Jotun Paints has announced the relaunch of the company’s new and improved Woodshield product range.
'The latest line of stains and varnishes is a result of the company’s extensive research and development efforts to utilise the latest technology in creating an innovative wood coating product,' a company statement said.
It said it would leverage Woodshield’s features of longevity, low odour and quick drying time' to further penetrate the region’s wood coating segment, which is currently valued at over $126 million. The company’s efforts to strategically position itself in the region’s wood coatings segment complements a recent report from leading research firm, AMRB, stating that the wood market in the Middle East accounted for 31.5 million litres or around five per cent of the total paint market. The figures include products such as stains, varnishes and enamels for wood. Jotun is now looking to consolidate its market share with the introduction of True Wood Protection as its new wood coating brand with a view to increasing its volume share by at least two per cent.
Dealing with challenges
The re-launched Woodshield range of products have been developed to deal with the usual challenges and issues of wood coatings and paints like long drying time; the presence of very strong odours and lack of options in finish. According to the company, Woodshield Exterior is the first wood coating of its kind in the region to use advanced UV absorbers and Hindered Amine Light Stabilisers (HALS) technology to provide twice the power of UV Protection, which minimises colour fading and protects wood against cracking, peeling and erosion from sunlight. The new product also provides a protective barrier against harsh weather for longer lasting wood protection. Woodshield Interior is a modified urethane alkyd that creates a smooth and tough hydrophobic film that makes for easy cleaning of the wood surface. It has a uniquely formulated quick drying resin.
Woodshield Interior and Woodshield Exterior are free of heavy metals like lead, mercury, cadmium, chromium and arsenic.
Woodshield is being offered in three colour ranges.
'Jotun’s new Woodshield range is the first of its kind in the Middle East market and offers advantages and benefits like strong UV protection, high water resistance and strategic flexibility. This new range of wood coatings not only complements our strategic aim to reinforce our market share in the Middle East market but also demonstrates our efforts to provide our customers with a world-class range of products that not only speak of durability but also adds high aesthetic value,' the company said.
