Whoever imagined paint could be reinvented?
Yet, that is exactly what Benjamin Moore has done with the development of Aura, an ultra-performance, exceptionally eco-friendly interior coating.
Rolled out in 2007, Aura has helped earn Benjamin Moore impressive kudos, including Working Mother magazine’s “Best Green Companies for America’s Children” and Popular Science magazine’s 2007 “Best of What’s New” award. In fact, according to the experts, Aura represents such a giant leap in paint technology that it’s been described as the most innovative breakthrough in paint since the introduction of latex in the ‘50s. But, making paint history is nothing new for Benjamin Moore. It has been instrumental in driving industry innovation since its founding 125 years ago.
Differentiating Aura is that it is a 100 percent acrylic-based paint with a waterborne colorant system featuring a patented technology — Color Lock. This Benjamin Moore invention eliminates the problem of the colorant inhibiting the performance of paint and is what helps to yield the superlative performance.
Aura enjoys a checklist of advantages. First, it is self-priming on most surfaces, requiring no more than two coats — no matter the color, no matter the sheen. The depth of color Aura delivers also is historic. Virtually odorless, Aura dries extraordinarily fast and with no color rub off. And, it’s unrivaled when it comes to durability, washability and stain-, water-, and color-fade resistance.
While Aura is sustainable “green,” the color green is just but one of more than 3,400 color choices available for Aura. In fact, with the creation of its new paint species, Benjamin Moore also added 144 new colors — the Affinity palette, a highly sophisticated range of hues that are all uniquely harmonious with one another, ensuring that, whatever colors you select, they all are compatible and work together.
Added this year to the Aura family is Aura Exterior, a house paint to rival all others with similar virtues as its interior sibling.
“In developing Aura, it’s been proven that not all paint is created equal,” said Carl Minchew, the company’s director of color technology. “It is the next generation of paint, formulated to provide the highest quality finish for those who demand only the best. And, quite simply, Aura is the finest paint Benjamin Moore has ever made.”
