SEALANTS & ADHESIVES GET READY TO GO PRO O


ver the past decade, MS Polymer sealants and adhesives have continued to grow in popularity in the trade market. In fact, research carried out by GFK in 2018 showed that the category grew by 32% versus the previous year, achieving 22% of total sealant sales in builders merchants.


Looking at the product attributes, it’s easy to see why. MS Polymer products feature many of the attributes of traditional sealants – with the paintability of acrylics, the flexibility and UV stability of silicones and the durability and toughness of polysulphides. They also offer the same properties as high quality ‘grab’ adhesives.


Underwater option


In addition, they boast some unique selling points of their own. They can be used directly on wet or dry surfaces and they will even bond and cure underwater. Their excellent adhesion properties allow them to be used on virtually any surface including plastic, tile,


MS Polymer technology is coming of age as Andrew Cummins, senior product manager at Geocel tells BMJ.


a pioneer of MS Polymer Chemistry and felt it was time to revisit its offer to create a stand out product, with a market leading range in both performance and branding. THE WORKS PRO and THE WORKS PRO X are the latest in a long line of high-quality solutions. The superior formulations are aimed at trade professionals who are seeking a high-quality product that won’t let them down – supported by suite of marketing collateral intended to achieve cut- through in a highly competitive market. THE WORKS PRO construction sealant and adhesive is a superior formulation that provides an extremely secure bond and flexible seal, quickly and easily. It resists mould growth and is over-paintable too. New product development was focused on and achieved a ‘whiter white’ and a more UV stable clear as well as achieving a ‘best in class’ combination of cured appearance and tool-ability. It is also ISEGA certified meaning it is safe to use in environments where food is prepared. THE WORKS PRO X is a high grab construction adhesive that provides an ultra- fast and incredibly strong bond on almost any surface; for interior or exterior use, even in wet conditions. It offers an open time of approximately 10 minutes and a bond that can be adjusted up to 5 minutes after application. The enhanced formulation gives it 50% more grab that traditional alternatives, meaning there is no need for additional fixings on most applications.


Premium position


wood or stone surfaces; whilst the non-staining properties mean that they are ideal for projects such as sealing marble or granite kitchen work tops. Plus, once applied they also won’t attack synthetic materials, unlike their solvent counterparts.


The combined sealants and adhesives are great multi-use products ideal for snagging, where installers may be called upon for a range of small jobs. A really effective all-rounder, MS Polymers seal, fill and bond any surface, wet or dry, inside or out.


The product’s popularity has of course not gone unnoticed and there has been many new entrants to the market over the years, with a proliferation of brands now fighting for space on merchants’ shelves. Geocel was


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Pack design and on-shelf presence has also been considered, with THE WORKS PRO range positioned as a premium product targeted at those in the trade who demand a superior product. A professional, clean design and unique metallic gold packaging reflects the product quality and aims to differentiate the product from more ‘gimmicky’ brands; with clear on-pack language highlighting the key product attributes that will resonate with end- users.


The launch is supported by a comprehensive promotional campaign across PR, trade advertising and social media. There is also a range of in-store support available, including eye catching free standing display units, wobblers and shelf strips.


It’s estimated that the MS Polymer category will continue to grow, as more installers recognise the product’s benefits. By introducing premium ranges such as THE WORKS PRO, the aim is that this popularity will not lead to a commoditisation of the category, with installers continuing to recognise the value of paying more, for high quality, reliable products that won’t let them down. BMJ


www.buildersmerchantsjournal.net July 2020


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