JOTUN Paints, one of the world’s leading producers and suppliers of paints and coatings, has launched new products as part of its strategy to maintain leadership position within the $2-billion Middle East paint market.

The products include its latest premium paint range Lady Effects and Megagloss HG, a new yachting product formulated to provide long-term resistance to ultraviolet (UV) light, erosion, impact and chemicals.

Under the company’s ‘Lady’ brand, the new line offers a superior finish and new interior effects, which allows customers to be more artistic in selecting the colours to complement their lifestyles and personalities.

With investments towards the research and development of unique products exceeding $25 million, Jotun has formulated the new product line that can create unique effects, such as shimmering wall finish, which can be achieved using Lady Effects Pearl; and illusion of colour movement with silver sparkles, golden sparkles, and golden base through Lady Effects Metallic.

The range also includes Lady Effects Glaze, an oil-based glaze suitable for painting techniques such as colour washing, glazing, sponging, marbling, flame, ragging and other types of innovative finishes; and Lady Effects Stucco Antica, which creates attractive marble effects on interiors.

The new Lady Effects.

“Regional customers are more actively seeking for ways to incorporate their sense of style into their homes, with statistics showing that 59 per cent of consumers in the Middle East would like to express themselves through painting the interiors of their homes,” says Per Olav Ramstad, Jotun Paints’ regional marketing director – Middle East.

“As a firm believer of innovation as the primary driver of growth in this highly dynamic market, we have developed Lady Effects to offer customers in the UAE the opportunity to use their homes as the canvas where they can showcase their personality and preferences. As a market leader, we deem it important for us to continue coming up with avant-garde offerings that create standards and trends in the market,” he adds.

In addition to its unique finish, Lady Effects Pearl paints are also formulated to give more sheen in just two coats, effectively reducing both application time and cost. The result of Jotun’s dedicated focus on product research and development, the water-based Lady Effects Pearl, Lady Effects Metallic, Lady Effects Stucco Antica, and the oil-based Lady Effects Glaze offer a wide range of colourful solutions for interior decorations.

The Megagloss HG.

Meanwhile, Megagloss HG is described as a safe and trouble-free polyester-polyurethane topcoat that has been formulated to provide long-term resistance to UV light, erosion, impacts and chemicals. The new topcoat is the result of almost four years of development by the Norwegian main corporate laboratory, in close co-operation with the worldwide Yacht Concept Centre in Barcelona, Spain, says Jotun.

By launching the newest addition to its yachting product range in the Middle East, the company aims to strengthen its presence in the marine paints segment by attracting the interest of yacht and super yacht owners in the region.

Founded in 1926 in Norway, Jotun established its presence in the Middle East in 1974 with Jotun UAE. Since then, Jotun has expanded dramatically throughout the region and claims to be the first paint manufacturer to be awarded the ISO 9001 certification. Jotun has consistently invested in state-of- the-art factories including the recently-opened plant in the Al Quoz area of Dubai – the biggest worldwide for Jotun.

Jotun has been at the forefront in terms of developing products specifically suited to local conditions. Three decades of experience in the Middle East region has helped the company produce a variety of conventional and specialised coatings, each incorporating the latest technological developments while offering performance with economy, and catering to the various product segments and demands of the different markets.

Today, Jotun’s diverse product range includes decorative, protective, marine, floor/concrete protection, powder coatings and intumescent coatings, bearing a testament to the company’s reputation of being a single source solution for clients, consultants and contractors alike.