Per Olav Ramstad, Regional Marketing Director, Jotun Paints
Jotun Paints, one of the world’s leading producers and suppliers of paints and coatings, has announced the relaunch of the company's new and improved 'Woodshield' product range. The latest line of stains and varnishes is a result of the company's extensive research and development efforts to utilize the latest technology in creating an innovative wood coating product. Jotun is now looking towards leveraging 'Woodshield's' dynamic features of longevity, low odor and quick drying time, to further penetrate the region's wood coating segment, which is currently valued at over USD 126 million. The company’s efforts to strategically position itself in the region’s wood coatings segment complements a recent report from leading research firm, AMRB, stating that the wood market in total volume for the Middle East is 31.5 million liters or around five per cent of the total paint market. The figures also include other products like stains, varnishes and enamels for wood. Jotun is now looking to consolidate its market share with the introduction of ‘True Wood Protection’ as its new wood coating brand promise and to increase volume shares by at least two per cent.
The re-launched ‘Woodshield’ range of products have been developed to deal with the usual challenges and issues of wood coatings and paints like long drying time; the presence of very strong odors and lack of options in finish. ‘Woodshield Exterior’ is the first wood coating of its kind in the region to use advanced UV absorbers and Hindered Amine Light Stabilizers (HALS) technology to provide twice the power of UV Protection, which minimizes colour fading and protects wood against cracking, peeling and erosion from sunlight. The new product also provides a protective barrier against harsh weather for longer lasting wood protection. ‘Woodshield Interior’ is a modified urethane alkyd that creates a smooth and tough hydrophobic film that makes for easy cleaning of the wood surface. It has a uniquely formulated quick drying resin, which acts as a fast drying formula and leads to a convenient and quick drying solution - saving time, energy and manpower. Both 'Woodshield Interior' and 'Woodshield Exterior' possess low odour solvents and low odour binders that give off less odour during and after applications. The two products also offer high water resistance and flexibility. 'Woodshield Interior' and 'Woodshield Exterior' are free of heavy metals like Lead, Mercury, Cadmium, Chromium, Arsenic.
“The re-launch of the new 'Woodshield' wood coating product range demonstrates Jotun's long standing commitment towards providing its customers with products that offer reliability, long life and quality,” said Per Olav Ramstad, Regional Marketing Director, Jotun Paints. “The new range provides users with several advantages as compared to other wood coating products that take hours, even days, before the painting is finally completed. 'Woodshield' proves to be the perfect wood coating offering a quicker drying time, less odour and a longer coat life.”
‘Woodshield’ is being offered in three colour ranges that have been developed to provide reliability and high aesthetic value. ‘Golden Sand’ is meant to capture the golden tone of the forest and represents the richness of the woods. ‘Forest Walk’ comes in natural red and green elements that inspire ways to beautify the timber grain. ‘Semi-opaque shades’ attracts inspirations from season change and colours from spring to fall.
“Jotun’s new ‘Woodshield’ range is the first of its kind in the Middle East market and offers advantages and benefits like strong UV protection, high water resistance and strategic flexibility. This new range of wood coatings not only complements our strategic aim to reinforce our market share in the Middle East market but also demonstrates our efforts to provide our customers with a world class range of products that not only speak of durability but also adds high aesthetic value,” concluded Ramstad.