Champions of water-based technology
Richard Mazurkiewicz, Marketing Manager at Johnstone’s Trade, explains how the brand is staying ahead of the curve with its advanced water-based solutions...
The painting and decorating industry was shook up following changes to legislation around Volatile Organic Compounds (VOCs) in 2010, which saw the introduction of lower VOC limits in paint products. However, it was long before this that Johnstone’s Trade identified a need for new water-based paint technology. As part of ongoing research, we were noticing that the market was
experiencing issues with changes to solvent-based undercoat and gloss products, with problems around yellowing and drying times. There was also a reluctance from experienced painters and decorators to try water- based trim products. We understood that we needed to address the issues for the industry, and provide a new water-based solution with new technology.
The next generation The new and improved formulation was a water-based technology that boasted all the benefits that a solvent-based paint has to offer. We recognised that a full water-based solution wasn’t going to be immediately popular with users of solvent-based paint, as we knew that they didn’t like the application properties or the flow and feel of water- based products that were already available to market. We created a hybrid product that applies like a solvent-based paint
with self-levelling properties and improved flow, while having the added characteristics and environmental benefits of a water-based paint. Since the launch in 2012, the range has become more established and
includes a number of other products, such as Johnstone’s Trade Aqua Water-Based Undercoat and Aqua Water-Based Satin. Each of the paint solutions offers a low level of VOCs. What we have recognised, however, is that while water-based solutions
have been driven largely by legislation, it’s a priority to bring these solutions up to, any beyond, the performance of solvent-based paints.
Increasing popularity of Aqua The Johnstone’s Trade Aqua Gloss and Aqua Water-Based Undercoat solutions now offer professional painters and decorators a quick drying time and low odour paint, as well as the high sheen levels, great coverage and excellent durability of a solvent-based paint. While professionals will benefit from the low odour properties of the
paint, so too will the customers and end users who will regain access to the painted areas in a shorter space of time. The Aqua Water-Based
Launching the first formulation The first formulation of Johnstone’s Trade Aqua Gloss was launched to the market in 2006. The new paint solution came with the environmental benefits of being water-based, but we found it was met with mixed reviews and initial apprehension from professional painters and decorators to try something so new – even though this type of paint is the most popular across mainland Europe. We understand however that painting and decorating is a craft, and
professionals didn’t want to stake their reputation on a new product. So, to gather feedback from the industry, we worked with a large number of professionals who had used the Johnstone’s Trade Aqua Gloss, as well as loyal solvent-based paints and decorators. This process included reviews of a number of factors, including
technological performance, application, colour and availability. From this our new product development journey began and the decision was made to develop our water-based technology and produce an improved formulation. It took time to ensure that we could offer our customers the best
solution and, as such, it wasn’t until 2012 that we launched the second generation of the Johnstone’s Trade Aqua System.
Satin also feels and applies in the same way as a more traditional satin finish, but with the added benefits. It also offers improved wet edge times, allowing professional painters and decorators a longer open time to work with the product. While there are restrictions and legislations that must be adhered to
when manufacturing and using paints, water-based solutions are increasingly proving popular in their own right. With the enhanced benefits on offer, it’s clear to see why decorators have embraced the performance qualities of water-based paint, and we fully expect to see the market continuing to expand.
For more information on the range of Johnstone’s Trade water-based paints, please visit
www.johnstonestrade.com
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