Coatings Word October 2010

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We are thinking about the same thing you areHow to make your products greener and their performance pure gold.Our customers come to us to help them stay ahead of competitive pressures by helping to re-formulate existing products and innovate new ones meeting green goals while preserving and even enhancing performance. We call it Greenability. Youll call it genius.

Another ne result of the Innovation Principle L. Let us help you work through theformula for Greenability.

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breathe easy .

Have you looked at vinyl-based resin technology lately?

f o r m u l a t e . m a n u f a c t u r e . m a r k e t . p a i n t . l i v e .

When we introduced our new EcoVAE emulsions last year, we told youthat VAE (vinyl acetate ethylene) technology would be the foundation for a new

generation of consumer pleasing, eco-friendly paints. After just over a year in the

market, formulators of all types of paints have found that EcoVAE strikes the bal-

ance that everyone has been looking for in making high quality, high performing,

people-friendly products.

Theyve discovered that formulating with EcoVAE is uncomplicated. That the paints

they make with it show excellent scrub, stain resistance and touch-up performance.

And that EcoVAE technology is suitable for a broad range of interior paints from

premium brands to contractor flats.

If youve already found EcoVAE, thanks for your support. If you haventmaybe its time

you discovered the next generation low VOC emulsion that everyone in the North American

paint industry is talking about.

Your future is our focusworldwide.

Find the balance youre looking for. Contact us.

[email protected]

Brian Duke973-443-4014


WWW.COATINGS WORLD.COM OCTOBER 2010 5

COLUMNS22 International Coatings Scene

Europe Wind turbine coatings in demand.Latin America Chilean paint market evolves.

28 Business Corner System development. Where value selling begins: Part 2.

OCTOBER 2010 VOL. 15, NO.10

FEATURES

30 Exterior Architectural CoatingsA profile of Benjamin Moores latest offerings to the market.

34 Automotive Refinish MarketA Q&A with DuPont Refinish Systems provides perspective on the market.

36 Additive Suppliers DirectoryA comprehensive listing of the latest additives to hit the market.

DEPARTMENTS6 Editors Page8 As We Go To Press 8 Index to Companies

10 Fresh Paint20 Patents26 New Products42 Industry News44 Suppliers Corner45 People50 Final Coat

ADVERTISINGSECTIONS

47 Classified Ads49 Advertising Index

COVER DESIGN BY MIKE DELPURGATORIO

COATINGS WORLDCoatings World (ISSN 152-711-29) is published monthly by Rodman Publications, Inc., 70 Hilltop Road, Ramsey, NJ07446 USA. Phone: (201) 825-2552; Fax (201) 825-0553. Periodical postage paid at Ramsey, NJ 07446 USA and additional mailing offices.Publications Mail Agreement No: 40028970. Return Undeliverable Canadian Addresses to Circulation Dept. PO Box 1051, Fort Erie, On L2A6C7, [email protected]. POSTMASTER: Send address changes to: [email protected]; (201) 825 2552 ext. 374; Fax: (201)825 6582. Free subscriptions to Coatings World are available to qualified individuals. Others are as follows: U.S. one year $75; two years$105. Outside U.S. and overseas: one year $95 (U.S.), two years $145 (U.S.), foreign airmail: one year $195 (U.S.). 5% GST required onCanadian orders. GST #131559148. The publisher reserves the right to determine qualification of free subscriptions. Printed in the USA.Coatings World is used under license from Whitford Worldwide. COATINGS WORLDS circulation is audited by BPA International.

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New Jersey man arrestedfor stealing trade secrets

Editors Page

EDITOR Tim Wright [email protected]

VICE PRESIDENT/EDITORIAL DIRECTORTom Branna [email protected]

ASSOCIATE EDITOR Kerry Pianoforte [email protected]

ART DEPARTMENT Michael Del Purgatorio [email protected]

INTERNATIONAL CORRESPONDENTSSean Milmo (Europe)

Charles W. Thurston (Latin America/Americas)CONTRIBUTING EDITORS

Phil PhillipsEDITORIAL ADVISORY BOARDJim Berry (Berry Environmental)

Joseph Cristiano (consultant) Thomas Frauman (consultant)

Sidney Lauren (consultant)Joseph Prane (consultant)Isadore Rubin (consultant)

Richard M. Tepper (PPG Industries)Shelby F. Thames (University of So. Mississippi)

RODMAN PUBLISHINGPRESIDENT

Rodman J. Zilenziger, Jr. [email protected] VICE PRESIDENT

Matthew J. Montgomery [email protected] PUBLISHER / ADVERTISING SALES

Dale Pritchett [email protected] SALES (U.S.)

Kim Clement [email protected] SALES (Europe)

Baudry Boisseau Associates27 Rue J. Lebeau- B-1000, Brussels, Belgium

Tel.: 32-(0)2-513-06-47 Fax: 32-(0)[email protected]

ADVERTISING SALES (Hong Kong, Taiwan & China)Ringier Trade Publishing Ltd

401-405 4/F New Victory House93-103 Wing Lok Street, Sheung Wan, Hong Kong

(852) 2369 8788 Fax: (852) 2869 5919 [email protected]

CLASSIFIED ADVERTISING SALESPatty Ivanov 631-642-2048; Fax 631-473-5694

[email protected] MANAGER

Patricia Hilla [email protected] DIRECTOR

Joe DiMaulo [email protected] DIRECTOR

Paul Simansky [email protected] MASTER

Jason Lawton [email protected]

A Rodman Publication 70 Hilltop Road Ramsey, NJ 07446 USA

(201) 825-2552 Fax: (201) 825-0553Web site: www.coatingsworld.com

COATINGS WORLDS circulation is audited by BPA Worldwide.

6 OCTOBER 2010 WWW.COATINGS WORLD.COM

Im sure has gotten around the industry by now that a formerValspar employee recently admitted to stealing trade secretsfrom the paint maker with plans to take them to a new employ-er in China. David Yen Lee, 54, of Jersey City, New Jersey, pleadedguilty to theft of a trade secret with intent to economically benefitsomeone other than its owner before U.S. District Judge RobertGettleman in Chicago, IL.

Lee worked as a technical director at the Wheeling, Illinois,facility of Minneapolis-based Valspar from 2006 to 2009, when heleft to take a job in Shanghai with Osaka, Japan-based NipponPaint. Nippon wasnt charged with any wrong doing.

When he was arrested in March 2009, Lee had a pocket-size com-puter thumb drive containing Valspar data in his possession. Theinformation he took they said is worth $7 million to $20 million.

Lee, whose crime is punishable by as long as 10 years in prisonand a $250,000 fine, is scheduled to be sentenced on Nov. 23.

According to his plea agreement, beginning in September 2008and continuing through February 2009, Lee discussed possibleemployment with Nippon. On February 27, 2009, Lee accepted anemployment offer from Nippon to serve as the vice president oftechnology and administrator of research and development inNippons Shanghai, PRC offices. Lee resigned from Valspar onMarch 16, 2009, and prepared to relocate to Shanghai.

As a technical director at Valspar, Lee had access to Valsparssecured internal computer network, including access to tradesecrets in the form of proprietary chemical formulas, paint prop-erties calculations, and emerging research and developmentinformation.

According to his plea agreement, during the period fromNovember 2008 through March 2009, Lee downloaded tradesecrets from Valspars secured computer system and transferredelectronic files to external thumb drives with the intention ofusing the trade secrets for the benefit of another.

This case makes me wonder how much information has slippedthrough the cracks and made its way to foreign competitors. Doyou know of any other instances of trade secret theft that hasoccurred in the paint and coatings industry recently? If so, Iwould like to hear about it. Thank you.

[email protected]

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As We Go To Press

RPM acquires Turkish distributorRPMs Building Solutions Group hasacquired Park Dis Ticaret A.S., aleading supplier of sealants, tapesand membranes to the constructionmarkets in Turkey. Based inIstanbul, Park has annual sales ofapproximately $10 million. Foundedin 1994 by Adnan Akkin, Park dis-tributes high-performance sealants,weatherseals, structural silicones,one-side and double-side adhesivetapes, and adhesives to customers inTurkey, Russia and the Middle East.This acquisition will provide Tremcoillbruck and the RPM BuildingSolutions Group (BSG), a strong basefrom which to grow our internationalpresence, said Frank C. Sullivan,RPM chairman and chief executiveofficer. As part of the RPM BSG,Park will also be able to expand itsproduct offerings into new categories,such as firestopping. We look forwardto having Adnan Akin and his man-agement team join RPM.

VALSPAR ANNOUNCES PRICEINCREASE FOR POWDER COATINGSValspar has implemented price in -creases for protective coatings prod-ucts in the companys general indus-trial line serving the pipe and rebarmarkets. Pricing changes will takeeffect for all shipments on or afterOct. 15. The continued escalation inthe price for epoxy, a key raw materi-al used to manufacture fusion bondedepoxy coating products, necessitatedthe action.

ARKEMA EXPANDS ITS PRESENCE IN EMULSIONS IN CHINA Arkema has announced the construc-tion of a latex plant in China to pro-duce a range of emulsion polymers foruse primarily in the coatings andadhesives markets. Arkema will invest

$30 million in the new plant located onits Changshu platform. Start-up isexpected in late 2012. Expanding man-ufacturing into China for emulsionproducts enhances Arkemas positionas an integrated global raw materialssource for its customers in manyindustries, and reinforces Arkemasstrategy to grow its position in Asia

and increase its acrylics downstreamintegration. Adding capability foremulsion products will furtherenhance Arkemas offering in theregion to coatings manufacturers,especially after the completion of theCoatex acrylic polymer plant which isexpected to start up mid 2011 asannounced in July 2009. CW

Index to Companies

This index gives the starting page for a department or feature with a significant reference to a manufacturer of paint, coatings, adhesives and

sealants. Subsidiaries are indexed under their own names.

AkzoNobel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 45

Alexseal Yacht Coatings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

APV Engineered Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

BASF Coatings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Benjamin Moore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

DuPont . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 34

Henkel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Kansai Paint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Linetec . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Lord Corp.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

MesoCoat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Modern Masters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Nelson Firestop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

PPG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10, 20, 26

Performance Coatings Intl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

RPM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Sto Corp. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Teknos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Valspar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8, 10, 50

Vista Paint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Xurex. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

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BASF Coatings Spa has sold its Italianproduction site in Burago Molgora forthe manufacturing of industrial coat-ings to Alcea Industries Srl, effectiveOctober 1, 2010. In addition to themanufacturing facility for liquid paintin Burago Molgora, the transactionencompasses the business of BASFCoatings Spa in Italy with anodic, elec-trodisposition coatings for home appli-ances, heating and general industryand liquid paints for automotive sup-ply metal (ASM) as well as the relatedcustomer portfolio. Employees workingin these businesses will transfer toAlcea Industries Srl which is part ofAlcea Group. BASFs customers foranodic technology and ASM will besupplied by Alcea. The agreement withAlcea Industries Srl includes a distri-bution contract for cathodic technologyand a license agreement related to liq-uid paints for automotive suppliermetal (ASM) and commercial trans-

port (CT). BASFs business in Italy forautomotive OEM coatings and refinishcoatings are not affected by the trans-action. BASF will also continue to mar-ket and to grow Salcomix brand andproducts for small industry. Employeesworking in the refinish and OEM coat-ings businesses will relocate fromBurago to BASFs site in CesanoMaderno (MB) in 2011.

TEKNOS AND OLIVA MERGE IN POLAND Teknos and Oliva have signed anagreement to merge together andbecome one of the leading players inthe Polish metal paint market.According to the agreement the newcompany will operate under Teknos-Oliva name and brand. This deal isexpected to close by the end ofOctober. Oliva is a well-known brandin Poland in the metal industry paintsand yacht paints markets. The compa-ny has 90 employees with its mainoffice and paint factory in Gdynia.Olivia recorded sales of approximate-ly 8 million in 2009. The new compa-ny Teknos-Oliva will have a turnoverabove 20 million and it will be one ofthe leading players in the Polishmetal and industrial wood coatingsmarkets. Pro duction will continue inGdynia. Krzysztof Bruski, owner andCEO of Oliva Group, will continue towork for Teknos-Oliva as a member ofthe supervisory board and managingdirector of Teknos Poland. PiotrNiedzilka will be the managingdirector of the new Teknos-Oliva.

STO CORP. EXPANDS IN S. AMERICAWITH NEW OPERATIONS IN CHILESto Corp. is set to begin operations inSantiago, Chile to support an expand-

BASF Coatings Spa sells production site inBurago Molgora to Alcea Industries


In a deal with Alcea Industries Srl, BASF Coatings Spa has sold its production site inBurago Molgora, Italy.

p10-19:p. 10-11 fresh paint june 9/24/10 10:49 AM Page 10

CREATING TOMORROWS SOLUTIONS

Quality. Reliability. Global knowledge. Technical expertise. WACKER silicone-based materials are so versatile and adaptable, they have virtually unlimited applications just about anywhere imaginable, making WACKER an integral part of our daily lives. Engineered to deliver consistent and dependable performance, WACKER materials are known the world over for helping create new business opportunities through innovation. Ask our technical experts how we can help you meet the competitive challenges of a global economy. Get to know us even better. Visit www.wacker.com/knows-solutions

Wacker Chemical Corporation, 3301 Sutton Road, Adrian, MI 49221, USATEL: +1 888 922 5374, FAX: +1 517 264 4068, [email protected]

YOU KNOW US.YOU JUST DIDNT KNOW IT.


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ing market in the region. Sto Corp.has been working in partnership witha group in Santiago since 2006 andhas now completed an acquisition ofmanufacturing and marketing opera-tions to help support the growing mar-ket there. Target markets include bothcommercial and residential as well asexporting material to other LatinAmerican countries. The operationswill manufacture wet materials on-site along with stocking meshes andother materials needed to supply mul-tiple markets. Sto Corp., based inAtlanta, Georgia, is a producer of abroad range of cladding and coatingsystems for building construction,maintenance and restoration. StoCorp. is ISO 14001:2004 as well asISO 9001:2008 certified and operatesproduction plants strategically locatedto serve more than 200 distributorshipping locations across North andSouth America. Sto Corp. is a sub-sidiary of Sto AG, headquartered inSthlingen, Germany, located in theheart of the Black Forest.

MESOCOATS NANOCOMPOSITECERMET COATINGS SELECTED AS A TOP TECHNOLOGY MesoCoat Inc.s PComP nanocompos-ite cermet coatings have been identi-fied and selected as a breakthroughnanotechnology of potential benefit tothe oil and gas exploration and pro-duction industry by EPNanoNet.MesoCoat Inc.s CEO, AndrewSherman participated in the firstEPNanoNet webinar on Sept 28th,briefing leading oil and gas industrymembers on the companys nanocom-posite coating solutions for extendingequipment life and operationalenvelopes in extreme environments.This is the first in a series ofNanotechnology for E&P webinarsto be hosted by EPNanoNet, andMesoCoat was chosen as one poten-tially stand-out technology over ahighly competitive pool of nanotech-

nology-based solutions companies andtechnologies to participate in thisflagship event. EPNanoNet waslaunched in 2008 with the mission ofaccelerating the development anduptake of nanotechnology within theupstream oil and gas exploration andproduction industry. MesoCoatsPComP nanocomposite cermet familyof coatings incorporate solid lubricantand other ceramic nanoparticles intoa hard, tough, extremely durable coat-ing system that is used to protectmetal parts from wear and corrosionin extreme environments, such asthose encountered in the E&P indus-try. The PComP coatings are appliedusing thermal spray, and provide upto 10 times life extension over carbideand hard chrome coatings in slidingwear applications because of extreme-ly low coefficients of friction combinedwith high hardness. The nanocompos-ite coatings also provide improve-ments in ductility, toughness andspallation resistance compared toceramic coatings such as diamondlike carbon, tungsten carbide, or alu-mina-ceramic, and are easier andfaster to apply and grind than con-ventional, larger grain size coatingmaterials.

MODERN MASTERS E-COMMERCESITE OFFERS CONVENIENCE PLUSLOCAL SERVICEModern Masters, a manufacturer ofhigh-end specialty paints and deco-rative finishes, has launched aninnovative retail integrated e-com-merce site designed to offer the con-venience of shopping online with thebenefits of quality local service andsupport. Now, professionals and seri-ous amateurs can shop for popularModern Masters products likeMetallic Paint Collection, VenetianPlaster, Metal Effects and DecorativePainters Products online atwww.modernmasters.com and havetheir orders fulfilled by their local


participating Modern Masters deal-er. Orders can be shipped from deal-er inventory or customers can opt topick up their order at the store. Atwww.modernmasters.com, customersalso can access up-to-date informa-tion on all of the specialty paints anddecorative products in the ModernMasters line, including recent addi-tions like Modern Masters PolishedVenetian Plaster, which is now avail-able in fifteen ready-to-use earthtone and hard-to-reach dark colors.Full color palettes and technicalinformation on all Modern Mastersproducts are also available to makeproduct selection easy. Special recipefinishes and information on ModernMasters Platinum Training Centersand regional workshops also areavailable for those professionals andserious amateurs in search of freshideas and training on the latest prod-ucts and finishes, like Shizen andBellezza.

PPG COATINGS AND GLASS USED IN FIVE OF AIAS TOP TEN GREENBUILDING PROJECTS The American Institute of Architects(AIA) Committee on the Environment(COTE) has named its top ten greenbuilding projects for 2010 and at leastfive of them feature environmentallyadvanced glass or coatings made byPPG Industries. The curtain wall forManitoba Hydro Place in Winnipeg,Manitoba, Canada, featuresStarphire ultra-clear glass in combi-nation with Duranar XL andDuracron coatings on the mullions.Duranar XL coatings were used forexterior mullion finishes, andDuracron coatings were applied onall non-anodized interior mullions.The Michael J. Homer Science andStudent Life Center in Atherton,California, and Manassas ParkElementary School in Virginia bothfeature Solarban 70XL glass, theindustrys highest-performing solar

control, low-emissivity (low-e) glass.Twelve/West, a mixed-use building inPortland, Oregon, is the first urbanbuilding with wind turbines in theU.S. Duranar XL Bright Silver coat-

ing was used to cover the buildingsexterior aluminum surfaces, andstandard Duranar coatings werespecified inside the building. Lastly,the City of Watsonville Water

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Resources Center in California incor-porates 2,215 square feet of Solarban60 solar control, low-e glass.

COLORCON OPENS TECHNICALSERVICE LABORATORY IN TURKEY Colorcon, Ltd. has opened a newtechnical service laboratory inTurkey. Located in Atasehir, thesouthern area of Istanbul, the newlaboratory contains fully equippedprocessing suites for laboratory-scaleimmediate and modified release filmcoating trials. The facilities are avail-able for customer use, operatingunder the highest standards of confi-dentiality and safety. They provide aconvenient resource for formulatorsto test aqueous or organic solventcoatings and identify the most effec-tive system and production process

for their pharmaceutical or food sup-plement dosage formulations. Head -quartered in Harleysville, Penn -sylvania in the U.S., Colorcon manu-factures formulated film coating sys-tems, modified release technologiesand functional excipients for thepharmaceutical and nutritionalindustries. The new lab representsthe seventh Colorcon technical serv-ice laboratory in the EMEA region,and brings the number of facilitiesColorcon offers worldwide to 18.

PPGS NIEKAMP NAMED AMONG 100 LEADING WOMEN IN NA AUTO INDUSTRYPPGs senior vice president of auto-motive coatings, Cynthia Niekamp,has been named by Automotive Newsmagazine among the 100 leading

women in the North American AutoIndustry. Cindy joined PPG just lastyear, but she has already led our

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PPGs senior vice president of automotivecoatings, Cynthia Niekamp.


automotive coatings businessthrough the industrys most chal-lenging period in decades, said PPGchairman and CEO Charles Bunch.She has brought leadership, clarityand focus to our companys globalapproach to marketing, manufactur-ing and technical development, andwe are very proud that shes beingrecognized by the automotive indus-try. Overseeing more than 4,000PPG employees, Niekamp managedthe implementation of broad restruc-turing efforts to align costs withmarket demand, and she helped toposition the companys automotivecoatings business to capitalize ongrowth in global markets. The listrecognizes 100 women who are lead-ers in the automotive fieldthosewho make major decisions and havesignificant influence at their compa-nies. Award recipients were selectedfrom among several hundred nomi-nations by a committee comprisingAutomotive News staff and otherindustry figures.

TATA MOTORS, MAHINDRA &HONDA MOTORCYCLE RECOGNIZEBASF AS BEST SUPPLIER BASF Coatings in India has receivedthree supplier awards from TataMotors, Mahindra & Mahindra andHonda Motorcycle and Scooter India

(HMSI). BASF received the BestSupplier Award for its performancein the paints category for the year2009 from major motorcycle manu-facturer HMSI. This is the third con-

secutive and fourth time in the pastfive years that BASF in India hasearned the title for the BestPerformance in Paints category. TataMotors Limited, Indias largest auto-

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ANDCO., L.L.C.Shrikant Kulkarni (left), general manager,automotive OEM coatings solutions, BASF,received the Best Supplier Award from thehands of the senior official at Tata Motorsin New Delhi, India.


mobile company, awarded BASFwith the Best Supplier Award for itsperformance in the paints categoryfor the year 2008-2009, consideringparameters such as quality, cost,delivery and development. Ma -hindra, leader in the utility vehicle(UV) segment in India, honoredBASF with the Best PerformanceAward in Value Addition and ValueEngineering category for the year2009-2010. Today, BASF is one of thetop three players in the thrivingautomotive coatings industry inIndia, supplying all major automo-

tive and motorcycle companies.

VALSPAR CLOSES $142 MILLION DEAL FOR WATTYLValspar closed its $142 millionacquisition of Australian paint man-ufacturer Wattyl Ltd. Valsparannounced the deal in June as partof a broader expansion in the Asia-Pacific region. Wattyl, which broughtin revenue of about $380 million lastyear, distributes paint through homeimprovement and hardware outletsas well as a network of 140 company-owned stores.

ASTM APPROVES STANDARD FOR ZIRCONIUM TREATMENTZirconium is used as an anti-corro-sive finishing/surface treatment onmetal substrates. If the coating ofzirconium is too thin, then thesought-for metal property will not beachieved. Similarly, applying toothick a coat means that treatmentmaterial is wasted and so is money.Therefore, ASTM InternationalCommittee D01 on Paint andRelated Coatings, Materials andApplications has developed a newstandard, ASTM D7639, Test Methodfor Determination of ZirconiumTreatment Weight or Thickness onMetal Substrates by X-RayFluorescence, to assist in the produc-tion of fit-for-purpose and cost-effec-tive parts. According to ChristellePetiot, XRF coatings product manag-er, Oxford Instruments Analytical,U.K., This standard will be used tomeasure the zirconium treatmentweight or thickness applied to metalsubstrates, either along the processline, or in the quality control lab. Inboth cases X-ray fluorescence instru-ments are used; handheld XRFinstruments are typically used alongthe process line for rapid qualitycontrol with no sample preparation,and benchtop XRF instruments areused in the quality control lab. TheXRF instruments are used to providequalitative and quantitative dataabout the metals. ASTM D7639shows users the performance (preci-sion) that can be achieved by follow-ing its simple procedure and usingthe instrumentation defined in themethod. The next step forCommittee D01 and its Sub -committee D01.53 on Coil CoatedMetal is to develop methods forother treatments such as chromiumand titanium. The committee wel-comes participation from all inter-ested parties, particularly coil coaterprofessionals.

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AkzoNobel, Walmart FormPartnership in the U.S.AkzoNobel has been selected by Walmart to be the primary paint sup-plier for the retailers U.S. stores. The company will develop and manu-facture a portfolio of interior and exterior paints for more than 3,500Walmart stores nationwide. This agreement builds on the existing rela-tionship with Walmart, the worlds largest retailer, for paints in PuertoRico and Canada, and with Liquid Nails adhesives in the U.S.

This is an excellent opportunity for us to work with Walmart andoffer their customers an exciting new in-store program, said TexGunning, the AkzoNobel board member re sponsible for decorativepaints. This is a landmark dealwhich will significantly boost ourmarket share in the U.S. and con-tribute to further enhancing thevalue of our Glidden brand there.

Walmart will begin the transitionto AkzoNobel early next year.AkzoNobel Decorative Paints in theAmericas (Canada, US and LatinAmerica) currently employs around7,200 people and generates revenueof close to 1.5 billion. It operateseight paint manufacturing and dis-tribution sites in the U.S. and aglobal research and developmentcenter in Strongsville. The portfolioconsists of architectural coatingsand wood care products, as well asadhesives and caulks.


PPG TO HELP INAUGURATE GREATERPHILADELPHIA INNOVATION CLUSTERPPG participated in a ceremony Sept. 27that celebrated the awarding of $129million in federal funds to create theGreater Philadelphia Innovation Cluster(GPIC), a five-year initiative designed toimprove the energy efficiency of build-ings in the U.S. PPG is one of five indus-try partners in the project, whichincludes 11 academic institutions, twoU.S. Department of Energy (DOE) labo-ratories, and several regional economicdevelopment agencies and communitycolleges. PPG will offer expertise in ahost of energy-efficient building tech-nologies for both new construction andretrofit applications with a focus on inno-vations for the building envelope. Thefunds, which were awarded to a consor-tium organized by Penn State Un -

iversity, will create an Energy In -novation Hub at the Philadelphia NavyYard, a 1,200-acre waterfront businessdevelopment that includes 80 compa-nies, 7,500 employees and 5.5 millionsquare feet of building space. Becausethe Philadelphia Navy Yard operates itsown utility infrastructure, including anindependent electric grid, it is consideredan ideal site for testing the real-worldimpact of new energy-related technolo-gies and policies. The award ceremony,which took place at the PhiladelphiaNavy Yard, included remarks from U.S.Energy Secretary Steven Chu,Pennsylvania Gov. Edward Rendell,Philadelphia Mayor Michael Nuttingand U.S. Rep. Bob Brady. Other membersof the GPIC are Bayer MaterialScience,Ben Franklin Technology Partners ofSoutheast Pennsylvania, Carnegie

Mellon University, Collegiate Con -sortium, Delaware Valley IndustrialResource Center, Drexel University, IBMCorp., Lawrence Livermore NationalLaboratory, Morgan State University,New Jersey Institute of Technology,Philadelphia Industrial DevelopmentCorporation, Princeton University,Purdue University, Rutgers University,Turner Construction, United Tech -nologies Corp., University ofPennsylvania, University of Pittsburgh,Virginia Tech and Wharton SmallBusiness Development Center. To learnmore, visit www.navyyard.org.

AKZONOBEL AND FORESTSTEWARDSHIP COUNCIL AGREELANDMARK PARTNERSHIPAkzoNobel has underlined the im -portance of wood stewardship to its

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sustainability agenda by signing a landmark agreementwith the Forest Stewardship Council (FSC). The agree-ment makes AkzoNobel the FSCs first global partneroutside of products that are FSC certified. Both partieswill now cooperate to increase understanding of the orga-nizations work in promoting responsible forest manage-ment, and to boost awareness of FSC certification beinga label for wood and paper from well-managed forests.Under the terms of the agreement, the company andmost notably its woodcare brandsCuprinol, Pinotex,Xyladecor, CetaBever, Sparlack, Flood and Sadolinwillnow work closely with the FSC to promote forest stew-ardship and drive demand for responsible products. Theagreement includes setting up a global partnership fundwith the FSC to support agreed social policy projects;educating customers about the FSC and its objectives;and helping to drive demand for FSC certified products.A new partnership logo has also been developed whichwill be used extensively on all branded material, includ-ing packaging.

DUPONT HOSTS COLOR TREND SHOW 2010 IN JAPANDuPont Shinto Automotive Systems (DSAS), part of theDuPont Performance Coatings (DPC) business, recentlyintroduced the latest global color trends in the DuPontGlobal Color Trend Show 2010. The event was hosted inthe DuPont K.K Japan office in Tokyo and at customersoffices in Nagoya, Japan. The color trend show attracted68 representatives from the countrys four leading auto-motive manufacturers and focused on automotive colortrends that were based on: colors for cars produced inEurope, the U.S. and in Asia Pacific (AP) in 2009; colorsfor cars exhibited in motor shows held in Geneva,Switzerland; Beijing, China; and Tokyo, Japan; and thelatest paint technology.

BASF AND SPEC MIX COMBINE FORCES OFFERING HIGH PERFORMANCE SYSTEMSThe Wall Systems business of BASF Corporation andSPEC MIX, Inc., specializing in factory preblended con-struction products and silo material delivery systems,have formed a joint marketing agreement. The programenables contractors to combine the advantages of BASFsstucco finishes, water-resistive barriers, reinforcing basecoats and PermaLath 1000 fiberglass lath with comput-er-batched SPEC MIX Fiber Base Coat (FBC) stucco insystems that are covered by a single source warranty.SPEC MIX Fiber Base Coat stucco (FBC) is an ICC codeapproved, dry, preblended cement stucco basecoat that isengineered with proprietary admixtures and fibers thatreduce shrinkage and checking. Produced at more than

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LORD CORPS KRAKOWSKI WINSTECHNOLOGY INNOVATION AWARDFrank Krakowski, Lord Corporationssenior staff scientist for Materials andProcess Development, has been select-ed as the winner of the 2010 DonaldM. Alstadt Technology InnovationAward. Established in 2006 to recog-

nize innovative technological achieve-ments that have led to successful com-mercialization of projects within thelast five to eight years, Krakowskiwas honored for his work with elas-tomers for industrial products andfixed-wing aircraft systems. Kra -kowski has more than 35 years expe-rience within the industry, with LordCorporation for 28 years, and special-izes in formulating elastomers forspecific mechanical and dynamicproperties applicable to diverse aero-space, defense and industrial environ-ments and applications.

ALEXSEAL YACHT COATINGS MOVES TO SOUTH CAROLINAAlexseal Yacht Coatings, the paint

system manufactured by German-based Mankiewicz Gebr. and Co.,moved its U.S. operations from St.Louis to Charleston, SC. Mankiewiczrenovated a 24,000 square-foot build-ing, which includes a state-of-the-artlab, production, technical trainingand warehouse facility and providesnew employment opportunities forthe local community. The move pro-vides faster access to Alexseal ship-ments from Germany through theCharleston port of entry, decreaseddelay for West Coast shipments viadirect access to Southern truckingroutes, closer proximity to the hub ofits U.S. customer base and betterresources for their employees, thecompany said. CW

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An event co-organized by AITIVAASSOCIAZIONE ITALIANA TECNICI INDUSTRIE VERNICI E AFFINI

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Patents Update

Patent No. U.S. 7,744,962 B2Kansai Paint Co. has been grant-

ed a patent for a thermosetting liq-uid coating composition for an alu-minum wheel comprised of ahydroxy- and carboxy-containingacrylic resin having a hydroxyl valueof 90 to 150 mg KOH/g and an acidvalue of 1 to 30 mg KOH/g, theacrylic resin being obtained bycopolymerizing a monomer mixturecomprised of 10-50% weight of a C6-18 alkyl ester of (meth)acrylic acid,8-40% weight of a secondaryhydroxy-containing unsaturatedmonomer, and a carboxy-containingunsaturated monomer; and an aminoresin.

PPG PATENTS BONDING OF POWDER COATING COMPOSITIONSPatent No. U.S. 7,737,197 B2

PPG Industries has received apatent for a method of producing apowder coating composition com-prised of the steps of providing a pig-ment composition comprised of flake-like, color effect pigment particlesand a polymeric binder, the pigmentcomposition having an initial parti-cle size distribution with fine parti-cles; mixing and heating the pigmentcomposition to a temperature toachieve a second particle size distri-bution substantially without fineparticles, wherein the temperature ismore than 2 F greater than the TGof the pigment composition; and cool-ing the pigment composition fromthe second step to produce the pow-der coating composition.

XUREX PATENTS ANTI-GRAFFITI COATINGPatent No. U.S. 7,737,195 B2

Xurex, Inc. has been granted apatent for an anti-graffiti surface coat-ing consisting of the combination of

alkali metal silicate, ethylene-glycol col-loidal silica, aminopropyl oxysilane, flu-orinated polyurethane and alkali metalmethyl siliconate. The coating charac-terized in that it is a surface-penetrat-ing coating, is chemically resistant andpossesses a surface tension higher thanthe surface tension of the surface towhich it is applied, whereby paintapplied to the coating is easily removed.

CANON KABUSHIKI KAISHAHASPATENTS METHOD FOR PRODUCING A PIGMENTPatent No. U.S. 7,737,270 B2

Canon Kabushiki Kaishahas hasbeen granted a patent for a methodfor producing a copper phthalocya-nine pigment or titanyl phthalocya-nine pigment. The method is com-prised of a step of obtaining a mix-ture by mixing at least one com-pound selected from the group ofphthalonitrile, phthalonitrile deriva-tive, isoindoline derivative and sub-phthalocyanine derivative, and acompound supplying copper or titani-um with a solvent; and a step of hold-ing the mixture at not less than atemperature where a subcriticalstate or a supercritical state of thesolvent occurs to obtain the pigmentby reacting the compounds.

HONTEK PATENTS ABRASION RESISTANT COATINGSPatent No. U.S. 7,736,745 B2

Hontek Corporation has beengranted a patent for a solid and liquiderosion resistant article comprised ofan airfoil shaped substrate having aleading edge surface exposed in use tohigh speed impingement of liquidand/or solid particles, the leadingedge surface covered with a protectivecoating comprised of a matte topcoatlayer comprised of a polyurethane orpolyurea composition forming a coat-

ing disposed on the leading edge sur-face having a tensile strength greaterthan 1000 psi (70 kg/cm2), an elonga-tion at break greater than 400%, atensile set of less than 150%, and aShore A hardness of 44A to 95A asmeasured at 68 F and having amatte finish as measured according toASTM D 523-89 (1999) with an 85degree surface gloss less than 15,wherein the polyurethane or polyureacoating composition is selected fromthe group consisting of a water dis-persion of a pre-reacted polyurethaneand a polyisocyanate or an iso-cyanate-terminated prepolymer curedwith a curing agent selected from agroup consisting of an aldimine, aketimine, a polyaspartic ester andmixtures thereof and an optionalcocuring agent selected from thegroup consisting of a polyamine, apolyol and mixtures thereof.

BASF PATENTS PVC PLASTISOLSFOR USE IN COIL COATING Patent No. U.S. 7,741,403 B2

BASF Corporation has beenawarded a patent for an effect pig-ment PVC plastisol comprised of atleast one finely divided PVChomopolymer, prepared by emulsionpolymerization or microemulsionpolymerization, having particle sizesof from 0.04-40 m, and which as adispersion in a plasticizer exhibitsdilatancy; at least one finely dividedPVC homopolymer, prepared byemulsion polymerization, havingparticle sizes of from 1-400 m, andwhich as a dispersion in a plasticizerexhibits pseudoplasticity; at leastone plasticizer; at least one effectpigment and at least one additive,wherein the additive is comprised ofan organic solvent, and the weightratio is chosen so that the PVC plas-tisol exhibits pseudoplasticity. CW

Kansai Paint patents thermosetting coating

p20:p. 14 -15 patents-nov 9/22/10 4:30 PM Page 20

Wind turbine coatings in demand

International Coatings Scene


Protective coatings companies, particu-larly those with experience supplyingcoatings for marine vessels and struc-tures, are positioning themselves to exploit apotentially massive new market in northernEurope.

It will be for coatings for offshore wind tur-bines and to a lesser extent tidal and wavepower installations in which investment isbeing driven by the European Unions targetof 20 percent renewable energy by 2020.

This year as much as 1,000 mega watts (MW)of offshore wind power is expected to beinstalled, most of it in the North Sea and adja-cent marine areas. This compares with an instal-lation of 577 MW in 2009, according to theEuropean Wind Energy Association (EWEA). Bymid-2010 there were nearly 1,000 offshore windturbines operating in 43 wind farms in Europewith a total capacity of around 2,400 MW.

Currently there are 16 offshore wind farmsunder construction and a further 52 withplanning permission, totalling around 20,000MW. Another 80,000 MW is expected eventu-ally to be built, pushing total investment inEuropean offshore wind power to 100-150billion ($130-200 billion).

The market is a huge opportunity, saidJames OBrien, power market manager for pro-tective coatings at AkzoNobels InternationalPaint, citing his companys experience in thesupply of paints for offshore oil and gas rigs andin marine coatings.

AkzoNobel is competing against other lead-ing European suppliers of marine and off-shore coatings like Hempel of Denmark andJotun of Norway.

The turbines are bigger than those operatingonshore with larger blades and also large subseafoundations, said Dimitris Lik ouressis,Hempels group marketing manager for protec-tive coatings. They need high performing paintsso that the surfaces do not have to be repainted

for a long time because of the high costs of doingmaintenance work offshore.

Hempel is well established in the coatingsmarket for wind turbines since their firstdevelopment around 20 years ago while it alsohas a long involvement in marine and oil andgas rig coatings.

But other European coatings companieslike BASF Coatings and Bayer Mat -erialScience for whom the marine and off-shore sector is less of a major market havebeen moving into the new offshore turbinesegment while non-European players arethought to have been looking for opportuni-ties there as well.

The proportion of imports into Europe at themoment is relatively low, said Likouressis. Butit is expected to go up through suppliers from theU.S. and China and India. The Chinese are veryactive in the wind turbine sector.

Offshore wind turbine manufacturers wantcoatings that comply with quality standardsused for coatings for oil and gas platforms,which can mean additional R&D work fornewcomers. This is particularly the case forcoatings for the foundations and splash zonesof the machines.

The protective coatings systems are relative-ly similar to those used on oil and gas rigs, saidLikouressis. The big difference is that they haveto be formulated in order to help the turbinemakers raise their productivity. This means thatthey have to be systems that are easy to applyduring the manufacture of the turbine compo-nents. A key requirement is a quick drying time.

The most technologically complex part ofthe turbine for coatings producers are theblades, which can rotate at speeds of around200 kilometres (124 miles) per hour.

Protection of turbine blades in offshore envi-ronments is proving to be an interesting coatingopportunity, said OBrien. Offshore winds, bydefinition, mean stronger and more reliable

EUROPEBY SEAN MILMOEUROPEAN [email protected]

Protectivecoatings producers are looking tothe offshorewind turbine market forgrowthopportunities.

p22-23:columns 9/22/10 4:31 PM Page 22

EUROPEInternational Coatings Scene


winds. They are also driving the devel-opment of larger and larger turbinesizes. Larger turbines means biggerblades, which means faster tip speedsand therefore more aggressive serviceenvironments.

Hitting anything at this speed,including rain drops, can generate a lotof impact energy, he continued. Beingable to withstand this constant better-ing year in and year out has proven tobe a challenge to many current windblade coatings, and it remains one of thelargest challenges for future productdevelopment.

Anti-fouling coating systems forships hulls can be applied to the staticfoundations of wind turbines despitethe absence of the fast moving watersaround marine vessels.

The static water performance of ourIntersleek fouling release fluropolymerrange has proven to be very effective,said OBrien. It has been successfullyemployed on a range of static structuresfrom offshore fixed platforms, to oceanmoored sea buoys. In many cases nor-mal tidal or wave motion has provenmore than adequate to keep the surfacefouling free.

Anti-fouling coatings are also beingapplied in tidal and wave powerinstallations, which offer a wide rangeof surfaces for marine organisms suchas algae, barnacles, mussels and tubeworms to adhere to.

With tidal and wave power there willbe a greater need for anti-fouling coat-ings, said Likouressis. Our anti-foul-ing silicon gel technology will help inthis area.

Energy from tidal and wave poweris an example of a new technologicalarea where protective coatings suppli-ers feel the need to be involved in theearly stages because it has the poten-tial to be a huge market. Among sys-tems under development are oscillat-ing water columns, compression-driv-en turbines and hydraulic rams thatpower motors.

The sector has big potential but at themoment it is at the same stage of devel-opment that wind power was around 20years ago, said Likouressis.

Europe in fact has the largest tidalwave power station in the worlda 54-year-old 240 MW generator at Ranceestuary in northern France. But it usesconventional hydro-electric technology todrive turbines.

AkzoNobel is already participating intwo wave power schemes both beingdeveloped by two Scotland-based com-paniesPelamis and AquamarinePower. Aquamarine Powers goal is todevelop commercial wave farms aroundthe world.

The biggest challenges technologi-cally in tidal and wave scheme arerelated to keeping up with technologi-cal changes, said OBrien. Thisincludes the number of differing tidaland wave power prototypes currentlyavailable. Those that will be ultimate-ly not economically feasible is difficultto predict.

Understanding the true protectivecoating requirements of these struc-tures is the daunting task before us,OBrien said. CW

Use grind gages more consistently.

Little Joe Industries offers the ADM Automatic Draw-Down Machine for use withgrind gages. The ADM automates the draw down process controlling scraperangle, speed, and force. Since these aspects are no longer operator depend-ent your grind gage draw-downs will be more consistent while requiring lessoperator training and supervision.Uses existing grind gages and scrapers from your current supplier.US and foreign patents apply.

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Phone: (908) 359-5213 Fax: (908) 359-5724Web: www.littlejoe.com Email: [email protected]

The most technologicallycomplex part of the turbine forcoatings producers are theblades, which can rotate atspeeds of around 200 kilo -meters (124 miles) per hour.

p22-23:columns 9/22/10 4:31 PM Page 23


International Coatings Scene

The Chilean paint market is returningto growth at a steady pace as manufac-turers rationalize production, focus onniche marketing and elevate quality productlines. According to a recent forecast by OxfordEconomics, the $220 million paint industry inChile averaged 9.3 percent expansion over thefive-year period ending in 2009. The analystsforecast for the next five years is 5.5 percentaverage expansion.

Given the global economic slowdown lastyear, Chiles paint industry still was touted asthe 10th fastest growing in 2009, despite log-ging a mere 0.2 percent expansion on theheels of double-digit growth in 2008. Theindustry represents only 1.1 percent of allmanufacturing in Chile, producing some 20million gallons per year.

Architectural paint sales represent about 60percent of total sales in Chile, while industrialsales represent about 40 percent, according toFitch Ratings. Among leaders in the sale ofarchitectural paint for the Chilean do-it-yourself(DIY) market are Pinturas Ceresita andSherwin-Williams, according to EuromonitorInternational. Homecenter Sodimac andCentosuds Homecenter are the largest DIYretailers in the country. And at retailerConstrumart, an official was recently quotedsaying that paint represents 50 percent of thechains total sales.

Other national paint companies includeChilcorrofin, Pinturas Sipa and Soquina. InJune, Ceresita and Sipa merged, with plans forthe former to focus on the architectural segmentand the latter to focus on the industrial segment.One analyst suggests that the Ceresita-Sipapartnership is estimated to represent a 35 per-cent share of the total Chilean paint and coat-ings market, edging out both Sherwin-Williamsand Tricolor as the largest player.

The paint and coatings sector shouldexpand rapidly this year as recovery from the

widespread February earthquake continueson new investments. Over the first half of thisyear, the Chilean economy grew by 6.3 per-cent. Reductions in the price of oil and otherraw materials have begun to help some com-panies recover financial margins, likeTricolor, Fitch reports.

Among new product launches, Ceresita isnow offering an anti-bacterial formulation,"Bio-Pruf," enhanced with additives made byRohm & Haas. Similarly, Sherwin-Williamshas introduced a formulation that includes aninsect repellent. And Sipa has introduced athermal insulating paint, Aisla-Tex.

Behr has become the latest entrant to theChilean paint market in September 2009. Thecompanys paint is being sold in the Sodimacchain, where Behr has installed its ColorSmartplanning stations.

Apart from traditional points of sale, Chileanpaint companies also are moving into the elec-tronic markets of social media. Ceresitas web-site, for example, has a variety of Facebook,Youtube and Twitter postings and links. Webanalyst Alexa reports that the website receivedtwo million hits over a recent quarter.

Social projects remain a key form of mar-keting for Chilean paint companies. Followingthe February earthquake, for example,Pinturas Sipa rolled out a program to helphardware stores replace damaged paint cansand other materials, with offers to helpupgrade sales aids. CW

Chilean paint market evolves

Chiles paint sectorcontinues to report positivegrowthdespite theeconomicdownturn.

LATIN AMERICABY CHARLES W. THURSTONLATIN AMERICAN [email protected]

Given the global economic slowdown lastyear, Chiles paint industry still was touted asthe 10th fastest growing in 2009, despitelogging a mere 0.2 percent expansion on theheels of double-digit growth in 2008.

p24:columns 9/22/10 4:33 PM Page 24

FROM rst line quality to low-cost paints, Optiwhite MX contributes signicantly to hidingproperties, wet and dry. This leads to greater extending of Ti02. Better properties at lesscost gives you a competitive edgein value. Call or e-mail us forguidelines and condentialrecommendations.

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Template 3/23/07 12:10 PM Page 1

New Products

CLK Sealant protects buildings from fire


Contractors can quickly and easilymaintain the integrity of fire-rated con-struction with the new CLK siliconesealant from Nelson Firestop. Installedby a caulking gun, or by manually trow-elling using a mason's trowel or puttyknife, CLK Sealant is ideal for firestoppenetrations and construction joints,such as around metallic pipes or con-duits, and for floor-to-wall, floor-to-floorand head of wall applications. CLK iswaterproof, smoke-proof and gas-proof,so nothing gets through. Highly adhe-sive and simple to apply, this non-shrinking and non-toxic sealant main-tains its flexibility and allows for move-ment or vibration, so it retains its seal-ing qualities even with expansion, con-traction or other fluctuations. In addi-tion to protecting and preventing thespread of fire, smoke, gases and water,CLK has been acoustically tested todemonstrate excellent noise reductionproperties. Nelson Firestop CLK meetsUL1479, ASTM E-814, ASTM E-1966and ASTM E-84 standards.

VISTA PAINT LAUNCHES PRIME-ZALLVista Paint Corporation of Fullerton,California, has released to the market-place a new stain blocking primer,Carefree Prime-ZALL. This 50 g/lwater-based product blocks tanninstains from cedar and redwood, coverscommon household stains such as lip-stick, hilighters, marks from variousmarking pens, and ink from ballpointand fluid ink pens, and can additionallybe used to cover smoke and water dam-aged surfaces. This primer has greatadhesion over many surfaces includingaged alkyd and various metals. It out-performs any water-based product inthe market and is equal to or betterthan high VOC solvent-based productsdesigned for that purpose, according tothe company. For more information

about Prime-ZALL and other VistaPaint products visit them on the web atwww.vistapaint.com.

PPG PROTECTIVE AND MARINE COATINGS INTRODUCES PSX 700SGPPGs protective and marine coatings(PMC) business has introduced PSX700SG for use by United States Navyvessels and other federal marine coat-ings applications. The new product is asemi-gloss version of PPGs patentedPSX 700 epoxy polysiloxane coatingand has been engineered to meet andexceed marine coating requirementsestablished by the U.S. government.PSX 700SG is approved on the U.S.Navy Qualified Product List (QPL) fortopside and freeboard applications andmeets the U.S. Navy Federal StandardColor standards for Haze Gray. PSX700SG also complies with U.S. De -partment of Defense MIL-PRF-24635E, Type V (high-durability), TypeVI (high-durability, low-volatile organ-ic compound), Class 2 (semi-gloss),Grade B (low solar-absorbing) specifi-cations. PSX 700SG is a cutting-edgeproduct that can reduce the total oper-ating cost of government vessels. Inaddition to its low-VOC formulation,PSX 700SG has unlimited recoatabili-ty, making touch-up and maintenanceeasier while being a color-stable LSA(low solar-absorbing) coating. PSX700SG also offers superior abrasionresistance, wide cure-temperatureflexibility and unique surface tensionto minimize rust or dirt streaking.

LINETECS REPAIR & RESTORATIONSYSTEM FOR ALUMINUM FINISHESLinetec's Field Service team offers anew, environmentally-responsiblecoating system for on-site repair andrestoration of architectural aluminumproducts' finishes. The innovative for-

Nelson Firestops new CLK Sealant protectsbuildings from spreading fire, smoke andgases.

p26-27:columns 9/24/10 12:02 PM Page 26

New Products


mulation of Trinar Aqua air dry sys-tem (ADS) coating was developed inpartnership with AkzoNobel. Thisnew, on-site finishing option fromLinetec helps preserve commercialand residential properties' greengoals, as well as performance and aes-thetics. The water-based Trinar AquaADS was created to meet the interiorspecifications for the Green SealStandard and the U.S. Green BuildingCouncil's LEED (Leadership inEnergy and Environmental Design)Green Building Rating System, offer-ing very low-VOC content. As a fluo-ropolymer finish, Linetec's applica-tion of Trinar Aqua ADS meets weath-ering requirements of AAMA 2605,the most stringent specification forarchitectural coatings. Finishes ofthis quality are the most resistant tohumidity, color change, chalk, glossloss and natural weathering of anycoating available today.

HENKEL DEVELOPS ABLESTIK WBC-8901UVRecognized for its ease of use and cost-effectiveness with die attach processes

for leadframe packages, Henkel hasextended its Wafer Backside Coating(WBC) portfolio to also include a solu-tion for stacked die packages. AblestikWBC-8901UV has been designed toaddress the demanding requirements ofmultiple die stack applications for thememory market segment, includingpackages such as TSOPs, MCPs andFMCs (Flash Memory Cards). Theunique formulation of Ablestik WBC-8901UV offers a robust and cost-effec-tive alternative to current film-basedsolutions for die stacking processes,reducing the total cost of ownership ascompared to film by as much as 30% to50%. Process flexibility is alsoenhanced, as packaging specialists cannow adjust die attach thickness basedon specific manufacturing require-ments and can also select their dicingtape of choice. Film die attach materialsare generally supplied in predeter-mined thicknesses as a bundled productwhich incorporates the dicing tape.Applied via a spray coating method fol-lowing the wafer thinning process,Ablestik WBC-8901UV is preciselydeposited across the back of the silicon

wafer following which the material is B-staged using a UV irradiation process.After this step, dicing tape is laminatedto the wafer, backgrinding tape isremoved and the wafer is diced inpreparation for die pick-up and place-ment. Henkel is currently partneringwith spray technology and backgrind-ing equipment manufacturers to deliveran integrated, inline process solutionfor this unique WBC advance.

NEW ANTI-STATIC COATING FOR PLASTICSPerformance Coatings International(PCI) has introduced Vueguard 941anti-static coating for plastic productsrequired to dissipate a static charge.Vueguard 941 is a crystal clear, sol-vent-based UV curable coating thatmaintains optical clarity on moldedplastics. It is designed for applicationswhere a permanent, clear coating isrequired to dissipate or prevent astatic charge. A typical use would beto prevent static build-up on a person-al electronic display. Vueguard 941can be applied via spray, dip, spin, rollor flow coating. CW

Coming next month in Coatings World

Nanotechnology

Adhesives & Sealants

p26-27:columns 9/24/10 12:02 PM Page 27


Last month, in the first part of this series, wereturned to the basic principles upon whichValue-Selling is supported. There have beenmore than 100 books and countless articles dis-cussing alternative selling techniques. A few of thesetitles may ring a familiar bell: Competitive Selling,Best PracticesCustomer-Focused Solutions, TheGrid for Sales Excellence, Growth PartneringHow to Build Your Companys Profits by BuildingCustomer Profits and Customer Centered Growthto name a handful.

In part one we said that there is nothingworse in a sales situation than in trying tomarket a naked product, or one that has beenstripped of its unique performance value. Inother words, it is a product or service that hasbeen stripped of its value. This happens whenan abundance of similar offerings are beingmade available on the market. In additionbuyers compress these offerings even furtherinto a common and familiar phrase that says,your product is no different from a dozen oth-ers we could use in our operation and for lessmoney.

Remember the often used phrase, the cus-tomer is always right? Well it is more accu-rate to alter this phrase and to always remem-ber that, the customer is always right, some-times. Understanding this principle is thefirst rule of understanding how customersbehave.

Customers are made up of many depart-ments and individuals with as many differentopinions about common issues as there arenumbers of people. Therefore, to take one, twoor even three of your customers individualjudgments and use them for your directionsolely is a path laid out in degrees of failure.Why is this true? Because the individualwithin your customer is only right sometimes.They may only see parts of the issue, problem

or opportunity. As a result, they are biasedtheir direction is skewed.

So guess what it takes to fully understandwhat your target customer(s) really want andmore importantly, what they really need? Ittakes you, the salesperson, to gain more com-prehensive customer data, information,knowledge and wisdom, beyond the individu-als in your single customer and yes, beyondtheir collective knowledge as well.

HOW DOES ONE BECOME A SUCCESSFUL SELLER? In the first four sentences of a customer dia-logue, a successful sales person does these fourthings very well: Identifies a customer problem in financialterms. That is, in terms of what the currentsituation (problem, issue, opportunity) is cost-ing the customer, or what the customer couldbe earning (gaining) without the problem; Quantifies a profit-improvement solution tothe problem; Takes a position as manager of a problem-solving system and accepts single-sourceresponsibility for its performance. In thecourse of defining the system in terms ofthe contribution its components make toimprove customer profits, products andservices are mentioned for the first time inthis space; lastly The fourth sentence proposes a partnershipin terms of applying the system to solve thecustomers problem, or unmet need.

You may be saying this system sellingmust take a great deal of time. You may alsobe saying, I dont think I can afford the timeto do this. I cant cover all my accounts if I trythis concept.. Well, you would be right!

It takes more time to become an effectivesystem seller and furthermore, you probably

System development. Where valueselling begins: Part 2

The second of a three-part series exploring the topic ofsystem selling.

Business CornerSTRATEGIES & ANALYSISBY PHIL PHILLIPS, PHDCONTRIBUTING [email protected]

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STRATEGIES & ANALYSISBusiness Corner


cant handle all the accounts youreassigned if you become and effectivesystems seller.

Roughly 80 percent of profit generat-ing sales are made by 20 percent or lessof the sales population. Over the courseof my career two sales individuals whoI had the distinct pleasure of manag-ing, or should I say had the pleasure ofwatching them manage me, were CarlPeraino and Walt Pascoe.

The two are as different as night andday in terms of personality. Carl is anoutgoing and gregarious, hail-fellow-well-met kind of guy. One you mightmeet at a party and say later, I reallylike that guy Carl, hes entertainingand I think he may have some sub-stance under all that bluster. Walt, onthe other hand, came out of the labwhere he was a technical director andwould be considered a complete wall-flower at this hypothetical party. Hewas somewhat bashful and lackedmuch of a sense of humor as well.

What these two had in common wasthe ability to system sell. They bothset sales records however they wereable to set these sales records in par-allel with also setting the highest prof-its per sale in the process. When I tellpeople about these two star salesmen,I refer to the The Peraino or PascoeModel.

When I first started to manageWalt, I asked him to defend his lowcalls per customer ratio. At the timehe was averaging one call per daywhere the other 11 sales persons aver-aged almost three per day. Walt simplyreferred to the records, which said hewas selling 30 percent of the divisionsrevenue at 49 percent gross marginwhile the other 11 were selling theremaining 70 percent at 38 percentgross profit. It wasnt too long afterthis encounter that I began travelingwith Walt to learn how he did it.

The Peraino model was very similar.I hired Carl on a trial basis and 14

months later, he was salesman of theyear for my division as well as thewhole corporation and contributingthe highest per sale profits of any ofthe 32 national sales people. What wasCarls call frequency? He actuallyaveraged less than one call per day.

So what can these two diametrical-ly opposite personalitiesthe extro-vert and the introverthave in com-mon that made them so successful?They both had a passion to under-stand and to become wise in whateach of their core customersgoals/objectives were from the top tothe bottom of these organizations, andthey were analytical.

Most of all, as system sellers, theyboth knew that they must positionthemselves as the vital ingredient inthe selling process. That is, they knewto be ultra-successful, no other indi-vidual could hold the epicenter posi-tion except the systems seller.

Additionally, there were key tacticsthey understood, such as: In industrial products where there isa multiplicity of customer positionsthat can block or enhance the salesprocess, as a system seller, they couldhandle only 10-17 accounts; As a system seller they must spenda 12/1 ratio of preparation to sales per-suasion time; As a system seller they would livewith an account at every customerposition until they knew the overallorganization better than any one indi-vidual in that target account; and They could, therefore, speak to allissues within that account from plantproduction, marketing, finance, inven-tory, to the customers problems andissues with their own customersdownstream.

Heres one example. Carl saw aSouth Carolina Japanese transplantcompany producing airbag housing,instrument panels, center consuls andarm rests among other components.

They were using more than $2 millionannually of a Japanese coating. Carlsaw this as an enormous opportunityfor his company. So where did Carlstart the system selling process? Onemight think the purchasing depart-ment would make sense or the plantengineering manager, or the paint linesupervisor. No, Carl started on the sec-ond shift when he drove around to theback of the plant about lunch breaktime to speak with the workers on thepaint line. At first he simply statedand mused aloud about how difficultits going to be to crack this accountand he let the workers fill him in onthe elements most critical to beingsuccessful from their vantage point.

During the first visit he gleanedcritical intelligence not just in whatthey said but who had the best view ofthe political ins and outs and how oth-ers have failed.

The second visit Carl brought coffeeand the local bakerys best pastriesalong with a few choice cigars. Moreinformation flowed and by the fourthvisit, one of the key workers suggestedthat Carl should bring in a couple offive gallon pails and run against theincumbent just to take a look. Carlsproduct outperformed the competitorin several aspects including the all-important piece-cost reduction.

The second shift foreman unofficial-ly showed his results with to the firstshift foreman who decided to run asimilar bank of products to compareconsistency. Results were very similar,so the two foremen took their collec-tive results up the line and eventuallytold purchasing they were changing toCarls product.

Yes, system selling takes a lot oftime and it normally cant be doneover night but it can be done on thenight shift as Carl has demonstrated.

We look forward to bringing you thethird and last of the series on systemselling and its benefits. CW

p28-29:columns 9/22/10 4:34 PM Page 29

One of the leading North American paint manufacturers, Benjamin Moorecontinues to innovate new technology for the exterior architectural

coatings market place. Jeff Spillane, senior product marketing managerat Benjamin Moore discusses some of these new advancements as well

as the market in general.

BY TIM WRIGHTEDITOR

What is the current state of the exterior archi-tectural coatings market in North America?

Jeff Spillane, senior product market-ing manager at Benjamin Moore &Co.: The recession, overall, hascaused a drop in the demand forexterior coatings. Generally speak-ing, many property owners arestretching their dollars and puttingoff painting for an additional year, ifits possible to do so without causing

damage to the structure. This, alongwith the replacement of paintablesubstratesEIFS, stucco, stone andsynthetic sidinghas further less-ened the demand. However,Benjamin Moore, with its recentlyintroduced exterior paints andstains, notably its waterborneArborcoat Exterior Stain, has experi-enced strong sales. This is an indica-tor that homeowners are turningtowards high performing, premium

coatings that provide longer lastingdurability for their exterior projects.

Who is dominating the market, DIYers orprofessional painters?

Spillane: Exterior projects tend to becontractor-centric versus DIY due tothe scope of the work. BenjaminMoore plays a significant role in thepremium residential painting con-tractor market and our products


Leaders in Exterior Deco Technology

Photo: Benjamin Moore

Benjamin Moore

p30-33:features 9/27/10 2:31 PM Page 30

meet their demands for performanceand durability.

What are your thoughts on the effect the reces-sion has had and continues to have on themarket?

Spillane: Benjamin Moore has experi-enced a strong response to our exteriorproduct lines. As we emerge from therecession, employment numbers willimprove and with that increased con-sumer confidence. People will begin tospend on normal life stage projects andpent-up demand will drive sales; thereal estate market will gain momentumand housing prices will begin to stabi-lize. While it will take some time, we areconfident that the economy is moving inthe right direction, albeit slowly.

What are the current trends and issues in themarket? What challenges does the market

face moving forward in the years to come?

Spillane: Although we are experienc-ing gradual improvement, coatingsmanufacturers are faced with rawmaterial shortages. With the signifi-cant cutbacks initiated during the

recession by many home improve-ment product suppliers in productionand inventories, as business increas-es, there could be a strain to meetgrowing customer demand.

What are the key issues with your cus-tomer channelsprofessional painter andDIYand how is your company addressingthose needs?

Spillane: Our independent channel isstrong and getting stronger acrossNorth America. Our existing retail-ers continue to grow and we addadditional distribution every year.

What is Benjamin Moores latest technolo-gy being offered for exterior architecturalcoatings market?

Spillane: Benjamin Moore is not just amanufacturer of coatings. We also man-

NeverFade exterior paint receives MVP AwardAPV Engineered Coatings NeverFade exterior paint was recently recognized for its technologicalachievement by Building Products magazine.

NeverFade paint, warranted to last 15 years against fading, has been named a winner of the 2010 Most Valuable Product(MVP) Awards presented by Building Products magazine. Manufactured by APV Engineered Coatings, NeverFade profes-sional exterior paint is formulated with Kynar Aquatec polyvinylidene fluoride (PVDF) to make it resistant to fading, algae,fungus, stains and abrasions.

While the residential construction industry sees hundreds of new product introductions each year, the MVP winnersstand apart for their thoughtful design, smart technologies or even pure wow factor, said Jean Dimeo, editorial director forBuilding Products and ebuild.com. In a struggling economy, its innovations like these that can help contractors woo cus-tomers, save time and money, and surpass the competition.

APV Engineered Coatings worked with Arkema, Inc. to create NeverFade paint.Kynar Aquatec is dispersed into the water-based formula for NeverFade paint, soVOCs are drastically reduced, making NeverFade. The homopolymer in KynarAquatec is a tough, engineered thermoplastic that offers a balance of properties.As a result, NeverFade paint withstands harsh thermal, chemical and ultravioletenvironmental conditions. In essence, it resists abrasions, restricts the growth ofmold and mildew, and will not pick up dirt.

We created this top-of-the-line exterior paint with ultraviolet blockers andhigh quality pigments mixed with fluoropolymer resin to prevent against fad-ing and chalking, said David Venarge, chairman of APV Engineered Coatings.To show our confidence in this product, we provide an unprecedented 15-yearwarranty against fading. In the unlikely event that someone is obliged to apply the warranty, we will provide thereplacement of the product and payment for job-related labor costs.

Available nationwide for use on both residential and commercial projects, NeverFade may be applied to vinyl siding, PVC,wood, aluminum siding, stucco, masonry and fiber cement surfaces. Since each paint order is custom made, NeverFade isavailable in an unlimited number of colors.


Benjamin Moores Aura Exterior



ufacture our own resins and colorantsystems. With the introduction of ourAura Exterior Line and proprietary,patented Gennex zero VOC colorantsystem, we are able to offer superiorperformance in a low-VOC product. Ournew Arborcoat Waterborne ExteriorStains are also powered by that sameGennex colorant technology and is ahuge success with its advanced technol-ogy for preserving wood.

Aura Exterior is a quality, 100%acrylic exterior semi-gloss latex fin-ish. This product combines theadvantages of Benjamin Mooresresin technology and its proprietarypatented Gennex colorant system toprovide the ultimate exterior coating.This high solids formula is suitablefor a variety of exterior surfaces andcan be applied as low as 40 F.

Attributes include improved hiding,especially in dark colors, superior adhe-sion and excellent resistance to chalkingas well as low temperature applicationand greatly improved resistance to sur-factant leaching in dark colors. It alsooffers excellent flow and leveling, is easyto apply with a brush, roller or by spray.It can be cleaned with soap and water; isresistant to fading, cracking, peeling,blistering, dirt pick-up, alkali and fumes.

Aura Exterior is also mildewresistant, specially formulated tocontain agents which inhibit thegrowth of mildew on the surface ofthe paint film. It offers fast dry andrecoat times, is vapor permeable,offers color lock technology andextreme UV resistance.

Arborcoat Waterborne ExteriorStains offer low odor, repel UV rays,are water and mildew resistant andtinted with the Gennex colorant sys-tem. Arborcoat Stains also containunder 100 grams VOC per liter.

Five products comprise the Arborcoatfamily. Transparent, Semi Transparentand Protective Clear Coat provideexceptional protection while allowingthe natural color and texture of the

wood to show through. Transparent andSemi Transparent are a unique compo-sition of both water dispersible alkydswith acrylic resins. The alkyd portionallows for deep penetration and theacrylic resins deliver incomparabledurability over time. Protective ClearCoat ensures added defense againstfoot traffic and the elements. Semi Solidand Solid are acrylic formulations withsuperior protection. CW

Benjamin Moores Arborcoat


Coatings World spoke to Matt Robertson, global marketing director, DuPontPerformance Coatings, Refinish Systems about the state of the refinish marketincluding the impact of the recession as well as some of DuPonts latest technology.

BY TIM WRIGHTEDITOR

What is the current state of the auto refinishmarket on a global level as well as in theNAFTA, Western & Eastern European and ROW(rest of world) markets?

Matt Robertson, global marketing direc-tor, DuPont Performance Coatings,Refinish Systems: The market in NorthAmerica and Western Europe is bounc-ing back a little slower than we wouldhave guessed in mid-2009. As opposed toa steady recovery to 2008 volume levelsover two to three years, it now appearsthese markets have sought a new, lowervolume level and will show only incre-mental growth in the immediate future.Of course, that growth picture is vastlydifferent based on the segment youretalking about. We see strength in theU.S. MSO segment as further consolida-tion happens, and increases in the econ-omy sector as cost pressures force somework in that direction.

Its no secret that India and Chinacontinue to boom, both in premium andeconomy segments, so we see continuedstrong growth there. The China marketis particularly dynamic with the rise inpower of OEMs and buying groups andrapid growth of the economy segment.ROW we see as a mixed bag. Premiumand economy segments in both LatinAmerica and Eastern Europe should seebetter-than-GDP growth, as shoulddeveloping Asian countries excludingChina and India. In developed Asia, weare looking for a modest growth outlook.

China is particularly dynamic for afew reasons. Extremely rapid growth ofthe car park in all segments is one. Imnot sure a few years ago I would have

guessed that Porsche would sell morecars in China in 2012 than in Germanyor that China would produce more pas-senger cars than the U.S. in such ashort time.

In addition, there is a huge number ofdomestic OEMs fighting to grow and, insome cases, sell internationally. There isalso a huge push on the part of existingOEMs for central billing agreementswith the multi-national paint suppliers.

In China there is also a rapidly evolv-ing insurance situation and a large num-ber of local players, particularly in theeconomy segments.

What are your thoughts on the effect the reces-sion has had and continues to have on themarket?

Robertson: Clearly the recession has hada dramatic impact on our markets. Many

of our leading indicatorsmiles driven,consumer confidence, claims frequencyand the vehicle repair indexshow lotsof weakness. On the consumer side, manypeople decided to live with minor collisiondamage instead of triggering a deductibleand getting their cars repaired. On thesupplier side, shops, distributors andpaint suppliers drew down inventories togenerate more cash. I think this type ofdownturn makes a lot of people in ourvalue chain hesitant to invest until theysee signs of a strong recovery. We see it asa once in a decade chance to grow ourshare in targeted segments.

What are the current trends and issues in themarket? What challenges does the market facemoving forward in the years to come?

Robertson: Their are several prevalentand impactful issues in the market such


In the Shop With DuPont Refinish Systems



as overcapacity in developed markets.This means shops have to select thosepaint suppliers that will be great part-ners in helping them survive and thrivein their marketplace.

Continued consolidation and risingstrength of MSOs and mega-dealersin the U.S. is another trend as is thecontinued demand on the part ofbody shops, globally, for paint andsupporting systems that delivergreater productivity.

VOC legislation in many nations isdriving a push to waterborne systemsand continued pressure from OEMs,insurance companies and consumersis squeezing available margin space.

Lastly, growing economy segments indeveloping markets are requiring busi-ness models beyond the traditional mix-ing machine/body shop model prevalentin premium segments. A potential bar-rier to growing business in these mar-kets is the shortage of qualified, trainedtechnicians.

What are the key issues with your customersand how is your company addressing thoseneeds?

Robertson: Clearly everyone needs apaint system that is robust, reliable,productive and provides great colormatch. With shops under greater pres-sure for improved cost and throughput,there is an ever-increasing desire forpaint that hides better and dries faster.In response we work hard to maintainour leadership in paint technology andfeel like those companies whose nextgeneration of waterborne paint sprayslike solvent instead of taking a techno-logical leap forward will be at a com-petitive disadvantage.

Continuing to be seen as the premierebusiness partner for the body shopowner requires much more in addition tothe best paint, so we focus a great deal ofour effort on the non-paint pieces of ourvalue proposition. The key is drivingmore business to our body shops, andthen driving those cars through the bodyshop faster and more efficiently. Thismeans heavy investment in ourPerformance Alliance network, insur-ance relationships, lean consulting, pro-prietary color systems and offerings

uniquely tailored to serving the needs ofspecific segments. We believe weve gotthe best non-paint value proposition tothe body shop to go with our world-classpaint systems.

What is the latest technology being utilizedin the market?

Robertson: DuPont is a technology leaderwith over 35,000 patentsan average ofabout one every other day since ourfounding in 1802. So, we could constant-ly advance the state-of-the-art inadvanced coatings technologies. But Idon't think the wider auto refinish mar-ket is asking for nanotechnology orsmart coatings, for example. They areasking for technology tha most cost-effec-tively allows the shop to bring in busi-ness and make repairs with a perfectcolor match. So our latest technologyinnovations are tools to help connect theshop to insurance companies and toolsthat allow faster and better color matchsuch as DuPont's Performance Servicesand best-in-class spectrophotometersand electronic color delivery systems.

Our newest and most important prod-uct is our water based Cromax-Pro line.Its clearly the most productive water-

borne on the market, providing betterhiding and color match than any com-petitive offering, allowing for significant-ly better throughput times and greatlyreduced energy consumption.

Are there any other developments on DuPontsrefinish front worth noting?

Robertson: We are constantly on thelookout for ways to grow what is thelargest and most successful refinishbusiness in the world. To that end, wecontinue to assess tactical acquisitionsthat expand our footprint either geo-graphically or into an adjacent seg-ment. One highlight for us is the open-ing of our new Coatings TechnologyCenter. We closed an outdated facilityand have stood up our U.S. technologyorganization in a new state-of-the-art,multi-million dollar facility at DuPontsExperimental Station, our worldwidetechnology headquarters. This is amajor commitment to ensure our con-tinued product and technology leader-ship in the industry and allows our sci-entists to leverage the knowledge of ourwider technology organization that hascontinuously produced market-alteringinnovations. CW

DUPONT PERFORMANCE COATINGS PARTNERS WITH THE BODY SHOP DuPont Performance Coatings (DPC) has partnered with The Body Shop,which specializes in lean collision repair. The agreement between the partiescovers the sharing of The Body Shops Star-Link Collision Repair System, aKaizen centered lean bu

Coatings Word October 2010

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