Jotun Paints Successfully Showcases 'Lady Effects' and 'Colour Trends 2011' at 'Le Marche 2010' Exhibition
Leading paint manufacturer looking to increase its market share in Egypt's EGP 1.8 billion paint market
Jotun Paints, one of the world's leading producers and supplier of paints and coatings, has successfully showcased its latest range of interior and exterior paint brands at the 'Le Marche 2010', Egypt's Biggest home furnishings and accessories exhibition, which concluded yesterday (December 20th, 2010) at the Cairo International Conference Centre (CICC) in Cairo, Egypt. The company's participation in the annual high-profile event was in line with Jotun's strategic move to further increase market share and reinforce its position in Egypt's EGP 1.8 billion paint market - leveraging its products among the country's leading interior and exterior design professionals and consultants.
Aside from targeting interior industry professionals, Jotun is also eyeing Egypt's high-end consumers like villa owner segments, building developers and small facilities owners. During the five-day event, the company highlighted its recently launched interior paint product line, 'Lady Effects', which offers better finish and new interior effects with four unique finishes - 'Lady Effects Pearl', 'Lady Effects Metallic', 'Lady Effects Glaze', and 'Lady Effects Stucco Antica' - allowing customers to have more options in selecting the paint effects that complement their lifestyles and personalities. The company also featured its exterior product line, which includes 'Jotashield Heritage Traditional Tex', 'Jotashield Heritage Antique Tex' and 'Jotashield Heritage Classic Tex'. One of the key highlights of Jotun's participation at 'Le Marche 2010' was the promotion of the coming 'Colour trends 2011'; a new line of paints that consists of four new ranges such as the Earth, Princesses, Generations and Festival of Colours.
"Over the last 28 years, the 'Le Marche' exhibition has become a strategic platform for the region's interior and exterior design segment; an important venue to display the best and the latest trendy products in the market and a venue to discuss and exchange ideas to help improve the industry and expand into different target audiences," said Tor Hatlo-Johansen, General Manager, El- Mohandes Jotun Egypt. "Jotun Paints has always been the sole paint supplier to participate in this annual exhibition. Attracting high-end consumers from all over Egypt and even from different international areas, 'Le Marche 2010' has given Jotun the unique opportunity to showcase our professional range of products to a high potential audience - from industry professionals and consultants to high-end residential and facilities owners."
This year's Jotun booth carried a diverse set of themes designed by Dr. Mohamed Noaman, a leading Egyptian interior designer. The booth showcased six different interior moods - Pub, Deco, Loft, Lodge, Gold, and Elegance and three exterior moods - Traditional, Antique Tex and Gold. Jotun's 'Jotashield Super Durable', which is under the Jotashield brand, is a low volatile organic compound (VOC) coating with twice the life span of traditional coatings. It provides superior durability, anti-concrete carbonation properties, and low chemical reactivity, thus enabling it to offer superior concrete protection and help reduce maintenance costs. Furthermore, the product offers superior durability to withstand the harsh climate in the region, among other properties that prevent the degradation of structures. The 'Lady Essentials' range gives a beautiful matt finish that is easy to clean, does not leave any trace of odor after 6 hours of application and guarantees lasting colors for years. Aside from its exhibition booth, Jotun Paints supplied the paints used for the event's designer's hall, which was also designed by Dr. Mohamed Noaman and for the concept ideal home exhibit, which was designed by international interior designer Karim Rashid.
"Recent international industrial reports have shown that decorative and protective coatings account for almost half of the world's total paint consumption. Aiming to capitalize on this, Jotun Paints remains steadfast with its commitment to be a key trendsetter in the industry by increasing awareness of the unique advantages and features that our products have to offer. In Egypt alone, there is already a growing demand for quality paint products and services that are safe to use and environment friendly - the products that we have exhibited in 'Le Marche 2010' not only aim to meet these growing demands but will also help position ourselves as industry leaders," concluded Tor Hatlo-Johansen.
Jotun Paints has a major presence in Egypt since 1987 and is considered a market leader in providing fully-integrated protective and decorative. Jotun paints have been used in a number of high profile and renowned projects, including luxury hotels, offices and residential developments and landmarks such as Cataract Aswan Hotel, Marassi and Up Town Cairo by Emaar, and Al Tahrir Museum.
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.
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