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Popular Science selects Benjamin Moore Aura® Paint for 2007 "Best of What's New" Award

Published on 2007-12-14. Author : SpecialChem

NEW YORK, NY -- Aura, the most innovative breakthrough in paint since the introduction of latex in the '50s, has earned the 2007 Best of What's New Award, presented by Popular Science magazine to Benjamin Moore & Co for its development.

In naming Aura, Mark Jannot, the magazine's editor-in-chief, said, "For 20 years, Popular Science's Best of What's New awards honor the innovations that make a positive impact on life today and change our views of the future. Our editors evaluate thousands of products each year to develop this thoughtful list. There's no higher accolade Popular Science can give."

According to Jannot, 100 products are being awarded the distinction in 10 categories and all will be featured in the December issue of the magazine. Aura, which won in the Home Tech category, was earlier featured in the May edition, as well, soon after its initial introduction.

Peerless in performance, Aura is 100 percent acrylic paint featuring a waterborne colorant system. It is the patent-pending technology-Color Lock®- invented by Benjamin Moore that has eliminated the problem of colorant inhibiting the performance of paint and yielded an über-premium product with the color literally embedded in the binding agent. The result is a paint that is self-priming, requires no more than two coats - no matter the color, no matter the sheen - will not rub off, and is unrivaled when it comes to durability, washability and stain, water, and color fade resistance. What's more, Aura's very low volatile organic compound (VOC) formulation - under 50 grams per liter - exceeds the country's strictest VOC regulatory requirements without compromising on quality. And, because the proprietary colorant is waterborne, no additional VOCs are introduced into the product when colorant is added, contributing to its eco-friendly stature.

"That Popular Science has acknowledged Benjamin Moore's Aura with this honor is exciting news and we genuinely appreciate this recognition," said Denis Abrams, president and CEO of Benjamin Moore. "Aura was three years in research and development, and we take enormous pride in knowing that we're able to offer a product that represents such a leapfrog in technology and is delivering greater benefits to our consumers."

About Popular Science

Founded in 1872, Popular Science is the world's largest science and technology magazine with a circulation of 1.3 million and 6.8 million monthly readers. Each month, it reports on the intersection of science and everyday life, with an eye toward what's new and why it matters. Popular Science is published by Bonnier Active Media, a subsidiary of Bonnier Corporation.

About Benjamin Moore

Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of the country's leading manufacturers of premium quality residential, commercial and industrial maintenance coatings, its products are distributed through a network of independent paint and decorating retailers located throughout North America. In the J.D. Power and Associates 2007 Interior Paint Satisfaction Study SM , Benjamin Moore ranked highest in customer satisfaction with interior paint.

Source: Benjamin Moore

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