JOTUN Paints, a leading global producer and distributor of paints and coatings, has launched new two paint products that are targeted at the premium and hygiene-sensitive areas of the interiors market respectively.

The launch of its Fenomastic Stain Resistant’ and ‘Fenomastic Hygiene’ lines in the UAE coincides with unveiling of a new strategic initiative by the paint major – ‘Closer to Consumer’ – which is focused on consolidating its presence in the country.

Jotun has remained committed to meeting market needs through the development of innovative, high-quality products and maintaining its reputation for raising benchmarks in production techniques and products within the paint manufacturing industry, says an official.

“The launch of Fenomastic Stain Resistant and Fenomastic Hygiene, demonstrates our capability to innovate broadly, reliably, and successfully, year after year, in every part of our business. Our aim is to be able to come up with an innovative line of products that our customers can widely depend on,” says Erik Aaberg, group executive vice-president of Jotun Paints.

Fenomastic Stain Resistant is a premium interior wall paint that is being positioned to be the best in its class. The new product allows users to remove difficult stains, which includes fingerprints and shoe marks, without affecting the paint and while ensuring it still looks new.

Jotun’s newly-launched Fenomastic Stain Resistant and Fenomastic Hygiene.

Fenomastic Hygiene is a superior quality paint that offers resistance against bacteria and fungi growing on highly humid and wet areas like kitchens, bathrooms and hospital areas.

“Innovation is not only the core target of our business model but also the primary track that drives us to meet the demands of our customers while also reinforcing retail partnerships, ultimately reaching the target growth that we have set to achieve. Over the years, we have been able to demonstrate our capability to innovate consistently, which has been a key cornerstone to our continued growth and success,” says Aaberg.

“Jotun products are developed by utilising the latest in a diverse range of technologies. Basically, we deliver an unrelenting stream of innovation with systematic discipline. The new Fenomastic line is a culmination of our extensive research and development. The innovations integrated into Fenomastic reflect the strength of our commitment to leave a golden imprint in today’s paint market,” says Per Olav Ramstad, regional marketing director of Jotun Paints.

The company also revealed a new design packaging for its Jotashield range of paints, which now comes in a newly-designed can. The range offers end-users protection against harsh environment conditions in the region, concrete protection, longer lasting colours and reduced maintenance. It is certified by industry renowned third-party certification authorities as an anti-carbonation coating and has been widely used across key iconic structures within the Middle East and South East Asia.

Overall, Ramstad says, these are very exciting times for the UAE’s paint markets with forecasts of continuous growth in the next few years.

“To help capitalise on this growth, we have launched these new products utilising the latest technology and innovations. In addition, our new Closer to Consumer strategy reflects our goal of reinforcing our ties with both consumers and partners. All of these developments aim at providing added value while also giving us unique competitive advantages for our range of products,” he adds.

The new packaging for Jotashield.

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. The paints giant has consistently invested in state-of-the-art factories including the plant in the Al Quoz area of Dubai, UAE – the biggest worldwide for Jotun and the Middle East.

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 – 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 solid testament to the company’s reputation of being a single-source solution for clients, consultants and contractors alike.