Crown Trade urges new build sector to switch gloss specifications
It’s pretty clear which sector of the market Crown Trade is targeting with the launch of its New Build Acrylic Gloss system. Senior Brand Manager Debbie Orr tells The Decorator why it’s time for housebuilders and their contractors to make the switch away from alkyd based systems.....
The recent round of European legislation to reduce VOC levels in decorative coatings has had a significant impact on the range of products that can be sold into the market and many innovative new products have been launched over the past couple of years. These new coatings are more eco-friendly and more pleasant to work with than their traditionally formulated predecessors and, because they employ the very latest technology, they generally have excellent application characteristics and perform just as well, if not better in terms of durability, appearance retention and quality of finish.
However, where alkyd based gloss coating systems are concerned, it has proved particularly difficult for paint manufacturers to reduce the level of solvent to the extent required to comply with the legislation without affecting long term performance in one way or another. At Crown Paints we were quick to recognise that the customers who seemed to be expressing the most dissatisfaction with the new generation of “2010 compliant” systems on offer were contractors and their clients in the new house build sector, where there appeared to be an increased incidence of accelerated yellowing.
We took a lead and explored the matter thoroughly. The result of our investigations led us to develop a high performance alternative to alkyd based gloss , which not only eliminates the key cause of complaints but which offers a host of additional benefits for the contractor working on new build sites and for his client, the house builder or developer.
Whilst alkyd based gloss trim coatings are preferred by many professional decorators because of their very high gloss finish and ease of application, the technology does have a downside. In order to facilitate proper drying, chemicals have to be added to the formulation. The curing process continues long after the paint film is dry and as part of that process, over time, all alkyd paints eventually ‘yellow’.
In order to reduce the levels of solvent to comply with the VOC legislation, manufacturers have added higher solids resins (typically yellow coloured constituents such as linseed, soya and tall oil) to their formulations. The drying mechanism remains the same, however, and because there is now more solid resin present, there is an even higher propensity for the paint film to yellow as it cures. In a nutshell, the ‘2010 compliant’ glosses produced by all paint manufacturers using alkyd technology tend to ‘yellow’ more quickly than their previous formulations.
There are a number of reasons why this problem has been particularly noticeable in the new build sector. We know for example that ‘yellowing’ can be exacerbated by external factors, such as a lack of UV light. This is a feature of many new build developments, particularly apartment buildings. We also know that the yellowing process can be accelerated when gloss systems are applied over substrates which are commonly used in new build developments, such as MDF, and certain adhesives and building compounds.
Our response has been to develop the Crown Trade New Build Acrylic Gloss System, a more eco-friendly trim coating than traditional gloss and one which will not lose its whiteness over time, whatever the conditions.
The combination of our New Build Acrylic Primer Undercoat followed by two coats of New Build Acrylic Gloss will deliver an exceptionally durable high gloss finish that will retain its sheen level longer than a conventional gloss. It also offers a closer match to the acrylic pre-finished materials which are increasingly being used in new build developments for doors and other interior fittings.
New Build Acrylic Gloss has less odour than traditional gloss and there’s a much lower risk of sagging. It’s quick drying too, which means a three-coat system can be completed rapidly, and once the job is completed, all equipment can all be cleaned up in water rather than solvent. The same gloss system can be used throughout a new property, indoors and out, and can be applied at temperatures as low as 5oc - ideal for use on building sites where decorating nearly always has to be carried out in unheated properties.
For those who long for the return of traditional full gloss systems with their high solvent formulations, we have bad news. The latest round of European VOC legislation outlawed them for ever. And, going forward, alkyd based gloss coatings are going to remain in the sights of the European legislators - indeed there are many who believe that the solvents may eventually have to disappear from paint formulations altogether. Fortunately there’s a high performance alternative solution in the shape of the Crown Trade New Build Acrylic Gloss system. We’re very confident that it will make life a lot easier for contractors working on new build sites, and will keep their clients happy too. It’s time to break with the past and make the switch.
Watch our video to get the best results form using an Acrylic system
www.youtube.co.uk/crowntradetv