Jotun Launches 'Lady Effects' Premium Paint Range in the UAE
New product line part of manufacturer's strategy to maintain no. 1 position within USD 2 billion Middle East paint market
Jotun Paints, one of the world's leading producers and suppliers of paints and coatings, has announced the launch of its latest premium paint range 'Lady Effects' at a recently concluded ceremony in Dubai and Abu Dhabi. Under the company's 'Lady' brand, the new line offers better finish and new interior effects, which allows customers to be more artistic in selecting the colours to complement their lifestyles and personalities. The unveiling of 'Lady Effects' is part of the manufacturer's strategy to maintain its number one position within the Middle East paint market, which is estimated to be worth USD 2 billion.
With investments towards the research and development of unique products exceeding USD 25 million, Jotun has formulated a new product line that can create unique effects, such as shimmering wall finish, which can be achieved using 'Lady Effects Pearl'; and illusion of colour movement with silver sparkles, golden sparkles, and golden base through 'Lady Effects Metallic'. The range also includes 'Lady Effects Glaze', an oil based glaze suitable for painting techniques such as colour washing, glazing, sponging, marbling, flame, ragging and other types of innovative finishes; and 'Lady Effects Stucco Antica', which creates attractive marble effects on interiors.
"Regional customers are more actively seeking for ways to incorporate their sense of style into their homes, with statistics showing that 59 percent of consumers in the Middle East would like to express themselves through painting the interiors of their homes," said Per Olav Ramstad, Regional Marketing Director - Middle East, Jotun Paints. "As a firm believer of innovation as the primary driver of growth in this highly dynamic market, we have developed 'Lady Effects' to offer customers in the UAE the opportunity to use their homes as the canvas where they can showcase their personality and preferences. As a market leader, we deem it important for us to continue coming up with avant-garde offerings that create standards and trends in the market."
In addition to its unique finish, 'Lady Effects Pearl' paints are also formulated to give more sheen in just two coats, effectively reducing both application time and cost. As a result of Jotun's dedicated focus on product research and development, the water-based 'Lady Effects Pearl', 'Lady Effects Metallic', 'Lady Effects Stucco Antica', and the oil-based 'Lady Effects Glaze' offer a wide range of colourful solutions for interior decorations.
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 recently opened 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.
For more information, please contact:
CommuniGate Middle East
PO Box 66861, Dubai, UAE
Tel: +971 4 3988134
Fax: +971 4 3988137
Email: info@communigateme.com
Website: www.communigateme.com
