Personalize Your Palette

Benjamin Moore & Co. was founded in 1883 and is one of the country's leading manufacturers of premium quality architectural, commercial and industrial maintenance coatings. Benjamin Moore products are sold through a network of authorized, independent retailers throughout North America.

With the launch of Aura, Benjamin Moore has created the first new technology platform for paint since the introduction of latex in the 1950s - and has elevated its longstanding legacy of environmental stewardship to an historic new level. After all, Aura meets the country's most stringent VOC regulations of 50 grams per liter with its waterborne colorant system, while delivering the ultimate in performance.

Conventional paint colorants contain volatile organic compounds (VOCs). Before Aura, even paint considered eco-friendly was often infused with significant levels of VOCs once colorants were added. Thanks to its revolutionary formulation, Aura's VOC level is remarkably low - just 50 grams per liter. Federal regulations allow for up to 250 grams for flat and 380 grams for non-flat paint. Furthermore, tinting the paint with Benjamin Moore's breakthrough waterborne colorants adds no additional VOCs.

Presently, colorants added by retailers are not regulated by the Environmental Protection Agency (EPA), California's South Coast Air Quality Management District, or any other legislative body. With Aura, Benjamin Moore once again has exceeded current and foreseeable regulatory requirements, while enhancing both quality and performance.

Benjamin Moore has created its first all-new, original color palette in six years, the Affinity(TM) Color Collection, to coincide with the advent of Aura, the company's breakthrough super premium paint. Affinity is comprised of 144 versatile hues, each designed to work on its own, but also uniquely harmonious with one another. Inspired by global fashion trends, far-flung locales and the beauty of nature, the collection adds sophistication, depth and richness to interior settings.

"It was Le Corbusier who said that, 'Color belongs to our being; maybe each one of us has his own.' The Affinity palette makes his concept tangible," said Doty Horn, Benjamin Moore's director of color and design, who developed the collection with a team of color experts and designers. "Affinity was created not only to express individuality, but to ensure the colors all work together -- in any combination, in any interior. Affinity opens a world of color confidence to even the most demanding consumers and interior designers."

Three broad themes guided Benjamin Moore's tantalizing new range - Eclectic Chic, the Spirit of Individuality; Pure Harmony, Nature's Balance; and Global Artisan, the world's artistry and beauty. The individual Affinity color names are memorable and descriptive, evoking personal associations and experiences. Lingerie, a pale pink; Caliente, a spicy red; and Fiji, a peaceful blue, instantly trigger vivid images and stimulate the senses.

Personalizing one's own palette is easy with Affinity color tools, available at participating Benjamin Moore retailers. Color Inspiration cards provide striking combinations to fuel the imagination of designers and color-conscious consumers, and Affinity Color Collection booklets feature the entire collection in color chips. Designers will appreciate the elegant Affinity fan deck, created to nestle in the palm of one's hand with each color entitled to its own full vane. A Brief Benjamin Moore Environmental Timeline

1950s - Latex paint is introduced to the market. Original latex paint, an emulsion of plastic materials, was a byproduct of the research for synthetic rubber conducted during WWII.

1960s - Benjamin Moore begins the elimination of lead from the formulations of its architectural coatings. The EPA, created in 1972, bans the use of lead in paints in 1978.

1970s - Benjamin Moore eliminates mercury from its formulations. It will be several decades before the EPA bans the use of mercury in paints.

1990s - Benjamin Moore introduces Pristine(R) (soon renamed Eco Spec(R)) paint, a 100 percent acrylic latex paint system that contains no solvents and is formulated to be the most eco-friendly product possible.

2000s - Eco Spec is certified by Greenguard Environmental Institute for meeting GREENGUARD(R) Indoor Air Quality standards. Eco Spec earns Green Seal(R) certification from the independent, non-profit organization that identifies and promotes environmentally friendly products. Benjamin Moore introduces Aura, a 100 percent acrylic paint matched with Benjamin Moore's newly created waterborne colorant system that is both eco-friendly and performance enhancing.

Representatives from Benjamin Moore will be at the Hamptons Home and Garden Show. For more information on any of their products, visit www.benjaminmoore.com.

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