Give new lease of life to your walls with a fresh coat of paint

Design Middle East - - Contents -

How paints cre­ate magic on your walls

Pretty walls make pretty homes! Chang­ing the colour of a room can have a huge pos­i­tive ef­fect on how the space looks and changes the over­all ap­pear­ance of the place. Psy­cho­log­i­cally, colours of the rooms in your home are a direct re­flec­tion of your per­son­al­ity and they in­flu­ence your moods and thoughts as well. The re­gion is go­ing through a lot of changes in terms of mar­ket con­di­tions, new play­ers, more com­pe­ti­tion, rise of green paints and new tech­nolo­gies in the paints and coat­ing in­dus­try. De­sign Mid­dle East spoke to lead­ing paints com­pa­nies in the re­gion to un­der­stand more about the trends, chal­lenges, com­pe­ti­tion, and cur­rent mar­ket sce­nario.

Top­ping the trends

Walls speak vol­ume about who you are and what are your choices like. Dec­o­ra­tive wall paints, specif­i­cally textured and faux fin­ishes, are very much on trend in the UAE. Dec­o­ra­tive paints have long been used to add unique fin­ishes that adds life to empty spa­ces. Re­nae He­witt, direc­tor of de­sign and global mar­ket­ing man­ager, MAS Paints says, “With the re­al­i­sa­tion that wall­pa­per isn’t the only op­tion for dec­o­ra­tive wall cov­er­ings, de­sign­ers are cre­at­ing walls with rich tex­ture and pat­tern from paint that mimic the tex­ture and feel of a va­ri­ety of clas­sic fin­ishes. MAS Mar­morino, Ti­lal and Maya achieve beau­ti­ful, sand and stone-like fin­ishes. Faux fin­ishes can recre­ate the look of stone, mar­ble, leather, pearl, and the list goes is end­less. Faux fin­ishes can be ap­plied to floors, fur­ni­ture, and ceil­ings or con­sider ap­ply­ing a faux fin­ish to a sin­gle ac­cent wall, this won’t limit the dec­o­ra­tive ideas for the re­main­ing walls.”

Mascryl acrylicbased wall paints by MAS are al­kali-re­sis­tant, has good ad­he­sion prop­er­ties, and are non-toxic and en­vi­ron­ment friendly


From ris­ing costs to in­tro­duc­tion of VAT and unau­tho­rised play­ers in the mar­ket, the in­dus­try has its own set of chal­lenges. Su­nil Gudur, gen­eral man­ager, Al Gurg Paints lists all the chal­lenges of this in­dus­try, “Ris­ing costs (Oil a ma­jor source of raw ma­te­ri­als in the paint in­dus­try have played havoc with a con­sid­er­able jump in the last six months), tight liq­uid­ity con­di­tions, and VAT in­tro­duc­tion are the de­cel­er­a­tors that are the cur­rent chal­lenges. Newer govern­ment leg­is­la­tions on is­sues like prod­uct cer­ti­fi­ca­tions, waste dis­posal, green prac­tices are adding to the ul­ti­mate per litre cost mak­ing it un­eco­nom­i­cal and erod­ing the fi­nal mar­gins con­sid­er­ably.”

One of the chal­lenges of MAS, as a man­u­fac­turer, is to find strong and sta­ble sup­pli­ers of the raw ma­te­ri­als needed. – Re­nae He­witt

He­witt fur­ther adds, “One of the chal­lenges of MAS, as a man­u­fac­turer, is to find strong and sta­ble sup­pli­ers of the raw ma­te­ri­als needed in or­der to give the same qual­ity ev­ery time and on sched­ule with­out any de­lay. On the con­sumer’s side, due to the com­pe­ti­tion and nu­mer­ous paint man­u­fac­tur­ers, there can be con­fu­sion and cus­tomer choices are made on the price of the prod­uct and the qual­ity of the coat­ings is ig­nored.”

In­cli­na­tion to­wards green paints

De­mand for sus­tain­able and green prod­ucts are in­creas­ing and peo­ple are be­com­ing more aware and con­scious. Rana Khadra, re­gional colour and cre­ative man­ager, Jo­tun Mid­dle East India and Africa shares, “Green paints are def­i­nitely gain­ing pop­u­lar­ity as a colour and as a func­tion. In the Mid­dle East, this de­mand is start­ing to grow and ex­pand. Driven by gov­ern­ments who have set cer­tain stan­dards as well as lead­ing ar­chi­tects, de­vel­op­ers and de­sign­ers who pre­fer to use such paints. At Jo­tun in­no­va­tion is at core of our prod­ucts, this is why the prod­ucts of­fered to­day and have been pro­duc­ing for a long time are LEED free and APPO free, amongst many other green com­pli­ant fea­tures.”

Toni Sny­der, color spe­cial­ist con­sul­tant, Ben­jamin Moore Paints ME says, “Most of our prod­ucts are low and zero VOC and we even have a wonderful prod­uct that is low emis­sions and earned a seal of ap­proval from the Asthma & Al­lergy As­so­ci­a­tion. A num­ber of our prod­ucts com­ply with LEEDS, MPI, and other strict in­dus­try stan­dards. Ben­jamin Moore Paints de­vel­ops prod­ucts that min­i­mize the im­pact on our en­vi­ron­ment and we elim­i­nated lead, formalde­hyde, and mer­cury, from our paints and met VOC stan­dards long be­fore (Amer­i­can) govern­ment re­quired us to.”

Cur­rent mar­ket sce­nario

Gudur elab­o­rates the mar­ket con­di­tions of the re­gion. “There are too many un­or­gan­ised play­ers in a shrink­ing mar­ket, which is hav­ing an ad­verse im­pact on the prof­itabil­ity of the play­ers Also, with se­vere pres­sure on cost re­duc­tion/con­trol paint users (con­trac­tors, ap­pli­ca­tors, end users) qual­ity of paints and coat­ings is get­ting com­pro­mised. Even in the pay­ment re­ceipt side the aver­age col­lec­tion days are just get­ting longer and longer as on one hand paint sup­pli­ers are forced to give ex­tended pay­ment terms (for fear of bad debts) and los­ing cus­tomer to com­peti­tors (who are of­fer­ing bet­ter credit fa­cil­i­ties). Need­less to add le­gal course is a time-con­sum­ing ex­er­cise and with laws get­ting re­laxed on cheque dis­hon­oured is adding to the col­lec­tion woes.”

New tech­nol­ogy

Paints and coat­ings with ex­tended shelf life, bet­ter safety fea­tures, and “One of the most im­por­tant fac­tors is dura­bil­ity. Oth­ers are paint washa­bil­ity with non-fad­ing colours. This is why we have re­cently launched the su­pe­rior prod­uct that en­com­passes all of these prop­er­ties called Feno­mas­tic Won­der­wall, for beau­ti­ful wall ev­ery day. For ex­te­rior paints in our re­gion, the key tech­nolo­gies are for the prod­uct to with­stand the

sun and heat while help­ing re­duce tem­per­a­tures of the struc­ture and in turn aid in en­ergy con­ser­va­tion such as our su­pe­rior in­no­va­tive prod­uct Jo­tashield Colour Ex­treme,” says Khadra.

The ma­jor and most im­por­tant tech­nol­ogy nowa­days came from the de­mand of sus­tain­able en­vi­ron­ment pro­tec­tion. Ab­dul­lah Al Atrash, man­ag­ing direc­tor, MAS Paints says, “The green prod­ucts and the en­vi­ron­ment friendly prod­ucts with low VOC lev­els and the wa­ter-based coat­ings which re­placed the clas­sic sol­vent-based paints to re­duce the air pol­lu­tion and re­tain the ozone layer. Re­cent build­ing fires in Dubai have also en­abled MAS to ad­vance their lat­est tech­nolo­gies in fir­ere­tar­dant coat­ings and fire in­tu­mes­cent Paint.”

New launches in 2018

There are some ex­cit­ing prod­ucts that are lined for 2018. MAS Paints have launched in­no­va­tive acrylic-based paints. Mascryl and Mas­tic Royal wall paints are per­fectly for­mu­lated for in­te­rior and ex­te­rior use, with out­stand­ing washa­bil­ity, ex­cel­lent colour re­ten­tion and weather re­sis­tance. Mascryl acrylic-based wall paints are de­signed to pro­duce an even matt and smooth fin­ish for walls and ceil­ings. On the other hand, Mas­tic Royal is acrylic copoly­mer-based emul­sion paint with out­stand­ing washa­bil­ity and out­door dura­bil­ity.

Ben­jamin Moore Paints have in­tro­duced Scuff-x, a unique scuff-re­sis­tant in­te­rior paint and 'Notable', dry erase paint which en­hances paint­ing projects, con­vert­ing walls of all sizes into ar­eas that are both cre­ative and prac­ti­cal. Al Gurg Paints are fo­cussing on the dec­o­ra­tive seg­ment.

Clearly, with so many op­tions al­ready, there would never be a dull day in the world of paints.

Re­nae He­witt and Ab­dul­lah Al Atrash from MAS Paints

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