-casts vast growth opportunities inkey developing Southeast Asiancountries such as Indonesia andVietnam. Although, the Asian paint industry seems to be faring better thanits western counterparts, industry players still need to be wary of continuedweak global demand and focus on remaining competitive in the market.

The Asia Pacific paint and coatings industry continues to gain momen-tum despite facing major challenges in 2009, said Sheila Senathirajah,program manager, Chemicals & Materials Practice, Frost & Sullivan.With China and India leading the way, followed by key Southeast Asiancountries, the industry is forecast to expand moderately this year with thepromise of rapid growth expected in the coming years.


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ogy and neurology. The aim is to provideinnovative materials which canenhance design, manufacturing andend-use performance for a variety ofmedical devices.

PARA PAINTS AND LOWES FORM PARTNERSHIP Lowes Companies, Inc. and Canadianpaint manufacturer Para Paints haveformed a strategic alliance, bringingPara Paints to all Lowes retail stores inCanada by mid-April 2010. Lowes willcarry two major Para sub-brandsincluding Para Lifestyles paint for con-sumer markets, and Para ProfessionalPrecision, which caters to both con-sumer as well as painting contractors.The launch of the Para brand intoLowes Canada will include their homecolor system with over 2,150 designershades along with Paras CanadianHeritage Collection. The Para color sys-tem along with new themed colorbrochures and inspiring color coordinat-ing idea cards will launch alongside thenew paint lines later this spring.

ALTANA ACQUIRES AQUAPRINT Specialty chemicals group Altana hassigned an agreement to acquire thebusiness of Aquaprint GmbH. The com-pany, which is based in Oyten, LowerSaxony, Germany, primarily producescoatings for in-mold labels and otherlabels as well as waterborne overprintvarnishes for use on paper, cardboardand foils. By way of an asset deal,Altana mainly acquires Aquaprintscustomers and know-how, as well as itsmachinery, plants, andinventories.Within the Altana Group, Aquaprintwill be incorporated into theActegaCoatings & Sealants division,where it will be fully integrated intoActegaTerra GmbH, Lehrte.

WAH SEONG IN TALKS TO BUY FIRM IN W. AFRICA Malaysia-based Wah Seong Corp. is innegotiations with The Orleans Group of

West Africa, as it is interested in acquir-ing Orleans strategic partner,Socotherm, for its pipe-coating businessin Nigeria. Wah Seong anticipates anincrease of activity in gas field develop-

ments, gas distribution and deepwaterfield exploration and development in theregion. Originally, Orleans and Soco -therm had a 40:60 pipe-coating joint ven-ture in West Africa. In December last

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Fresh Paint


year, Orleans bought over Socotherms60% interest. Having acquired 100% ofSocotherms pipe-coating assets, OSKResearch said Orleans would soon sellthem to Wah Seong. A new joint-venturecompany would be set up and Wah Seongwould then lease these assets back to thejoint-venture company, according toOSK. With Socotherm in the picture,Wah Seong will gain access to key oil andgas markets like Europe, South America,Africa and Australia, where Socothermhas a reputable standing.

CALIFORNIA PAINTS TEAMS UP TO PRODUCE COLOR TRENDS FORSPRING SUMMER 2011California Paints is part of the SpringSummer 2011 color trends generated byGlobal Color Research. Presented by MixTrends, the color selection consists oftwenty forecast colors that create uniquecolor stories. All colors have been select-ed from California Paints Perfect Palettecollection. Global Color Research, theLondon-based color consultancy studio,is a key provider of dependable colortrend information, which is available toall design markets. Mix Trends, a bi-annual color publication produced byGlobal Color Research, used the colors ofCalifornia Paints to develop color storiestitled Whisper, Spirit, Genteel and Risk.All stories reflect optimism and growthfor the 2011 year and help embrace thefuture. California Paints worked closelywith Global Color Research and DunnEdwards, manufacturer of premiumpaint products in the Southwest region,to create this color trend summary in aconcise booklet format. Each color storybrings the color selections to life, whilehelping to inspire and guide designers intheir color selection.

PPG NAMES AUTO COLOR SUPPLY2009 PLATINUM DISTRIBUTORPPGs automotive refinish business hasnamed Auto Color Supply of Mur -freesboro, TN, as its 2009 PlatinumDistributor of the Year. The award was

presented to Auto Color Supply ownerPat Anderton in February during theannual PPG Platinum Conference atthe Green Valley Ranch Resort inHenderson, NV. Anderton bought AutoColor Supply in Murfreesboro from hissister and brother in-law in 1983. Sincethen, he has expanded operations andopened stores in Shelbyville andColumbia, TN. His team of 12 employ-ees sells a full line of PPG products.Anderton became a PPG PlatinumDistributor in 2005. The PPG PlatinumProgram began in 1995 as a loyalty andsupport initiative for PPG single-linedistributors with the ultimate goal ofproviding exceptional service and bene-fits for PPG refinish customers. Theprogram delivers competitive advan-tages to participants by aligning thetechnology, training and customer sup-port of PPG with the entrepreneurship,customer awareness, local marketknowledge and service capability of theindependent distributor.

DEMAND FOR PAINT IN JAPAN TO GROW IN 2010The Japan Paint ManufacturersAssociation has published data for thedemand for paint in Japan for the fis-cal year 2010. The predicted total vol-ume is 1,434,000 tons, which is 1.1%more than in the fiscal year 2009.Market sectors predicted to grow in2010 include new vehicles (226,000tons, +9.7%); electrical appliances(67,000 tons, +6.3%); metallic products(97,000 tons, +5.4%); and industrialmachinery (58,000 tons, +18.4%).Market sectors facing a decline includebuildings (364,000 tons, -0.8%); steelstructures (76,000 tons, -1.3%); marineusage (111,000 tons, -7.5%); woodenproducts (26,000 tons, -7.1%); and DIYusage (25,000 tons, -7.4%).

MPI LAUNCHES PROGRAM FOR RAW MATERIAL SUPPLIERSMaster Painters Institute (MPI) haslaunched its Starting Point program

for paint raw materials suppliers.Under the new program, MPI willinvite paint raw materials suppliers tosubmit wet samples of their startingpoint (guide) formulas that featuretheir new or strategic materials.

We believe this program could makeit easier for our listing paint manufac-turers to adopt new technologies tomeet MPI performance standards,said Barry Law, president of MPI. Wethink this program could save paintsuppliers valuable time and resourcesin their work. And that will help themget new products to market faster, andspeed up acceptance at the end-userlevel. Theres potential here to movethe whole industry forward more quick-ly to higher performance and environ-mentally-friendly technology.

According to MPI, the program is ide-ally suited for suppliers of resins, addi-tives, solvents, or non-color pigmentswho target commercial/architecturalcoatings applications.

BAYER INTRODUCES BAYMEDIXMEDICAL PRODUCTS BRANDBayer MaterialScience LLC has intro-duced the Baymedix brand of medicalproducts, consolidating several productconcepts under one unifying name. TheBaymedix portfolio includes severalcoatings products: Baymedix CL lubri-cious coatings; Baymedix CH hydro -philic coatings; and Baymedix CDdrug-eluting coatings. In addition tocovering the existing product lines, theBaymedix name will also be applied tocustom-tailored polymers designed tomeet individual customer needs.

MERCEDES-BENZ APPROVES NEW PPG PRIMER WORLDWIDEMercedes-Benz has approved PPGDP4000 2K primer by PPGs automo-tive refinish business for worldwiderefinish repairs of all Mercedes-Benzcars. The 2K primer is designed to helpbody shops cut costs and increase pro-ductivity. The technology underpinning


Fresh Paint


PPG DP4000 2K primer enables bodyshops to dispense with the need to sandthe electrocoat substrate on new pan-els. This can reduce the process time forprimer application by up to 50 percentand ensures that the corrosion protec-tion of the electrocoat is maintained.PPG DP4000 2K primer is capable ofsealing off the most sensitive sub-strates and is suitable for direct appli-cation over unflatted new panels coatedwith OE electrocoats, and also mostrigid plastics.

SIKA ACQUIRES AUTOMOTIVE GLASS REPLACEMENT ADHESIVE SYSTEMS BUSINESSSika Corporation, the U.S. subsidiary ofSika AG, has acquired the automotiveglass replacement business of ADCO

Products, Inc. The business acquiredreaches an annual turnover of approxi-mately $7 million and will be integratedinto Sikas aftermarket business unit inthe U.S. and its industry division inCanada and Latin America. As part ofthe transaction, Sika acquired the rightsto the Titan brand name of auto glassadhesives. Also, four employee sales rep-resentatives from ADCOs AGR (auto-motive glass replacement) division areexpected to join Sikas existing 21 per-son sales force which is currently thelargest sales force in the U.S. AGR mar-ket, according to the company.

SIKA EXPANDS ITS CONSTRUCTIONSEALANT BUSINESS IN JAPANSika AGs subsidiary Sika (Japan) Ltd.has acquired the construction sealant

business of Henkel Japan Ltd. Theacquired business includes the well-known trademarks, Bellace andDuribbon, which are well established inthe Japanese construction market withannual sales of approximately $11.5million. With this acquisition, Sika willcomplement its Sikaflex range andstrengthen its market position in theJapanese construction sealant market.

H.B. FULLER ACQUIRES INDUSTRIALADHESIVES BUSINESS IN MALAYSIAH.B. Fuller Company has entered intoa stock purchase agreement underwhich it will acquire all of the shares ofRevertex Finewaters Shd Bhd inMalaysia, a joint venture of Yule Catto& Company Plc and Jahor Corporation.Revertex Finewaters is a leading sup-


plier of adhesives in Malaysia, with awell developed export networkthroughout Southeast Asia, includingThailand, Indonesia, Philippines,Vietnam and Singapore. The companycurrently employs 104 people and oper-ates one manufacturing facility. In2009, it had net revenue of approxi-mately $18 million.

The acquisition of Revertex Fine -waters further strengthens our mar-ket position in Southeast Asia andexpands both our geographic presenceand customer portfolio in this veryfast growing region, said MicheleVolpi, president and CEO, H.B. Fuller.With a more diversified productoffering, enhanced technical capabili-ty and closer proximity to the cus-tomer base, we expect this acquisition

to generate significant growth syner-gies in the periods ahead.

This transaction is expected to closeduring the second quarter of 2010 andis subject to customary closing condi-tions and regulatory approvals. Onceclosed, the results of this business willbe included in the companys AsiaPacific operating segment.

TEKNOS EXPANDS IN CHINATo improve the services Helsinki,Finland-based Teknos Group Oy pro-vide to it international customers, thepaint firm will open a new sales officeand technical service center inShanghai in the spring of 2010. VilleTuominen, managing director desig-nate of Teknos China and the leader ofthe Shanghai office will be assisted by

local personnel. In addition to sales andtechnical services, the operations ofTeknos China cover a tinting service,logistics and warehousing providedthrough a local partner.

WEILBURGER COATINGS GMBHTAKES OVER FRENCH COMPANYNABER-MEYER S.A.S.Weilburger Coatings GmbH, parentcompany of Grebe Group, has acquired90 percent of the shares in Naber-MeyerS.A.S., F-78620 Acheres, France. Naber-Meyer S.A.S. is a niche supplier for dec-orative glass coatings focussing on thecosmetics and beverage industry. With amarket share of approximately 45 per-cent Naber-Meyer are market leaders inthis segment in France. Plastic coatingsas well as special industrial finishes arepart of their product portfolio as well.Currently Naber-Meyer S.A.S. has 27employees. Integration into the globalstructure of the Grebe Group will createnew business prospects for Naber-Meyer S.A.S. allowing them to increasetheir export share. The companys namewill be changed to Weilburger France.

DEACOM NAMED HOT COMPANIES FINALISTDeacom, Inc., producer of the DeacomIntegrated Accounting and EnterpriseResource Planning (ERP) SoftwareSystem, has been named a 2010 HotCompanies finalist by NetworkProducts Guide. The Deacom ERPManufacturing Software is designed tosimply manage all areas of a buildingcomponent, modular building, pharma-ceutical, specialty chemical, adhesiveand sealant, cosmetic, food and bever-age, and paint and coatings manufac-turer in one software system. Theenterprise software solution is config-ured to handle complex businessprocesses, such as production, invento-ry control, accounting, sales orderentry, purchasing, labor tracking, andretail Point-of-Sale (POS), withoutcostly customization. CW

Fresh Paint


Coming next month in Coatings World

Also: Functional AdditivesBiocides, Fungicides & Algicides Directory

Marine Coatings

RadcureCoatings



Patents Update

Patent No. U.S. 7,497,935 B2PPG Industries has been granted

a patent for a process for coating anelectroconductive substrate com-prised of electrophoretically deposit-ing on the substrate a curable elec-trodepositable coating composition toform an electrodeposited coatingover at least a portion of the sub-strate. The electrodepositable coat-ing composition is comprised of aresinous phase dispersed in an aque-ous medium, the resinous phase iscomprised of one or more ungelled,active hydrogen-containing ionic saltgroup-containing resins, which areelectrodepositable on an electrode;one or more curing agents; one ormore metal deactivators; and curingthe coated substrate.

BASF PATENTS MULTICOAT/COLOR EFFECT PAINT Patent No. U.S. 7,479,308 B2

BASF Coatings AG has received apatent for a process for producing mul-ticoat color and/or effect paint systemscomprised of at least one primer, atleast one color and/or effect basecoat,and at least one clearcoat comprised ofapplying at least one primer curablethermally and with actinic radiation toa substrate to give at least one primerfilm, exposing the at least one primerfilm to actinic radiation to give at leastone partially cured primer film whichcan still be thermally cured, applying atleast one pigmented coating materialcurable thermally to the outer surfaceof the partially cured at least oneprimer film to give at least one pig-mented film which can still be curedthermally applying at least oneclearcoat material curable with actinicradiation to the outer surface of the atleast one pigmented film to give at leastone clearcoat film curable with actinicradiation, exposing the at least oneclearcoat film curable with actinic radi-

ation to actinic radiation to give at leastone clearcoat cured with actinic radia-tion, and subjecting the at least oneprimer film, and the at least one pig-mented film, to joint thermal curing.

HENKEL PATENTSREACTIVE HOT MELT ADHESIVESPatent No. U.S. 7,645,831 B2

Henkel AG & Co. has obtained apatent for a moisture curable hot meltadhesive composition prepared byreacting a polyisocyanate with a mix-ture comprised of a urethane diol anda polyether polyol or polyester diol orboth. The urethane diol being the reac-tion product of a cyclic carbonate and acompound containing an amino groupand a further group selected from thegroup consisting of amino groups andhydroxyl groups, which composition, inthe presence of moisture, cures to anirreversible solid form.

CLARIANT PATENTSAZO PIGMENT PREPARATIONPatent No. U.S. 7,645,336 B2

Clariant has received a patent foran azo pigment formulation comprisedof 4,4-diaminodicyclohexyl-methanewherein a fraction of trans,trans-iso-mer is at least 25% based on a totalamount of 4,4-diaminodicyclohexyl-methane.

SUPERABSORBENT POLYMER AQUEOUS PASTE AND COATINGPatent No. U.S. 7,488,541 B2

Evonik Stockhausen, Inc. hasobtained a patent for a coated sub-strate comprised of a substrate mate-rial, an aqueous superabsorbentpolymer paste comprised of a blendof from approximately 1-5% weightof superabsorbent polymer particleshaving a particle size distribution inthe range of greater 150 microns tosmaller than 850 microns, and from95-99% weight of an aqueous water-

soluble polymer solution comprisedof from 0.5-5% solid level character-ized in that the viscosity of the aque-ous superabsorbent polymer pastewill be from 1000 mPas and toapproximately 35,000 mPas.

AGION TECHNOLOGIES PATENTS COLOR STABLE ANTIMICROBIAL COATINGSPatent No. U.S. 7,645,824 B2

Agion Technologies, Inc. has receiveda patent for a substantially color stableantimicrobial coating system comprisedof an epoxy resin-based or wax-basedcoating composition and from approxi-mately 1-30% weight based on the totalsolids content of the coating composi-tion of an antimicrobial metal-ion con-taining, ion-exchange type inorganicantimicrobial agent the antimicrobialagent is comprised of from 0.1-25%weight silver ions and 0.1-25% weightcopper ions, based on the weight of theantimicrobial agent, and wherein theweight ratio of the silver ions to the cop-per ions is from 1:10 to 10:1.

POWDER COATING COMPOSITIONPatent No. U.S. 7,485,674 B2

Toyo Aluminum Kabushiki Kaishahas obtained a patent for a powder coat-ing composition comprised of powdercoating particle including thermoset-ting resin powder, an adhesive binder,and a flake pigment bound to a surfaceof the thermosetting resin powder bymeans of the binder; wherein the pow-der coating particle has an average par-ticle size of at most 100 m based onD50 conversion, a bonding ratiobetween the thermosetting resin pow-der and the flake pigment is in a rangefrom 90-100%, and the adhesive binderis of at least one selected from the groupconsisting of terpene resins, ter-pene/phenol resins, terpene hydro-genated resins, and terpene/phenolhydrogenated resins. CW

PPG patents electrodepositable coating

p.21 patents APR10:p. 14 -15 patents-nov 3/25/10 11:02 AM Page 21

Economic downturn doesntdeter R&D investment

International Coatings Scene


Balance-sheet tactics adopted by compa-nies within the coatings supply chain inEurope to deal with the economic down-turn have triggered cutbacks in investment inproduction plants but not so much in R&D.

Throughout the chain extending from rawmaterial suppliers through coatings producers totheir customers, companies have been focusingon generating cash flow to restrict falls in profitsor even increase them, as well as to reduce debt.

The strategy has led to big decreases in capi-tal investment by many companies but to amuch lesser extent in R&D expenditure. For thelarger players at least maintaining researchcapacity has become almost sacrosanct.

With production plants, companies are mak-ing much deeper cuts in spending, even reduc-ing or postponing major maintenance work.

With R&D they are delaying development ofnew applications, products and technologies.Some of the larger coatings companies andleading raw material supplies having been sav-ing research money by making their R&Doperations more efficient and more productiveby cutting staff. Stand-alone incremental prod-uct improvements have been set aside in orderto concentrate resources on advancing majorinnovations.

However they have been trying to keep anyreduction in R&D spending to a minimumbecause economic downturns tend to presentopportunities for innovation work so thatcompanies can take full advantage of risingdemand after a full recovery.

The exception is with SMEs which oftenhave little choice but to make cuts inresearch expenditure because for them R&Dcan be highly expensive.

Companies should not take the risk of call-ing a halt to innovation projects, said Paul

Hodges, a consultant at the London-based con-sultancy International eChem. Once you stopdevelopment work on something it can be diffi-cult to get it started again.

Innovation is always important but its cru-cial at the moment because when there is afull recovery, the world will be different forcoatings and other companies than it wasbefore the crisis, he continued. The primaryconcerns will be things like carbon footprintsand pressure on natural resources rather thanconspicuous consumption.

Multinational coatings companies are par-ticularly anxious to protect their R&D opera-tions. They are conscious of the fact thatinnovation is vital at present because of theneed to adjust their portfolios to the expectednew market conditions when demand returnsto more normal levels.

The priority in most markets will then be sus-tainability driven by the needs for energy securi-ty, curbs on greenhouse gas emissions, morerecycling and conservation of raw materials.

Were fully aware that when the economybegins to recover, markets and customers will bemore focused on sustainable products, said LeifDarner, AkzoNobels board member responsiblefor performance coatings. We (have) thereforemaintained our focus on R&D and product stew-ardship and continued to concentrate on innova-tions in the field of sustainable technology.

AkzoNobels sales last year fell by seven per-cent to 4.8 billion ($6.6 billion). Earnings beforeinterest, tax, depreciation and amortization(EBITDA) dropped 18 percent to 492 million.

However with the help of a 19 percent reduc-tion in operating working capital, cash flowincreased 14 times from 91 million in 2008 to1.2 billion. Net debt was cut by 16 percent.

The companys two coatings operations suf-

EUROPEBY SEAN MILMOEUROPEAN [email protected]

Continuedinvestment inR&D is vitalto stay one-step ahead ofthe competi-tion when theeconomyrecovers.

p.22-23europe APR10:columns 3/25/10 10:44 AM Page 22

EUROPEInternational Coatings Scene


fered reductions in capital expendi-tureby six percent in decorativepaints and by 31 percent in protectivecoatings. Although total R&D spend-ing rose marginally as a proportion ofsales, it was reduced in absoluteterms by four percent.

AkzoNobels strategy this year is tocontinue with what it calls an aggres-sive program of investment in highgrowth markets, such as China, Indiaand Latin America and to redirectR&D investment into bigger and bold-er innovation projects.

The company has identified 50 largeinnovation projects. These include water-based decorative and protective coatings,next generation antifouling coatings,self-healing coatings, low-energy curingand biorenewable raw materials.

AkzoNobel is also stepping up itsefforts to increase from 20 percentlast year to 30 percent the proportionof revenue stemming from eco-premi-um solutions. A products eco-premi-um status is determined by its fulfil-ment of six criteria in the areas of tox-icity, energy efficiency, use of naturalresources, emissions and waste, landuse and risks, such as accidents.

Hempel, the Danish-based coatingsproducer, has just opened a newlyexpanded R&D center in Barcelonafor antifouling and protective coatingsand a smaller one for decorativepaints in Bahrain. Later this year itwill be inaugurating a research centerin Guangzhou, China, as part of astrategy of bringing closer to the cus-tomer its R&D activities, in which itsmain unit is in Copenhagen.

R&D is at the heart of the compa-ny, said Malte Eggers, group commu-nications director at Hempel, whichdoes not reveal its R&D expenditure.If we cut back on innovation we arecutting our life line. But weve had toreact to the financial crisis. Some cus-tomers want less innovation and morelower-cost products. That means moreresearch work on customization, which

could require less spending than onordinary R&D.

Henkel, for which adhesive tech-nologies accounts for nearly 60 per-cent of research expenditure, kept itsR&D spending last year at a similarlevel to that of 2008. But it cut itsglobal R&D staff by seven percentwhile adhesives research is being con-centrated on larger projects in orderto increase the number of break-through innovations.

Like other major players, includingAkzoNobel, the company has been step-ping up its drive to exploit open innova-tion or the R&D policy of bringing inideas and research work from outsidethe company, often through product ortechnology development partnerships.A similar strategy is pursued by some

large raw material suppliers, such DSMof the Netherlands, a leading global pro-ducer of coatings resins.

At a time of scarcity of R&D finance,particularly from banks, developmentpartnerships with larger companiesoffer hope to SMEs struggling to bringinnovations to the market.

In formulation businesses like coat-ings, if an SME has something innova-tive to offer it can do quite well at themoment, said David Thomas, chemicalsanalyst at Oxford Economics, Oxford,England. If its a supplier of coatingsmaterials with something worthwhile itcould have the opportunity of a partner-ship with a coatings producer. The biggercompanies see these partnership as notonly a source of new ideas but a way ofcutting R&D costs. CW

p.22-23europe APR10:columns 3/25/10 10:44 AM Page 23


Chemark analyzed 120 closely held coat-ings and adhesives businesses ranging insize from $5 million to $150 million. Forarguments sake, we initially defined those head-ing these privately held companies as entre-prenuers. We understood there are those whowould argue that entrepreneurs exist withintraded corporations as well, but we chose to focuson the former in this case.

Our research observations basically told usin conclusion, that these entrepreneurs want-ed two contradictory satisfactions in theirbusiness life: Free time to do what they really wanted todo; while concurrently Wanting to control almost everything, andenjoying the confusion.

The hour glass analogy is a very straight-forward thesis we tended to prove in ourresearch. Stated simply, therefore, our conclu-sion was that the typical entrepreneurs with-in the group we studied wanted more timeaway from the day-to-day business environ-ment while at the same time enjoying beingcaught up in the somewhat chaotic minutia ofit all. Yes, they even crave returning to whatbrought them into this business in the firstplace. Like going back into the lab or theplant and just tinkering.

WHY WAS THIS HAPPENING?To answer this question we first had to re-visit the definition of the term entrepreneuritself. Wikipedia defines an entrepreneur as:

So, to reassure ourselves that we were defin-ing and describing our efforts correctly, we hadto reanalyze our interview pool group anddetermine how many of the 120 entrepreneurswere currently managing a business that hadreached equilibriuman up and runningbusinessversus, as the Wikipedia definitionstates, a person who has possession of a newenterprise, venture or idea. The emphasis onnew in the definition forced us to cull out 115of the 120 interviewees, leaving only five trueentrepreneurs by this strict definition.

The question then arises, If the only reasonwe entitle heads of closely held businesses entre-preneurs, who have not, by definitional contrast,

The entreprenuers narrow partof the hour glass

What is the true defintion of an entreprenuer?

Business CornerSTRATEGIES & ANALYSISBY PHIL PHILLIPS, PHDCONTRIBUTING [email protected]

...a person who has possession of anew enterprise, venture or idea andassumes significant accountabilityfor the inherent risks and the out-come. The term is originally a loan-word from French and was firstdefined by the Irish economistRichard Cantillon. Entrepreneur inEnglish is a term applied to the typeof personality who is willing to takeupon herself or himself a new ventureor enterprise and accepts full respon-sibility for the outcome. Jean-Baptiste Say, a French economist isbelieved to have coined the wordentrepreneur first in about 1800. Hesaid an entrepreneur is one whoundertakes an enterprise, especially acontractor, acting as intermediatorybetween capital and labour.

p.24-25 business corner APR10:columns 3/25/10 10:46 AM Page 24

STRATEGIES & ANALYSISBusiness Corner


created anything but instead, managewhat someone else invented, what arethey to be called?

As a researcher one can change therules if one wants to but when chang-ing them, there must be a thread ofsolid rationale behind it.

Therefore, we were forced, by thedefinition, to redefine our study groupas owners of privately-held, small- tomedium-sized coatings and adhesivesbusinesses.

Nevertheless, our conclusions re -mained unaltered; these businessheads were conflicted over their per-sonal desires.

WHY IS THIS CONFLICTION AN IMPORTANT OBSERVATION?There are seven solid reasons why itis important to recognize the symp-

toms in time to do something aboutthem. The reasons are: The leader constantly sends mixedsignals to his/her organization; It causes a developed strategy tobecome flawed to near useless; Directional confusion results; Misdirection causes sequence slow-down; Good people leave the organization; Conversely, it makes it difficult tohire good people; and Finally, the business may not failrevolutionarily, however, it will even-tually fail in some manner.

Please understand that we have notdiscounted many of the solid and goodfeatures and accomplishments of thisgroup. These leaders have helped tobuild their respective companies byusing great skills in achieving success

in the past. Our consideration is with-in their current leadership and thesignals they are sending through boththeir own organization as well as themarketplace since many times theleader of the business is recognized asthe business itself.

Ironically, there are simple but toughdisciplines that can be administered tothese types of privately held businessesthat can relieve their organizations ofmuch of these stressful issues. Here arethe key disciplines: Self-observation. A process of anunbiased look in the mirror; Template. Custom development of asuccess template; Development of play book. Coachand correct; and Process of style change. Bringingreports into the process. CW

Successful Strategies for Decision-Makers

CHEMARK

230 N.Bennett St., Ste. 3 Southern Pines, NC 28387 910-692-2492 E-mail: [email protected]

Web Site: chemarkconsulting.netPartner Offices: Dorking, ENG Research Triangle Park, N Detroit, MI

Core CompetenciesValue Implications for CLIENTS

Value Systems Analysis Customer Relationship

Management Market Integrity Assessment

Position, Growth,Competitive, Image Analysis New Business Development

Market Research Strategy Business Assessment

& Planning

Chemark Consulting Group is a 30-year-old management

consulting firm that concentrates on tactical &

strategic activities surrounding all industries pertaining to coat-

ings, adhesives, sealants, resins, polymers and additives.

Since 1975, its global clientsinclude product formulators, raw materials and application

equipment suppliers and end-users.

THECHEMARK

CONSULTINGGROUP

COATINGSADHESIVESSEALANTS

& SPECIALTYCHEMICALS

p.24-25 business corner APR10:columns 3/25/10 10:46 AM Page 25


New Products

Sansin introduces Purity Interior ZeroVOC Penetrating Stain

Sansin Corporation has introduced itsnew Purity Interior Zero VOC Pen -etrating Stain, a water-based interiorwood stain with a base free from anyVOCs that penetrates both soft and hardwoods with consistent, uniform coverage,according to the company. It is availableat participating dealers or can be shippeddirect from a nearby dealer location. WithPurity Interior Zero VOC stain, cus-tomers can apply the stain directly to anywood without purchasing and applyingwood conditioners, requiring less stain todeliver vibrant and even wood saturationwith little to no odor and zero VOCs. Thenew product delivers the following fea-tures: zero VOCs; little to no odor; ease ofapplication, with the choice of a wipe orspray stain; fast dry time, allowing coat-ing with Sansins interior clears afteronly 15 minutes; minimum pigmenttransfer upon top coating; and excellentpenetration, lapping performance, anduniform appearance, even on maple. It isavailable in a new line of Micro-FineColors, called Eco-Tones, which deliverthe vibrancy and richness of dyes withoutthe high toxicity, the company said.

BAYER MATERIALSCIENCE UNITESITS BIOMATERIALS PRODUCTSUNDER NEW TRADE NAMEBayer MaterialScience has launched arange of innovative biomaterials formedical devices under the new brandname Baymedix. This includes Bay -medix CL lubricious coatings, the drug-eluting Baymedix CD coatings, andhydrophilic Baymedix CH coatings,which are characterized by very highmechanical strength and particularhemocompatibility. It also encompassesBaymedix FG foams for wound dress-ings and Baymedix AT topical tissueadhesives that are currently in develop-

ment. These products can be used as analternative to stitching materials formedical wound closure. While BayerMaterialScience has a decades-long his-tory of supplying medical-grade thermo-plastic resins such as Makrolon polycar-bonate and Texin thermoplastic poly -urethane, the Baymedix name refers toits new biomaterials segment. The com-pany said it intends to aggressively growthis coatings-related medical business inthe next few years.

NEW CORR-PAINT CP4095 HIGH TEMP ORANGE COATINGCorr-Paint CP4095, a new high temper-ature, orange-pigmented coating devel-oped by Aremco Products, Inc., is nowoffered for providing corrosion protec-tion and color identification on largealuminum and steel structures found inthe power plant, oil refining, chemicalprocessing and steel industries forapplications to 1,100F (593C). Corr-Paint CP4095 is a single part, orange-pigmented, silicone-based, waterdis-persible coating system for protectinglarge aluminum and steel structuresused in demanding industrial applica-tions to 1100F (593C). CW

Aremcos new Corr-Paint CP4095 works intemperatures up to 1,100F.

Sansin Corporations new Purity InteriorZero VOC Penetrating Stain.

p.26 new products APR10:columns 3/25/10 10:47 AM Page 26


Interior Color Trends & Forecast

Every year color experts atpaint companies developcolor trend forecasts forconsumers and industry. There aremany variables that affect thedirection of design and color.Trends develop over the course oftime. Demographics, changing con-sumer desires, social and economicchanges and technology all con-verge, or come together, to influ-ence color themes.

When it comes to designing interi-or living spaces color is arguably themost important aspect of an interiordesign scheme. It helps coordinate allof the design elements together tocreate one mood that is trying to becaptured in a particular space.

Nothing changes a room fasterthan color. Especially during hardeconomic times with an unhealthy

housing market. Regardless of thepurpose, a fresh coat of paint remainsone of the most economical ways tochange our living environments.

Color trends for 2010 take inspirationfrom a variety of social and economicinfluences. For this years article,Coatings World asked a panel of expertsto address the key trends influencingcolor design at the moment.

What does color mean to you as a color design professional and to consumers?

Debbie Zimmer, director of communica-tions and alliances, Paint QualityInstitute (PQI), Dow Coating Materials:Color can be a catalyst for change or abackdrop. By simply changing a roomshue, the mood of the space can bealtered. Consumers either embrace

color change or are fearful of it. Theyneed to be reassured that their choicewill work in their space. This applies toboth those that change hues often andthose that may change color with thechange of the decade.

Mary Lawlor, color stylist for Kelly-MoorePaints: Color is very dynamic. It is essen-tial in our lives and does more than justbeautify. Marketers have tapped into thepower of color to sell their products andservices. The consumer can be manipu-lated into buying products when mar-keters team known color appeal withdemographics. Con sumers look at coloras a representation of who they are. Theywill have little difficulty selecting a colorfor their cell phone case, a relatively lowcost item, but when tasked with selectinga color to paint their home, they experi-ence great fear. They fear making a mis-

More than ever paint companiesmust servea diverse palette of coloroptions.

BY TIM WRIGHTEDITOR

Photo: Resene

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take they will not be able to live with.Sue Kim, color trend and forecastspecialist, Valspar: Colors are visualand environmental essentials thatexpress our life style. Valspar con-sumers often share their life storieswith us and ask which colors wouldbe best to capture moments. As acolor expert, I feel the same way butIm in the position to see the emotiveside of colors and provide the bestoption for each consumer.

Maryellen Mantyla, director of market-ing, California Products Corporation:Color is the consumers way to take con-trol of their surroundings. From theclothes they wear to the color of theiriPods, color truly reflects the consumerspersonality. Paint color is no different. Itallows a consumer to take control of adesign project and showcase their prefer-ences with permanencedisplayingtheir personality on a larger scale.

Richard Prime, communications manag-er, NCS Colour AB: Color is an incredibletool for a designer. Its probably one of theonly aspects of a design or project thatcan be translated to the viewer, audienceor market in seconds, which is often theamount of time it takes for a customer tomake a buying decision. Id go as far assaying it is the single most importantaspect of the design process for anyonewanting to create a commercially or crit-ically successful item.

Dee Schlotter, brand manager - The Voiceof Color, PPG Pittsburgh Paints: Paintused to be all about function and qualityand a little about decoration. Now, espe-cially for the consumer, it is all aboutcolor. When consumers think of howthey can transform a room wall color hasthe power to do that. The right color canhave an emotional reaction and stimu-late the senses.

What are the trendsetters influencing color today?

Zimmer, PQI: Color trending is driven bya number of influences including pop cul-ture, the economy, along with technology.For example, given todays economy andthe state of real estate, many homeown-ers are freshening a space with a muchmore neutral scheme, with an eyetowards resale.

Lawlor, Kelly-Moore: Color trends are theresult of very careful observation of whatis going on in our world including social,technological and economic issues. Thereare several global organizations thattrack color trends. I am a member of theColor Marketing Group, an internationalorganization of color marketers whomeet twice a year to track color direction.While consumer demand and the design-er both influence color direction, some-times it is a matter of marketers prede-termining a palette of colors that are uti-lized by various manufactures in varyingindustries. This ensures color coordina-tion for consumer and commercial goods.Prior to the recession, color trends

COLOR TRENDS & FORECAST

The Paint QualityInstitutes Good Morningpalette offers color recom-mendations includinghoney-like hues such asTan or Pale Gold, Coral,Yellow and Mineral Grey.With consumers contin-ued desire to create bothwarm and functionalspaces the Good Morningpalette consists of huesthat are fresh, clean andcomfortable, said DebbieZimmer, director of com-munications and alliances,Paint Quality Institute(PQI), Dow CoatingMaterials.

MILLION EURO INVESTMENT IN NEW TECHNOLOGY BY EVONIKIn developing custom-designed color solutions for customers in the globalpaint and coatings industry, color accuracy is the first prioritybut speedis also of the essence. Evoniks Colorants Product Line is now responding tocustomer demands for an increasinglyshorter time to market by means of a mil-lion-euro investment in high throughputexperimentation (HTE) technology. Thishighly automated experimentation at itsMaastricht facility to service its globalColorant business, will increase the quality of the results as well as reducethe development time for colorant design. Apart from greater flexibility andquicker results, HTE technology offers the additional advantage of furtherimprovements in product quality.

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changed rapidly. While color still remainsa very important determinant in a pur-chase today, manufacturers are selectingfrom palettes that will enhance theirexisting products. This versatility is keyto profitability and salability.

Karen Warman, marketing manager,Resene: We are seeing paint colorsextend beyond painted walls and moreinto being part of a broader solution. Forexample complementary surfaces suchas laminates, home furnishings andflooring actively offering recommendedcolor schemes that include paint to helpcustomers put their look together muchfaster. Consumers are increasinglyexpecting suppliers to give them a moreholistic solution i.e. how does yourproduct/color fit into a total look for me,rather than just one company sellingone portion.

Kim, Valspar: First, color trends are areflection of where our consumers areand mapping out where a majority of

them are driving. I find color trendsettersin furniture or interior dcor industriesbut more often, I find our consumersinspire each other. I love navigating blogsand pictures of everyday people withkeen eyes and creativity showing moreappealing color designs. We are a creativegeneration that seeks personalizationaround us. As a color designer, I capturethe movement of colors based on themacro trends that impact our con-sumerhousing, education social con-science. For 2010 color trends, Valsparshared four trends that reflect whats onour consumers mind. The key word istransition and reflects back into outr-timeline and sets an ideal picture for thecoming years. Valspars Vintage Romanceand Retro Retreat collections show thebridge colors from the past. On the otherhand Watercolor Impression andPeaceful Ambience paint an idealistic pic-ture of the future.

Mantyla, California Paints: Color is abouttrends, but also authenticity, and technol-ogy. It is important for us at CaliforniaPaints to make sure all fronts of color arecovered. Working with London-basedGlobal Color Research allows us to stayon top of all influencers of future colortrends. In addition, our partnership withHistoric New England has resulted in anewly developed exclusive historic colorpalette focusing on the authentic colors ofthe 20th century. We feel it is importantto pair our color matching technologywith organizations that have passion andexpertise in all aspects of color.

Prime, NCS Colour: There are a numberof key influences in terms of color trends.Number one is still fashion, which influ-ences the rest of the creative industriesand indeed the tastes of the consumer.Granted there are always brands andindividuals operating outside of theseareas but they have niche markets,which can be difficult for an outsider toaccess. That said, in terms of individualtrends I would say that surface texture isimportant at the moment, with designersexploring the inherent beauty of a rawmaterial. Id also say that accent colors

are quite pure and chromatic at present,while fruity, natural colors are poppingup everywhere but used as accentsagainst the raw natural materials.Theres a certain fresh, airy color palettein design, which is appealing to the eyeand the consumer that allows them toget their splash of color without being tooover the top. Lets not forget that trendcolors are not usually used as the maincolor block in design, fashion or architec-ture as people still find color a little scaryin the design community and especiallyarchitecture which still clings to itsmonochromatic roots.

How do color trends differ in terms of working with interior versus exterior space?

Zimmer, PQI: Interior colors are mucheasier to change and therefore changemore regularly. Exterior changes occurover a longer period of time. How often dohomeowners change their roof color,which makes up 30% or more of the total


California Paints partnership with HistoricNew England has resulted in a newly devel-oped exclusive historic color palette focus-ing on the authentic colors of the 20th cen-tury and will be released this April.

The living room wall above is paintedwith Valspars Mint Whisper, part of theWatercolor Impression collection ofcolors. Other color collections inValspars most recent color trendsinclude Peaceful Ambiance, VintageRomance and Retro Retreat.

Photo: Valspar

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exterior space. The biggest pop of colorchange a consumer can make is probablyto their front doora great spot tochange with the seasons.

Lawlor, Kelly-Moore: Interior colortrends change more frequently and offera wider array of colors. Exterior trendstend to be more steadfast and limited toa neutralized palette. Exterior colorsneed to work well with existing elementsin the natural surrounding as well aswith neighboring architecture. In theWestern region of the U.S. with a lot ofexterior stucco substrates, recent colortrends have been very colorful. Colorcombinations of yellow, golds, tans, terracotta, reds, olives and blues are common-ly used on commercial properties. Newhome communities have also becomemore colorful, incorporating very deepand dark earthy colors on the exteriors.

Warman, Resene: Exterior colors aretending to remain neutral, though therehas been an increasing use of darker fin-ishes and blacks. Part of this is technolo-gy driven with new substrates that cancope with darker topcoats and new painttechnology, such as Resene Cool Colortechnology, that enables the coating toreflect more of the suns energy keepingit cooler than a standard color.

Kim, Valspar: Traditionally, there aretwo different mindsets when it comes tointerior and exterior space. For interior,its a personal story where we want toexpress who we are in full. So the colorsare diverse and expressive on many lev-els. For exterior, there is added theanchor of being a good neighbor and theexterior colors are like a family picturefor everyone to see. So color selectionsare more cautious and more regionallyappropriate. However, with outdoor liv-ing trends and consumers love of greengarden space, we have pushed interiorcolors to the outdoors. Outdoor furnitureand dcors are becoming more interiorinspired.

Mantyla, California Paints: Color combi-nationsinterior and exteriorare

what our customers are requesting. Bothbold and monochromatic schemes arestill the trend for interior and exteriorprojects. Exteriors utilize brighter clean-er whites while interiors showcase moreneutral whites with a tendency to gogray. Interior neutrals are all the ragewhile the definition and range of neu-trals has changed dramatically. Darkershades of gray, beige and tan once con-sidered accent colors are now universallyaccepted as neutral.

Prime, NCS Colour: Trend colors are stillused as accents. With exterior color youalso have to consider that you are statingyour color taste or style to a wider audi-ence whether you want to or not. So thereis a tendancy to be a little more under-stated in this arena. You also have tothink about the fact that, outside, colorschange in perception. In daylight, analready bright color can often be per-ceived as blindingly chromatic so some ofthe brighter trend colors will not be sosuitable as they will become too bright toappreciate.Schlotter, PPG: Interiors can go muchmore bold with color choices since it is

easier to paint interior spaces. Exteriorstend to be more classic and convention-al since we only paint exteriors every10-15 years.

What are todays hot colors?

Zimmer, PQI: Yellow and grey. Yellow foroptimism and grey as a fresh and newneutral.

Lawlor, Kelly-Moore: When looking atcolors for the home, we are seeing thatthe consumer has developed multiplecolor personalities. Sometimes they wantthe security of the safe and traditionalneutral with a little chameleon quality toit. We are seeing a shift in neutrals fromthe popular tans to warmer grays. Theconsumer will also have a strong desireto incorporate cleaner, brighter colorsthat offer a sense of honestycolors liketurquoise and copper.

Warman, Resene: Inside, while neutralsare still very popular, bold colors arealso widely used for features comple-mented with accents of strongly pat-


Photo: Kelly-Moore

This ultra formal living room has a dash of the unexpected placed behind the sleek enter-tainment area. Kelly-Moores Trim HL4241-1 Stocking White; Wall 1 HL4263-3 HammeredPewter; Accent Wall HL4204-2 Martini Olive; Ceiling HL4257-2 Land Rush Bone.



terned wallpaper.Kim, Valspar: Sea Kiss is part of Valspars2010 Color Trend called WatercolorImpression. As we look forward to upcom-ing years, there is desire to start fresh, anew beginning. Water is a source of lifeand the start of spring. This clean bluewith a hint of turquoise is great to definethe positive attitude for coming years.Today, we also see more neutrals andgray-based colors. Also the refined classiccolors that are familiar with deep richtones will take center stage.

Prime, NCS Colour: Right now I wouldsay that those natural fruity, pure colorsare strong. But I would also say thatmany people are picking a single colorfamily and experimenting with lightnessand darkness. Tone on tone color block-ing is popular coming from the fashionindustry and brands like Lanvin andAcne. In design, I believe were due a tripback towards washed out minimalismwith earthy or dusty monochrome tones.Creams, leather tones, really rich colorsand materials, which will be tied to mod-ernistic and art deco shapes. There are

indications from Acne, the Swedishlifestyle brand, how this will develop. Mycolleagues and I are really excited aboutits forthcoming collection, which is revis-iting the designs of Carl Malmsten. Theadvanced images that have been leakedout have got a lot of folks very excitedindeed.

Schlotter, PPG: The biggest color is greybut paired with a bright yellow, deeppink or off-white. Greys current popular-ity comes from fashion, the state of theeconomy and wars, which are very seri-ous issues that cause serious colors toreflect them. PPGs Forsythia Blossom isa bright yellow that counteracts thatseriousness with a splash of fun and hap-piness. The other big color this is year isPPGs Sea Sprite, which is a green/bluethat is gorgeous on the wall.

How important of a role does colorplay in the overall design scheme?

Zimmer, PQI: Color sets the tone for thedesign scheme. Is it a whimsical space, aplace of refuge or does it need to be warm

or functional? Lawlor, Kelly-Moore: Color plays a veryimportant role. It can change a look fromcold and dreary to warm and fun.Generally speaking, one needs to selectthe items with limited color availabilityfor their space first, and then add inother items with greater color availabili-ty to coordinate the scheme. Generallypaint color is the last decision due theenormity of available selection.

Warman, Resene: Most customers seemto want to fit-in with the outside worldand will paint their house to fit-in withthe neighborhood, but are happy to bemuch braver inside and use theirfavorite colors that are more reflective ofwhat you might find in their wardrobe.Because the interior of a house or a fea-ture wall or two is so much easier topaint than the outside of your house, cus-tomers are less risk averse when choos-ing colors inside.

Kim, Valspar: Color sets the mood forevery room and captures a familys style.When we think about overall color anddesign scheme, our consumers oftendetermine what colors define the mood ofthe room before they start looking forfurniture or curtain style. The colordefines the space and confirms the moodof the space.

Prime, NCS Colour: Color plays a hugerole in the overall design scheme. It caninfluence mood, create themes, tie thingstogether or make focal points. If you useit cleverly and are not afraid of it theresults can be incredible. It can last inthe mind for longer than any otherdesign expression.

How comfortable are consumerswith the color selection process?

Zimmer, PQI: Consumers remain appre-hensive about color selection. It contin-ues to be an area that many strugglewith and in some cases, prevents a home-owner from making a room change.

Lawlor, Kelly-Moore: Many a consumer

NCS Colour AB Launches Exterior Color CollectionExterior coloring is a difficult area of expertise. With many variables to consid-er before even embarking on an exterior coloring project, mistakes cost bothtime and money, which is why the color experts at NCS Colour AB (formerlyknown as the Scan dinavian Colour Institute) in Stockholm, Sweden have intro-duced the NCS Exterior Color Collection. The kit features a special collection ofNCS colors chosen for their suitability in the exterior environment. The NCSExterior Color Collection offers a range of 322 colors specifically selected forexterior use, based on the firms wealth of renowned expertise in this specialist

area. The collection includes extra-large color samples, ideal for sur-face analysis. These samples alsoinclude lightness and reflectioninformation (NCS v and Yl), alsoknown as LRV. The color toolcomes in a stylish box for storage,which can also hold separate sam-ples, available to order. In additionto the exterior set comes with aninformative brochure on exteriorcoloring, including handy adviceand tips for successful color design.


Photo: NCS Colour AB



has gone to the paint store thinking theyknew the exact color they wanted only todiscover it looked totally different once itwas painted on the wall of their home.This can make the consumer very fear-ful of selecting color for their home.Consumers have asked for a few thingsto help them with their decisions includ-ing larger color samples, the ability torecolor an image of their home on thecomputer and wet samples to apply to awall. All of these are available from mostmanufacturers today.

Warman, Resene: Many consumersseem to have lost their confidencewith colors. As color has become moreand more a design feature, customersoften feel their project needs to makea strong color statement and weoften employ someone to assist withthis rather than go with their gutfeeling on what colors would be rightfor them.

Kim, Valspar: There are certaingroups of at-home design divas, bothmale and female. They are very com-fortable with colors and experimentwith colors. These consumers whoreach out to me are successful select-ing one perfect color for them andneed help for other harmonious colorsfor trim, ceiling, door or adjacentrooms. Less sophisticated consumersneed color suggestions from the start.Their expectation on color advice is fora color designer to narrow down thecolor selection process and leave someroom for them to have a chance toselect the final color.

Mantyla, California Paints:Consumers are looking for usefulcolor tools that showcase real colorusage. Color combinations are impor-tant as well as real use photos show-ing featured combinations are helpfulfor consumers to gain confidence intheir color choices. Mini decks orsmaller color selections likeCalifornia Paints Historic and 20thCentury Colors of America collectionshelp consumers zero in on a color fam-

ily more easily. Larger-sized singlecolor chips are becoming the usualrequest from consumers.

Prime, NCS Colour: With the web,people are opening up to taking con-trol of design. Were seeing lots ofenquiries from companies wanting tocustomize the NCS Navigator rightnow so their customers can explorecolor for themselves.

Schlotter, PPG: Consumers are notcomfortable with the color selectionprocess. They need help with whatcolors go great together. PPG hasthe Harmony program which offerscolor in contextfive colors on apaint swatchcolors that can beused for paint, flooring, fabrics, win-dow treatments and carpet so con-sumers can be sure all their colorswork well together.

How about behind the scenes?What is happening in the R&D labon the color development front?

Lawlor, Kelly-Moore: We have beenworking closely with our pigment suppli-ers to produce zero-VOC colorants thatwill ensure our low- and zero-VOC prod-ucts remain so once tinted in fashionablecolors. Were already using zero-VOC col-orants in the factory and anticipateusing them in our stores very soon.These reformulated products have

caused problems for tint machine ven-dors who are addressing these issues. Wehave also been

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