JEDDAH: Jotun Paints, one of the world's leading producers and suppliers of paints and coatings, has announced the launch of its latest premium paint range “'Lady Effects” in a ceremony at Hilton Hotel Jeddah recently. Under the company's “Lady” brand, the new line offers better finish and new interior effects, which allows customers to be more artistic in selecting the colors to complement their lifestyles and personalities. The unveiling of “Lady Effects” is part of Jotun Paints strategy to maintain its number one position within the Saudi paint market, which is estimated to be worth SR3 billion. With investments toward the research and development of unique products exceeding SR95 million, Jotun has formulated a new product line that can create unique effects, such as shimmering wall finish, which can be achieved using “Lady Effects Pearl” and illusion of color movement with silver sparkles, golden sparkles, and golden base through “Lady Effects Metallic”. The range also includes “Lady Effects Glaze”, an oil-based glaze suitable for painting techniques such as color washing, glazing, sponging, marbling, flame, ragging and other types of innovative finishes; and “Lady Effects Stucco Antica”, which creates attractive marble effects on interiors. “We want to support the Saudi customers with ways to incorporate their sense of style into their homes by giving them our latest developed special effect paint,” said Kjell Gundersen, managing director, Jotun Saudia Co. Ltd. “As a firm believer of innovation and the need for people to be creative, we have developed ‘Lady Effects' to offer to customers in the Kingdom. Now they have the opportunity to use their homes as the canvas where they can showcase their personality and preferences. As a market leader, we deem it important for us to continue coming up with avant-garde offerings that create standards and trends in the market.” In addition to its unique finish, “Lady Effects Pearl” paints are also formulated to give more sheen in just two coats, effectively reducing both application time and cost. As a result of Jotun's dedicated focus on product research and development, the water-based “Lady Effects Pearl”, “Lady Effects Metallic”, “Lady Effects Stucco Antica”, and the oil-based “Lady Effects Glaze” offer a wide range of colorful solutions for interior decorations. 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.
