Recognising the increasing role played by women in deciding the décor of their homes, Jotun Paints – one of the world’s leading producers and suppliers of paints, coatings and powder coatings – has introduced the ‘Lady’ interior brand, which utilises the latest technology in emulsion paints.
The new brand caters to a growing niche market in the Middle East that seeks high-quality and versatility in interior paints for home decoration. The launch of the interior brand follows two years of extensive research in the regional Dubai-based research laboratory in close collaboration with Jotun Norway to come up with an interior paint brand that aims to provide unrivalled home painting solution. The high-quality, acrylic paints in a beautiful matt finish offers unique benefits that no other paint in the market can provide – easy clean, neutral scent and long-lasting colour, Jotun claims.
The solvent-free paints do not leave any trace of odour after six hours of application, the colours are guaranteed to last for years and cleaning stains and dirt off painted walls will not leave any spots or affect the quality of the paint finishing.
“Jotun allocated a significant amount of our annual budget to research and development last year to come up with the Lady brand, and for the first time in the Middle East an interior paint – specifically aimed at ladies and their families – offers a convenient and cost-effective tool to change the look of their homes as often as they want,” says Linda Tarifi Kender, regional interior brand manager of Jotun UAE.
Women are taking a more active part in deciding the painting of their houses and are more informed and skilled in home decoration, she says. “We have also witnessed an increasing number of end-users visiting our website for information or asking our sales team to help them make decisions on their painting needs,” adds Kender.
Other Jotun paints previously introduced in the region such as the Jotun Pearl and the recently-repositioned Fenomastic have been met with positive response. Jotun Pearl boasts of a pearl-like sheen, which is the first-of-its-kind special effects paint in the market. Carrying both enamel and emulsion options, the Fenomastic range caters to stringent professional needs for consistency, sustainability and quality, she says.
“Jotun has become synonymous with innovation and groundbreaking concepts in paint manufacturing, and the launch of the Lady brand in the Middle East market is a reflection of our ability to identify unique needs and offer solutions to specific market segments. We are confident that the Lady brand will meet the expectations of our customers who have used Jotun’s range of quality paints over the years, and we look forward to eventually exceed our targets for this new interior paint range,” Kender concludes.