Coatings Word January 2011

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Properties Test Method Unit 101T 114T 118C 119N 150N 160N 124T4 131T1 132T1 132T2 141T2 141T3

Average particle size ASTM D4464 microns 6 - 9 4 - 8 4 - 6 4 - 8 4 - 6 5 - 8 16 - 30 4 - 6 4 - 6 10 - 13 10 - 13 14 - 22

Primary particle size

Scanning electron microscope (SEM) microns 0.2 0.2 0.2 0.2 0.15 0.15 N/A N/A N/A N/A N/A N/A

90% ASTM D4464 microns 13 12 10 12 9 13 40 10 10 20 20 35

Melting point ASTM D4591 C / F 323/614 321/610 320/608 320/608 321/610 321/610 325/617 328/622 328/622 327/621 328/622 327/621

Specific gravity ASTM D5675 g/cc 2.15 2.15 2.15-2.2 2.1-2.2 2.2 2.2 2.15-2.2 2.1 - 2.2 2.15-2.2 2.15-2.2 2.1-2.2 2.1-2.2

Bulk Density ASTM D4895 g/l 200 - 500 200-350 250 - 400 250-450 250-450 250-450 300-550 300 - 550 300-550 300 -500 250-400 300 - 500

Surface area ASTM D5675 m^2/g 6.0 - 8.0 6.0 - 8.0 6.0 - 8.0 7.0 - 9.0 11.0-13.0 11.0-13.0 1.0-3.0 3 3 1.0-3.0 1.0-3.0 1.0 -3.0

FDA Status 21CFR 177.1550 175.300 175.300 175.300 177.1550 177.1550 175.300 177.1550 175.300 175.300 177.1550 175.300

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January 2011 www.coatingsworld.com Coatings World | 5

January 2011 • Vol. 16, No. 1 Table of Contents

COATINGS WORLD — Coatings World (ISSN 152-711-29) is published monthly by Rodman Publications, Inc., 70 Hilltop Road, Ramsey, NJ 07446 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 Box1051, Fort Erie, On L2A 6C7, [email protected]. POSTMASTER: Send address changes to: [email protected]; (201) 825 2552 ext. 374; Fax: (201) 825 6582. Free subscriptions to CoatingsWorld 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 on Canadian orders. GST #131559148. The publisher reserves the right to determine qualification of free subscriptions. Printed in the USA. Coatings World is used under licensefrom Whitford Worldwide. COATINGS WORLD’S circulation is audited by BPA International.

COLUMNSInternational Coatings Scene ....................................18China • The Chinese Coatings MarketEurope • Redefining Surface Coating Theory and TechnologyLatin America • Argentine Growth Bodes Well for Coatings

Business Corner ..........................................................28Alternative Market Segmentation Models

ADVERTISING SECTIONSClassified Ads ..............................................................48Advertising Index........................................................49

30 Architectural CoatingsTechnology EvolvesCoatings manufacturers depend on raw material advances to innovate new technology for the market.

34 Additives Market ReportCoatings World discussed conditions in the paint and coatings industry with a select group of key additives suppliers to the market.

38 The Pigments MarketA look at the latest opinions and offerings from select pigment suppliers.

DEPARTMENTSEditor’s Page ................................6

As We Go To Press ......................8

Index to Companies....................8

Fresh Paint ................................10

New Products ............................25

Industry News ..........................42

Suppliers Corner........................44

People ........................................45

Final Coat ..................................50

5 TOC0111.qxp:TOC 1/10/11 4:11 PM



http://www.coatingsworld.com

The last two years have certainly been a period of uncertainty for most in-dustries. 2009 started off grimly for the paint and coatings market but itslowly started to pick up pace towards the end of the year. Moving into

2010, many industry players were cautious but nevertheless hopeful that the yearwould bring about the recovery of the industry back to more acceptable levels.

As we begin 2011, the experts Coatings World talked to for this issue in thepigments and additives markets are cautiously optimistic that gains will be madetowards pre-recession levels. This will be a challenge as both pigment and addi-tive manufacturers are plagued with supply and pricing issues, which will be withus for the foreseeable future, especially as oil prices continue to climb.

Despite these challenges, firms are not holding back with launching innova-tive technologies. Paint makers are endlessly looking to reduce costs and VOCswhile increasing production speed to maximize profit. It’s usually the raw mate-rial suppliers tasked with developing novel approaches to produce new coatingstechnologies. On page 30 of this issue you find some of the latest innovations tohit the market for interior architectural coatings.

You might have noticed by now that we’ve received a bit of a makeover fromthe Art Department over here. The team did a great job designing a new, cleanerand fresher look for Coatings World. I think it looks great and hope you do too.

I would also like to take this opportunity to welcome aboard Dan G. Watsonas our new China correspondent (page18). Dan is the managing director of Blair-gowrie Associates LLC and a senior partner with the Alliance ManagementGroup. Previously he was worldwide director of new platform development withEastman Kodak and Eastman Chemical Company and the Asia/Pacific regionaldirector for Rohm and Haas Company with more than 20 years experience inthe China region.

Dan has covered China for us before and has done such a good job that wefigured we needed to bring him aboard as a regular columnist. So if you reallywant to keep your hand on the pulse of the China beat, make sure you tune inevery month for Dan’s insights into what is the most important region in termsof its impact on our industry.

At the top of the news has been the hostile takeover Freeworld Coatings facesat the hands of Kansai Paint. We’ve been reporting since last summer that itlooked like South Africa-based Freeworld would be on the chopping block thisyear, but as we go to press, it looks like the firm is still holding on.

Kansai Paint offered to buy all the shares it does not already own in Free-world Coatings in a $262 million deal to give it a big presence in South Africaand a gateway to the continent. Osaka, Japan-based Kansai said it would offer12 rand per share for the 72.4 percent stake in Freeworld it does not alreadyown. Back in October Kansai had become the top shareholder in Freeworldand was in talks to raise that to at least a majority stake.

Freeworld has said ownership by Kansai would raise competition-related con-cerns and discussions between the legal teams of these two companies have so farfailed to resolve these differences. It will be interesting to see how this plays outin the coming months, and whether Kansai will be able to get a firm grip on thedeveloping African continent.

6 | Coatings World www.coatingsworld.com January 2011

A New Look for a New YearEd

itors

Pag

e

A Rodman Publication 70 Hilltop Road • Ramsey, NJ 07446 USA

(201) 825-2552 • Fax: (201) 825-0553Web site: www.coatingsworld.com

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)Dan G. Watson (China)

CONTRIBUTING EDITORS Phil Phillips

EDITORIAL ADVISORY BOARDJim Berry (Berry Environmental)

Joseph Cristiano (consultant) Thomas Frauman (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]

GROUP PUBLISHER / ADVERTISING SALESDale Pritchett • [email protected]

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Perstorp has acquired the pentaerythritol,Penta, business from Ashland Inc. The ac-quisition is part of a larger, investmentcampaign to increase polyol capacity. Per-storp has, through its subsidiary PerstorpPolyols Inc., signed an agreement withHercules Inc., a subsidiary of specialtychemicals company Ashland Inc., for theacquisition of its Penta business, relatedtechnology and certain assets. It does notinclude the manufacturing plant inLouisiana, Missouri, any real estate or em-ployees. The acquisition is subject to ful-fillment of certain conditions and isexpected to be completed within 60 days.The polyalcohol Penta is used in applica-tions such as alkyd resins, PVC stabilizers,synthetic lubricants, varnishes and otherproducts and Perstorp is now producingPenta in three different production plantsin Germany, the U.S. and Sweden. Invest-ments will mainly take place in Perstorp’sU.S. facility.

Merck inaugrates new application andtechnology center in IndiaMerck Limited has opened its new Appli-cation and Technology Centre at Nerul,Navi Mumbai which enables the globalpharmaceutical and chemical company tooffer customized application and technol-ogy solutions to various industries includ-ing drug discovery, decorative paints,automobiles and cosmetics. This new centerhas eight laboratories out of which four ofthe labs address cosmetic actives, cosmeticpigments, printing and coating applications.

DuPont acquires MECSDuPont has completed its purchase ofMECS from affiliates of American Securi-ties LLC. The previously announced trans-action strengthens the DuPont cleantechnologies portfolio and will provide ac-cess to additional high-growth markets,particularly in developing regions such asAsia Pacific, the Middle East and Africa.Per the agreement, MECS becomes a

wholly owned subsidiary of DuPont andpart of the company’s Sustainable Solu-tions business effective Dec. 31, 2010.Terms of the agreement were not dis-closed. DuPont Sustainable Solutionsoffer collaborative consulting and solu-tions-driven technologies and services that

help organizations transform their work-places and work cultures to become safer,more efficient and more environmentallysustainable. Its offerings are grouped intofour practice areas: safety resources, sus-tainable operations, clean technologiesand training solutions. CW


Perstorp buys Ashland’s Penta businessAs

We

Go

To P

ress

Index to Companies

This index gives the starting page for a department or feature with a signifi-

cant reference to a manufacturer of paint, coatings, adhesives and sealants.

Subsidiaries are indexed under their own names.

AkzoNobel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Aremco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Benjamin Moore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Bluestar Silicones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Bronz-Glow Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Complementary Coatings Corp. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Dunn-Edwards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

DuPont . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8, 10, 25

Ferro Corporation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Freeworld Coatings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

HB Fuller . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Hempel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Kansai Paint. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Keva Industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Mar-Bal, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Muralo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

PPG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

RPM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Rust Oleum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25, 30

Shawcor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Spies Hecker . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Tikkurila . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Tnemec . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Valspar. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

8 As We Go To Press0111.qxp:As We Go To Press 1/10/11 2:06 PM


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Hempel has secured the supply of coatingsfor the extension of the facilities of Meroilin the port of Barcelona. Meroil in partner-ship with Litasco, a subsidiary of Russia-based Lukoil, has been running for manyyears a terminal with a storage capacity of650,000 cubic meters in Barcelona. Afterthis extension the total storage will beboosted to one million cubic meters in total.The planned extension includes 13 newtanks for the storage of different types ofgasoline and fuel. The order has been ob-tained through Emypro, the primary con-tractor for this project. The project will beexecuted in 2011 and includes a total sup-ply of 50,000 liters of coatings.

Kansai bids $262m asFreeworld Coatings faceshostile takeover Kansai Paint has offered to buy all theshares it does not already own in Free-world Coatings in a $262 million deal togive it a big presence in South Africa anda gateway to the continent. Osaka, Japan-based Kansai said it would offer 12 randper share for the 72.4 percent stake inFreeworld it does not already own. Backin October Kansai had become the topshareholder in Freeworld and was in talksto raise that to at least a majority stake.Kansai said in a statement that several at-tempts to communicate with Freeworld’sboard had been unsuccessful.

“As a consequence of the reluctance ofthe Freeworld board to engage, Kansai

believes that Freeworld’s shareholders begiven the opportunity to consider theoffer, and has therefore decided to pro-ceed with the offer without the coopera-tion of the Freeworld board,” Kansai saidin a statement.

The Japanese company, one of theworld’s ten largest paint firms, said it hadsecured agreements to accept or recom-mend the offer from fund managers rep-resenting 58.4 percent of the target shares.South Africa’s Public Investment Corpo-ration, which owns 6.43 percent of Free-world shares, gave an irrevocableagreement to recommend the offer to itsclients, Kansai said.

Contrary to the Kansai announcementFreeworld said in a statement that itsboard has always been ready to meet withKansai and discuss issues relating to theirinterest in Freeworld and is evident fromthe meetings already held. It is also indi-cated in all correspondence with Kansaiand reiterated in Freeworld’s most recentpublic comment on this approach.

Freeworld has said ownership by Kan-sai would raise competition-related con-cerns and discussions between the legalteams of these two companies have so farfailed to resolve these differences. Free-world said it is the view of its board thatthe only way to resolve these differences isthrough an approach to the CompetitionCommission. Freeworld’s board initiatedsuch an approach, which was opposed byKansai. Now that Kansai has made a firmoffer possible competition related issueswill be considered by the commission.

BASF Coatings & Voestalpinedevelop new façade for steelinnovation centerThe silver facade design of the newly re-opened voestalpine Steel Innovation Cen-ter in Linz, Austria uses a new four-layerpaint system jointly developed byvoestalpine and BASF Coatings. The lab-oratory complex offers optimal workingconditions for about 70 researchers and

testing engineers and cost around €13 mil-lion. At the opening ceremony, BASFCoatings was represented by UwePelchen, head of coil coatings sales Eu-rope, and Dr. Lothar Jandel, head of tech-nology management industrial coatings.“We are very pleased that the successfuland long-term cooperation between ourtwo companies is truly publically visiblein the new metal façade of this importantrepresentative building,” said Jandel.

The new voestalpine laboratory centeralso attests to the current development ofthe market. Wolfgang Eder, CEO ofvoestalpine AG, said that every aspect ofsteel has become “more diverse and morecolorful.” In addition to the sharp rise inpossible combinations within the groupsfor materials and coatings from six combi-nations back in the 1970s to over 100today, the challenge is now primarily innanotechnology, which makes it possible tomove into new, almost atomic, dimensions.

PPG begins operation of Tianjin Aerospace ApplicationSupport Center With a total investment of $2.1 million intwo phases, PPG’s new aerospace applica-tions support center will expand the ca-pacity of its aerospace business and offerhigh-quality products and services to theaerospace industry in China. A grand open-ing at the facility in Tianjin Aerospace In-dustrial Park was attended by Tianjin ViceMayor Mr. Ren Xuefeng as well as officialsfrom Tianjin Municipal Government andthe Tianjin Aerospace Industrial Park. PPGofficials Charles E. Bunch, chairman andCEO, Viktor Sekmakas, senior vice presi-dent, industrial coatings and president,PPG Asia/Pacific, and Paul Bowman, gen-eral manager, aerospace, Asia/Pacific,joined the government officials for a rib-bon-cutting ceremony and a facility tour.

“The Tianjin aerospace applicationsupport center is the newest of 16 ASCsPPG operates around the world, and itwill help PPG to better serve the growing


Oil and gas project won by Hempel in Spain Fres

h Pa

int

The planned extension of Meroil’s facility in

the port of Barcelona includes 13 new tanks

for the storage of different types of gasoline

and fuel.

10-16 Fresh Paint0111:Fresh Paint 1/10/11 1:48 PM


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aerospace market in China, alongwith our facility in Suzhou,”Bunch said.

With a total investment of$2.1 million, the new ASC-Tianjin willcover 6083.4 square meters, with a grossfloor area of 2635.49 square meters, in-cluding production workshops and store-houses for hazardous chemicals. Whenphase two of construction is completed,the facility is expected to have an annualcapacity of 200 tons for aerospace coat-ings and 100 tons for sealants, and an an-nual turnover of 100 aircrafttransparencies. The facility will also offerchemicals management services and pro-vide value-added packaging for materialssupplied by customers.

ASC-Tianjin is located in the FreeTrade Zone of Tianjin Aerospace Indus-trial Park, where it will be part of an avi-ation supply chain that includes thenearby facilities of Airbus, Goodrich,Xi’an Aircraft and Boeing. According toPPG, the area offers the advantages ofproximity to many potential customersand favorable tax policies.

H.B. Fuller expands into India H.B. Fuller Company has broken groundon construction of a $12 million manu-facturing facility to support the expansionof business into India. The plant will belocated near the city of Pune, approxi-mately 100 kilometers south of Mumbai.The company currently has a small butgrowing presence in the Indian adhesivesmarket, estimated between $300 to $400million annually. The plant is expected tobe operational by August 2011.

“India is one of the largest countries inthe world, with one of the fastest growingeconomies. As such, it represents a hugemarket for H.B. Fuller and our customers.This expansion reflects our commitmentto the market and to our global cus-tomers, many of whom have an activepresence in India,” said Steve Kenny, H.B.Fuller senior vice president EIMEA. “Thisinvestment is another key component ofour five-year strategic plan and is the lat-est in a series of bold moves designed todrive growth at H.B. Fuller whilestrengthening our competitive presence.”

During the past several years, H.B.

Fuller has invested in global expansionthrough acquisitions in Egypt, Germanyand Malaysia, which have strengthenedthe company’s position as a global adhe-sives manufacturer. In addition, the com-pany has established a regional technologycenter in Shanghai to serve the Asia Pacificmarket, and a manufacturing facility inNanjing, China, focused on reactive tech-nologies, the first of its kind in the region.

PPG, Nexa Autocolor brandproducts receive GM approval A new line of PPG and Nexa Autocolorbrand low-VOC automotive refinishclears, primers and sealers has receivedNorth American approval by GeneralMotors for warranty repairs on its vehi-cles. The products are designed for usewith Envirobase High Performance orNexa Autocolor brand Aquabase Plus wa-terborne basecoats. Each product meetsGM’s rigorous quality standard known inthe industry as Specification GMW15406.The approvals cover product lines includ-ing PPG’s EC700 series clears, ECP10 se-ries primers and ECS20/ECS60 seriessealers. Also approved are Nexa Auto-color brand P190-6759/6790 clears,P565-314x/312x sealers and P565-540xprimers. Intended as one-visit clears,EC700 series and Nexa Autocolor brandP190-6759/6790 coatings eliminate thelong flash times between coats, reducingcycle time with no compromise in thequality or appearance required by high-production shops. PPG’s D8113 matteclearcoat has also earned GM approval.Instead of using a flattening agent toachieve low gloss with existing clears,D8113 was formulated as a matte finishto help automotive manufacturers meetthe growing trend.

Tikkurila launches a newtinting system and shopconcept to the Russian market Tikkurila has launched its new tinting sys-tem called Avatint with state-of-the-artcolorants and upgraded tinting softwareto the Russian market. Tikkurila also in-troduced new color materials and shopdisplays, together with a range of newfaçade products. These features will begradually introduced in paint stores from

the turn of the year 2010/2011.Tikkurila launched its Symphony tinting

system to the Russian market in 2002. Thestrengths of the new Avatint tinting systeminclude high quality, minimal environmen-tal impact and an optimal color range.Avatint is a modular system meaning thatit includes product-specific combinations ofcolorants that provide both technical func-tionality and an extensive color range.

The Avatint tinting system is based onthe latest innovations in colorant and pig-ment technology, according to the com-pany. Weather resistance properties, forexample, have been improved while theenvironmental impact of colorants hasbeen reduced. Tikkurila has also prepareditself for the more stringent EU-level reg-ulations related to VOC emissions frompaint products.

A new version of the tinting software(CC9) introduces several improvements:options for barcode reading, product datasheet printing, milliliter dispensing, etc.

The new Feel the Colour collectionbrings new feeling and a more vivid expe-rience to home decorators with its 263colors, each formulated and grouped intoseven palettes. They are displayed in take-home chips prepared with Tikkurilapaints and colorants.

The new shop-in-shop display Visio, de-signed by the Finnish Pentagon Design Oy,will spice up emotions even further, inspir-ing consumers to change the look of theirhomes while helping them choose colorsand the right products easily. The new shopdisplays offer additional elements for pre-senting the products and colors. A planningtable with a ceiling, allowing customers toselect a light corresponding to their ownlighting environment, facilitates planningand color selection.

Lowe’s to pay $2.75 million fine Lowe’s has agreed to pay $2.75 million tosettle a case with a Southern California airquality agency over the sale of paints andvarnishes with high-VOC content. TheSouth Coast Air Quality ManagementDistrict (SCAQMD), the air pollutioncontrol agency for Orange County andmajor portions of Los Angeles, SanBernardino and Riverside Counties, an-nounced on recently that Lowe’s will pay


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$2.45 million in civil penaltiesand $300,000 to cover theagency’s investigative costs.Lowe’s has not admitted any cul-

pability in the settlement. According toSCAQMD’s clean air plan, all paints andcoatings are responsible for 23 tons perday of volatile organic compound (VOC)emissions in the Southland. SCAQMD’sRule 1113 prohibits the manufacture, dis-tribution, sale or use of non-compliantcoatings in the South Coast Air Basin. Inrecent years SCAQMD has focused in-spections on home improvement retailstores to ensure that paints sold to con-sumers comply with air quality regula-tions, the agency said. Earlier this yearSCAQMD reached a $2 million settlementwith Walmart for Rule 1113 violations in-volving sale of non-compliant paints andcoatings. In a prepared statement releasedby the SCAQMD, Lowe’s regional VP, JeffStarnes, said, “Lowe’s takes environmen-tal matters very seriously. We are pleasedto have resolved this dispute without liti-gation and look forward to continuing astrong relationship with the SCAQMD.We will continue to look for opportuni-ties to make our programs even strongerin the future.”

Bronz-Glow Technologies in certified applicationagreement with Leminar Coils Bronz-Glow Technologies, Inc. has en-tered into a certified application agree-ment with Leminar Coils LLC located inDubai of the United Arab Emirates. Lem-inar Coils is part of the Al Shirawi groupof companies, one of the largest conglom-erates in the UAE. Leminar has nine retailstore locations for the distribution of airconditioning equipment and supplies,which will now also carry Bronz-Glow’sline of DIY products. Leminar Coils willbe the primary applicator of Bronz-Glow’sHusky Coil Coat for replacement coils aswell as coating new equipment. A newcoating facility, currently being estab-lished, will service not only residential andsmaller unitary equipment, but also aircooled chillers entering the UAE market-place. Leminar Coils will provide factorycoating services, field coating services,coating sales, and coating applications for

replacement coils they manufacture. Theagreement between Bronz-Glow and Lem-inar Coils will cover Oman, Qatar as wellas all the Emirates of the UAE.

ASTM International PaintCommittee develops a new standard for paint waste disposal The need for better environmental prac-tices for art studios has led to the devel-opment of a new ASTM Internationalstandard, ASTM D7355, Guide forArtists’ Paint Waste Disposal in SmallerCommercial or Educational Settings. Thenew standard was developed by Subcom-mittee D01.57 on Artists’ Materials, partof ASTM International Committee D01on Paint and Related Coatings, Materialsand Applications.

“The small educational setting might beallowed by law to flush their paints andbrush cleaning materials down the sink, butmany wanted a more responsible way toact,” said Bruce Griffin, chief risk officer,University of North Carolina, Greensboro,and chairman of the task group that devel-oped the new ASTM standard. “Manufac-turers also encouraged us to continue, asthey often receive requests for a ‘best dis-posal practice’ but had no good answers.”

Griffin said that ASTM D7355 givescommercial artists and art teachers insmall school systems a way to deal withwaste from artist paints in an environ-mentally friendly way. “This is especiallyimportant for those users who are toosmall to be regulated by laws or regula-tions but want to do the right thing,” saidGriffin.

Michael Skalka, conservation adminis-trator, National Gallery of Art, and chair-man of D01.57, said that all interestedparties are invited to participate in thework of D01.57, particularly those withexperience in scientific methodology, sta-tistical analysis of data, chemistry, theworking properties of paint materials, en-vironmental testing of materials for light-fastness and other physical propertiesrelated to paint.

“Members who enjoy art and like thetechnical aspects of paint materials areour strongest participants and advo-cates,” said Skalka. “We face some com-

plicated challenges in creating standardsthat promote quality in art materials.Understanding technical aspects, espe-cially for our artist/consumer members,is the most challenging part of the workof the subcommittee.”

The subcommittee is currently work-ing on standards for a variety of art ma-terials, including acrylic primers, pastels,inkjet inks, pre-primed canvas and solidsupports for paintings.

AkzoNobel assumes full controlin Mexico joint venture AkzoNobel Car Refinishes Americas hasbought out its joint venture partner, Comex,to assume full responsibility for the mar-keting and distribution of the Sikkens, Les-onal, U-Tech and Wanda brands in Mexico.During the fifteen year joint venture period,AkzoNobel solidified its presence and ad-vanced refinish technologies with key busi-nesses in the Mexican market. This hasbeen achieved through a network ofComex concessionaries and more than 200independent distributors. Access to Ak-zoNobel’s range of car refinish brands willbe available through the current chain ofComex locations and network of inde-pendent distributors.

Hempel opens new factoryin China Protective coatings supplier Hempelopened a new manufacturing facility inGuangzhou, China that includes a new re-search and development center, which isthe third largest R&D facility within theHempel Group. With 56,000 square me-ters of space, Hempel’s newest and largestfactory, located in Guangzhou, China, isexpected to produce more than 42 millionliters of coatings per year, with a maxi-mum production capacity of 55 millionliters. The Guangzhou factory replacesHempel’s oldest Chinese factory inShekou, China, and employees have nowmoved to the new location. As part ofHempel’s environmental commitment, thefactory uses the latest technology to re-cover materials and reduce the plant’s car-bon footprint. This includes an automaticbatching system to reduce dust emissionsand minimize the manual handling ofpowders and a recovery system to recycle


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solvents for future use. In addition to an air incineration unit, anactive carbon filtration system, sealed surfaces and fire water col-lection systems, the factory produces no industrial waste water.Located in the Yonghe Zone of the Guangzhou Economic &Technology Development District about 100 kilometers north ofHong Kong, Hempel’s Guangzhou factory was completed in 14months at a cost of approximately €22.5 million.

Ferro purchases tile coatings facility in Egypt Ferro Corporation has completed the purchase of a newly con-structed ceramic coatings plant in Fayoum, Egypt. The new plantwill allow Ferro to more cost-effectively serve the growing tilemanufacturing market in Egypt and other countries in the MiddleEast and North Africa. Ferro purchased the facility from principalsof Pharaohs Ceramic Group and plans to install additional equip-ment to expand capacity. When the initial build-out of the facilityis complete, Ferro expects the site to have the capacity to produce200 million pounds of tile frit and glazes annually. Ferro Tile Coat-ing Systems is a supplier of decoration materials used in the man-ufacture of ceramic tile, including frits, fluxes, colors, glazes andinks. In addition to the new site in Egypt, its main production fa-cilities and technical laboratories are located in Almazora, Spain;Fiorano, Italy; Buenos Aires, Argentina; Americana, Brazil; Mex-ico City and Villagran, Mexico; Suzhou, China; Saraburi, Thai-land; Bekasi and Sidoarjo, Indonesia; and Ansan City, Korea.

Tikkurila to sell its powder coatings business Tikkurila Oyj’s Swedish subsidiary Dickursby Holding AB is tosell all the shares in Tikkurila Powder Coatings, a Russian in-dustrial coatings company, to Teknos Group Oy. With a pro-duction plant in St. Petersburg, Tikkurila Powder Coatings sellsand markets its products in Russia under the Ohtek brand.Tikkurila said it is divesting its industrial powder coatings busi-ness because it is not a part of its core business. After the trans-action, Tikkurila has no powder coatings related operations.Tikkurila Powder Coatings’ revenue will be approximately €2.3million in 2010, and the company employs approximately 50people. Tikkurila is the leading decorative paints company inRussia, where it operates four paint factories after the transac-tion. Its products are sold under the brands of Tikkurila, Teks,Finncolor and Gamma in over 5,000 retail outlets. Tikkurila hasapproximately 1,500 employees in Russia.

RPM Performance Coatings acquires UK-basedprovider of drainage systems RPM International Inc., through its RPM Performance Coat-ings Group, has acquired Pipeline & Drainage Systems Ltd.(PDS), a leading supplier of curb, bridge and channel drainageproducts for construction and infrastructure markets, primarilyin the United Kingdom and Ireland. Based in Wakefield, Eng-land, PDS has annual sales of approximately $8 million.Founded in 2000, PDS is one of the United Kingdom’s leadingdrainage systems specialists and offers complete solutions forprojects, from the initial design and specification through sup-ply and installation. Its Enviro line of products is made from re-

cycled materials and offers significant weight, handlingand cost advantages over traditional drainage systems.PDS will operate as a stand-alone business of UniversalSealants (UK) Ltd. (USL), an RPM subsidiary that sup-plies coatings and construction products for bridges and largeinfrastructure projects.

DuPont Performance Coatings opens newcoatings technology center in U.S. DuPont recently opened a new research and development facilitydedicated to coatings science at the Experimental Station in Wilm-ington, Delaware in the U.S. The new Coatings Technology Center(CTC), established by DuPont Performance Coatings (DPC), willfocus on DuPont Refinish Systems products that support the auto-motive collision industry and DuPont Industrial Coating Solutions,which markets a wide range of liquid and powder industrial fin-ishes. “Innovation is essential to the continued growth of our coat-ings businesses,” said John McCool, president, DPC. “Thisinvestment in research and development clearly demonstrates ourcommitment to growing our global coatings businesses.”

“Locating this new facility at the Experimental Station allowsus to leverage its unique and powerful base of scientific expertiseand advanced research and development facilities,” said LewisManring, vice president, global technology, DPC. “This facility willoperate unlike any previous DuPont coatings laboratory, with a

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strong focus on inclusive innova-tion. The result will be a collabo-rative and efficient team focusedon providing our customers with

the finest coatings in the world and thetechnical support they need to use thoseproducts productively and profitably.”

ShawCor receives contract to provide subsea insulationcoatings for the Jack/St. Malo project Bredero Shaw, the pipe coating division ofShawCor Ltd., has received a contractworth more than $40 million to providesubsea insulation coatings for the Jack/St.Malo project, operated by Chevron NorthAmerica Exploration and ProductionCompany. The subsea flowlines and riserswill be installed approximately 250 miles(400 km) southwest of New Orleans inwater depths up to 7,200 ft (2,200 m).The work will be executed at the BrederoShaw pipe coating facility in Beaumont,Texas. The site is being upgraded with theaddition of a new Brigden modular coat-ing facility capable of applying FBE andmulti-layer anticorrosion systems, as wellas Thermotite syntactic polypropylene,solid and foam polypropylene and Ther-motite ULTRA subsea thermal insulationsystems. This contract includes ID blast-ing and coating of approximately 92 kilo-meters of 10-inch pipe with a three-layerpolypropylene anticorrosion coating andsyntactic polypropylene thermal insula-tion. Qualification activities will com-mence during the first quarter of 2011,with full production planned from thethird quarter of 2011 through the secondquarter of 2012.

AFOSR supports heat-resistantceramic coatings research atUniversity of Arizona Air Force Office of Scientific Research(AFOSR) supported research at the Uni-versity of Arizona is investigating hightemperature resistant ceramic coatingsthat will provide thermal protection forAir Force hypersonic flight vehicles. Theresearch team led by Dr. Erica Corral ofthe University of Arizona is using ad-vanced chemical synthesis and ceramicprocessing methods to process the ceramic

compositions onto carbon composites,which are the materials used to fabricatelightweight and high-strength aerospacevehicles. “The major steps in advancingthis technology are based on relevant test-ing of the ceramic coatings under extremetemperature, heat flux and gaseous speciesenvironments,” said Dr. Corral. Even nowthere are challenges in performing someof the relevant tests that require simulat-ing extreme aerothermal environmentswhere temperatures on the surface of theaircraft can go as high as 2800 degreesCelsius or one-half the surface tempera-ture of the sun. The researchers have alsobeen harnessing the power of the sun andfocusing the solar radiation at a specificheat flux to investigate high-temperatureoxidation resistance that their coatingsprovide. Scientists anticipate future hy-personic vehicles with ultra-high temper-ature ceramic coatings will be capable ofsustained flight at Mach 7 or more, mak-ing it possible to travel from Los Angelesto New York in 30 minutes.

Frost & Sullivan reports paintand coatings market in AsiaPacific expects for higherdomestic growth in 2011 The APAC paint and coatings market for2010 is estimated to be approximately$48 billion with a market size of 15 mil-lion MT (metric tons) with a growth rateof eight to 11 percent. This was aidedmainly by the strong driving forces ofChina and India as well as developinggrowth from key Asean countries such asIndonesia and Vietnam. Industry playersare optimistic on seeing double digitgrowth once again in 2011, said Frost &Sullivan. According to the firm’s programmanager of chemicals, material and foodpractice Sheila Senathirajah, the paint andcoatings industry is heavily reliant on theend-use industries it serves. “Asia being adeveloping industrial nation has many keygrowth sectors that aid the growth of thepaint and coatings market,” she said.“Some of the key industrial sectors moni-tored are construction, steel, marine, au-tomotive and furniture.”

Currently, China is witnessing highgrowth in its steel and furniture industrieswhile India is similarly experiencing posi-

tive growth in its construction and steelindustries. ASEAN countries are witness-ing growth in construction, marine, auto-motive and furniture industries.

“As a result of this, we can expect tosee positive growth coming from the re-lated coating segments such as decorative,industrial wood, marine, automotive andprotective coatings,” Sheila said.

2011 will also see higher domesticgrowth in Asian countries with develop-ment on the way, spurring the growth ofdomestic or local players. More local play-ers are expected to enter the industrialcoatings segment especially due to higherparticipation with large MNC’s and tech-nology transfer that has greatly contributedto the local player’s technology expertise.

In terms of industry specifics, the com-ing year will see the industry players cre-ating a competitive edge by introducingnew innovative products in the marketwith enhanced “sustainability” features.Many have already set in place strategiesto recapture market share after a 2 yearlull period. Green-based technology willsee high growth; particularly for powderand water based type coatings.

The term ‘green coatings’ is not a newterm within the industry but over the lastcouple of years there has been a slow up-take of these kinds of coatings due to asignificant lack of demand from end useindustry users. Whilst coating manufac-turers are pushing these products into themainstream, the lack of awareness and in-centives and higher cost to use these typesof coatings within the local consumershave been a barrier to be overcome.

“Nonetheless, we can now certainly seeshifts in mindsets moving forward as localgovernments are coming on board to raisethe level of commitment and push forgreen technology,” said Sheila. “For exam-ple, in early 2010, the Malaysian govern-ment launched a RM1.5 billion ‘greentechnology fund scheme’ plus providingtax incentives for green certified buildings.

“Moving forward we expect to seegrowth of ‘green coatings’ in this regionespecially in relation to energy conserva-tion, low VOC (volatile organic com-pound) emissions and a significant shiftfrom solvent to water based paints,”Sheila said. CW


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Patent No. U.S. 7,763,322 B2BASF Corporation has been granted apatent for a process for overcoating amulticoat color and/or effect paint sys-tem, wherein the process is carried outon a line at an automaker’s plant andwherein the multicoat color and/or ef-fect paint system, which is an OEM fin-ish on a motor vehicle produced bymeans of electrostatic spray application,comprised of at least one color and/oreffect basecoat (A) produced from atleast one aqueous basecoat material (A)and at least one clearcoat (B) producedfrom at least one liquid clearcoat mate-rial (B), the process is comprised of: (1)applying to an outer surface of the mul-ticoat paint system by pneumatic sprayapplication a clearcoat material that isan extract of an aqueous basecoat ma-terial, which substantially correspondsor is identical to the at least one aque-ous basecoat material (A) from whichthe basecoat (A) was produced, to forma resulting film (1), wherein the extractis a coating material which comprises abinder and crosslinking agent that arethe same as a binder or binders andcrosslinking agent or agents in theaqueous basecoat material (A), (2)flashing off and/or drying the resultingfilm (1) without curing it completely,(3) coating the resulting flashed offand/or dried film (2) by pneumaticspray application at a spraying pressureless than the pneumatic spray in step (1)with an aqueous basecoat materialwhich substantially corresponds or isidentical to the at least one aqueousbasecoat material (A) from which thebasecoat (A) was produced to form aresulting aqueous basecoat film (3), (4)flashing off and/or drying the resultingaqueous basecoat film (3) without cur-ing it completely, (5) coating the result-ing flashed off and/or dried aqueousbasecoat film (4) with at least one liq-uid clearcoat material to form at leastone resulting clearcoat film, and (6)

jointly curing the at least one resultingclearcoat film (5), the aqueous basecoatfilm (4), and the film (1), and, wherepresent, any further uncured films thatare present, wherein the process is usedfor overcoating an entire area of themulticoat paint system or for overcoat-ing a defect to the multicoat paint sys-tem and all of the adjacent area up to aboundary.

Valspar patents cross-linkedpolyester protective coatingsPatent No. U.S. 7,763,323 B2Valspar Sourcing has been granted apatent for a composition comprised of ahydroxyl-functional polyester resin, acarboxyl-functional polyester resin hav-ing an acid number from about 100 toabout 300 milligrams KOH per gram, across-linker, and one or more phenol-formaldehyde resin; wherein the compo-sition is in the form of a hardenablecoating composition and is substantiallyfree of BPA, BPF, BADGE and BFDGE.

PPG patentswaterborne 2K coating Patent No. U.S. 7,763,354 B2PPG Industries has been granted apatent for a waterborne coating com-position comprised of at least one baseneutralized active hydrogen containingfilm-forming resin; and at least onewater dispersible carbodiimide cross -linker capable of reacting with the film-forming resin to form a crosslinkedfilm, wherein the total neutralization ofthe base neutralized active hydrogencontaining film-forming resin is greaterthan 100 and less than or equal to 200percent.

Corob patents reflective paintPatent No. U.S. 7,754,339 B2Corob S.p.A. of Modena, Italy has re-ceived a patent for a highly reflectivecoating product comprised of a dif-

fusely reflective product and an acrylicbinder or glue, which are dispersed in aliquid vehicle comprised of a mixture ofalcohol and water, wherein in that themixture of the liquid vehicle consists of50% of the alcohol and 50% of water;wherein the acrylic binder or glue is aproduct based on an acrylic polymer orcopolymer; wherein the acrylic binderor glue contains a methacrylate andwherein the quantity of the acrylic poly-mer or copolymer is between approxi-mately 3% and 4% of the reflectiveproduct.

Adhereable, pre-fabricated,self-healing, anti-puncturecoating for liquid containerPatent No. U.S. 7,732,028 B2High Impact Technology, LLC has beengranted a patent for a bulk, generallyelastomeric and pliable, layered mathaving outer layers and an intermediatelayer sandwiched between the outer lay-ers formed to permit selective trimminginto freely user-size-chosen mattrims/tiles each of which is structured toperform as a self-puncture-sealing, de-fined-liquid-reactive, anti-puncture-leakage coating element applicablebondedly to the outside of a selectedwall in a selected container holding thedefined-liquid the mat, in each of itslayers, and therefore in each ultimatelyprepared mat trim, being composed en-tirely of solid-phase sealing materials,each of which is sealingly reactive to thedefined liquid.

Water-based coating materialU.S. 7,776,949 B2Aisin Kako Kabushiki Kaisha has beengranted a patent for a water-based coat-ing material comprised of an organic syn-thetic resin having a carboxyl group; zincoxide particles;water as a solvent; and apigment; wherein the zinc oxide particleshave a specific surface area within arange of 20 to 60 m2/g. CW

BASF patents multi-layer paint

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The Chinese Coatings Market

International Coatings Scene China

by Dan Watson

China Correspondent

[email protected]

While the U.S. and the European Union(EU) are struggling to grow in thewake of the worst economic crisis in

decades, China has continued to climb up theeconomic league tables by investing heavily ininfrastructure and backing a $586 billion stim-ulus plan. This year, although growth has begunto moderate a bit, China’s economy is forecastto expand approximately 10 percent. This re-markable growth rate continues a three-decadestreak of double-digit growth. After threedecades of spectacular growth, China passedJapan in the second quarter of this year. Theeconomy of the People's Republic of China isthe world's second largest after the U.S., with a

nominal gross domestic product (GDP) of $4.99trillion in 2009. In the midst of a global financialmeltdown, China is still the world's fastest-growing major economy, with an averagegrowth rate of 10 percent for the past 30 years.The country's per capita income was at either$6,567 (IMF, 98th) or $6,675 (World Bank,92nd) in 2009. China is the second largest trad-ing nation in the world and the largest exporterand second largest importer of goods. Expertssay unseating Japan and in recent years passingGermany, France and Great Britain, underscoresChina’s growing clout and bolsters forecaststhat China will pass the U.S. as the world’sbiggest economy as early as 2030. America’sGDP was approximately $14 trillion in 2009.

China’s Enormous Coatings & Ink Industry China is the world’s second largest producer andconsumer of coatings, and the fourth for ink pro-

It would be difficult

to discuss the

Chinese paint and

coatings market

without mentioning

the Chinese

economy. That

vibrant, herculean

economy is the

heart and soul of

the emergence of

China onto the

global scene in

recent years.

18-20 China0111.qxp:International Coatings Scene 1/10/11 10:13 AM




duction. In 2009 estimates of coatings pro-duction across all markets exceeded 6.2million tons, and ink production reached450,000 tons. China still has plenty ofroom for market development. The indus-try, however, faces many challenges thatinclude stiff competition, tight marginsand low levels of R&D investment by his-toric standards. Herein exists an opportu-nity for suppliers of coating and inkmaterials and equipment to improve qual-ity, reduce cost, and enhance service andtechnical support.

Experts predicted that China’s coatingsmarket in 2009 would be worth USD$105.2 billion in value and reachUSD$112.8 billion in 2012 with an an-nual growth of 2.4 percent. Meanwhile,recent data released by the state statisticsbureau show that China has become thesecond largest coating consumer and pro-ducer due to the fact that total nationalcoating production rose to 6.2 milliontons in 2009 with an annual growth of16.2 percent. This figure includes 4.97million tons of oil paint production.

China is the fourth largest ink producerand accounts for approximately seven per-cent of total world production. Estimatesof total national ink production rose to420,000 tons in 2009. Entry into theWorld Trade Organization (WTO), in-creasing urbanization and the develop-ment of the media industry should resultin an eight percent and 12 percent annualgrowth in the publishing and packagingindustry respectively. The growth in thesesectors will have a powerful effect in driv-ing future demand for ink.

It is estimated that there may be asmany as 8,000 paint producers insideChina. The largest players in the decora-tive market are Nippon Paint, ICI Paint,Beijing Red Lion, Hempel Hai Hong,Shunde Huarun, China Paint, CamelPaint, Shanghai Huli, Wuhan Shanghu,Shanghai Zhongnan, Shanghai Sto,Shanghai Shenzhen and Guangzhou Zhu-jiang Chemical. Overall, PPG, SKK, STO,Supe, Ashley, solid grams, King River, ele-phants, Shenzhen, Ferris, Three Silver andother works are the top ten brands of ar-chitectural coatings sold in China. Al-though there is no exact measurement ofthe size of this market it is estimated that

in 2009 the market was about 2.2 millionmetric tons. It is expected that it will growat a rate in excess of 10 percent over thenext five years. Since 2004, the largest seg-ment has been interior water-based coat-ings. In 2010 that market was estimatedto be 800,000 metric tons. The overall im-provement of per capita income for theaverage Chinese individual has allowed

more families to become homeowners.Until recent times, the government andbanks were highly supportive of individ-ual home ownership. Due to the globaleconomic downturn banks have backedoff in their lending which has slowed thehousing development compared to just afew years ago.

On the automotive front, U.S. autosales dropped to their weakest rate sinceFebruary as most automakers postedsharp declines from a year earlier, when

the U.S. cash-for-clunkers program fueleddemand for new vehicles. The month ofAugust’s seasonally adjusted annual salesrate of 10.8 million units fell from 11.6million in July and was well below ana-lysts' forecasts. After August's 21 percenttumble, industry sales are now up justeight percent from 2009 levels, when de-mand hit a 27-year low. China sold1.2155 million vehicles in August, up55.72 percent year-on-year and 15.09 per-cent over July, according to the latest datareleased by the China Automotive Tech-nology & Research Center (CATARC) onSeptember 1, 2010. China's auto industryhas achieved great progress in the firstseven months of 2010, and the industry'sfixed-asset investments also maintainedrapid growth. In addition, auto exportsare still recovering slowly, according tostatistics released by the China Associa-tion of Automobile Manufacturers onAug. 9. The association has increased the2010 auto sales target from 15 million to16 million units, given China's promisingauto market. China is now the leadingauto producer in the world surpassing theU.S. in 2009. It is believed that the 2009China's auto OEM coatings market grewat a rate of 5.1 percent to approximatelyUSD$900 million. With the rapid growthof auto production in China, this marketcould exceed USD$1 billion by 2012.

China’s market for anti-corrosive coat-ings (ACC) for marine, container, bridgeand oil platform application is showingrobust growth in the face of weakenedeconomic activity. Despite a drop in thenumber of containers and ships being pro-duced—traditionally the biggest ACC cus-tomers—other industries such aspetrochemicals, transport, constructionand power have been buttressed by theChinese governments stimulus packageand are demanding higher volumes andquality. Major multi-national suppliersand several Chinese conglomerates aregearing up for sustained growth rates wellin excess of GDP. However, due to unevengrowth and high levels of state-ownershipat the demand-side, identifying opportu-nities in the market requires a rigorousunderstanding of output, sales and con-sumption issues. Overall, China's paint in-dustry is experiencing a period of rapid

China International Coatings Scene

"[China's coatings in-dustry] faces manychallenges that in-clude stiff competi-tion, tight marginsand low levels of R&Dinvestment by historicstandards. Herein ex-ists an opportunity forsuppliers of coatingand ink materials andequipment to im-prove quality, reducecost, and enhanceservice and technicalsupport."



growth and ACC will track that growth.An important component of ACC marketis also growing. This market includes shipand container manufacture as well asmetal bridges, offshore oil platforms andcoastal port construction all driven by anexpected annual growth rate for 2010 ofmore than 30 percent. China's maritimeanti-corrosion coatings market size couldreach 10 billion Yuan (approximatelyUSD$1.5 billion).

The Big Guys Are Already in ChinaOver the past two decades an increasingnumber of global players in the coatingsmarket have established base insideChina. This is true for raw material pro-ducers and formulated coating/ink sys-tems. Some of those who are investing inthe future of China are mentioned below.

BASF will invest in a dispersions plantin Daya Bay Petrochemical Industrial Parkin Huizhou, China. With an annual ca-pacity of 100,000 tons, the new plant willproduce XSB dispersions for the paper in-dustry and acrylic dispersions for indus-tries such as coatings, construction,printing and packaging, and adhesives.The facility will benefit from local avail-ability of raw materials and proximity tokey customers who serve Asia’s fastest-growing consumer markets. Production isscheduled to begin in the first quarter of2012, subject to government approval.The investment is part of BASF’s growthstrategy for Asia-Pacific, which has thegoal of doubling sales by 2020.

Taking advantage of the phenomenalgrowth in the automotive arena, PPG hascontinued to expand its presence in China.In 2008, PPG acquired Bonny Coating-Made Co., Ltd., a private automotivecoatings business in Guangzhou. PPGnow owns all brands, the customer list,trademarks, technology and working cap-ital of Bonny. The acquisition extendsPPG's distribution network and customerbase in China. PPG produces automotivecoatings in China for customers such asGeneral Motors, Mercedes-Benz, BMW,Dongfeng Peugeot Citroen, Chery andHainan Mazda.

Valspar recently expanded its globalautomotive color operations by opening a

color technology center in Shunde, China.Establishing a color technology center inthis location enables Valspar to offer moreservice options to its automotive cus-tomers in Asia Pacific and Australia.

A new DuPont laboratory and manu-facturing facilities in China are accelerat-ing the adoption of coatings withimproved environmental performance byChinese automakers. DuPont's technicalcenter, located in Shanghai, and the man-ufacturing operations in Changchun allownearby DuPont scientists to respond tolocal customers' needs quickly and effi-ciently. Shanghai General Motors uses ad-vanced DuPont finishes, made in China,on its Cruze model.

AkzoNobel inaugurated a new PowderCoatings Technology Centre in Ningbo,Zhejiang province. This R&D center has astate-of-the-art laboratory and will havean initial team of 20 scientists and techni-cians organized in centers of expertise forthe strategic market sectors. The new fa-cility is located at the existing AkzoNobelpowder coatings manufacturing site inNingbo. All the centers of expertise—au-tomotive, architectural, furniture, domes-tic appliance, IT and generalindustrial—and their corresponding mar-keting teams will be located at the center.

Kansai Paint constructed an automo-tive coatings plant in Guangzhou, and hascreated a system to respond to the ex-panding automobile market in China forthe area ranging from Shenyang and Tian-jin in the north to the Guangzhou regionin the south.

What About the Future?Not all of the achievements by China havebeen positive. For instance, China passedthe U.S. in 2006 to become the world’slargest emitter of greenhouse gases, whichsome scientists believe contribute to globalwarming. But China also has an ambitiousprogram to cut the energy it uses for eachunit of economic output by 20 percent bythe end of 2010, compared to 2006. To dothis, China will have to change a long his-tory of bad industrial practices.

Based on recent trend changes in themarket it is likely that China will see an in-crease in the use of water-based coatings,powder coatings and high solids coatings.

A number of emulsion/dispersion produc-ers have manufacturing facilities insideChina. In the industrial coatings marketthere is still a need for high performance,environmentally friendly systems. In thearchitectural/decorative markets there is aneed for systems that are able to qualify asgenuine “green label” products and pos-sess low-VOC, high-solids input with su-perior weathering resistance.

ConclusionAlthough an ancient country, China is stillevolving into a modern economy and so-ciety. Somewhat similar to human devel-opment, China has entered into earlyadulthood but not all parts have pro-gressed at the same speed. China has de-veloped a highly dynamic economy basedon strong exports and a thriving domes-tic market. This has been accomplished ina remarkable short period of time. Invest-ment in infrastructure development hasbeen timely and appropriate. However,even with all this amazing economic suc-cess the country is still relatively poorwhen you compare its per capita incomewith its neighbors in the Asia Pacific arenaor the U.S. and Europe.

China has an authoritarian govern-ment that is capable of taking decisive ac-tion to stimulate the Chinese economy,build new projects and invest in specificindustries. There is no doubt that the Chi-nese coatings market will continue togrow at rates not seen in the rest of theworld in decades. If any participant in thecoatings industry supply chain wishes tobe a true global player it is imperative thatthey have a presence in China.

However, it is not easy entering theChinese coatings market. There are manycompetitors and the market isn’t well de-veloped. Additionally, concerns about rawmaterial availability, paint quality, paintspecifications and routes to market areformidable obstacles. The Chinese coat-ings market is not for the timid or weak ofheart. It will take enormous commitment,resolve and patience to build success.There are no quick wins in the Chinesecoatings market. However, the long-termgain from investing in China more thanjustifies the sacrifice demanded in order toachieve success. CW


International Coatings Scene China




http://www.printedelectronicsnow.com


Redefining Surface Coating Theory and Technology

International Coatings Scene Europe

by Sean Milmo

European Correspondent

[email protected]

Smooth coatings surfaces have traditionallybeen considered to be best for showingcolor and for functions like aerodynamics

and anti-adhesion. Now results in R&D projectsare demonstrating that rough, structured surfacesmay be in many circumstances a better option.

Many of these surfaces are already present innature. So the objective of researchers and de-velopers of coatings has been to mimic biology.

Universities and research institutes and pro-ducers of coatings and coatings materials in Eu-rope are beginning to commercialize theoutcomes of years of R&D into the biomimeticsor mimicking of biological surface structures.The development phase of a lot of the researchhas been accelerated by advances in nanotech-nology, which have enabled natural processes tobe reproduced with the help of nanoparticlesand materials.

As a result smooth and completely flat coat-ing surfaces may no longer be valued quite sohighly as before in some sectors of the market.

However a major challenge facing the devel-opers of the new coatings is ensuring that thecreation of one property does not sacrifice an-other, such as improved aerodynamics dimin-ishing the visual appeal of a vehicle.

“We are at a stage with some innovationprojects in which we know the concept behinda new coating structure works because it pro-vides a new function,” said an R&D director atone research-oriented European coatings com-pany. “But since it lowers the overall perform-ance of the product we’re having to find anothercategory of coating to apply it to.”

One of the latest research initiatives in thedevelopment of coating structures in Europe is aSwiss-backed project led by Clariant, a majorproducer of coatings materials, and by ZurichUniversity of Applied Sciences (ZHAW). It alsoinvolves the research foundation Gebert RuefStiftung, the Swiss Federal Office of Energy(SFOE), and the Hamburg-based RETC Re-newable Energy Technology Centre.

Clariant will be providing its expertise inpolymer production and development to helpcommercialize R&D work by ZHAW’s Schoolof Engineering, which has been working onsurface polymers including those with hy-drophobic and oleochemical properties withanti-adhesion and easy-to-clean functions.

ZHAW’s researchers have been investigatingthe antifreeze proteins (AFPs) possessed byplants, insects and fish and other animals to en-sure their survival in the Artic and other areaswith subzero temperatures. Similar R&D isbeing done by other European research estab-lishments such as the Fraunhofer Institute andBochum University in Germany but they havefocused on developing coatings and other anti-freeze products incorporating AFPs.

The objective at ZHAW has been to makepolymer surface structures mimicking those onthe proteins which curb the growth of ice crys-tals within plants and animals so that they canlive in freezing temperatures.

Clariant is hoping that the project withZHAW will lead to a “breakthrough in anti-freeze technology” enabling polymer-basedcoatings to be used to reduce the formation ofice on equipment like the rotors of wind tur-bines. Another aim is the creation of hydropho-bic anti-freeze coatings that prevent flowingwater freezing so that windscreens and aircraftwindows can stay ice-free for extended periods.

“Ice causes major operational problems andcosts to businesses and utilities but also to privateindividuals,” said Achim Stankowiak, Clariant’shead of application engineering and aviation.“The potential for coatings that can prevent orslow down ice formation is therefore enormous.”

In the marine sector, a recent completed Eu-ropean Union-funded R&D project on nanos-tructured surfaces for controlling biofoulingconcluded that rough heterogeneous nanoscalesurfaces are more effective at stopping adhesionby fouling organisms than smooth homoge-neous ones. Nanostructured surfaces are alsopotentially a substitute for biocides in combat-ing fouling, according to a summary of the re-sults of the five-year scheme called AMBIO.

“Structure cannot be separated from thechemical composition of anti-fouling coatings

Researchers are

looking to nature to

help them create a

new generation of

coatings.

22-23 Europe0111.qxp:International Coatings Scene 1/10/11 10:21 AM




particularly since both together have animportant influence on surface energy,”said Parnia Navabpour, a scientist at UK-based Teer Coatings Ltd., one of 31 indus-trial and academic partners in AMBIO.

Nonetheless, discovering coating struc-tures for ships hulls which both inhibit theadhesion of microorganisms and retainenergy efficiency and fuel consumptionlevels by leaving the hydrodynamics of thevessel unimpaired could be a big problem.

An R&D team at Fraunhofer’s Manu-facturing Engineering and Applied Mate-rials Research unit (IFAM) at Bremen,Germany, won one of the institute’s mainresearch awards this year by developing asystem for applying a coating imitating thescales on sharkskin, which significantlyraises drag resistance in air and water.

One of the difficulties to be overcomeby the researchers was to find a methodfor applying on an industrial scale thecoating on complex three-dimensionalsurfaces. “Our solution consisted of notapplying the paint directly but insteadthrough a stencil,” said Manfred Peschka,a scientist on the project.

With the help of nanoparticles, the coat-ing withstands on aircraft extreme temper-atures, intensive UV radiation and highspeeds. On large container vessels it re-duces friction with water by five percent.But the researchers are still looking for ananti-fouling solution for ships. One optionthey are investigating is structuring thepaint in such a way that the fouling organ-ism cannot gain a firm grip on the surface.

Developers of structured coatings alsosee the prospect of using them for im-proving the aerodynamics of automobiles.Lower drag levels are already beingachieved with rough coating surfaces onracing cars and exclusive sports models.

“In devizing super-efficient aerodynam-ics in cars we can learn a lot from the ani-mal world from creatures like fish whichdon’t have smooth skins,” Frank Stephen-son, styling director at McLaren Automo-tive, a UK manufacturer of sports cars, saidat a recent design meeting in London. “Thefuture with cars could lie with differentcoating surfaces than at present.”

In the mass market for automobiles,however, the big problem is that struc-tured coating surfaces with higher drag re-sistance seem at the moment unlikely tohave the same optical appeal as thesmooth surfaces which car owners nowtake for granted.

“Structured coatings can be applied toaircraft without this difficulty,” saidLothar Schaefer, a research coordinator atFraunhofer. “With cars the visual appear-ance of these coatings may not be whatthe customers want, even though withnanomaterials the structural patterns willnot be apparent to the eye.”

Perhaps the recent introduction ofmatt clearcoats with rough surfaces togive a muted silky finish to certain ex-clusive automobiles in Europe will leadto opportunities for combining attractiveoptical effects with improved aerody-namics. CW

Europe International Coatings Scene

"Universities and research institutes and producers of coat-

ings and coatings materials in Europe are beginning to com-

mercialize the outcomes of years of R&D into the

biomimetics or mimicking of biological surface structures.

The development phase of a lot of the research has been ac-

celerated by advances in nanotechnology, which have en-

abled natural processes to be reproduced with the help of

nanoparticles and materials."

22-23 Europe0111.qxp:International Coatings Scene 1/10/11 10:21 AM


http://www.goldenfish.com.cn



Argentine Growth Bodes Well for Coatings

International Coatings Scene Latin America

by Charles W. Thurston

Latin America Correspondent

[email protected]

Argentina led the Latin American pack ofmajor economies in growth during2010, chalking up an estimated nine per-

cent expansion, compared with an average offive percent growth for the region. Industrial ex-pansion is up, construction is booming and con-sumer spending is recovering. As a result, paintand coatings sales in architectural, automotiveand industrial segments should improve over thecoming year.

Perhaps the strongest growth area in Ar-gentina's economy has been construction activ-ity, which was up 17 percent in November,buoyed in part by 4.6 percent growth in thepaint and coatings segments, according toINDEC, the national statistics agency. Whilegovernment projects are moving rapidly, privatesector projects are expanding at a faster pace.Standard & Poor's recently raised its credit rat-ing to B for Argentina's leading real estate de-veloper, Inversiones y Representaciones S.A.(IRSA), which is listed on both the Bolsa deComercio de Buenos Aires and the New YorkStock Exchange.

While sales of upscale houses and apart-ments are rising, the national deficit in basichousing is of increasing concern, following re-cent confrontations with the homeless inBuenos Aires, where groups of squatters havebegun taking over parks and other open spaces.The government of President Cristina Fernan-dez has built or refurbished some 850,000 newhousing units nationwide since it came intopower, according to the national planning min-istry, but the shortage in housing still looms. Onaverage, Argentine consumers use three or fourliters of paint per year, compared with 20 inother developed countries.

Industrial production also is up double-digitsin Argentina, rising 12 percent in November,with sales in the automotive industry up a re-ported 67 percent. Automotive production is ex-pected to rise to 840,000 units this year,

compared with 730,000 units in 2010, accord-ing to the Argentina Association of Auto Man-ufacturers (Adefa). Auto sales also are beingboosted by rising inflation, which is projected tobe as high as 30 percent this year, as consumersseek investment hedges.

Growth in industrial sectors is being aidedby recent increases in oil and gas explorationand development. The national gas agency Enar-gas is expected to open bids early this year forthe construction of the estimated $1.8 billionNortheastern Pipeline. The 1,000-mile pipelinewill move Bolivian gas to the Argentineprovinces of Chaco, Corrientes, Formosa, andMisiones initially. And recent discoveries oflarge reserves of shale gas in the westernNeuquen Basin also could provider longer-termenergy to the country. At the time of the shalegas discover, President Fernandez was quotedsaying, "We are very happy because this is goingto keep up the country's growth."

International paint manufacturers likeBASF, Sherwin-Williams and others continue tosupply the domestic demand through importsand in-country production. Some Argentinemanufacturers, like Sinteplast, also are export-ing to surrounding countries, including neigh-boring Uruguay. CW

As Argentina’s

economy is

expanding, so too

is its paint and

coatings industry.

Two colored apartment doors in Buenos Aires.

24 Latin America0111.qxp:International Coatings Scene 1/10/11 10:25 AM



Rust-Oleum Corporation has launchedZinsser Bondz Maximum AdhesionPrimer, specifically formulated to bondany topcoat to difficult to paint surfaces.The fast drying urethane modifiedacrylic formula provides adhesion tohard, dense interior and exterior surfacessuch as fiberglass, tile, glazed brick, alu-minum, laminate and galvanized steel. Itcreates a permanent bond with any top-coat including two-part epoxies and sol-vent-based paints. Bondz has exceptionalflow and leveling and superior sag re-sistance, according to the company, andit exhibited eight times better resistanceto wet adhesion loss than XIM UMABonder in ASTM D2486 and D6900 inindependent lab tests, so it’s ideal for usein damp or humid exterior conditions,where ordinary primers can soften andlose adhesion. Bondz has a fast-dryingformula that dries to the touch in 30minutes and can be lightly sanded andtopcoated in as little as two hours, sav-ing time and money.

Spies Hecker presentsPermahyd Silver Star base coatfor fine metallic finishesSpies Hecker presented a new innovativesolution for the painting of rims and add-on parts, new Spies Hecker Permahyd Sil-ver Star base coat for fine metallic finishes.New Spies Hecker Permahyd Silver Starbase coat contains extra-fine effect pigmentswhich is ideal for the painting of rims andadd-on parts such as mirror housings.

“Such vehicle parts are usually coatedin extremely fine shades of silver. With Sil-ver Star base coat, Spies Hecker now hasan excellent material for paintwork re-pairs and original finishes,” said FrankBarduna, technical manager at SpiesHecker. “There’s a trend towards shadesof silver. New Silver Star is our responseto bodyshop demand for a bright and fineshade of silver.

“The microscopic metal pigmentsyield a smooth, aluminium-like gloss,”

Barduna said. “Refinishers achieve thebrightest effects if they spray a film ofclear coat straight onto the surfacer be-fore base coat application and thenlightly sand the surface to prevent the ef-fect from being marred by variations insubstrate texture.”

The VOC-compliant base coat can berecoated with any Permasolid clear coatapplied in 1.5 coats. Fine, noble andbright, new Permahyd Silver Star BaseCoat from Spies Hecker is the ideal re-finish solution for vehicle parts with spe-cial requirements.

Complementary Coatingsbolsters industrialmaintenance portfolioComplementary Coatings Corporation, aBenjamin Moore company, unveiled acomplete portfolio of industrial mainte-nance coating systems with the creation ofInsl-x-branded Corotech High Perform-ance Coatings. The new line representsyears of research, development and fieldexperience with high-performing productsfrom Insl-x Industrial Maintenance andCoronado Industrial Coatings.

The Insl-x brand, which is well knownto meet the highest standards of perform-ance in the industrial maintenance market,will now distinguish its line of industrialpaints, primers and coatings under theCorotech sub-brand. In addition, the com-pany’s Coronado industrial line has beenintegrated into the new label. The com-bined portfolio results in a comprehensiveoffering of superior-grade industrial coat-ing solutions, featuring over 40 productsthat include waterborne acrylics systems,aliphatic urethane systems and an exten-sive array of epoxies, enamels and corro-sion protection primers.

A complete selection of support mate-rials is also under development, includingnew product guides, ready-mix and cus-tom-color cards, and custom fan decks.Newly rebranded Corotech High Per-formance products began to roll-through


Zinsser Bondz Maximum Adhesion Primer New

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Low odor, low VOC, water-based formula

accepts all topcoats for a smooth, even

sandable finish that resists peeling, cracking

and blistering.

25-27NewProducts0111.qxd:New Products 1/10/11 10:27 AM


and will continue throughout2010. Dealers and end-users canexpect the full line of Corotechproducts to be available by early

2011. Plans to expand the line are slatedfor 2011.

“The transition to the new CorotechHigh Performance line creates a fuller,more well-rounded range of productsthat allows us to better service our cus-tomers,” said Don Muller, vice presidentof sales and marketing, ComplementaryCoatings Corporation. “In essence, thenew portfolio provides a ‘one-stop-shop’of industrial coating systems that deliverhigh performance, unsurpassed qualityand lasting protection for any industrialcoating requirement.”

Bluestar Silicones presents anew generation of siliconecoatings for airbagsBluestar Silicones has launched a new gen-eration of silicone products, which bringnew functionalities and advantages to tex-tile coaters and cushion designers: a bettercompatibility with various substrates(emerging new fibers and new manufac-turing processes) and with bonding mate-rials (sealed and glued cushions), lowerpermeability on flat fabrics and longerdurability over harsher usage conditions.At the same time, these new systems aremore reactive, and more effective in thebuild-up of the performance, withoutusing extra platinum catalyst. These newdevelopments in silicone coatings enabletougher requirements and do not call forover-engineering; they have been speciallydeveloped to support textile evolutionsand new needs, in order to increase thecompetitiveness of airbag modules.

Keva Industries introducesKeva Energy Saving Paintbased on acrylic coatingKeva Industries has developed Keva En-ergy Saving Paint, an innovative energysolution insulative paint which utilizes thevery latest ceramic micro-spheres almostsimilar to that used by NASA (USA) foruse on the space shuttle tiles. It is an elas-tomeric, thermal insulation, water proof,energy saving and water based acryliccoating. Two coats are advised for best re-

sults. It can be used on walls, roofs, ceil-ings, metal buildings, cold storage facili-ties. Insulative paint is a paint containingceramic micro-spheres that have the sameheat reflective properties as the tiles on thespace shuttle. These ceramic micro-spheres, with the consistency of talcumpowder, make the paint insulating.

Keva Energy Saving Paint has tiny ce-ramic micro-spheres of 30-100 microns indiameter which create a thermal barrier.They refract, reflect and dissipate heat.The tiny microspheres act as highly effi-cient thermal barriers, so that when thecoating dries, they form a barrier againstheat transfer.

The layer is created by the micros-pheres coming closer together as the coat-ing dries, until they eventually touch eachother forming a single, very thin, thermalbarrier. This barrier reflects, refracts anddissipates heat, thereby keeping heat in astructure during the cold months and outof the structure during the hot months. Asthey are true microspheres, the ceramicparticles do not add weight but increasethe strength of the coating. This helps tokeep down the weight loading on thestructure being coated.

Having developed Keva Energy Sav-ing Paint, a thermal insulation coating,Mr. Karan Goel, CEO-Keva Industriesfurther stepped for Solar Reflectivitytest, Infrared Emissivity test & ThermalModeling Calculations with the supportof Dr. Heinz Poppendiek of the SanDiegobased Geoscience Ltd. (USA),which is a service and R&D companyspecializing in heat transfer, fluid flow,mass transfer, micro meteorology, bio-physics, the measurement of thermal,mechanical and fluid properties, engi-neering design, system fabrication andproduct evaluation.

As per Geoscience Ltd. testing results,Infrared Emissivity was notified as 0.90under room temperature (Measurementmethod: ASTM E-408 C-1371) and SolarReflectivity was notified as 0.853 (Avg.0.87, 0.84 & 0.85) (Measurement method:ASTM E-1918) Energy Saving Solution.

According to Keva Industries, Keva En-ergy Saving Paint are suitable for applica-tion to the following Properly PreparedSurfaces: Asphalt Roofs, Mobile Homes,

Tile Roofs, Concrete Roofs, Metal Roofs,Conventional Flat Roofs on Homes,Apartments, Hospitals, Commercial Build-ings, Schools, Government Buildings, Ho-tels, Motels, Mobile Homes etc.

Mar-Bal, Inc. introducesThermital composite solutionwith PVD finishing technologyMar-Bal, Inc., has introduced Thermital, athermoset composite combined with aPVD finishing technology. With repeatabletextures, Thermital offers customizablecolors of steel and unlimited glosses.Stainless steel, chrome and brass are someexamples of the limitless options for con-sideration. The PVD process utilized byMar-Bal is environmentally friendly andconsidered a ‘green’ application. Addi-tional exterior coatings can be applied toprovide for anti-fingerprinting, clean-abil-ity and UV resistance.

Applications for Thermital include ap-pliance handles, control knobs for stoves,oven control panels, washer, dryer anddish washer components, counter topkitchen appliances, under-the-hood auto-motive and heavy truck parts and numer-ous opportunities where OEM industrialdesigners and engineers are looking for acost-effective, performance exceeding andaesthetic alternative to metals.

PPG, Nexa Autocolor brandproducts receive GM approval A new line of PPG and Nexa Autocolorbrand low-VOC automotive refinishclears, primers and sealers has receivedNorth American approval by GeneralMotors for warranty repairs on its vehi-cles. The products are designed for usewith Envirobase High Performance orNexa Autocolor brand Aquabase Pluswaterborne basecoats. Each productmeets GM’s rigorous quality standardknown in the industry as SpecificationGMW15406. The approvals cover prod-uct lines including PPG’s EC700 seriesclears, ECP10 series primers andECS20/ECS60 series sealers. Also ap-proved are Nexa Autocolor brand P190-6759/6790 clears, P565-314x/312xsealers and P565-540x primers. Intendedas one-visit clears, EC700 series andNexa Autocolor brand P190-6759/6790


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coatings eliminate the long flash times between coats, reducingcycle time with no compromise in the quality or appearancerequired by high-production shops. PPG’s D8113 matteclearcoat has also earned GM approval. Instead of using a flat-tening agent to achieve low gloss with existing clears, D8113was formulated as a matte finish to help automotive manu-facturers meet the growing trend.

Valspar Launches Low VOC Automotive Coating System The Valspar Corporation is expanding their automotive refin-ish product platform to include a comprehensive line—fromprimer to clear coat—of low VOC solvent-based paint prod-ucts that meet the most current U.S. standards for low VOCs,including the South Coast Air Quality Management District.The Valspar Low VOC System features the company’s signa-ture Clean Air formulation with significantly reduced VOCs.This system allows auto body shops to switch to a solvent-based option with an improved environmental profile, withouthaving to invest in new equipment. The new system delivers thesame level of performance and ease of application as traditionalrefinish coatings and helps body shops achieve their environ-mental requirements, the company said. Application techniques,time and coating coverage for the Valspar Low VOC Systemare the same as traditional solvent-based automotive refinishproducts. From High Build (HB) sandable epoxy hybridprimers, high strength mixing components that maximize cov-erage and productivity to a clear coat formulated for superiordurability, the Valspar Low VOC System provides a completerefinish portfolio. This system complements Valspar Automo-tive’s existing line of products geared toward meeting air qual-ity standards including the premium De Beer water-basedrefinish solutions and the new House of Kolor Shimrin2 lowVOC custom finishing product line.

Aremco introduces Quartz-Coat 845-Green high temperature coating for halogensQuartz-Coat 845-Green, a new high temperature, opaque,green-top coating developed by Aremco Products, Inc., is now

used to reduce glare in halogen lamps used in the au-tomotive, dental, aircraft, stadium and fire safety in-dustries, for applications to 1500°F (816°C).Quartz-Coat 845-Green is a new, high temperature,green-pigmented formulation that bonds well to glass andquartz halogen lamps. This formulation is a single part, water-based, odorless, inorganic system that is green in appearanceand enables the coating to absorb and evenly diffuse light athigh temperatures. Quartz-Coat 845-Green is formulated to aviscosity range of 500-1000 cP (centipoises) and solids con-tent by volume of 60 percent. It is applied by dipping or usingconventional pneumatic spray equipment, and the typical dryfilm thickness is less than 1.0 mils (0.001”). Curing can be ac-complished rapidly in high-speed production systems by ramp-ing the coating to 900-1000°F for five minutes. After curing,the finish is tough and moisture resistant, and no outgassingwill occur, even at high temperatures. It is available in pint,quart and gallon containers.

DuPont launches standoblue waterborne basecoat Standox has introduced Standoblue waterborne basecoat, apremium waterborne paint that helps meet strict environmen-tal guidelines, represents the highest standards of quality andoffers the advantages of a continuous application process.Using a continuous application process, Standoblue deliversresults with a 1.5-coat application process, enabling refinish-ers to apply paint continuously without the need to flash be-tween coats so they can concentrate completely on the qualityof the job without any interruptions. Colors match the firsttime and dry quickly to a hard surface, ensuring color consis-tency. To aid in color matching, new fan decks have been pro-duced using a Standox Standoblue basecoat/clearcoat processthat is nearly identical to vehicle application. The largest in theindustry, these fan decks are organized in chromatic order bymanufacturer for added convenience. Standox offers compre-hensive classroom and hands-on training, as well as ongoingtechnical support, to guide master craftsmen in producing thebest results with Standoblue. CW

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http://www.blairgowrieassociates.com


Alternative Market Segmentation Models

Business Corner Strategies & Analysis

by Thomas P. Frauman

Contributing Editor

[email protected]

One of the most fundamental tenets ofmarketing is market segmentation. Thestory goes that all sources of competi-

tive advantage drive from the firm’s ability to de-liver superior customer value on benefit attributesthat are both relevant and important to clients.To accomplish that end, the firm should under-stand the universe of current and potential cus-tomers—both who they are and what they want.Without this understanding, how might coatingscompanies deliver differentiated product andservice offerings unique from competitors and theuniverse of other potential substitutes?

Given the nature of a diverse and complexworld, segmenting our business into“bite‐sized” chunks represents a generally ac-cepted approach to focus organizational re-sources and offerings that more directly speakto the needs of a specific grouping of clients.Most commonly, coatings firms employ an in-dustry sector approach to group customers;however, the following list contains three typicalmeans of partitioning a firm’s universe:

Industry Sector: Standard and Poor’s GlobalIndustrial Classification (GICS), Standard In-dustrial Classification (SIC), or North AmericaIndustry Classification (NAICS);

Technology Platform: Epoxy, acrylic, UVcurable, etc; and

Geography: Asia Pacific, North America, Eu-rope Middle East and Africa (EMEA), etc.

Marketing executives with professional titlesand roles attached to an industry sector aremore common in corporate headquarters thanStarbucks cups or day old Wall Street Journals.At the corporate level, following an industrysector approach affords the benefit of present-ing a logical organization structure to the fi-nancial community and supportingbenchmarking against well-studied economicsectors. Organizations are aligned to specializein markets with names like transportation,building and construction, energy and alike;but, does this sector‐based structure stage im-

pact business strategy and execution? Throughout my career, I have witnessed nu-

merous well-intentioned efforts to infuse thevoice of the customer into strategic planningand resource allocation. With extensive datagathering employing various types of survey in-struments, results are scored and compared onlyto reach the startling conclusion that customersin segments as diverse as waste water treatmentand metal furniture all ascribe highest value toquality, price and delivery. While I don’t arguethese are important benefit attributes, I do sug-gest that this view of the world falls significantlyshort of providing actionable market segmentstrategies that can guide the firm in fortifyingand positioning competitive advantage to ex-pand share.

Within a sector, a deeper look at customer sur-vey data typically reveals a longer list of attrib-utes, in aggregate not as important as the bigthree, but still important to some and not as im-portant to others, puzzling, right? As numericalvalues are assigned to survey responses these out-liers commonly have lower mean scores but standout because of higher standard deviation values.

The acid test for the validity of a market seg-mentation structure is individuals within a seg-ment should have homogeneous benefitaffinities; in other words, they should want andvalue the same things. Furthermore, this group-ing of like-minded firms should have discerniblydifferent preferences than firms in the other seg-ments. Let’s explore this concept further in thecontext of the traditional industry sector ap-proach. As an example, if we take a look at theaerospace market is it remotely plausible thatmanufacturers producing high‐end corporatejets would have the same needs and wants as amanufacturer producing rockets to launchtelecommunications satellites? Might it be likelythat product attributes that are aesthetic in na-ture would be more relevant for the corporatejet and of little to no importance for the rocket?What about unit price sensitivity of the corpo-rate jet producer, versus a mass-market producerof single engine propeller planes?

In an effort to counter this heterogeneity ofpreferences within a segment, often market seg-ment managers take the approach of defining and

Using the voice of

the customer to

shape impactful

business strategy.

28-29 BusinessCorner0111.qxp:Business Corner 1/10/11 10:33 AM




redefining their world in more granular de-tail, creating ever more specific sub‐seg-ments. Although this approach does solvesome of the problems of an industry sectorstructure it is inherently inefficient, under-mining economies of scale. Excruciatinglylong business review meetings of dozens ofimportant sub‐segments fail to inspiresenior corporate leaders to invest in grow-ing specific niches because of perceived lowbusiness impact.

Need‐based segmentation representsan alternative if we agree to reject the tra-ditional paradigm. A variety of ap-proaches may be employed to redrawmarket segment boundaries to create anew structure based on customer prefer-ences. A more formal but fairly commonmethodology utilizes statistical tools fromthe marketing science discipline includingconjoint and cluster analysis. In a lesscomplex business context, individualclients can be grouped by team consensusbased on similarities in preference data.

Regardless of the approach employed,the re-segmentation effort must drivefrom sound current customer preferencedata—garbage in leads to garbage out.The importance individual clients ascribeto specific product and service attributesforms the foundation for further analysis.

Before embarking on a project of this im-port, marketers must determine what ben-efit attributes to include in their query. Apreliminary listing of attributes can be as-sembled through multiple thoughtfullyplaced and well-executed focus group ses-sions. Respondents from the survey pop-ulation can then score the importance ofthese attributes by completing either asimple survey (Likert scale), or throughranking hypothetical benefit combinationsin an orthogonal array experimental de-sign (conjoint analysis). The later ap-proach may provide a more robustassessment of the trade‐offs customersmake when presented with multiple bene-fit combinations.

Regardless of the scoring methodology,the preference data once gathered is com-pared in order to establish a manageablenumber of groupings (ideally five or less).1

Using a multivariate statistical analysistechnique known as cluster analysis, re-spondents are clustered by calculating theminimum squared Euclidean distance be-tween all clustering variable.2 Likewise, asimpler approach is possible in less com-plex businesses. The illustration above de-tails a simple example.

For sake of illustration, call the sectorsin the top table anything you like.

Nonetheless, keep in mind these are typi-cal industry sectors such as automotive,petrochemical, building and construction,etc. In this illustration very simplistic pref-erence data was scored based on impor-tance—high, medium, low—for threepreference attributes identified as impor-tant in our focus groups.

Looking only at the top table, imagineyou were the marketing director for oneof those sectors. What would you do tocraft and execute a game changing strat-egy? Go ahead and take your time.

Now turn your attention to the bottomtable. If we abandon our previous para-digm, creating new segments based onlyon clustering the preference data we comeup with an alternative segment that is ac-tionable and supports specific strategiesthat speak to the needs of the clientswithin the segment. My non‐traditionalsegment names may sound funny, as wasmy intent, but the point is segmented inthis way you get a much clearer picture ofhow to address these customers in a waythat creates competitive advantage andsupports market share expansion.

The illustration was highly simplified,intended only to paint the most general pic-ture of the concepts I have discussed. In atechnology driven context like the coatingsindustry, a rigorous assessment should in-clude both product and service attributes.

I want to acknowledge ProfessorDavid Reibstein, of the Wharton BusinessSchool for opening my eyes to these ideasin an Executive Education program at theUniversity of Pennsylvania. CW

References1. May be more or less depending on

the actual data.2. Quick Cluster a SPSS statistical clus-

tering program simplifies this work.

Thomas P. Frauman is a member of theCoatings World editorial advisory boardand independent coatings industry con-sultant. Frauman has more than 20 yearsexperience in senior leadership roles de-veloping and executing strategy. He is a re-spected leader in the coatings industry andan associate of the Chemark ConsultingGroup. Frauman can be reached at [email protected].

Strategies & Analysis Business Corner

Source: Chemark

28-29 BusinessCorner0111.qxp:Business Corner 1/10/11 10:33 AM





FEATURE Architectural Coatings

by Tim Wright, Editor

Representing the largest end-use segment of the coatingsindustry, architectural coatings are used for the decora-tion and general maintenance of residential, commercial,

institutional and industrial buildings.It has long been recognized that there are at least two diver-

gent types of customers for architectural coatings: the profes-sional painter and the DIY buyer. Manufacturers continue toinnovate new technology for both.

Dunn-Edwards has introduced a new line of interior mainte-nance paint under the Contractor’s Edge label, in two gloss lev-els—flat and semi-gloss. Both come in a controlled tintable whiteC-Base, and six stock colors—Cottage White, Navajo White,Pearl, White, Sandcastle, Swiss Coffee and Whisper.

Contractor’s Edge was developed specifically to meet theneeds of contractors in the maintenance market who are look-

ing for a line of interior paints designed for use in apartmentsand other rental properties. Contractor’s Edge is specifically for-mulated for maintenance projects on properly prepared andprimed walls and ceilings, and is not intended for use with newhousing construction.

Performance-wise, it provides good wet /dry hide and goodscrubbability, the company said, and is a product line that’s per-fect for contractors who need to control costs on a residentialmaintenance project.

Dunn-Edwards also recently introduced Block-It Premium, anew, high-performance stain-blocking primer made with a wa-terborne alkyd formula that provides adhesion, hide and stain-blocking properties. It is recommended for use on an array ofpreviously painted or new interior and exterior surfaces.

Block-It Premium’s stain-blocking performance derives fromutilizing waterborne alkyd resins, barrier-type pigments andstain-blocking additives that form a smooth, tight film over the

ArchitecturalCoatings Technology

EvolvesCoatings manufacturers depend on raw material advances to innovate new technology for the market.

30-33 FEATURE InteriorDeco0111:FEATURE 1/10/11 11:42 AM



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stain, locking it in place and preventing itfrom migrating through the topcoat. Thisprimer can be used on surfaces such asdrywall, wood and acoustical ceilings. Itis effective in hiding tough stains causedby food, grease, water or smoke damage,ballpoint or felt pen ink, lipstick, crayonand tannin bleeding on woods. Block-ItPremium is eco-friendly and ethylene gly-col (EG)-free.

Rust-Oleum Corporation has launchedZinsser Bondz Maximum AdhesionPrimer, specifically formulated to bondany topcoat to difficult to paint surfaces.The fast drying urethane modified acrylicformula provides adhesion to hard, denseinterior and exterior surfaces such asfiberglass, tile, glazed brick, aluminum,laminate and galvanized steel.

It creates a permanent bond with anytopcoat including two-part epoxies andsolvent-based paints. Bondz has excep-tional flow and leveling and superior sagresistance, according to the company, andit exhibited eight times better resistanceto wet adhesion loss than XIM UMABonder in ASTM D2486 and D6900 inindependent lab tests, so it’s ideal for usein damp or humid exterior conditions,

where ordinary primers can soften andlose adhesion. Bondz has a fast-dryingformula that dries to the touch in 30 min-utes and can be lightly sanded and top-coated in as little as two hours, savingtime and money.

Benjamin Moore has created Eco SpecWB Silver, the first zero-VOC paint in theU.S. formulated with elemental silver andother EPA-approved antimicrobial addi-tives that inhibit bacterial odors andmildew growth on the paint surface. A premium commercial coating, Eco SpecWB Silver is the latest addition to thecompany’s Green Promise portfolio ofpaint products formulated with BenjaminMoore’s Gennex waterborne colorant sys-tem. The product remains zero-VOC evenafter tinting and no matter the color.

Eco Spec WB Silver’s mildew-resistantquality helps to extend the useful life ofthe coating. At the same time, it renders adried paint film that resists mold, fungusand bacterial odors and is durable evenafter repeated washings, according to thecompany. And, like the original Eco SpecWB formulation, it is low-odor, zero-VOCyet available in any color, and remainsVOC-free regardless the tint.

An ideal choice for projects applyingfor LEED credits, Eco Spec WB Silver isrecommended for high-humidity locationsand high-traffic commercial facilities suchas hospitals, nursing homes, schools,dorms, day care, health and fitness cen-ters, museums, restaurants, hotels, resorts, government offices and militarycompounds. Eco Spec WB Silver is avail-able in three finishes: flat, eggshell andsemi-gloss. It is sold in single and five-gal-lon containers.

Another Benjamin Moore innovationrolled out recently is called Advance, analkyd-based interior paint powered by thebrand’s Gennex waterborne colorant sys-tem. “Advance is truly an alkyd, not a hy-brid,” said Carl Minchew, director ofproduct development for Benjamin Moore,who explained that the new product deliv-ers all of the performance demanded of anoil-based paint, yet has other characteris-tics common to latex. “Advance cleans upwith soap and water and is as green as theycome, with a low-VOC content of less than50 grams per liter, which is well below the

250 to 500 count for most other alkyds,and with significantly reduced odor.”

Advance reflects Benjamin Moore’sadvance on the technology in manyways. A mineral versus petroleumformulation of the alkyd is one of thekey differentiators between Advance andthe acrylic-based hybrids, according tothe company.

It is the mineral-based formulationthat enables the water dispersion of theBenjamin Moore tints. Another of the ad-vantages of the Benjamin Moore Gennextints is that they are VOC-free, so Advanceis low-VOC even after the colorant isadded, and regardless the color choice,which numbers more than 3,300. Customcolor matching also is available.

Though alkyd paint typically is pre-ferred for trims, doors, furniture wain-scoting, chair rails, base moldings andcabinetry, Advance is also being marketedas a wall paint, as well, with a flat sheenand primer soon to be added to a rangethat initially includes satin and high gloss.

Muralo’s 563 interior and exteriorprimer has been reformulated to meetthe growing market demand for high-performance eco-friendly products. Thisreformulation combines new green tech-nology with 563’s time-tested features.Formulated with no harmful solvents,563 is a water-based latex, based on asustainable chemistry technology. Itmeets or exceeds Green Seal and LEEDgreen building requirements.

This fast drying, virtually odorless,zero VOC primer/sealer is specified forspace that is occupied during painting. It’salso ideal for nursing homes, schools, ba-bies’ rooms and health care facilities, aswell as the hotel/motel industries. 563 isrecommended for use on all new or old in-terior surfaces and previously painted ex-terior surfaces in sound condition.

It’s especially effective on porous anduneven substrates such as drywall, tapejoints, plaster and plastered spots. 563 issuitable for use under oil, alkyd or latextopcoats. 563 Painters Primer is certifiedby Coatings Research Group, Incorpo-rated to meet environmentally determinedperformance standards established byCRGI’s ISO-accredited facility for specificproduct types and to meet or exceed the


FEATURE Architectural Coatings

Contractor’s Edge from Dunn-Edwards is a

professional interior, ultra-low VOC, acrylic

latex flat paint that may be brushed, rolled

or airless sprayed. Coverage is approximately

225-275 square feet per gallon for flat and

200-250 for the semi-gloss.




Architectural Coatings FEATURE

Benjamin Moore to power NJ-based R&D center with solar installation developed by Constellation Energy

Benjamin Moore and Constellation Energy have inaugu-rated a new solar power system that is expected to gen-erate 68 percent of the electricity needs for Benjamin

Moore’s 80,000 square foot product development center andtesting laboratories.

The solar power system at the company’s Flanders, NJ, R&Dfacility comprises 8,600 crystalline photovoltaic solar panels,making it one of the largest on-site solar power systems in thestate. The system is expected to begin producing electricity byyear’s end.

Benjamin Moore & Co. teamed with the retail division ofConstellation Energy to develop the 1.7-megawatt system.Under a 20-year solar power purchase agreement, BenjaminMoore is providing the land and will purchase all of the elec-tricity from the solar panels. Constellation Energy will build,own and maintain the system.

“Benjamin Moore proudly wears the mantle of product in-novator while embracing a stringent commitment to ourplanet—working diligently to ensure that our products and op-erations minimally impact the environment,” said DenisAbrams, chairman, president and CEO of Benjamin Moore &Co. “Now we are embracing a commitment to renewable en-ergy through our joint endeavor with Constellation Energy. Weknow that no one action or company will create the single so-lution to our energy needs. But this installation by Constella-tion Energy for Benjamin Moore, on our property, contributes tothe overall global solution of sustainable energy resources thatare sorely needed.”

The long-term solar power purchase agreement structureenables Benjamin Moore to undertake renewable energy gen-eration with no upfront capital expenditure. Depending on

conditions, the system is expected to produce nearly 2,230,000kilowatt hours of electricity each year, enough to supply 68percent of the electricity of the facility. Benjamin Moore andConstellation Energy are also exploring new energy conserva-tion measures at the Flanders site to further reduce the facility’soverall electricity usage so that it can rely almost exclusively onthe power generated by the solar array.

The project is the first of its kind to be located in the NewJersey Highlands region under a recently enacted state law. Con-stellation Energy and Benjamin Moore worked closely with stateand community authorities to ensure that the solar installationfully met the open space and water drainage requirements ofthe Highlands Water Protection and Planning Act of 2004 whichneeded to be amended to accommodate this project. The sys-tem design was adjusted to shift more than 1,500 photovoltaicpanels from an open field on the property to a newly installedroof structure over the facility’s existing parking lot. The final de-sign preserves more open space on Benjamin Moore’s land whileproviding shade for parked vehicles. The parking structure willalso include recharging stations for electric vehicles.

Constellation Energy estimates that using non-renewablesources to generate the same amount of electricity expected tobe produced by the new solar installation would result in the re-lease of more than 1,600 metric tons of carbon dioxide, a green-house gas, or the equivalent emissions from more than 300passenger vehicles annually. The system is the latest example ofBenjamin Moore’s commitment to sustainability, which includesdelivering safer, sustainable products to its customers.

Benjamin Moore flipped a giant switch to inaugurate a solar

power system installed in association with Constellation Energy at

its 80,000 square foot research and development campus in Flan-

ders, NJ. On hand for the ceremony were (l. to r.) Betty Lou De

Croce, from NJ Governor Chris Christie's office; Michele Siekerka,

NJ Department of Environmental Protection; Denis Abrams, CEO,

Benjamin Moore; Greg Jarosinski, president, Constellation Energy;

Mayor David Scapicchio; Carolyn Gehl Fefferman, from Senator

Robert Menendez's office; and, former Governor Jim Florio. The

1.7 megawatt solar array, one of the largest on site in New Jersey,

comprises 8,600 crystalline photovoltaic panels that are are ex-

pected to power 68 percent of the facility's electricity needs. By

powering with solar, Benjamin Moore will be reducing its release

of carbon dioxide by more than 1,600 metric tons, which is the

equivalent to the emissions of more than 300 vehicles annually.

While the majority of the solar panels in the Benjamin Moore in-

stallation are located in a field a few yards from the company's

Test Farm, 1,500 were used to create a canopy over a section of the

parking lot. The new structure also is equipped with recharging

stations for electric cars, which will soon become part of the com-

pany's own fleet.




Additives Market Report

FEATURE Additives

Coatings World discussed conditions in the paint and coatings industry with a select groupof key additives suppliers to the market.

by Tim Wright, Editor

Like most markets, the global recession has presented someunique challenges to the coatings industry. “Raw materialavailability and pricing have been brought to the forefront

because of supply and demand issues,” said Ron Levitt, regionalsales leader, North America, Shamrock Technologies. “Shamrockis working closely with our customers to help reduce the impactof these shortage situations. 2010 was a nice rebound year for usworldwide, which began toward the end of 2009. We saw stronggrowth and are anticipating much of the same for 2011 due toour focus on customer needs, the improving economy as well ascapitalizing on new opportunities. Customers have been cau-tiously optimistic about 2011. There is a real ‘we are all in thistogether’ attitude out there.”

For Dow Coating Materials, 2010 finished strong comparedwith 2009, primarily due to inventory restocking in the valuechain. “Expectations for 2011 are flat compared with 2010, butwe are cautiously optimistic for an economic recovery,” saidKendall Justiniano, strategic marketing and product line man-ager, additives, Dow Coating Materials.

“Additives volume follows formulated paint volume, so we’re

generally impacted commensurately from that standpoint,” saidJustiniano. “However, customers are looking for both cost re-duction and performance differentiation opportunities from theiradditive suppliers.”

Pricing and Supply IssuesIn terms of current challenges in the market, Justiniano said tightsupplies of TiO2 continue to be a foremost concern among for-mulators, so the pressure is on suppliers to find additional sup-ply sources or alternate solutions for hiding.

“Dow’s Ropaque polymers are in high demand as a good op-tion for optimizing and extending the hiding performance ofTiO2,” said Justiniano. “In Europe, Dow has launched a series ofproducts designed to reduce TiO2 content in solventborne alkydgloss and semi-gloss paints by 15 to 30 percent while maintain-ing or improving gloss and hiding properties and reducing VOCcontent. This innovative new product line will soon be expandedto other regions worldwide.”

For road applications, Dow is also close to launching a highefficiency, next-generation acrylic binder technology that allowscustomers to significantly reduce TiO2 content in waterbornetraffic paint while offering the same quick-drying, high durabil-

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ity performance required.Increasing raw material prices and supply shortages are the

major challenges for 2011, according to Craig Baudendistel, di-rector of sales, Shamrock Technologies. “Raw material costs con-tinue to increase across the board and in some casesdramatically,” he said. “We also continue to experience raw ma-terial supply tightness and shortages for some feed stocks.

“Shamrock implemented price increases in 2010 due to thedramatic escalation of costs we are experiencing,” said Bau-dendistel. “However we have not been able to pass the fullamount of these increases to our customers. We are experiencingmargin erosion in some of our product lines.”

Tightening RegulationsRecent regulatory developments are requiring products be com-patible with low and zero VOC systems. “BYK Chemie has beena leading company in the chemical industry, and not just the ad-ditives industry, in working with the EU on REACH,” said BruceSeeber, business line manager, BYK USA. “The challenge for ad-ditives manufacturers is to offer products which contain moresustainable raw materials and to help coatings customers meetgreen regulations like LEED and Green Seal.

“The additives industry as a whole is fully cooperating withother chemical companies to prepare for increasing regulations,”said Seeber. “This means developing products that will formulatewith other resins and coatings systems, as well as developing prod-

ucts which lead the way with new technology and chemistries.”Lower VOC regulations have put more importance on the

role of multifunctional additives to improve the performance oftoday’s coatings, whether for architectural, industrial, automo-tive, or specialty finishes. “Innovative suppliers will be the bigwinners as they respond to the market needs for better perform-ance and added value to the coatings producer,” said Peter Sheri-dan, director, performance additives, Troy Corporation. “Troyrecognizes the need to support our customers in registration forREACH, and in response we have supplied all documentationnecessary to comply with the mandates. Anticipating and meet-ing the needs of regulatory challenges is essential to supportingour regional and global customers.”

Regulations are specific to each country, but in general they arefollowing very similar trends globally. “You see different imple-mentation timelines, stronger or less aggressive targets dependingon the region, and perhaps weaker enforcement systems in someof the emerging markets,” said Justiniano. “Low odor formula-tions are more important than low VOC in most of the emergingmarkets, such as China, Southeast Asia and Brazil. In North Amer-ica, low VOC content low odor regulations are both creating chal-lenges and opportunities for coatings additive suppliers.

“For example, when the last bit of solvent is removed from acoating formulation, film formation becomes more difficult,” Jus-tiniano explained. “Low VOC paints are more susceptible tofreeze/thaw problems, and the additives that can help solve thefreeze/thaw challenge can affect the efficiency of rheology mod-ifiers. The sustainability movement is providing us with a host ofchallenges and opportunities that we’re dedicated to resolving.”

Currently, the coatings industry has been driven by a combi-nation of regulatory restrictions, consumer expectations as wellas the emerging markets of environmentally friendly and foodcontact products, according to Heather Yang, regulatory com-pliance manager, Shamrock Technologies. “Some regulations,such as the EU’s REACH initiative, have affected the world pro-ducers exporting paints and coatings. Large companies set uptheir own Certification Program as a comprehensive environ-mental initiative to help their suppliers reduce the environmen-tal impact of both the materials they supply and their ownmanufacturing operations.”

These new requirements make it necessary for a company toproactively plan all major long-term elements of corporate strat-egy. “This includes financing, formulation, manufacturing, rawmaterial information collection, product development, marketingand others,” said Yang. “Shamrock has taken the following meas-ures to be compliant with global regulations: actively monitorhazardous substances to ensure global market compliance; en-sure adequate infrastructure is in place to deal with classifica-tion, labeling and packaging; update substance registrationdossiers; and cooperate with others in the supply chain, to makesure the changes are managed smoothly.”

New Additives TechnologyOne of Dow’s newest products is Acrysol RM-845 RheologyModifier, a new non-ionic (HEUR) associative thickener for high-


FEATURE Additives

Reactive Surfaces Patents Self-decontaminating Additives in North America, Europe and Pacific Rim

Reactive Surfaces extended protection of its self-decontami-nating coating additive compositions worldwide with thegrants of patents in Great Britain, Hong Kong, Australia andCanada. The patented compositions comprise enzymatic ad-ditives which when admixed into a coating when applied to asubstrate result in a highly stable, long-lasting coated surfacecapable of rapidly and continuously catalyzing the decontam-ination of organophosphorus neurotoxins, such as pesticidesand nerve gases, that come into contact with the surface.

The granted claims vary slightly by country but are gener-ally directed to both permanent and temporary coatings thatare liquid, liquefiable or mastic in nature. The coatings com-prise a variety of both naturally-occurring and genetically-modified hydrolase enzymes delivered in a dry bacterial cellpowder or liquid formulation at loading rates of between ap-proximately 0.001 percent up to approximately 40 percentby weight or volume in coatings applied at five microns thick-ness and greater. The types of coatings shown to beamenable to functionalization by the claimed additives in-clude a variety of coating types and multicoat systems. Alsoclaimed are methods for self-decontaminating coated sur-faces using the claimed coatings and multicoat systems.




performance coating rheology in both interior and exterior latexpaints. Based on patented Acid Suppression Technology, AcrysolRM-845 enables production of an associative thickener free ofsolvents or alkyl phenol ethoxylates (APEO), has high Stormer(KU) efficiency, very low odor and a very low VOC profile.

“Acid Suppression Technology will be incorporated into manythickener structures, giving coatings developers the capability tocreate formulations that comply with VOC and other regulatoryrequirements, while maintaining cost and product performance,”said Justiniano. “Current rheology modifiers from Dow using thistechnology include Acrysol RM-895 and RM-845.”

Troy has introduced Troysol ZLAC, a substrate wetting andflow additive that contributes zero VOCs, zero hazardous air pol-lutants (HAPs), and zero alkyl-phenol ethoxylates (APE) to aque-ous systems. The product is the latest addition to Troy’s Z-line of‘green’ performance additives engineered to help manufacturersachieve regulatory compliance and still maintain optimum per-formance. Troysol ZLAC provides the same benefits and attrib-utes long associated with Troysol LAC wetting additive, butwithout the VOCs.

“Troy has answered the needs of paint and coatings manufac-turers with Troysol ZLAC, and looks forward to enabling inks,adhesives and building materials manufacturers to achieve similarsuccess with the unique multifunctional additive,” said Sheridan.

Troy has also recently introduced Troysol Z370 universalwetting and mar and slip additive, which is a zero-VOC, APE-free multifunctional product.

Shamrock Technologies’ latest product offerings include Mi-croFLON, NanoFLON and Fluoro-T fluoropolymer additives.Part of Shamrock’s premium line of PTFE products, they arespecifically designed for applications where anti-wear and fric-tion modification are essential, according to the company. TheMicroFLON prime PTFE grade offers customers a broader rangeof applications including food contact, and the tight process andparticle size control deliver superior dispersion and distributionbenefits. NanoFLON prime PTFE grade offers particle sizes assmall as 200 nanometers, which provides a break-through in slip,abrasion-resistance and release, according to the company. TheFluoro-T product line offers outstanding coefficient of frictionand wear resistance in both nylon and acetal (POM) applications.

Shamrock will be unveiling several new products and tech-nologies in 2011. “These include products to improve slip andabrasion in water-based can coatings, matting agents that offerexcellent burnish resistance, additives for solvent-based wire coat-ings, as well new FDA compliant fluoropolymers,” said Levitt.

Future TrendsThe additives industry must not just develop new products butmust work with both customers and other raw material suppli-ers to build the optimum products that meet expanding regionaland global regulations, according to Seeber. “This will providethe most value to customers,” he said.

“As more markets are starting to vie for the same raw mate-rials traditionally used for years in the paint and coatings indus-try, it will become imperative that we look for a broader base of

raw materials to improve upon existing and new products,” saidLevitt. “The additives industry needs to constantly strive to im-prove upon existing products and technologies in line with cus-tomer needs.”

One trend is the shift to multifunctional additives, which per-form the jobs of several additives, in one. “VOC limits are thepredominant force causing this shift. Aqueous systems requiremore additives than solvent systems in order to achieve goodproduct performance,” said Sheridan. “However, some of theseadditional additives can add VOCs to a system when formulatorsare struggling to comply with VOC limits. Multifunctional ad-ditives answer this challenge, because they reduce the number ofadditives required to help the aqueous system perform well andstill remain compliant. In essence, less is more.”

The global coatings industry needs to embrace the sustain-ability movement, according to Jusiniano. “This is a fantastic op-portunity for us to apply our scientific knowledge to help createinnovative solutions that are cost effective, high-performance andsustainable,” he said. “All three of those conditions need to bemet for us to succeed.

“Science and chemistry have historically been the great en-ablers for the coatings industry, and there has never been agreater opportunity for us to leverage those disciplines to convertproblems and challenges into solutions and opportunities,” Jus-tiniano concluded. CW

Additives FEATURE



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FEATURE Pigments

By Kerry Pianoforte, Associate Editor

The pigments market is showing some tentative signs of re-covery from the downturn it experienced over the last fewyears. Pigments manufacturers expressed cautious opti-

mism that as the effects of the economic recession begin to re-cede, the pigments market will also continue to improve.

“Although the economy continues to present challenges anduncertainties, we have seen noticeable improvements as it per-tains to overall demand for pigments in 2010 versus the sametime last year,” said Brian Marsicano, business director, pigments,BASF in North America. “We are not seeing quite as much of aseasonal slowdown this year, in fact, we have seen some signs ofimprovement. For 2011, BASF will continue to improve uponour position and increase our competitiveness by utilizing ourbroad portfolio.”

“Overall it was a better year than most expected, which con-tributed to a significant number of supply problems from themajor manufacturers,” said Rick Campbell, president, Trust Chem.“Companies like ours will be able to take advantage of these newopportunities. Most people are optimistic that 2011 will bestronger than 2010. Trust Chem is very optimistic about 2011.”

“The pigments market show mixed results for 2010,” saidRobert Poemer, business manager, Heucotech. “Automotive was

particularly strong versus 2009 showing double-digit growthrates due to the recovery of this industry. However, the automo-tive sector was still below 2008 figures. Industrial markets alsoexhibited strong growth over 2009 but unfortunately not asstrong as automotive. Pigment sales into the building industrywere essentially flat for 2010 and significant questions still re-main about the timing of the recovery for this sector.

“The year 2010 was definitely an improvement over 2009,”said Poemer. “The year 2011 should show further recovery butwill be a marginal improvement (2-4%) over 2010. If the build-ing industry recovers quicker, than these numbers could improvesomewhat but our perception is that a meaningful recovery forthe building industry is still several years away.”

According to Mehran Yazdani, vice president, marketingperformance pigments, Sun Chemical, due to a relatively strongbounce back year in the housing and auto markets in 2010, thepigments market rebounded in 2010 from 2009 levels, but notto pre-recession levels. “However, due to the supply rationali-zation that occurred during the downturn, and the increasedcosts of environmental and regulatory compliance, we have seensignificant cost increases of the raw materials that we use tomanufacture our pigments. In 2011, we expect that the magni-tude of supply issues will decline, but not go away. Capacitiesfor some raw materials should increase as incremental new ca-

The PigmentsMarket

38-41 FEATURE Pigments0111:FEATURE 1/10/11 12:08 PM


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FEATURE Pigments

pacity is restarted. However, where thereare still fundamental imbalances in sup-ply and demand, we would expect to seecontinued tightness and potential short-ages again this year. Sun Chemical Per-formance Pigments is committed tofulfilling our obligation as the leader ofthe industry during this challenging timeby remaining committed to investing inour strategic imperatives and providingvalue to our customers.”

Although there are reasons for opti-mism, raw material prices and supply is-sues continue to plague the pigmentmanufacturers.

“A key trend and challenge we saw in2010 was the substantial increase of rawmaterials costs,” said Yazdani. “After twoyears of rapid decline in demand, we saw asignificant increase in demand in 2010. Un-fortunately due to raw material shortagesand increased environmental and regula-tory compliance costs, we saw a significantamount of cost increases in raw materials.We expect this trend to continue in 2011.

“There also continues to be strong pos-itive trends toward the usage of high per-formance and effects pigments,” saidYazdani. “At Sun Chemical PerformancePigments, we continue to work on control-ling our own costs closely with our supplychain partners, to improve our internal op-erations, and to develop new value ori-ented products that can help customersgrow their business. We will continue to in-vest in those areas that provide our cus-tomers with innovative products andservices allowing them to be more compet-itive and present the best value proposi-tions in the market.”

“The major concern facing the globalpigments market today is raw materialsupply and pricing,” said Poemer. “Com-modities and oil prices are rising whichare affecting raw material prices and sub-sequently pigment prices. There have alsobeen shortages in the availability of inter-mediates for the pigments. These havebeen caused by a variety of reasons in-cluding regulatory issues in India andChina and inventory reduction of inter-mediates due to the global economy.

“Another major challenge for theglobal pigment market continue to be theglobal economy,” Poemer continued.

“There are countries in Europe that are es-sentially going bankrupt and are having tobe bailed out by the EC. The U.S. economyand in particular the baking industry needsto regain the confidence in order to assistin rebuilding the housing industry. Pigmentmanufacturers are therefore challenged toprovide environmentally responsible prod-ucts with higher performance properties atpricing that is equivalent to current offer-ings,” said Poemer.

“Competition is intense and we are see-ing ongoing consolidation of traditionalsuppliers with new sources expanding tofill the void,” said Campbell. “Some key is-sues are cost instability and the generaltrend of increasing cost because of cur-rency issues, inflation and growing envi-ronmental compliance cost in countrieslike China where an increasing percentageof pigments and more importantly, pig-ment raw materials are made.”

Pigment manufacturers are also dealingwith complying with increasingly stringentenvironmental regulations such as the EU’sREACH. “Trust Chem expects to fullyregister more different pigment chemistrythan other Asia suppliers,” said Campbell.“We do not think pigment buyers fully un-derstand how the REACH registrationprogram could effect the availability of or-ganic pigments worldwide. In 2011 we ex-pect only a small impact but over the nextfive years, no one really knows if REACHwill result in fewer suppliers and furtherproduct line consolidations. And of courseno one really knows when the economiesin the major industrial countries will re-cover causing uncertainly and reluctanceto expand capacity.”

According to Marsicano, another chal-lenge is meeting coatings customers de-mand for higher performance pigments,such as lightfastness, weatherfastness, al-kalai resistance and improved color spaceat prices equivalent to or below that of cur-rent offerings. “The increasing demand forhigh performance, special effect and heatmanagement pigment solutions representkey market trends,” he said. “BASF has arobust portfolio of pigments that provideunique performance characteristics andbenefits that address each of these threetrends. High performance pigments (HPP)enable enhanced durability, opacity and

higher hiding and are compatible acrossbroad application areas. Special effect pig-ments provide exceptional brilliance andultra-high chroma needed for the creationof novel designs and product differentia-tion. Heat management pigments providesolar energy management solutions, in-cluding near-infrared (NIR) reflective pig-ments, NIR transparent organic pigments,and stir=in pigment dispersions and addi-tives for transparent applications.”

Despite the many challenges facing thepigment industry, there are also plenty ofopportunities for growth. “From the mar-ket segment viewpoint, we expect continuegrowth in cosmetics, specialties, and nichemarkets,” said Yazdani. “We also expectflat to declining market in automotive, ar-chitectural, and ink markets. The trend formore efficient and smaller cars in the au-tomotive market will see a reduction inpaint consumption, however, it will alsoincrease the demand for color. This trendwill help to fuel the continued growth inhigh performance and effect pigments.”

“Traditional markets such as automo-tive and the industrial segment will con-tinue to be primary consumers of highperformance and special effect pigments,”said Marsicano. “Similar to last year, wesee interior and exterior decorative appli-cations as a high growth area for HPPbased on increased interest for materialswith improved durability, opacity andweatherfastness properties by our cus-tomers. Used in a wide range of end mar-ket applications from automobiles, houseexteriors to electronics and many more,special effect pigments address demandsfor brand and product differentiation asthe range of aesthetic color values contin-ues to expand. Further, we anticipategrowth in demand for heat managementpigments as rising energy costs and globalwarming concerns increase the need forsolar management solutions within archi-tectural and construction applications.”

“For our company, growth is happen-ing in all market sectors,” said Campbell.“Worldwide demand for printing ink is ex-pected to decline gradually because of theeffects of the internet, especially for publi-cation inks. For our company, we expectthe demand for high performance pigmentsto grow faster than ‘traditonal’ pigments.”




Pigments FEATURE

From a geographical viewpoint, theemerging industrial giants, China, India,Brazil and Eastern Europe, are seen as themarkets where per capita gross domesticproduct (GDP) is expected to grow mostrapidly. According to Yazdani, related tothe GDP growth of these emerging mar-kets will be the growth in the demand forhigh performance pigments for the coat-ings of durable goods, buildings and theautomotive sector.

“The demand for pigments in theemerging markets like China and India ac-tually increased significantly in 2010,”said Yazdani. “Overall, the demand in theemerging markets is still closely tied totheir exports of manufactured goods toEurope and North America. In China,higher local demand, tighter environmen-tal controls, and less available credit, willmost likely make pigment producers thereless competitive. As a consequence, we areexploring potential opportunities to bet-ter utilize our North America and Euro-

pean pigment manufacturing operations.”“The production and consumption of

organic pigment in India and China isstrong,” said Campbell. “No one expectsthis to change. There is concern aboutwhen there will be sustained growth in theU.S. and Europe and the governments inChina and India are trying to slow growthand inflation. However, some wonder iftotal world capacity is growing fastenough to support local demand and anexpected continual improvement in worlddemand. Less cost effective Western fac-tories are being closed, taking out capac-ity in Western countries for both finishedpigment and raw materials.”

“Nearly every major coatings and inkcompany traveled to China in 2010 tolearn about the capabilities within Chinato meet their worldwide supply and qual-ity requirements,” Campbell continued.“Almost all have programs in place to in-crease the share of pigment they buy fromChina. There is significant interest in high

performance pigments and the desire todevelop alternative sources.”

“It is our perception that pigment de-mand in the emerging markets, particu-larly India and China, has remained atrelatively consistent levels despite the eco-nomic downturn,” said Poemer. “How-ever, exports from these emergingcountries have certainly been affected dra-matically by the economic downturn. Theemerging countries are beginning to seeother factors that are having major im-pacts on their pigment production. Theseinclude pricing increases on items such ascrude oil and intermediates, increased reg-ulatory pressures and higher wage leveldemands from their workforce. These im-pacts will in all likelihood slow but notstop the movement of pigment productionto these emerging countries.”

Log on to www.coatingsworld.comfor additional information on the pig-ments market, including the latest prod-uct offerings. CW

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BASF has completed its acquisition of Cog-nis Holding GmbH from Cognis HoldingLuxembourg S.à r.l. controlled by PermiraFunds, GS Capital Partners and SV Life Sci-ences. The equity purchase price was €700million. Including net financial debt andpension obligations, the enterprise value ofthe transaction is €3.1 billion.

“Cognis’ and BASF’s know-how andrange of products complement each othervery well,” said Jürgen Hambrecht, chair-man of BASF’s Board of Executive Direc-tors. The combination will broaden ourportfolio of specialty chemicals and boostinnovation for our customers.”

According to the company, through thepurchase of Cognis, BASF will achieve aleading position in personal care ingredi-ents, strengthen its leading position invalue-added products for home care, es-tablish a strong position in human nutri-tion and further strengthen its position inpharma excipients. BASF will also be ableto offer customers of the PerformanceChemicals and Dispersions & Pigmentsdivisions an even more attractive portfo-lio. The acquisition will in particular ex-pand BASF’s portfolio with productsbased on renewable raw materials.

BASF intends to fully integrate Cog-nis into the BASF Group. Detailed inte-gration plans will be developed by theend of the first quarter of 2011. Com-pletion of the structural integration istargeted for the end of 2011.

Evonik plans capacityexpansion for isophoroneproductsEvonik Industries has announced plans toconstruct a new production plant forisophorone and isophorone diamine. Thecompany reports that a suitable site iscurrently being sought, and economic andstrategic market factors play an impor-tant role in this decision. Production isscheduled to start in 2013. The board ofmanagement of Evonik Degussa GmbHhas now approved the plant project plan.

“Isophorone chemistry is a core businessfor Evonik,” said Klaus Engel, chairman ofthe executive board of Evonik Industries.“The market for isophorone and its deriatives is growing steadily and proved to berobust even during the economic crisis.That’s why we want to sustainablystrengthen our market and technologicalleadership by capacity expansion.”

Evonik currently has production sitesin Herne and Marl (Germany), Antwerp(Belgium) and Mobile (Alabama, U.S.).

Huber enter into agreementwith AlmatisHuber Engineered Materials (HEM), a di-vision of J.M. Huber Corporation, and Al-matis, Inc. have reached an agreementunder which Almatis will toll produce forHEM certain specialty hydrate flame retar-dant products previously produced andmarketed by Almatis. HEM will immedi-ately be the sales and marketing contact forthe products and assumes responsibility fortechnical support. The specific products tobe produced include Hydral 710, HydralPGA and SpaceRite grades.

Momentive to sell ink andadhesive resins businessMomentive Specialty Chemicals Inc. hassigned a definitive agreement to sell itsglobal Ink & Adhesive Resins (IAR)business to Harima Chemicals, Inc., aproducer of pine-based products. Thedeal is expected to close in the firstquarter of 2011. Terms of the agreementwere not disclosed. IAR, whose 2009annual revenues were $278 million,supplies resins and additives to thearoma chemical, adhesives, graphic arts,specialty coating and synthetic rubberindustries. Harima will purchase theIAR global product portfolio along with11 manufacturing facilities on five con-tinents. At closing, it is anticipated thatthe IAR management team and approx-imately 650 global associates will joinHarima’s staff.

Omnova Solutions completesacquisition of EliokemOmnova Solutions has completed its ac-quisition of specialty chemicals manu-facturer Eliokem International. Omnovapaid €227.5 million for Eliokem. In ad-dition to Omnova’s five chemical pro-duction facilities in North America,which provide products and servicesworldwide, the acquisition adds globalmanufacturing capability to serve Eu-rope and the high growth, developingmarkets in Asia with one plant in France(Le Havre), two plants in China (Ningboand Caojing) and one in India (Valia). Inaddition, the Eliokem plant in Akron,Ohio, will provide Omnova with impor-tant new processing capabilities.

Arkema to acquire Total’sphotocure and coatings resins business Arkema is set to acquire the coatings resinsand photocure resins businesses of Total’sspecialty chemicals activities for a €550 mil-lion. The acquisition expands Arkema’s posi-tion in the global coatings resins market and

BASF completes Cognis acquisitionInd

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PRICING CHANGES

Dow Coating Materials:

Jan. 10–€110/MT increase in Europe and

$130/MT increase in the Middle East,

Turkey and Africa for acrylic and styrene-

based products, including pure acrylic,

styrenated and styrene-acrylic emul-

sions; €30/MT increase in Europe and

$40/MT increase in the Middle East,

Turkey and Africa for vinyl acetate-based

products.

Lanxess:

Effective immediately–at least €110/MT

increase for iron oxide pigments world-

wide.


42-43 Industry News0110.qxp:Industry News 1/10/11 1:45 PM



further increases the downstream integrationof its acrylics chain, while offering major po-tential for growth and synergies. The busi-nesses concerned include the coatings resinsof Cray Valley (Europe, Asia, South Africa)and Cook Composite Polymers (UnitedStates), as well as the photocure resins of Sar-tomer (Europe, United States, Asia). Thesemake up a coherent group of specialty prod-ucts used in the high value-added paints andindustrial coatings markets.

DSM to acquire 51% of AGI Corporation Royal DSM N.V. of the Netherlands intendsto acquire a 51 percent stake in AGI Corpo-ration of Taiwan (AGI). AGI offers a broadrange of UV (ultraviolet) curable resins andother products that are used in coatings forpaper, wood, plastic and graphic arts appli-cations. AGI reported net sales in 2009 ofNTD 3,561 million (approximately €90 mil-lion). AGI is listed on the emerging compa-nies board of the GreTai Securities Marketin Taipei. The intended acquisition will be fora 51 percent stake for about €48 million.DSM said the public tender offer will belaunched through a wholly-owned DSMsubsidiary towards the end of Q1 2011 fol-lowing AGI corporate approvals for the pri-vate placement of new shares.

Hydrite Chemical Co. launchesnew websiteHydrite Chemical Co. has launched their im-proved and updated website - www.hy-drite.com. The site offers a fresh new designand details of their updated industrial clean-ing, sanitizing, ingredient, foam control andbulk chemical offerings. “We invite our cus-tomers past, present and future to view ournew website and read how we continue tohelp improve our customers’ products byconnecting their needs with our technical re-sources and products,” said John Honkamp,president and CEO of Hydrite Chemical Co.For more information, please contactMelissa Udovicic, Hydrite Chemical Co.marketing manager, at 262.792.2363 or visitthe new website at www.hydrite.com.

Rhodia acquires Feixiang Chemicals Specialty chemical producer Rhodia hascompleted the acquisition of Feixiang

Chemicals after receiving approval of theChinese authorities. Located in Zhangji-agang near Shanghai, Feixiang Chemi-cals is China’s leading producer ofamines and surfactants, and employsabout 650 people. This acquisition willallow Rhodia to integrate specialtyamines technologies, key intermediatesof surfactants, into its Novecare business

portfolio. Through the integra-tion of Feixiang Chemicals,Rhodia becomes the largest in-ternational surfactant player inAsia. Furthermore, Rhodia enhances itsfootprint in the world’s fastest growingregion by generating one third of its netsales in Asia. CW

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To help meet consumers’ demands for greenand high-performance premium flat paints,Cognis has launched two new defoamers:FoamStar EF 20 and FoamStar EF 22. Thetwo new defoamers represent a break-through in defoaming efficiency with verylow VOC. They can reduce the amount ofdefoamer needed in paint by up to 50 per-cent, thereby reducing the paint’s totalamount of VOCs even further, according tothe company. FoamStar EF 20 and Foam-Star EF 22 combine technical performanceand sustainability benefits. Within its Foam-Star EF series, they are among the most ef-ficient defoamers requiring 30 to 50 percentless dosage in order to achieve the bench-mark performance of mineral oil de-foamers. Besides a lower VOC contributionand very low odor they effectively preventmicro foam - making them ideal for use inpremium paints that contain less than 100grams of VOC per liter. They also offer veryhigh persistency and fast bubble breaktimes. Cognis’ two latest innovations in hy-perbranched polymer defoamer technologyare delivered in an essentially emission-freehydrocarbon matrix. FoamStar EF 20 andFoamStar EF 22 have a VOC content of ap-proximately 0.3 percent (according to theU.S. EPA method 24), while conventionalmineral oil defoamers contain an averageof four percent. This, coupled with the factthat much smaller amount of the FoamStarEF series defoamers is needed, means thatthe total VOC content of paints is reduced.More info: Cognis Corp., Web: www.cog-nis.com.

Cytec introduces UV curablePUD for wood and plastic Cytec Industries Inc. has launched Ucecoat7710, an innovative new aliphatic UV-PUDresin for high gloss mirror effect. Due tothis characteristic, this material opens newpossibilities for clear topcoats on wood fur-niture and plastic substrates, according tothe company. This UV curable resin featureshigh solids content, excellent hardness andscratch resistance. In addition, Ucecoat

7710 allows for easy finishing as no sand-ing is required to achieve the high gloss mir-ror effect. More info: Cytec Industries,Web: www.cytec.com.

Silberline introduces APL-12243inhibited aluminum pigment Silberline has launched APL-12243 inhib-ited aluminum pigment designed specifi-cally for use in waterborne attic barriercoatings. This innovative and cost effectiveproduct has been created to maximize theradiant barrier properties of coatings ap-plied to the interior of attics and other re-lated applications, according to thecompany. APL-12243 is easily dispersibleand has been chemically treated to maxi-mize stability in waterborne coatings,thereby making it ideal for use in either onepack or two pack waterborne systems.APL-12243 is available in either 220 pounddrums (standard) or 44 pound pails. Moreinfo: Silberline, 570-668-8378; E-Mail:[email protected] or [email protected]; Web: www.silberline.com.

Elementis offers TINT-AYD AQcolorants and tinting system Elementis Specialties now offers Tint-AydAQ colorants and Tinting System. This latestgeneration tinting system is available asready-made colorants and comes with aunique flexibility that allows customers tomake the Tint-Ayd AQ colorants themselves.Tint-Ayd AQ is an aqueous tinting system,based on a dual humectant technology andis part of Elementis’s third generation VOCcompliant architectural tinting systems fordecorative coatings and aqueous industrialcoatings. Besides the ready-made Tint-AydAQ colorants, Elementis offers the uniqueoption for customers to produce these col-orants in-house via working formulations.All the AQ colorants can be made with threebase additives: Nuosperse AQ 100, AQ 200and AQ 300. Nuosperse AQ 100 - is a liquidcarrier, humectant and pigment wetting anddispersing agent replacing traditional glycolsand dispersing agents in VOC compliant

aqueous colorants. It is used as dispersingmedium and open time agent reducing thetendency of the colorant to dry out duringstorage or in tinting machines. NuosperseAQ 100 is primarily based on polymeric sur-face active ingredients. Nuosperse AQ 200 -is a unique liquid hydrophobic humectant,typically used in combination with Nu-osperse AQ 100. It prevents too quick dryingof colorants in production and tinting ma-chines. It also stabilizes the viscosity of tintedpaints and has significantly less influence onwater resistance properties of paints, com-pared to most traditional colorants. Nu-osperse AQ 300 - is a liquid co-dispersantused in combination with Nuosperse AQ100 and Nuosperse AQ 200. It reduces thepigment grind viscosity and allows an opti-mized pigment loading. The dispersing agentis typically used for those pigments that re-quire extra wetting. More info: ElementisSpecialties, Web: www.elementis.com.

Songwon launches newadditive formulations Songwon, an additives supplier to the poly-mer industry, has developed a new and in-novative range of high heat, low colordistortation, and low emission additive for-mulations for thermoplastics which deliversignificant benefits to compounders, mold-ers and end-users, according to the com-pany. Market demands for improvedperformance and durability in end-use ap-plications have driven the requirements forabsolute service life and average operatingtemperature to new levels. Existing systemsbased on phenolic antioxidants andthioesters are in danger of not meeting themore recent extended requirements. Formaterials such as filled or unfilledpolypropylene (PP), typically injectionmolded in thicker wall sections, the need forincreased properties and longer life cyclesare becoming a constant factor. More info:Songwon Indsutries, 1 877 SONGWON;281-648 -1585; Fax: 713-456-1812; E-mail: [email protected]; Web:www.songwonind.com. CW


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DuPont recently implemented a number ofmanagement changes. Rick Olson, cur-rently president of DuPont Titanium Tech-nologies, will lead productivityimprovement and business process simpli-fication programs across the company.Olson’s business process knowledge, sup-ply chain experience and previous produc-tivity leadership successes will be beneficial

as the company con-tinues to drive andaccelerate its pro-ductivity improve-ment program. Hehas served in a rangeof business and op-erations leadershiproles around theworld since joiningthe company as a

process engineer in 1978. He has led the Ti-tanium Technologies business since 2005.

Phuong Tram, vice president, informa-tion technology (IT) and chief informationofficer; Don Linsenman, vice president,Six Sigma; and David Peet, vice president,DuPont Integrated Business Management(DIBM); will retain their current respon-sibilities and report directly to Olson.

BC Chong, currently vice president –DuPont Performance Coatings (DPC) inAsia Pacific (AP), will succeed Olson as pres-ident of Titanium Technologies. Chong willlead the global business from Asia. Chongjoined DuPont in Singapore before holdinga variety of leadership roles in both AP andthe U.S. His previous positions have in-cluded business management and develop-ment, sales and marketing and operations.

Jeff Keefer, executive vice president, haselected to retire after more than 34 years ofservice. His current responsibilities includeoverall cost and working capital productivityprograms, corporate strategy and DPC busi-ness. He moved into progressive financialand business leadership roles around theworld after joining the company as a finan-cial analyst in 1976. He was appointed exec-utive vice president and chief financial officer

in 2006 before he assumed his current role in2009. Concurrent with his retirement, Cor-porate Strategy will report to executive vicepresident and chief financial officer NickFanandakis, and DPC will report to execu-tive vice president Tom Connelly.

Don Johnson, senior vice president,human resources, has elected to retire aftermore than 36 years of service. Johnson hasserved in a range of technical, manufactur-ing and leadership roles in the U.S.; Geneva,Switzerland; and DuPont K.K. (Japan), be-fore assuming his current role in 2008.

Maritza Poza-Grise, vice president,human resources, will serve as the actinghead of human resources until the posi-tion of senior vice president of human re-sources is filled in the near future.

Solution Dispersions namesMelville new businessdevelopment manager Solution Dispersions, a producer of aque-ous carbon black dispersions, has namedSteve Melville new business developmentmanager. He will work under the man-agement of Jeff Randolph, president.Melville will focus on servicing currentcustomers, soliciting new business, anddefining new opportunities in existing ornew markets.

Lubrizol names Day corporate vice president and general counsel The Lubrizol Corporation has electedSuzanne F. Day corporate vice president andgeneral counsel, replacing Joseph W. Bauer,who is retiring after 25 years with the com-pany. Day will assume global responsibilityfor legal services, directing the corporation’slegal strategy in support of the company’s vi-sion and objectives. Day joined Lubrizol’sglobal legal division in 1998 to handle litiga-tion throughout the corporation, eventuallyheading the litigation and disputes practicesection. She has engaged in all phases of trialpractice and alternative dispute resolution onbehalf of the company. Since becoming a

deputy general counsel of the corporation in2007, Day has led the successful resolutionof numerous legal matters for Lubrizol, bothinside and outside of the courtroom.

Valspar appoints Arnold chieftechnology officerThe Valspar Corporation named CynthiaA. Arnold senior vice president and chieftechnology officer. In this role Arnold willlead Valspar’s global technology activitiesand will become an officer of the company,reporting to chairman and CEO WilliamL. Mansfield. Arnold succeeds Larry B.Brandenburger vice president of researchand development, who will retire fromValspar this month. Arnold most recentlyserved as chief technology officer at SunChemical. She earlier served as VP of tech-nology, coatings adhesives and specialtiesfor Eastman Chemical and in R&D andbusiness leadership positions with GE.

PPG appoints Jain VP, strategic planning & corporate development PPG Industries has appointed Anup Jainvice president, strategic planning and cor-porate development. Jain will join thecompany’s operating committee and re-port directly to chairman and CEOCharles E. Bunch at PPG’s global head-quarters in Pittsburgh, PA.

Jain previously held the positions ofvice president and general manager, globaltest and measurement, and director, strat-egy, for Honeywell Corp. From 2002 to2004, he was an operating principal withThree Cities Research, a private equityfirm, serving on its board of directors andworking with top management at portfo-lio companies to drive turnaround andgrowth. Jain worked from 1997 to 2002with McKinsey and Co., where he devel-oped expertise in pricing and productstrategies. He began his career with IBMCorporation as a systems sales engineer,and later became manager, strategy/busi-ness development, retail solutions. CW

DuPont announces leadership changes Peop

le

Rick Olson

45 People0111.qxp:People on the Move 1/10/11 2:20 PM


Jan. 17-19: The Coatings Summit,Washington, DC/USA. More info:Vincentz Network, www.european-coatings.com/thecoatingssummit.

Jan. 28-30: The India InternationalCoatings Show 2011, New Delhi, India.More info: www.coatingsindia.com.

Jan. 31 - Feb. 3: SSPC 2011 Greencoat,Las Vegas, NV/USA. More info: SSPC:The Society for Protective Coatings,www.sspc.org/sspc2011.

Feb. 14: TiO2 2011, Scottsdale,AZ/USA. More info: InterterchPira,www.tio2conference.com.

Feb. 23-25: Smart Coatings 2011,Orlando, FL/USA. More info: Dr. J.Baghdachi, [email protected];www.smartcoatings.org.

Feb. 28 - Mar.4: WaterborneSymposium, New Orleans, LA/USA.More info: The School of Polymers andHigh Performance Materials,www.psrc.usm.edu/waterborne.

Mar. 1-3: Middle East Coatings Show,Cairo, Egypt. More info: The CoatingsGroup, www.coatings-group.com.

Mar. 28-30: European CoatingsCongress 2011, Nuremberg, Germany.More info: www.european-coatings-show.com/en/congress.

Mar. 29-31: European Coatings Show2011, Nuremberg, Germany. More info:Vincentz Network, www.european-coatings-show.com/en.

Mar. 31 - Apr. 1: EuPIA AnnualConference, Vienna, Austria. More info:EuPIA c/o CEPE, www.eupia.org.

April 19-22: Primus: Interfarba 2011,Kiev, Ukraine. More info:www.theprimus.com/en/interfarba.

May 11-13: Coat Expo China 2011,Guangzhou, China. More info: WiseExhibition (Guangdong) Co., Ltd.,www.coatexpo.cn/en.


The Coatings Summit is January 17-19Mee

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Corrosion Control

Coming next month in

Also: Mixing Equipment

Wood Coatings

46-47 Meetings0111.qxd:Meetings 1/10/11 2:22 PM

http://www.coatingsindia.com

http://www.sspc.org/sspc2011

http://www.tio2conference.com


http://www.smartcoatings.org

http://www.psrc.usm.edu/waterborne

http://www.coatings-group.com

http://www.european-coatings-show.com/en/congress

http://www.european-coatings-show.com/en

http://www.eupia.org

http://www.theprimus.com/en/interfarba

http://www.coatexpo.cn/en


http://www.european-coatings-show.com/en/congress

http://www.european-coatings-show.com/en

http://www.european-coatings.com/thecoatingssummit



May 18-19: Asia Coatings Congress, HoChi Minh City, Vietnam. More info: TheCoatings Group, www.coatings-group.com.

June 27 - July 1: COSI 2011, 7thCoatings Science International,Noordwijk, The Netherlands. More info:www.coatings-science.com.

July 13-14: Latin AmericaCoatings Show 2011, MexicoCity, Mexico. More info: The Coatings Group,www.coatings-group.com.

Sept. 14-15: Asia Pacific Coatings Show2011, Singapore. More info: TheCoatings Group,www.coatingsgroup.com.

Oct 5-7: CEPE - Annual Conference &General Assembly 2011, Dublin, Ireland.More info: www.european-coatings.com/cepe.

Oct. 18-20: RadTech Europe 2011Conference & Exhibition, Basel,Switzerland. More info: VincentzNetwork, www.european-coatings.com.

Nov. 21-23: ABRAFATI 2011, SaoPaulo, Brazil. More info: Abrafati,www.abrafati.com. CW

Mee

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MAJOR UPCOMING MEETINGS

Jan. 17-19: The Coatings Summit, Washington, DC/USA

www.european-coatings.com/thecoatingssummit

Jan. 31-Feb. 3: SSPC 2011 Greencoat, Las Vegas, NV/USA

www.sspc.org/sspc2011

Feb. 28-Mar. 4: Waterborne Symposium, New Orleans, LA/USA

www.psrc.usm.edu/waterborne

46-47 Meetings0111.qxd:Meetings 1/10/11 2:32 PM


http://www.sspc.org/sspc2011

http://www.psrc.usm.edu/waterborne

http://www.coatings-group.com

http://www.coatingsgroup.com

http://www.european-coatings.com/cepe

http://www.european-coatings.com



http://www.coatings-science.com

http://www.abrafati.com


http://www.european-coatings.com/cepe



Cla

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Blairgowrie Associates, LLC. ....................27 ....................480-272-3137...............480-981-1601.........www.blairgowrieassociates.com

BYK USA Inc. ...........................................11 ....................203-265-2086...............203-284-9158.....................................www.byk.com

Chemark Consulting.................................15 ....................910-692-2492 ..............910-692-2523 ..............www.chemarkconsulting.net

Conn & Company....................................43 ....................814-723-7980...............814-723-8502 ..........................www.connblade.com

DOW ......................................................3, 35 ..................800-447-4369...............989-832-1465..........www.dowcoatingmaterials.com

Evonik Industries ......................................41 ....................800-367-4857.........................................................................www.inxel.com

Heubach Ltd.............................................13...................800-HEUBACH.............215-736-2249......................www.heubachcolor.com

Hoover Color Corp ...............................Cov. 4 .................540-980-7233...............540-980-8781........................www.hoovercolor.com

Micro Powders, Inc....................................7 .....................914-793-4058...............914-472-7098....................www.micropowders.com

Reitech Corporation .................................37 ....................610-929-9451 ...................................................www.reitechcorporation.com

Shamrock Technologies Inc....................Cov. 2 .................973-242-2999...............973-242-2536 .......www.shamrocktechnologies.com

Shijiazhuang Goldenfish Paint .................23 .................86 311 85233805.........86 311 83035061...................www.goldenfish.com.cn

Sun Chemical ............................................39 ....................800-543-2323...............513-681-5505 .......................www.sunchemical.com

Troy Corporation ......................................9 .....................973-443-4200...............973-443-0843.............................www.troycorp.com

Trust Chem USA........................................4 .....................401-398-7301...............401-398-7321......................www.trustchemusa.com

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Fina

l Coa

t

Blue Sky and Cloud Design Weather Competition in Tnemec Company’s 2010

Tank of the Year Voting

The City of Newton has the distinction of being home tothe Blue Sky Sculpture recognized as one of the “8 Won-ders of Kansas Art,” as well as a national award-winning

potable water tower that was voted Tnemec’s 2010 Water Tankof the Year. Both the sculpture and artwork for the water tankwere created by Kansas artist and designer Phil Epp, who isknown for his rural landscapes with expansive skyscapes.

“Both the water tower’s exterior design and the sculptureshare the artist’s signature white clouds set against a bright bluesky,” said Doug Hansen, director, Tnemec water tank market.“When you’re standing at the sculpture, the water tower isclearly visible. The arched surfaces of the sculpture and the cur-vature of the tank mural viewed against the surrounding sky cre-ate an interesting aesthetic effect that definitely impressed ourTank of the Year judges.”

The 500,000-gallon pedestal tank replaced a standpipe thatwas constructed in 1905, according to Tnemec coating consult-ant Rick Penner. “Working with Epp, the city negotiated a per-manent reproduction of his nearby signature sculpture for useon the water tank,” Penner said. “After an approximate scaledmodel of the new tank was used to lay out the artwork, Epp

and the project engineer matched Tnemec colors to recreate theartist’s original desired effect. To further enhance the unique-ness of the tank’s image, the city installed lighting at the base ofthe tower.”

The new tank was assembled and coated on the ground andlifted by crane onto its pedestal. The tank’s interior and exteriorcoating systems consisted of a prime coat of Series 91-H2OHydro-Zinc, a zinc-rich urethane. The interior then receivedtwo coats of Series N140F Pota-Pox Plus, a polyamidoamineepoxy. The exterior steel received a roller-applied intermediatecoat of Series 73 Endura-Shield, an acrylic polyurethane, fol-lowed by a finish coat of Series 700 HydroFlon, an advancedfluoropolymer topcoat that offers outstanding long-term glossand color retention.

The selection of colors used on the tank’s exterior includedTnemec’s 20BL Splash, 15BL Tank White, 21BL K.C. Blue, 71BLHorizon Blue, 10 BL Cornflower, 35 GR Black and 24 GR Light-pole. The tank fabricator, shop and field applicator on the proj-ect was Phoenix Fabricators & Erectors of Sebree, Kentucky,which also removed the existing standpipe after installation ofthe new water tower was completed. CW

“The cloud as icon and open sky as subject is universal,” said Phil Epp, the artist and designer whose creation won Tnemec’s 2010 Tank of the

Year competition. “A clear, crisp, contemporary depiction of this imagery is my attempt to provoke inspiration and interpretation. The cloud

in motion seemed an honest motif for a water tower, declaring its content and justifying its purpose.”

50 Final Coat0111.qxp:Final Coat 1/10/11 2:24 PM


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Coatings Word January 2011

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