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Original Press Release

Jotun Paints Launches 'Jotashield Extreme' in Egypt

Press release date: Nov 08, 2011

Innovative exterior coating addresses growing local demand for heat-reflective & eco-friendly paints

Jotun Paints, one of the world's leading producers and suppliers of paints and coatings, has launched 'Jotashield Extreme', a superior exterior paint product in response to the growing demand for heat-reflective and eco-friendly concept. 'Jotashield Extreme' uses a revolutionary pigment and advanced binder technology that allow consumers to also select darker shades of colours and still achieve cooler indoor temperature and longer-lasting colours with superior exterior protection. Jotun, which has launched this revolutionary new product across all its dealers in Egypt, has also provided training for the new product at Savoy Hotel in Sharm Al Sheikh, Egypt.

During the launch event, Jotun presented a demonstration showing the use of an Infra Red (IR) thermometer to measure and demonstrate the features of Jotashield Extreme applied on a model house. 'Jotashield Extreme' offers twice the heat reflective capabilities of ordinary exterior paint. It provides protection against ultraviolet and near infra-red heat, thus significantly reducing indoor and surface temperatures and consequently driving down energy consumption. It lessens the 'Urban Heat Island' (UHI) effect and feature anti-carbonation properties that protect it against chalking, flaking and peeling. The multicolour-tintable 'Jotashield Extreme' has low dirt pickup, exceeds GS-11 standards for paint, and can perform effectively for 10 years.

"Jotun has always been known for meeting market needs via innovative and high-quality products. Jotun has also gained a reputation for raising benchmarks in environmentally-friendly production techniques and products within the paint manufacturing industry," said Mohamed Hashem, Decorative Marketing Manager, El- Mohandes Jotun. "'Jotashield Extreme' exemplifies our corporate commitment in improving the environment and we hope that this and other products will inspire others to adopt a more eco-friendly approach to business."

Jotun Paints spends more than USD 25 million on R&D into developing unique products. The company invested a substantial amount to come up with the innovative properties of 'Jotashield Extreme'. The product has been subjected to strong external tests from third party independent testing authorities. Tests have shown that structures treated with 'Jotashield Extreme' are between 2 to 5 degree centigrade cooler than those applied with normal paint.

"The phenomenon known as UHI, in which metropolitan areas are significantly warmer than their surrounding rural areas, is becoming increasingly common in Egypt and other Middle East countries due to the exponential growth of urban areas in the region. Further, studies have shown that temperatures of urban air domes can be warmer by as much as 4 degrees Celsius than the surrounding countryside. This poses higher air-conditioning costs, additional air pollution due to increased energy production, and acceleration of global warming. Our new eco-friendly, energy-efficient product addresses these issues by virtue of being the only paint in the Middle East that can achieve significant temperature reductions upon application," concluded Mohamed Hashem.

About Jotun
Founded in 1926 in Norway, Jotun - one of the world's leading paint manufacturers, established its presence in the Middle East in 1974, with Jotun UAE Ltd. Ever since, Jotun has expanded dramatically throughout the region and is the first paint manufacturer to be awarded the ISO 9001 certification. Jotun 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 specialized 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 truly a single source solution for clients, consultants and contractors alike.