ICI Paints(R) Launches New Line of Paint; This Old House(TM)
Paint Provides Superior Performance
ORLANDO, Fla., Jan. 13 /PRNewswire/ -- International Builders' Show -- ICI
Paints(R), an international provider of world-class paint brands including
Glidden and Ralph Lauren, today announced the launch of This Old House(TM)
paint, a premium exterior paint brand reflecting more than 25 years of This Old
House expertise and quality craftsmanship combined with ICI Paints'
internationally-renowned research and development capabilities. Formulated
with only the highest-quality raw materials, this is a premium line of paint
that really lives up to its promised formula benefits and is worthy of carrying
the This Old House name.
ICI Paints leveraged advanced technology to create This Old House paint and
benefited from feedback by the This Old House team during the development
process. The technology features the perfect blend of SmoothCote modifiers, a
network of urethane polymers that enhance the paint's application abilities and
finished appearance. The result is a perfect balance of sag resistance and
flow that provides a professional-looking, even finish that hides brush marks
and minimizes surface imperfections whether applied by a novice or experienced
painter. This thick, one-coat coverage formula saves time and requires fewer
strokes with resistance to dripping both on the brush and surface. Once cured,
the paint forms a flexible, protective barrier to provide ongoing protection
that resists fading, peeling, chipping and cracking in harsh weather
conditions.
This Old House paint also features a pure white appearance with exceptional
hide. While some brands use gray toning to achieve hide, This Old House paint
utilizes the greatest percentage of quality ingredients to achieve advanced
hide without visible gray tinting. Additionally, the line provides an
unparalleled mildew and algae resistant coating in multiple sheens to provide
beautification and lasting protection for years to come that is backed by a
100% satisfaction guarantee.
"As an innovator in the painting industry, we are pleased to offer a paint that
encourages the practice of 'doing a job right from the start' with a brand that
is synonymous with trusted home transformations," said Cathy Fischer, chief
marketing officer, ICI Paints. "Capitalizing on more than 25 years of
perfecting exterior house paint technology, this paint line effectively
addresses, resolves, and exceeds the needs of both professionals and
homeowners." The paint is available in three sheens: flat, satin, and semi-gloss. Each can
be tinted to a wide array of rich colors that were specifically selected to
convey the look and feel of classic homes in various regions of the country.
The line features 320 colors, 33 of which are marked as "historical" to reflect
hues that closely match colors that were popular in the early
twentieth-century. This Old House(TM) paint provides both color stripe cards
and color cards developed to reflect regional influences. The regions include:
Southwest Adventure & Southeast Focus; North by Northwest & Point Mid-Central;
Contemporary Drama & Urban Eclectic; and Rural Farmhouse & New England.
Two primers will be included in the exterior paint line: alkyd and latex. The
latex primer will come in white, as well as gray base designed to provide
optimal hiding for rich, deep colors in two coats. Available in March, This
Old House paint will be sold in ICI Paints stores across the nation at a
suggested retail of $35.95-38.95 a gallon. Primer will retail for a suggested
$21.99 per gallon.
For additional information, consumers and professionals can call 1-866-TOH-4544
or visit http://www.thisoldhousepaint.com/ . The site will feature a color
selection tool that gives the opportunity to see an example of what certain
colors will look like on a variety of home styles, as well as additional tools,
resources, tips and tricks from the This Old House experts.
About ICI Paints(R) ICI Paints is part of the ICI Group (NYSE:ICI), one of the world's largest
producers of specialty products and paints. ICI Paints worldwide has 49
manufacturing sites in 25 countries and more than 15,000 employees. Headquartered in Cleveland, ICI Paints' North American operations produce
decorative coatings brands such as Glidden, Dulux, Ralph Lauren, Devoe,
Fuller-O'Brien, Sinclair, C-I-L paint, Color Your World and Liquid Nails caulks
and adhesives. Products are sold through company stores, national retail
outlets and independent dealers in the United States, Canada and Puerto Rico.
For more information, visit http://www.icipaints.com/NA .
About This Old House(R) Ventures This Old House(R) inspires and informs 52 million adults every month on topics
of home improvement and renovation. It is the No. 1 multi-media home
enthusiast brand, offering homeowners trusted information and expert advice
through award-winning television, a highly regarded magazine, a comprehensive
line of books, and an information-driven Web site.
This Old House Ventures, Inc. is a business of Time4(R) Media, a multi- media
company whose enterprises include leading magazines, Web sites, television and
radio programming, feature films, and events and exhibitions. Time4 Media is a
subsidiary of Time Inc., which is a wholly owned subsidiary of Time Warner Inc.
THIS OLD HOUSE is a trademark of This Old House Ventures, Inc. Used under
license. DATASOURCE: ICI Paints CONTACT: Melodie Elliott of Sunwest Communications, +1-214-373-1601, ext. 271, or , for ICI Paints Web site: http://www.icipaints.com/NA http://www.thisoldhousepaint.com/
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