RECESSION or not, the Sigma Guardian range of protective coatings, which was introduced last April across the Middle East by leading Saudi-based paint manufacturer Sigma, has been received enthusiastically by the market.

“This innovative concept was introduced by Sigma because there is an increasing demand for durable and sustainable solutions that give protection to commercial buildings and houses,” says Steven Rijkaard, brand manager for Sigma Paints Middle East.
“The star of the Guardian family, Sigma Guardian Nano has not ceased to amaze the professionals. This is no wonder as nano-technology is indeed revolutionary, being the next giant step since the development of water-based paint half a decade ago. No other paint system has so many quality properties all in one package, and no other paint has as efficient anti-dust properties as it has, thanks to the miniscule nano-particles.
“These solutions are less harmful to the environment. They also delay the maintenance sequence significantly and people will choose these products if they want to save considerable amounts of money in the long term.
“To complement our smooth-finish solutions, we saw the need for a highly durable and decorative texture finish. Hence, we launched the Guardian range,” he explains.
Besides giving protection, Sigma Guardian also provides a highly decorative effect, which is in line with the current trends.

Sigmulto Lumiere ... more than just a paint.

The latest Guardian family member Sigma Guardian Shell – launched in Saudi Arabia last November – follows in the celebrated footsteps of its predecessor and completes the Guardian range with additional properties and unique features that are equally welcomed in both recessionary and booming markets, says Ira Linea von Witte, PR and communications manager Middle East.
Referring to the market impact of the Guardian range, she says:
“This concept is picking up rapidly with our customers and it’s already being used in several projects across the Middle East.”
“We’re targeting two markets – the professional and the consumer. When we talk about professional market we mean architects, consultants, contractors and painters, which will use these products for different sizes of projects. The consumers are the private owners of villas and buildings. The people who choose the Guardian range are the ones looking for a stylish, decorative texture finish that provides the ultimate in protection. And the factors that make the Sigma Guardian range different from other protective coatings are its choice of finishes and crack-bridging and anti-carbonation properties.”
Von Witte says that despite the economic slowdown, Sigma has found that there is constant high demand for quality paint.

Guardian Shell ... durable.

“In these times companies or persons who buy our products become more careful and critical about what kind of products and systems they need. Until now we have succeeded to provide them solutions that benefit their business, which persuaded them to buy our paint,” she says.
In fact, quality is even more appreciated in the current economic scene. “During the construction boom in the Middle East, insufficient attention was paid to quality and durable solutions. The global crisis thus had a positive impact on general quality consciousness in the region. In the real estate sector, at present, only the quality developments seem to have real demand. Both professionals and end-users have become more quality-conscious and demanding,” says Antoine Lejuez, marketing manager for Sigma Paints Middle East.
Lejuez continues: “Thanks to Sigma’s smart moves and agility, we have been little affected by the crisis in the Middle East, and actually have been growing throughout the slowdown. Sigma’s success can be much credited to our significantly augmented research and development (R&D) facilities and its sterling efforts. The entire company is focusing on analysing and anticipating customer needs and these needs are translated into continuously enhanced systems. Our regional R&D is further supported by our global R&D network; thus we not only avail of Sigma’s global intelligence but also global technology so as to provide our regional customers the optimal paint solutions for this area.”
Referring to the applicator seminars that Sigma held in conjunction with the launch of the Guardian Shell range, he says more than 2,000 painters and contractors attended the seminars, with the feedback having been “very positive”.
“The Guardian newcomer was well embraced, thanks to its extra dimension of texture, protection and decoration. Though applicators don’t always make the product choice, yet they enjoy working with quality products that are easy and fast to apply as well as provide that extra shine. Hence, when the applicator contributes to the beautification of a building or villa, he then inherently becomes an artist while applying Sigma Guardian Shell.”
Sigma’s interactive seminars have become much-awaited events. The launch of Sigma Guardian Shell (coupled with Sigmulto Lumiere) was a massive and challenging task involving 15 seminars throughout Saudi Arabia in 15 days. Most of them were held in hotels – as their convention halls can accommodate a large number of people – while others were conducted in wedding and sporting halls. Each of the 15 sessions started with an inspiring interactive presentation on the unique features and advantages of the full system, followed by hands-on application and guidance by Sigma’s large team of field technical experts and trainers, according to Von Witte.
As with any quality paint system, the benefits can be harvested only by correct application.
 “We aim to remain the reference in paints and the choice coatings company across the Middle East,” Lejuez comments. “We are passionate about quality systems. Innovation is our drive and we feel proud to introduce great solutions to our customers and associates. We are eager advocates of quality and we feel it is our duty to share our knowledge and thus educate the market about the benefits of durable protection and to calculate the lifecycle cost of paints.”
“Yet, we are aware of the impact of aesthetics on human psychology, and how the beauty of paints can enhance the well-being and quality of life. Sigma Guardian Shell, together with its Guardian siblings, embrace Sigma’s mission and goal, which is to respond to society’s need to decorate and protect its surroundings, and thus enrich people’s life,” he concludes.