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Dow Coating Materials to Introduce Paints with EVOQUE™ Pre-Composite Polymer Technology

Published on 2011-10-11. Author : SpecialChem

When consumers and paint contractors start their next home improvement project the paint they buy may very well contain a new technology from Dow Coating Materials called EVOQUE™ Pre-Composite Polymer Technology. The rather long name belies an entirely new class of material invented by Dow Coating Material, a business unit of The Dow Chemical Company. This material offers excellent hiding - the ability of paint to cover what's underneath it - and allows paint manufacturers to use up to 20 percent less TiO2, the scarce and costly mineral used as the pigment in most white and light-colored paints. Since its launch in March of this year, EVOQUE Pre-Composite Polymer Technology has caused quite a stir in the coatings industry and manufacturers around the world are already using it to make paint that they expect to start shipping to stores before year-end. Dow Coating Materials has commercialized ten new products for customers in North America, Europe, the Middle East, and Latin America, and many more customers are testing the technology with promising results. To date, Dow has commitments from several leading paint companies for EVOQUE Pre-Composite Polymer, a testament to how well it performs and its ability to meet a critical market need.

"The Dow Coatings business consistently delivers breakthrough technologies to the market and if you are a company like us, whose reputation is based on having the best, most innovative paint available, the Dow partnership is a huge advantage," notes Hamid Pourshirazi, Technical Director for Vista Paint Corporation.

"When we launched the EVOQUE™ Platform, we knew we had a ground-breaking technology, but until customers started to test it and see the results for themselves, we were careful not to make any premature predictions about how quickly adoptions would happen," said Guillermo Novo, Group Vice President, Dow Coating Materials. "By the time we were on to our second or third customer, and they were happy with what they saw, we started to sense the momentum building. Now, with about a dozen customers in all different regions of the world commercializing with our technology in such a very short timeframe, we are convinced that EVOQUE Pre-Composite Polymer Technology is well on its way to securing its place as 'here to stay' technology, much like its predecessor ROPAQUE™ Opaque Polymer did nearly 30 years ago."

How it Works

Coatings are, by far, the largest consumers of TiO2. In 2010, coatings consumed more than 2.75 million tonnes, or 56 percent of the total TiO2 produced globally. That's because when it comes to the ability to reflect light, this white mineral can't be beat. But its tendency to "crowd" together, rather than evenly disperse, means formulators have to add increasing amounts in order to compensate for its lack of efficiency. With industry sources predicting short supplies and high prices for TiO2 lasting through 2016, paint formulators have been struggling to maintain a balance between price and performance - key to their profitability and maintaining customer loyalty and market share. EVOQUE Pre-Composite Polymer Technology helps formulators stretch tight TiO2 supplies by spacing the pigment more evenly throughout the formulation, giving them the option to use up to 20 percent less TiO2 and reduce costs, keep the same levels of TiO2 and market a higher quality paint, or a combination of the two. When combined with Dow's legacy ROPAQUE™ Opaque Polymers, which function as a less costly light-scattering pigment, formulators can reduce TiO2 levels by up to 40 percent.

"We've heard customers who have tried the EVOQUE™ Technology say they can see lots of possibilities for not just their current projects but future projects as well," said John Klier, Dow Coating Materials' Global Research and Development Director. "One of the most interesting revelations about this technology is that every customer finds a different way to use it. That shouldn't be surprising because every customer has different needs, but when you can satisfy multiple customers with one solution, you start to see the potential for the EVOQUE Platform to truly change the game when it comes to how customers make paint."

Wide Global Appeal

Attesting to its flexibility and wide appeal, customers around the world have made paint formulations with EVOQUE™ Pre-Composite Technology with different goals in mind. Whether it is a customer in the Middle East looking to develop a unique, high-hiding formulation or a customer in North America committed to using the best technologies to truly stand out in their marketplace, EVOQUE™ Pre-Composite Polymer Technology is delivering the right solution for customers across a broad range of geographies and economies.

"It's not often that a technology this ground-breaking comes along at the exact time that the market is dealing with a pressing industry need to reduce the usage of a critical raw material like TiO2," said Novo. "As in any industry, there are always a few market leaders and innovators who will step forward and try something new. Now that we have commercialized, the second wave of ?wait and see' paint manufacturers may decide it's time for them to rethink their paint formulations with EVOQUE Pre-Composite Polymer Technology."

About Dow Coating Materials

Dow Coating Materials is the most innovative coatings raw material supplier in the world, driving fundamental shifts in the coatings industry and moving the market as the expert's expert in coatings solutions. Through its mission of collaboration, inspiration, innovation and growth, the business provides material products, science, technology, and manufacturing solutions to the architectural and industrial coatings industry worldwide. Dow Coating Materials operates 43 manufacturing plants worldwide and 13 dedicated R&D facilities across all major geographic markets where Dow does business.

About The Dow Chemical Company

Dow combines the power of science and technology with the "Human Element" to passionately innovate what is essential to human progress. The Company connects chemistry and innovation with the principles of sustainability to help address many of the world's most challenging problems such as the need for clean water, renewable energy generation and conservation, and increasing agricultural productivity. Dow's diversified industry-leading portfolio of specialty chemical, advanced materials, agrosciences and plastics businesses delivers a broad range of technology-based products and solutions to customers in approximately 160 countries and in high growth sectors such as electronics, water, energy, coatings and agriculture. In 2010, Dow had annual sales of $53.7 billion and employed approximately 50,000 people worldwide. The Company's more than 5,000 products are manufactured at 188 sites in 35 countries across the globe. References to "Dow" or the "Company" mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted.

Source: Dow Coating Materials

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