Benjamin Moore Enhances Aura Interior Paint


Coatings company Benjamin Moore recently announced that it has enhanced its ultra-premium Aura interior paint with a new acrylic resin and formula.

According to Benjamin Moore, the Aura interior coatings brand is the only paint on the market that combines a new, proprietary acrylic resin with Color Lock Technology and Gennex Color Technology to produce a greater color depth and richness.

The new formula is noted to provide smoother application across all sheens and superior hide across the full color spectrum. Additional enhancements made to the dry film properties result in a low VOC coating that resists scuffs, stains and color rub-off.

“Our research and development team has once again pushed paint and chemistry to new heights in creating an even more perfect Aura that is as durable as it is stunning,” said Harriette Martins, Director of Product Marketing for Benjamin Moore. “The new formula delivers not only on appearance, but on improved application and performance – making it a favorite among painters, designers and discerning color enthusiasts.”

Available in matte, eggshell, satin and semi-gloss finishes, Aura Interior can be tinted in more than 3,500 Benjamin Moore colors. Recommended areas for use include living rooms, dining rooms, bedrooms, foyers and hallways. Aura Interior is available exclusively at Benjamin Moore retailers throughout the United States, Canada and international distributors.

In a recent collaboration, Benjamin Moore teamed up with Celebrity Aura Reader Mystic Michaela to explore how an individual’s aura can influence a space and selecting colors for any project. The collaboration features a curated color palette that enables designers and consumers alike to reflect their personal energy throughout the home with the help of Benjamin Moore Aura Interior paint.

Recent Benjamin Moore News

Earlier this year, Benjamin Moore introduced a new alkyd primer for interior surfaces. Fresh Start Undercoater and Primer/Sealer offers sealing and stain blocking, as well as adhesion for any of the company’s topcoats. The coating can also be used over latex or oil paints and can be sanded and recoated in just two hours.

Due to its properties, the company reports that the coating would be successful in covering water stains, tannin bleeds, fingerprints and other common household stains.

In October, the company announced a marketing partnership with National Hockey League team, the New York Rangers.

As part of the partnership, Benjamin Moore will serve as the Rangers’ helmet sponsor, with logo position during all Rangers games at Madison Square Garden. Additionally, four colors representing the Rangers palette have been added to the Benjamin Moore Sports Collection.

The colors include Rangers Blue SC-94, Rangers Red SC-95, Rangers White SC-96 and Rangers Navy SC-97. These colors, however, will not be available on the Benjamin Moore Online Store and can only be purchased at select, independently-owned New York retailers.

In addition to partnering with the New York Rangers, Benjamin Moore will also be the presenting partner for the Jr. Rangers Street Ball/Ball Hockey community program and the Rangers' digital team on an original content series.

Around the same time the partnership was announced, Benjamin Moore revealed its 2022 Color of the Year, with a color that it says “quietly anchors while encouraging creative expression through color.” October Mist 1495 is described as a gently shaded sage that aims to serve as a stem for the Color Trends 2022 palette, where customers’ imagination can “blossom.”


Tagged categories: Acrylic; Asia Pacific; Benjamin Moore; Coating chemistry; Coating Materials; Coating Materials - Commercial; Coatings; Color; Color + Design; Color + Design; Color retention; EMEA (Europe, Middle East and Africa); Formulating; Interior coatings; Interior design; Interior Wall Coatings; Latin America; North America; Paint; Z-Continents

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