Table of Contents March 2016 Vol. 21, No.

68 The Automotive
Coatings Market

76 CEO Forum
83 Waterborne Symposium
Review

88 Surfactant Influence on

68

Colorant Acceptance

92 Use of New Renewable Resource for Low VOC Enamel

100 From Past to Present, PVDF Coatings Remain a Leader in the
Architectural Paint Industry

102

American Coatings Show Preview & Exhibitor Spotlight

COLUMNS

International Coatings Scene................................ 58

Europe AkzoNobel Reorganizes Activities with Acquisition
of BASFs Industrial Coatings Operation
Latin America Mexico Aerospace Coatings Market Rises
Africa East Africa Integration a Boon for Paint Makers
China PU Coatings Companies Exploring New Market
Opportunities in China

Business Corner.................................................... 28
Who Should Play on the Higher Ground

DEPARTMENTS
Editorial.................................................................. 6
As We Go to Press.................................................. 8
Fresh Paint............................................................ 10
Market Reports..................................................... 46
New Products....................................................... 52
Industry News..................................................... 120
People in the News............................................. 124
Suppliers Corner................................................. 125
Meetings............................................................. 127
Final Coat............................................................ 130

ADVERTISING SECTIONS

Classified Ads..................................................... 127

Advertising Index................................................ 129

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March 2016

WERE GOING
OUR OWN WAY.

COMING IN 2016,
AIR PRODUCTS MATERIALS TECHNOLOGIES
WILL BE VERSUM MATERIALS.
Were decades old yet brand new. Were accomplished yet just getting started.
Were global yet have a start-up spirit. We used to be Air Products Materials Technologies.
In 2016, well become Versum Materials.

Visit us at the American Coatings Show April 12 - 14, 2016 at Booth #2240.

Editors Page

American Coatings
Show Returns to Indy

his latest issue of Coatings World is our American Coatings Show

(ACS) and Conference issue. This issue, which is one of our largest,
covers a lot of ground.
The top ten coatings companies saw sales of $64.6 billion in 2015,
prepresting half of the global market. Our CEO Forum (p. 76) offers
insight from the top players such as PPG, AkzoNobel, Axalta and BASF
as to how they have been able to achieve success. However this year
we decided to also interview CEOs of smaller niche companies to gain
insight into how these smaller companies can survive and thrive in this
highly competetive market.
This months International Reports columns (p. 56) offer coverage of
Europe, Latin America, Africa and China.
We have worked hard to provide our readers with a comprehensive
look at the ACS and all it has to offer. Our ACS Show Preview (p. 102),
Exhibitor Spotlight (p. 110) and Guide to Indianapolis (p.104) will provide
attendees with all the information they need to make the most out of their
time in Indianapolis.
According to statistics from show organizers Vincentz Network and the
American Coatings Association (ACA), ACS 2014 had more than 8,700
industry attendees from 69 countries. Expectations for ACS 2016 are that
it will break records for both attendance and exhibitor space.
Coatings World, as we have done since the inception of the ACS, will
be both exhibiting and reporting live from the show floor. If you plan on
attending the ACS please be sure to stop by our booth. For those that will
not be able to make it to Indianapolis, Coatings World will be sending out
daily email blasts Live From the Show. Be sure to go to our website, www.
coatingsworld.com to sign up for these daily email updates.

kpianoforte@rodmanmedia.com

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6 | Coatings World www.coatingsworld.com

March 2016

As We Go To Press

AkzoNobel to Acquire
BASFs Industrial Coatings Business

kzoNobel has made an agreed offer to acquire BASFs Industrial

Coatings business for 475 million.
The transaction would include technologies, patents and trademarks, as well
as securing supply to customers worldwide. Two manufacturing plants one in
the UK and one in South Africa would
also be transferred to AkzoNobel. The
business generated revenue of about
300 million in 2015 and supplies products for a number of end uses, including
coil, furniture foil and panel coatings,
wind energy and general industry, and
commercial transport.
This proposed acquisition will
strengthen our position in the important coil coatings market and fits well
with our existing business, allowing
us to offer essential solutions to our
customers, said AkzoNobel CEO Ton
Bchner. We are continuing to deliver
on our strategy to achieve our vision
of leading market positions delivering
leading performance.
The planned transaction is expected to
be completed in the second half of 2016,
subject to regular consultation with employee representatives and satisfaction
of certain closing conditions, including
receipt of required regulatory approval.

its automotive and industrial paints and

coatings; and for training distributors,
painters and collision-repair professionals to successfully use the companys automotive refinish coatings.
The investment at PPGs Coatings
Innovation Center enhances three main
areas:
The facilitys renovated coatings application center provides two robotic spray booths with environmental
controls for variable temperature,
humidity and airflow. The booths
enable PPG to replicate the manufacturing environments of customers
around the world to test the application of automotive, industrial and
performance coatings products under a wide range of conditions, such

as relative humidity ranging from 15

to 95 percent.
Space has been converted to laboratories for synthesis, adhesives and
sealants, and pretreatment solutions
to accommodate increased staffing
and upgraded equipment that support PPGs growing development
needs in these areas.
A completely renovated, 9,000 sq.
ft. automotive refinish training center now provides state-of-the art
facilities, including two new spray
booths, a prep station, upgraded
equipment and two large classrooms where body-shop and collision-repair professionals can learn
about PPG products and application techniques. CW

Index to Companies
This index gives the starting page for a department or feature with a significant reference to a manufacturer of paint, coatings, adhesives and sealants
Subsidiaries are indexed under their own names.
AkzoNobel................................................................................................... 8, 58
Axalta...........................................................................................10, 68, 76, 130
BASF.......................................................................................................... 68, 76
Benjamin Moore.............................................................................................. 10

PPG Completes $7.8 Million

Investment at Global Paint
and Coatings Research and
Development Hub

Berger Paints.................................................................................................... 76

PPG completed its $7.8 million investment at its Coatings Innovation Center in
Allison Park, Pennsylvania.
The upgrades to the facility include
increased laboratory and testing space
and upgraded equipment that improves
the technical capabilities of the companys primary research and development
facility for paint and coatings. The upgrades enhance PPGs resources for creating and testing sealants, adhesives and
pretreatment solutions; for simulating
the environments where customers use

HMG Paints..................................................................................................... 76

H.B. Fuller....................................................................................................... 10
Hempel............................................................................................................ 10

IFS Coatings..................................................................................................... 10
Kelly-Moore..................................................................................................... 10
PPG.............................................................................................8, 10, 52, 68, 76
Sansin............................................................................................................... 52
Sherwin- Williams...................................................................................... 10, 52
Sinteplast.......................................................................................................... 76
Tnemec............................................................................................................ 10
Valspar................................................................................................10, 52, 100

8 | Coatings World www.coatingsworld.com

March 2016

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Fresh Paint

Axalta Coating Systems Opens Dual Refinish,

Powder Coatings Learning & Development
Center in Houston

xalta Coating Systems has

opened a dual Refinish and
Powder Coatings Learning and
Development Center in Houston, Texas.
The Center, built adjacent to Axaltas
powder coatings manufacturing plant,
serves Axaltas collision repair and commercial coatings customers by providing the latest learning and development
programs designed to improve technician
and business performance.
The Learning and Development
Center is expected to attract thousands
of collision repair professionals to the
Houston area for multi-day classes that
provide students with classroom education and hands-on experience. The center
features three classrooms equipped with
technology for distance learning, innovative seating pods to support collaboration, two paint mixing stations, two
spray booths, and space for the build-out
of the powder coatings training program
in 2016. Classes will be available in both
English and Spanish.
We are proud to offer a centrallylocated, multi-lingual training facility to
serve customers in the South, remarked
Jeff Blake, Axalta business director. The
investment in this high-tech facility reinforces our commitment to help our
customers continue education through
in-person technical training and eLearning programs that are hosted here in
Houston and can be broadcast to customers throughout North America,
Blake added.
The Learning and Development
Center opened with a celebratory program that featured Ray Evernham, threetime NASCAR champion crew chief and
TV host, Houston Rockets cheerleaders,
and a special scholarship and grant presentation to students attending Universal
Technical Institute (UTI) collision repair program. The event culminated in
a ceremonial ribbon cutting by Blake,

Evernham, Nigel Budden-Axalta vice

president and Jeannie Bollinger-Houston
West Chamber of Commerce president.
Axalta customers, partners, and employees enjoyed the program that was followed by tours, photos with the No. 24
Axalta Chevrolet SS NASCAR racecar,
spray paint sessions and more.

PPG Completes Colorful

Communities Project in
Bursa, Turkey
PPG Industries has announced the completion of a Colorful Communities charitable-giving project in Bursa, Turkey,
which helped revitalize the Bursa Merkez
Learning Unit of TEGV (Educational
Volunteers Foundation of Turkey). The
Colorful Communities program incorporates employee volunteers, products and
financial contributions to bring color and
vitality to communities where the company operates around the world. Launched
earlier this year, the program expands
PPGs investment in global communities
by committing an additional $10 million
over 10 years.
PPG donated $16,000 to TEGV,
along with TRILAKT brand paint products by PPG, to beautify the Learning
Unit in Yildirim, Bursa, which serves local children who have limited access to
education. The project brought together
approximately 50 PPG employee volunteers from the companys Bursa plants
and Istanbul office, who used the Trilak
paints to complete the project.
TEGV creates and provides educational programs and extracurricular activities for children aged 6-14 in order to
build on the basic education extended by
the Turkish state and offer benefits from
modern educational opportunities. The
foundation, headquartered in Istanbul,
operates in 31 provinces with 38 Learning
Unit locations - along with Education
Parks, Firefly Mobile Learning Units and

10 | Coatings World www.coatingsworld.com

City Representative Offices where it offers unique programs for local children
with the support of volunteers. TEGV
signed the Global Compact in 2007 and
has helped nearly two million children
have a brighter future with help from its
10,000 volunteers.
The Learning Units provided by
TEGV are crucial for children without
access to proper out-of-school education, said PPG Turkey general director
Gnes Evgin. With the renovation of the
Learning Unit in Bursa, we aim to help
TEGV to add color to and beautify more
childrens and parents lives.
The PPG Colorful Communities initiative aims to enhance, protect and beautify
the neighborhoods where the company
operates. Together with community partners and PPG employee volunteers, the
program supports projects that transform
community assets using donated PPG
products. Other Colorful Communities
projects involved revitalizing and improving the safety of a playground in Poland;
transforming classrooms and corridors,
and adding to the science curriculum, at a
charter school in Pittsburgh; and creating
a more welcoming and positive environment at a childrens hospital in Italy.
The Colorful Communities program
is currently engaged with a number
of communities and expects to complete more than 14 projects in 2015 in
North America, South America, Europe
and Asia. PPG has completed six other
Colorful Communities projects to date:
in the United States, Italy, Poland, the
Netherlands, South Korea and China.
In 2014, PPG and the PPG Industries
Foundation donated more than $5.7 million to hundreds of community organizations across 24 countries around the
world. These investments focused on:
education programs that teach young
people skills needed to succeed in studies
and careers related to science, technology,
March 2016

Fresh Paint

engineering and math, such as

jobs in advanced manufacturing; revitalization programs
for buildings and community
spaces; and organizations important to
employees through grant and matchingfunds programs.

Axalta Partners With

TenPoint Complete for CSI
Services Using ProfitNet
Collision Shop Mgmt.
System
Axalta Coating Systems has announced
that TenPoint Complete has concluded
an electronic interface with ProfitNetTM
Collision Shop Management System
(CSMS) for Customer Satisfaction Index
(CSI) services.
ProfitNet is a software program designed to measure and manage all aspects of the collision repair business.
The program provides collision shop
owners with access to information that
they may need to help make decisions
regarding the productivity and profitability of their business.
The new ProfitNet CSMS interface,
an electronic export feature, can save

collision repair shops hours of manual

data transfer that is often done via fax
or email. With it, key information needed for CSI services that adheres to the
Collision Industry Electronic Commerce
Association (CIECA) standards can be
transferred seamlessly.
TenPoint Complete is widely used
by Axaltas customers and various OEM
networks managed using Axalta OEM
Network services, stated Tom McGarry,
Axaltas North American Information
Technology Services Manager. This latest interface with TenPoint Complete
is another huge step to providing cutting-edge technology to our customers
through our ProfitNet Collision Shop
Management System. Axalta is dedicated
to enhancing the ProfitNet system with
the latest technology to lower shops administrative costs by providing a management solution that is affordable, easy
to use and able to communicate with all
industry software partners including CSI
services, dealership-management software, paint software, parts procurement
software, auto rental services and accounting software.
Our partnership with Axalta

demonstrates the ability to positively impact multiple stakeholders with technology solutions. This foundation will allow
us to provide up-to-date and economical
solutions to repair facilities, said Michael
Sturgis with TenPoint Complete. In todays market, repairers need to be able to
communicate with customers how and
when those customers want to be heard.
The ProfitNet CSMS integration ensures
repairers customers have a choice in how
they may wish to express themselves to
a repairer customers now are able to
respond to surveys electronically or by
phone. This solutions completeness ensures all customers can be heard from
and receive an exceptional experience.

PPG Donates Coatings to

Refurbish Iconic Coney
Island Cyclone Roller
Coaster
PPG Industries protective and marine
coatings (PMC) business announced it is
supplying as much as 700 gallons of paint
to refurbish the Coney Island Cyclone
roller coaster at Luna Park, which is regarded as one of the worlds most famous
amusement park rides.

Patriotic Tank Earns New Flag to Fly

This 1.5-million-gallon water tank in Cocoa, Florida, which was
originally built in 1957, was recently named Tnemecs 2015 Tank
of the Year after a recent renovation using high-performance
coating systems.
Located on Floridas east coast near the John F. Kennedy
Space Center, the 156-foot-tall water tank was originally constructed to supply drinking water to a developing NASA space
program. In 1976, the tank became a community landmark after
Old Glory was painted on it to commemorate the nations Bicentennial. The flag on the water tank has since been tripled and
now three larger-than-life American flags surround the structure.
The structures exterior was prepared in accordance with
SSPC-SP 6/NACE No. 3 Commercial Blast Cleaning. Exterior
steel then received a prime coat of Series 90G-1K97 Tneme-Zinc,
a moisture-cured, zinc-rich primer that is single-component for
easier application, followed by an intermediate coat of Tnemecs next-generation water-based epoxy, Series 27WB Typoxy.
In an effort to extend color and gloss retention beyond the
demonstrated performance of a urethane finish coat, the City
decided to utilize an advanced solution fluoropolymer finish, Se-

ries 700 HydroFlon. This coating outperforms other finishes for

water tanks, offering unprecedented protection against weathering and UV light degradation. Using Series 700 in Old Glory
Red and Blue, the flags were repainted on the tank to scale.
Based on the importance and the cost of this renovation,
the owner wanted to make sure that they had the best system
available to extend the tanks maintenance cycle, said Bill
Langer, Tnemec coating consultant in Florida. We were able to
show them the options and they chose the finish with the highest performance characteristics.

12 | Coatings World www.coatingsworld.com

March 2016

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TO TRANSFORM A ROOM

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TRANSFORM THE WAY YOU THINK ABOUT PAINT.

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Fresh Paint

Through Baynum Painting, a

Newport, Kentucky-based painting contractor, PPG will provide
AMERCOAT 370 epoxy primer
and PSX ONE acrylic-siloxane topcoat
for the roller coasters structural steel
components, and SEAL GRIP primer
along with PITT-TECH Plus topcoat for
its wood surfaces.
A fast-drying, two-coat epoxy product, Amercoat 370 primer is engineered to
perform in a wide range of atmospheric
conditions. PSX ONE coating is a singlecomponent, isocyanate-free product that
provides the performance, color and finish quality of a high-durability urethane
with easy single-coat application.
Seal Grip primer blocks stains and
demonstrates excellent adhesion on a
variety of surfaces, including wood, concrete block, masonry and brick. Pitt-Tech
Plus coating is a 100-percent waterborne
acrylic enamel that can be applied directly to metal and other primed surfaces.
As topcoats, the PSX ONE and

Pitt-Tech Plus products deliver longterm color and gloss retention as well as
excellent resistance to weathering, salt
spray and other challenging environmental hazards.
Diane Kappas, PPG vice president,
protective and marine coatings, Americas,
said PPG is honored to contribute to the
legacy of the legendary Cyclone roller
coaster, which is being restored to its
classic glossy white finish over a 12-week
period ending in mid-November. Our
products are commonly used to protect
bridges, water storage tanks, naval ships,
cargo vessels and other critical parts of
the worlds safety and transportation infrastructure, so we consider it a privilege
when we can help preserve and maintain
historic assets such as this celebrated
American landmark, she explained.
Opened in June 1927, the Cyclone
roller coaster has thrilled generations of
riders with its signature 60-miles-perhour, 85-foot, 60-degree plunge. Listed
on the U.S. National Register of Historic

16 | Coatings World www.coatingsworld.com

Places, the attraction at Luna Park also

is designated an official New York City
landmark and recorded in the New York
State Register of Historic Places.

Axalta Listed in Top 100

Enterprises & Most
Influential Enterprises of
Chinas Coating Industry
Axalta Coating Systems was recognized
as one of the Top 100 Enterprises contributing to the evolution of Chinas coatings industry as well as one of the Most
Influential Enterprises by the China
National Coatings Industry Association
(CNCIA), which recently celebrated a
century of coatings industrial development in China.
Both awards were calculated on a
weighted basis, based principally on an
online survey and analysis of the companys contribution to the coatings industry. Additional data were drawn
from other areas, such as overall brand
awareness in China as well as awareness

March 2016

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Learn more about our portfolio of

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Fresh Paint

within Chinas chemical and

coatings industries.
This is a satisfying achievement for Axalta and a testament
to our spirit of innovation, commitment
to sustainability and our long-term contribution to the coatings industry in
China. It also reflects our desire to work
hand-in-hand with players throughout
the entire industrial value chain to create
a more innovative, more sustainable and
more colorful world for people in China,
said Luke Lu, vice president of Axalta
and President of its business in China.
Commenting on the awards, Sun
Lianying, chairman of the CNCIA said,
Axalta has been a pioneer in the global
coatings industry for more nearly 150
years. Since Axalta entered the China
market, it has used its rich experience and
professional insights to help Chinese enterprises and industries to improve quality, efficiency, safety and sustainability. We
look forward to Axaltas new progress in
the next century.

Axaltas most significant contributions to Chinas coatings industry in

recent years have been its environmentally responsible coating technology and
color solutions. Axaltas Eco-Concept
process, upgraded 3-Wet Waterborne
system, and high solids 2-Wet Monocoat
system substantially increase productivity on the paint line while simultaneously
lowering energy consumption and VOC
emissions in line with todays environmental requirements.
Axalta has been operating in China
since 1984. The CNCIA award recognizes Axaltas leadership role in developing
innovative, cutting-edge coating products. Axalta manages liquid coatings production operations in the Jiading district
of Shanghai and in Changchun, six powder coating operations in collaboration
with its joint venture partner, four refinish training centers, and a Global Color
Lab. Axalta also operates its Asia Pacific
Innovation Center and its Asia Pacific
Regional Headquarters in Shanghai.

18 | Coatings World www.coatingsworld.com

Sherwin-Williams Enters
into Contract with Cirrus
Aircraft to Provide its
Coatings
Sherwin-Williams Aerospace Coatings
announced a multi-year contract with
Cirrus Aircraft to utilize its SKYscapes
Basecoat-Clearcoat Polyurethane Enamel
system on its complete series of awardwinning aircraft.
SKYscapes basecoat-clearcoat provides superior appearance and durability and its latest, patented technology is
AMS 3095 certified. This complete paint
system cures at ambient temperature in
half the time of other single-stage aerospace coatings systems. Designed to meet
demanding aviation market needs, this
innovative coating system features resins
specially formulated to deliver: brighter,
richer colors; higher gloss retention and
advanced hiding qualities; brighter, better hiding colors than traditional paint
systems, and its superior technology can
actually cut as much as 30 percent from

March 2016

Fresh Paint

OEM paint process time.

Products being used in
the Cirrus system include:
CM0481030 Composite Primer
SKYscapes basecoat on solid colors
SKYscapes General Aviation basecoat
for all effect colors (metallic and micas) CM0850CC1 SKYscapes General
Aviation Clearcoat.
According to Rick Hollander, vice
president, manufacturing, We have
chosen to use the Sherwin-Williams
Aerospace SKYscapes 850 Series polyurethane basecoat and clearcoat paints,
which passed muster in 2012 to meet the
AMS 3095 Aerospace Material Standard
of premium exterior paint.
We are thrilled to be collaborating
with Sherwin-Williams expert team,
crafting the highest performing and aesthetic paints for our fleets specific needs.
We are proud to be partnering with
such a fine aircraft OEM such as Cirrus
Aircraft, said Julie Voisin, global product
manager for Sherwin-Williams Aerospace

Coatings. We understand the quality

and durability their superior aircraft demand, and look forward to providing and
servicing them with the best aircraft finishes available.
Cirrus Aircraft recently delivered its
6,000th new airplane. The accomplishment comes just 16 years after the company delivered its first production aircraft
and on the heels of a strong 2014 performance where the SR-series of aircraft
maintained its position as the best-selling
four/five-place aircraft in the world for
the 12th year in a row.
In addition, the company plans the
upcoming introduction of its Vision SF50
Personal Jet, with over 550 positions reserved, it aims to revolutionize personal
and regional business transportation. The
Vision SF50 aircraft is a revolutionary
personal jet designed to fill the significant
gap between high-performance piston
singles and light jets, and it will also be
painted with the SKYscapes system.
Meeting the highest in OEM standards

20 | Coatings World www.coatingsworld.com

and qualifications, Sherwin-Williams

provides innovative aerospace coatings
designed to give all types of commercial,
military and general aviation aircraft
longer-lasting coverage with increased
durability. This gives aircraft more inservice time allowing for longer periods
between paint jobs.

Axalta Coating Systems

Updates COLOUR it Online
Tool
Axalta Coating Systems has updated its
COLOUR it website and tool for powder
coatings applications with new features.
The COLOUR it tool removes all the
guess work from choosing the right colours for a particular job, said Markus
Koenigs, marketing communications
manager for Axaltas powder business in
Europe, Middle East and Africa (EMEA).
Our customers can see our Alesta and
Teodur powder coatings colour collections, which are used for outdoor and
indoor applications in architecture and

March 2016

Weve gone to great depths to bring

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Fresh Paint

design, as well as a wide range of

standard RAL colors in a variety
of gloss grades and textures and
many metallic powders more
than 1,000 different combinations in total. They can apply these colors and textures to objects online.
Visitors to the COLOUR it website
can access the standard tool in their web
browser, or can scan a QR code to access
it on their mobile device. The standard
version of the tool offers a preview of
Alesta and Teodur powder coatings colors. Once the COLOUR it tool is open,
the new content allows users the option
of viewing a new, helpful step-by-step
guide that clearly illustrates the tools
many functions. Users can choose to
mock-up a range of architectural faades
or design objects, which will be updated
twice a year. They can then view and
compare their chosen colors.
In addition to viewing and comparing different colors and textures, users
can now also view colors in a range of

different moods, including metal, nature,

wood and mineral. After colors have been
viewed and compared, users can request
up to five free colour samples directly
from Axalta.
We also offer COLOUR it with different levels of customization so that our
customers are fully able to support their
end-users to achieve the best powder
coating solution, says Koenigs.
The COLOUR it websites refreshed
design aims to offer inspiration and ideas.
Colour in Architecture, a new section of
the website, houses a series of videos,
called Talking About Colours, in which
leading European architects discuss the
importance of colour in design projects.
Koenigs concluded, The combination of the COLOUR it website and the
comprehensive COLOUR it tool means
we put our customers first and give them
as many options as we can when theyre
choosing powder coatings.
The updated COLOUR it tool is currently available in English, German,

22 | Coatings World www.coatingsworld.com

Polish, French, Italian, Dutch, Swedish

and Spanish, and can be found at www.
colourit.axaltacs.com.

Sherwin-Williams to Grant
$1 million to CWRU to
Support Research in
Coating Technologies
The Sherwin-Williams Co. announced
plans to commit $1 million toward materials research through the Institute
for Advanced Materials (IAM) at Case
Western Reserve University.
With the commitment, the Clevelandbased producer of paints and coatings
combines nearly 150 years as an international leader in materials and coatings with
Case Western Reserves extensive research
in advanced materials and polymers. The
funding will support collaborative projects with Case Western Reserve faculty
and graduate students aimed at creating
innovative designs in coating technologies.
Sherwin-Williams work with the
Institute for Advanced Materials and

March 2016

Fresh Paint

our faculty has helped to fuel a

number of innovations in materials research across the Case
Western Reserve campus, and
we are delighted that this commitment
will build on our productive partnership, said Stuart Rowan, director of the
institute and Kent Hale Smith Professor
of Engineering at Case Western Reserve.
We are excited for the potential of our
continued collaboration and the vision,
not only to advance coatings technologies, but also make a positive impact on
our regions economy.
Founded in 2010, IAM aims to enhance and energize Ohios industrial
base and manufacturing capability by
leveraging a broad range of materials as
a foundation for innovations in multiple
technology sectors.
The institute provides an interdisciplinary research approach at Case
Western Reserve, serving as an engine to
advance new materials research and enhance the regions economic viability.

We deeply appreciate SherwinWilliams long engagement with our

university and more recent involvement with our Institute for Advanced
Materials, said W.A. Bud Baeslack III,
Case Western Reserves provost and executive vice president. The institute has
catalyzed impressive partnerships within
Case Western Reserve, and this new commitment will foster even more collaboration between our organizations. We are
very grateful.
The two institutions, whose roots
each date to the 1800s, have partnered
on various endeavors since SherwinWilliams opened its first chemistry research lab 75 years ago on what is now
the Case Western Reserve campus. The
global coatings company previously has
invested in research through IAM, has
routinely sponsored university events and
has participated in executive education
programs at CWRU.
The company and university share a
history in other areas as well. The son of

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one of the firms co-founders served as a

trustee at Adelbert College and Cleveland
College, both of which became part of
what is now Case Western Reserve. And
several Case Western Reserve graduates have served in executive positions
at Sherwin-Williams, including former
Chief Executive Officers Walter Spencer
and Jack Breen and several vice presidents. More than 70 CWRU alumni currently work for Sherwin-Williams.
Our industry-leading R&D team and
Innovation Excellence culture are the fuels that drive Sherwin-Williams to create
the best products for our customers, said
Diana Strongosky, senior vice president
of R&D Global Supply Chain and director of the Breen Technology Center. Our
continued success and growth depends on
a robust innovation pipeline. Long-term
productive partnerships, like the one we
have with CWRU, are critical to developing best-in-class technology and the next
generation of research scientists who will
pioneer continuous innovations, which

Come see us @ the American Coatings Show

Booth # 3051 Indianapolis IN April 12-14, 2016

Organic Pigments
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24 | Coatings World www.coatingsworld.com

March 2016

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These quinacridone pigments produce brilliant
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Fresh Paint

increase shareholder value and

financial performance.

USGBC Working
Group Unanimously
Approves New Guidance
for LEED Materials &
Resources Credit 4
The U.S. Green Building Council (USGBC)
announced the results of its Supply Chain
Optimization Working Group, a group
that was chartered to develop implementation procedures within option 3 of the
LEED v4 Materials & Resources credit
(Building Disclosure and Optimization Material Ingredients).
The working group has recommended significant implementation actions to
supplement option 3, intended to provide
building product manufacturers with a
step-by-step process for meeting its requirements. The working group also created a framework for a field test of the
guidance with building product manufacturers. Product manufacturers interested

in testing the new option 3 guidance are

encouraged to register now.
While there are several existing ways
project teams can achieve the Materials
Ingredients credit, the options currently
available focus on finished products.
The new option 3 guidance focuses on
rewarding manufacturer achievements
related to programs that drive the environmental, health and safety management
of hazardous ingredients within the supply chain. These systemic opportunities
are uniquely available to manufacturers,
are designed to spur innovation, and can
have substantial co-benefits and synergies
across broad segments of manufacturing.
Over the last 11 months, the Supply
Chain Optimization Working Group
has demonstrated how communication
and collaboration can lead to significant
progress, said Rick Fedrizzi, CEO and
founding chair, USGBC. The groups
recommendations have the potential to
ignite further market transformation and
drive more transparency in the product

AC T

manufacturing industry. I want to thank

all the members of the group for their
hard work.
The working group has outlined minimum steps for product manufacturers
that enables them to offer insight and
transparency into their processes:
1. Publicize guiding principles that
include commitments to continual
improvement, sharing of information, green chemistry and green
engineering.
2. Implement an ISO-14001-type environmental management system,
with added elements for human
health and safety that addresses
all significant environmental and
health impacts of their operations.
3. Ensure that any direct suppliers of
hazardous ingredients have corresponding environmental and health
& safety management systems.
Additionally, there are added incentives for companies that go above and
beyond the minimum in situations where,

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March 2016

Fresh Paint

for example, they apply the processes to their entire company or

full supply chain.
The process outlined by
the working group helps manufacturers
distinguish their products by embedding
health and safety-based programs within
the fabric of their management and operations, said Scot Horst, chief product
officer, USGBC.
As background, the Supply Chain
Optimization Working Group was unanimously approved by USGBCs LEED
Steering Committee (LSC). Its members
included chemical suppliers, building
product manufacturers, design teams,
producers of raw materials, academics and government entities along with
USGBC staff.
I was inspired by the honest and sincere dialogue among a balance of committed stakeholders. This type of positive
interaction raises understanding and
trust and sets a huge example and precedent for the future, said working group

member Richard Skorpenske, director of

advocacy, Covestro LLC.
This work group exemplifies that
an advancement in sustainability and
healthy buildings is really best developed through the understanding and
cooperation of all participants along
the supply chain, added David Green,
manager, applied sustainability, BASF
Admixture Systems.
The group held its first meeting, a fullday, in-person meeting, in Washington,
D.C. on Dec. 11, 2014. Over the past 11
months it has held approximately 80 conference calls and two additional two-day,
in-person meetings.
LEED has facilitated advances in
building technologies, integrated design
and operating practices, as well as the
tremendous growth of the green building
sector, which will account for more than
2.3 million American jobs this year. The
green building industry also contributes
more than $134.3 billion in labor income and by 2018, the industrys direct

28 | Coatings World www.coatingsworld.com

contribution to U.S. Gross Domestic

Product (GDP) is also expected to reach
$303.5 billion.

Paintzen Names Benjamin

Moore Official Paint
Supplier & Digital
Collaborator
Paintzen, the on-demand home and office painting service, has named Benjamin
Mooreits official paint supplier. The collaboration goes into effect immediately
for customers in Paintzens active metropolitan markets, such as New York and
San Francisco. The paint will be sourced
from local Benjamin Moore retailers in
an effort that will boost the brands exposure to a demographic that prefers to
shop online.
Paintzen, which closed a $7.2 million
Series A round led by Bullpen Capital
in September, is the easiest way to paint
your home or office, bringing simplicity, automation and service guarantees
to the $40 billion U.S. painting industry.

March 2016

Dry-Film Preservatives

Wet-State Preservatives

Polyphase Fungitrol Troysan

Mergal Nuosept

Troy, Your Partner for Success now has more solutions than ever to meet your preservation
needs. With the recent acquisition of the Fungitrol and Nuosept brands, Troy offers
one of the broadest ranges of dry-film and wet-state preservatives in the marketplace
today, including the most effective active technologies currently available.
Visit Troy Booth #1442 at ACS 2016 to see how Troys premier portfolio of preservatives
has been enhanced, delivering even more performance, sustainability, and value.

Troy Corporation 8 Vreeland Road Florham Park, NJ USA 07932 973-443-4200 www.troycorp.com

Fresh Paint

The company manages the entire process online, from paint

selection and quotes to booking
and payment. All of Paintzens
painting contractors are insured and
have undergone background checks, and
the company has a full team of project
managers at the ready to guarantee job
completion and satisfaction.
When it comes to providing customers with an absolute premium painting service, we know that the products
used are just as important as the people
completing the job. For that reason, we
couldnt be more excited to be exclusively
offering paint and paint products from
the most beloved brand in the industry,
said Paintzen co-Founder and CEO, Mike
Russell. This partnership is also exciting
for Benjamin Moores network of independently owned and operated local retailers who will directly benefit from this
order and sales process.
The online sales channel offered by
Paintzens on-demand services will bring

a new customer demographic and enhanced sales opportunities to the existing network of Benjamin Moore local
independent retailers, said Benjamin
Moore EVP sales, Dan Calkins. Were
pleased to offer our retailers the opportunity to generate sales and grow their
customer base through the Paintzen digital platform.

PPG Waterborne Refinish

Products Earn Good
Housekeeping Seal
PPG Industries automotive refinish business has announced that ENVIROBASE
High Performance brand and AQUABASE
Plus brand products have again earned
the Good Housekeeping Seal. The Good
Housekeeping Seal has offered reassurance to consumers about their productpurchasing decisions for more than 100
years and is one of the most recognized
and respected consumer symbols of quality in the market today.
The Seal is issued by Good

30 | Coatings World www.coatingsworld.com

Housekeeping magazine and granted

exclusively to products that have passed
evaluations conducted by the experts
at the Good Housekeeping Institute
(GHI). Envirobase High Performance
and Aquabase Plus advanced waterborne
basecoats are popular throughout the
United States and Canada as collision
centers move to low-volatile-organiccompound (low-VOC) products. More
than 10,000 collision centers across
North America use Envirobase High
Performance or Aquabase Plus refinish
systems. The two brands products offer
consistent and excellent color match, allow easy blending with superb results,
are simple to use and help shops improve
productivity and efficiency.
The Good Housekeeping Seal is a
highly respected and trusted mark of
excellence, said Greg Benckart, PPG
vice president, Americas, automotive refinish. PPG is committed to providing
the high-quality products that our customers can rely on day in and day out

March 2016

Kelly-Moore Paints Names

Horizon Gray Its 2016
Color of the Year
Kelly-Moore Paints announced the results
of its Color of the Year (COTY) 2016 designer survey deployed among interior

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for their businesses. Were very proud

that the Envirobase High Performance
and Aquabase Plus brands have once
again earned the Good Housekeeping
Seal; its significant, positive recognition
of our work.
As required by the rigid qualifying
process, PPG products were assessed by
GHI scientists and engineers to ensure
the products perform as promised. The
Engineering Lab evaluated technical and
performance data to ensure product efficacy, low VOC levels and the ability
to withstand environmental conditions.
PPG collision centers using Envirobase
High Performance or Aquabase Plus will
display the Good Housekeeping Seal in
their shops and promotional materials.

designers and members of the American

Society of Interior Designers (ASID).
The 2016 COTY Winner:
Horizon Gray KM4858
Gray continues to take center stage for
neutrals and this atmospheric mid-toned
gray provides comfort and versatility. An
understated calm neutral and go to color
for a wide variety of items and spaces.
It is a natural fit for the bedroom, and
living room but certainly not limited to
these areas.

while maintaining its ability to

work well with previous color
trends, Lawlor continued.
The colors selected for the
survey as the most influential colors of
2016 have been chosen to reflect the
current trend shifts within home dcor.
Kelly-Moore Paints recruited color strategist Leslie Harrington to create a COTY
survey that would be shared among professional interior designers all ASID
certified.

The 2016 COTY runners-up were:

Princess Kate KM5035, Foggy Night
KM4580, and Brazen Orange KM5406.
A trend spotted from this survey was the
emergence of calming Zen colors across
the board.
Within the 2016 palette, we see a
shift from cleaner, high chroma colors,
to more softened calmer colors, said
Mary Lawlor, manager of color marketing. The Horizon Gray COTY 2016
encompasses this notable color shift,

OLYMPIC Paints and Stains

Announces Sponsorship of
THIS OLD HOUSE Cottage
at Cloudland Station

March 2016 www.coatingsworld.com

The OLYMPIC Paints and Stains brand

announced its partnership with THIS
OLD HOUSE magazine for the 2015 This
Old House Cottage at Cloudland Station.
The cozy-yet-modern 1,950-squarefoot Craftsman-style cottage is a show
house that sits amid a 450-acre community near Lookout Mountain, Georgia.

Coatings World | 31

Fresh Paint

Olympic Paints and Stains provided more than 125 gallons of

paint and stain for the home in
various soothing neutral tones,
as well as classic pops of color.
We love the rich and varied palette
of the cottage. Consumers can easily
recreate this homes look by balancing
bright, cheerful hues like yellow, green
and blue with subtle neutrals such as
taupe and grey, said Lia Gancas, senior

brand manager, Olympic brand of PPG

Architectural Coatings. In addition to
a beautiful palette, the Olympic Paints
and Stains brand offers high-quality,
durable coatings that withstand wear
for years to come.
Refined neutrals, which transform
along with the days light, lend warmth
to the cozy, Craftsman-style bungalow.
Using Olympic ONE paint for the interior
and exterior surfaces, the homes palette

includes varying shades of grey, including Quill (D16-2), Stormy Weather (D163), Submarine (D64-5) and Whispering
Wind (D16-1), paired with scrumptious
tans such as Crumb Cookie (C20-1),
Toasted Almond (D13-2), Cornmeal
(B12-2) and Butter (A11-3). These tones
tie in seamlessly with the exterior stain
Olympic ELITE WOODLAND OIL
coating in Mountain Cedar, which is a
transparent, medium-toned brown that

Chicago Fire Announce Multi-Year Jersey

Partnership Deal with Valspar Corporation
The Chicago Fire Soccer Club announced a multi-year partnership with Valspar Corporation, a global leader in the coatings
industry, which will be the organizations new jersey partner beginning in 2016. The partnership includes branding on all Club
jerseys, as well as integration into a host of fan and communitybased initiatives. Valspar will also serve as the Official Paint of
the Chicago Fire.
Valspar is a globally recognizable organization with Chicago ties and it was important for us to find a jersey partner that
embodies the core values of our Club, said Chicago Fire Chief
Operating Officer Atul Khosla. The company shares our sense
of passion and inclusiveness, and it is an honor for us to place its
logo alongside our badge. A collective commitment to our fans
and community was also an important feature of the partnership,
and we look forward to working with Valspar in the coming years.
Valspar is honored to partner with the Chicago Fire, which
presents a wonderful opportunity to engage the local community, but also offers us international visibility thanks to soccers
incredible global presence said Valspar Vice President and
General Manager of North American Consumer Products Aaron
Erter. Major League Soccers popularity continues to grow by
leaps and bounds. Were thrilled to be part of the Fire Family
and look forward to the collaborative efforts ahead.
Additional partnership highlights include:
Valspar logo will adorn jerseys worn by the first team, all
nine Academy teams and 15,000 Fire Juniors players
Valspar will support all Soccer in the Community initiatives,
including all camps, clinics and appearances that total
more than 20,000 touch points each season
Valspar will receive entitlement of the stadiums stage for
home games beginning next season
Valspar will become a Cornerstone Partner at The PrivateBank Fire Pitch, the Fires new, $20m soccer facility on Chicagos North Side
Valspar will support the award-winning Chicago Fire Foundation and its P.L.A.Y.S. program, which serves more than
500 at-risk children annually

As a paint and coatings company, Valspar is keenly aware of

the color and traditions that are so much a part of soccer culture.
With that in mind, it extends an offer to provide supplies to supporter groups for the production of banners, overheads, and other visual displays of support for the Fire. It will also team up with
Fire staff, players, supporters and community to paint one mural
in a Chicago neighborhood each season of the partnership.
We take pride in working with our partners to help improve
the local community, said Erter. Through our work with the
Chicago Fire, we hope to enhance the spirited and inclusive
nature of the soccer community and support valuable, philanthropic activities that are so much a part of that culture.

32 | Coatings World www.coatingsworld.com

March 2016

VISIT Univar at the American

Coatings Show booth 2649

Powering
innovation
for sustainable
performance
At Univar, we understand that having access to the right innovative
technologies is essential to developing paint and coatings formulations
with the ideal performance and environmental profile. Thats why we provide
formulators with a one-stop, total solution for the basic chemicals and specialty
technologies from the worlds leading producers. Together with our deep industry
expertise and customer-centric approach, we work hand-in-hand with formulators
to deliver the environmentally responsible performance you need from low-VOC,
APEO-free, and phthalate-free from your paint and coatings.
Leverage the Univar network. Visit www.univar.com, or contact Univars CASE team
at UnivarCA@univar.com or 855.888.8648.

2016. Univar USA Inc. All rights reserved. AD-1085-0116

Fresh Paint

offers durability and exceptional

ultraviolet (UV) resistance, according to Gancas.
Punches of color used in the
cottage give a fresh take on an otherwise neutral palette, with blues such as
Chinese Porcelain (C52-5), the exterior
siding color, and Castile (C56-5), Gone
Bananas (A11-5) yellow, and greens such
as Asparagus (B68-5), Aloe Vera (B68-2)
and Cactus Blossom (C62-1).
We encourage homeowners to pick
their paint palettes after choosing larger furniture and dcor items to ensure
a complementary and cohesive color
scheme, which is exactly what we did
at the Cottage at Cloudland Station,
said Yvonne McFadden of Yvonne
McFadden Interiors, designer of the
This Old House Cottage at Cloudland
Station. The greens and blues in our
primary ground-floor fabrics tie in
with the Aloe Vera and Asparagus
greens and Chinese Porcelain blue
used on the exterior of the home.

These colors add a crisp youthfulness

to the home.
Look for the Olympic brand and the
This Old House Cottage at Cloudland
Station extensively in the 2015 November/
December issue of This Old House magazine and on the magazines website.

AkzoNobel Launches
Flagship Human Cities
Project in Singapore
AkzoNobel is helping to repaint one of
Singapores most historically significant
buildings. The renovation of Burkill
Hall which will return the building
to its original identity as an AngloMalayan plantation-style house is the
first flagship Human Cities project to be
announced as part of the commitment
the company made to the 100 Resilient
Cities program.
Situated in the Singapore Botanic
Gardens, Burkill Hall is believed
to be South East Asias last surviving example of an Anglo-Malayan

plantation-style house. AkzoNobel will

supply a full range of wall, wood and
metal coatings for the project, which
also includes the repainting of the
nearby historic Bandstand.
We are honored to be involved in
a project which has such cultural and
historical significance, said Jeremy
Rowe, Managing Director of AkzoNobel
Decorative Paints for South East and
South Asia.
Our Human Cities initiative is all
about making meaningful contributions
that re-energize urban areas, safeguard
heritage and help cities become more
inspiring and vibrant. The work were
doing in Singapore Botanic Gardens is
a great example of what were trying to
achieve and is the first of several flagship
projects linked to our 100 Resilient Cities
commitment that well be launching
around the world.
Estimates suggest that by 2050, approximately 70 percent of people will
live in cities. This will put big demands

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34 | Coatings World www.coatingsworld.com
1/14/16 4:14 PM

March 2016

WE HAVE THE SCIENCE

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Fresh Paint

on urban areas and Human

Cities is designed to help
meet this challenge. It will enable AkzoNobel to use its key
strengths and expertise to energize, inspire and sustain communities for generations to come.
Built in 1868 and thought to be
the last building of its kind, Burkill
Hall offers valuable insight into the

development of residential architecture

in Singapore. Given conservation status
in 2008, it housed the superintendents
and directors of the Botanic Gardens for
nearly 100 years.
Professor Leo Tan, Chairman of
the Garden City Fund, states: With
AkzoNobels partnership, the community
will now be better able to appreciate the
Gardens cultural heritage.

Axalta Starts Construction

on Asia Pacific Technology
Center in China
Axalta Coating Systems has commenced
construction of its Asia Pacific Technology
Center (APTC) that will develop coating
technologies designed to provide customers in China and the greater Asia-Pacific
region with the best and latest products
and services.

Color Pigments Manufacturers Association Wraps up 2015 with 86th Annual Meeting in New York
The Color Pigments Manufacturers Association (CPMA) heard
from several industry leaders on issues important to its membership, honored its outgoing President, and shared key regulatory
and advocacy accomplishments from the year at its 86th Annual
Meeting on December 8, 2015, at the Crowne Plaza Manhattan
in New York.
Dr. Heike Liewald, Executive Director of EUROCOLOUR, discussed regulatory challenges facing pigment manufacturers in
Europe, and Dale Pritchett, Group Publisher of Rodman Media,
shared top stories in 2015 from the coatings and inks market. Bill
Allmond, Vice President of Government Relations at the Society of Chemical Manufacturers and Affiliates (SOCMA), shared
an update on Toxic Substances Control Act (TSCA) reform, and
SOCMA President and CEO Lawrence D. Sloan discussed CPMAs relationship with SOCMA.
Highlighting the event, CPMA recognized Mary Ellen Maxwell of Clariant, a longtime board member and CPMA President
(2013-2015), for her many years of service and leadership. As she
reflected on her last few years as CPMA President in a mock interview with Pritchett during the meeting, she said the organization is now more member-driven, modern and streamlined
than ever before. John Marten of Shepherd Color will succeed
Maxwell as CPMA President.
In looking back on the past year, CPMA reported many accomplishments. In 2015, the association:
Testified before the U.S. International Trade Commission.
Participated in a corporate sustainability panel at the Environmental Council of States fall meeting.
Represented the industry in U.S.-Canada Regulatory Cooperation Council Chemicals Management activities.
Actively participated in the nanomaterials definition debate
in North America
Advocated for TSCA reform.
Provided members with guidance for successful compliance with new Occupational Safety and Health Administration Globally Harmonized System labelling regulations.

Participated in the National Association for Printing Ink
Manufacturers annual conference.

To wrap up the event, the CPMA Board discussed goals and

regulatory challenges for 2016.

From left, CPMA president John Marten of Shepherd Color; CPMA VP Eric
Christman of BASF; Dr. Heike Liewald, executive director of EUROCLOUR;
Mary Ellen Maxwell of Clariant, past president of CPMA; and David Wawer,
executive director of CPMA.

Mary Ellen Maxwell of Clariant was honored for her years of leadership on
the CPMA Board by Executive Director David Wawer at the 2015 CPMA
Annual Meeting.

36 | Coatings World www.coatingsworld.com

March 2016

enable the materials they protect to last

longer. Our application systems are designed to help our customers be more
productive by saving time and energy
when applying our products. The combined benefits also support long term
environmental goals by protecting and
conserving resources. I sincerely thank
the Minhong District Government,
the Minhong Group, the Shanghai
Real Estate Group, and the Minhong
Economic Development Zone for their
cooperation and their shared vision of
our building as a hub for innovation in
China and the wider Asia-Pacific region.
We aim to support Minhong District
to be the innovation hub in southern
Shanghai and even to be in the forefront
of Chinas technological research and
development. We are excited with the
commitment Axalta has for this new Asia
Pacific Technology Center as its vision
aligns with what we plan to do. Axalta is
an admired company with sustainability
values and cutting-edge coating technology. We are proud to be a partner of Axalta
and we eagerly look forward to the center
opening next year, said Mr. Feng.
The technology center will be part of
Axaltas global network of global innovation centers in North America, Europe
and Latin America. The facility will house
Axaltas Refinish Color Development
Center, a new Refinish Training Center
for customers, and extensive laboratories.

WE LOOK
GOOD ON YOU

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Officiating at the ceremony for

the 15,500 square meter center in the
Minhong Industrial Development Zone,
Shanghai are Charlie Shaver, Axalta
chairman and CEO and other Axalta
executives, Zhang Guokun, Deputy
Governor of Minhong District, Xue
Hong, Vice President of Shanghai Real
Estate Group, and Feng Xiaoming,
General Manager and Executive Director
of the Minhong Group, the company
that has jointly invested with Axalta to
construct the facility.
Scheduled to be operational in thirdquarter 2016, the regional technology
center will be equipped to undertake
fundamental research and develop new
coating applications, including the latest
generation paint formulations, colors,
resin development, dispersion technology, spray application and analytic evaluation of paint performance. The center
will have technical support capabilities
to serve light vehicle OEM, commercial
vehicle and refinish customers as well as
those in the industrial and architectural
sectors. With a workforce capacity of up
to 500 employees, the center is poised to
support all Axalta businesses with high
quality paints, lean processes, and sustainable applications.
Our goal is to provide coatings that
increase durability, enhance customer
productivity and, of course, add color,
explained Shaver. Axaltas coatings

Dr. Barry Snyder, Axaltas

Senior Vice President and Chief
Technology Officer said, As
part of Axaltas global network
of technology centers, the APTC will
combine our global expertise and nextgeneration tools with local talent and
market knowledge of China and the larger Asia Pacific region to provide customers with innovative coating solutions and
applications.
At present, Axalta has technology development capabilities in Shanghai and
at the companys operations center in
Changchun as well as four refinish training centers in China and a new OEM
technology development center adjacent
to its Jiading manufacturing complex.
Axalta has conducted business in
China since 1984. In addition to the
recently expanded Jiading waterborne
coatings facility, Axalta operates a plant
in Changchun and six powder coating
facilities in collaboration with its joint
venture partner. Axalta has also located
its Asia Pacific Regional Headquarters
in Shanghai.

H.B. Fuller Acquires

TONSAN
H.B. Fuller has acquired TONSAN
Adhesive, Inc., the largest independent
engineering adhesives company in China,
H.B. Fuller is helping manufacturers unlock new design possibilities and gain

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access to global channels. With

established manufacturing relationships in China, expanded
expertise beyond industrial
adhesives and strengthened supply networks, H.B. Fuller delivers more choice
and value to customers looking for a
high level of collaboration. The acquisition also introduces H.B. Fuller as a supplier in several markets and applications,
providing manufacturers global access to
new and expanded resources.

Axaltas Global Automotive

2015 Color Popularity
Report Shows White to be
Worldwide Number One
Axalta Coating Systems has released
its Global Automotive 2015 Color
Popularity Report which shows that
white continues to increase in popularity
and holds onto the top position worldwide. Since overtaking silver in 2011,
white has continued to gain in popularity
on all vehicle types.
Since 1953, Axaltas colour popularity data has been an important tool in
partnering with vehicle manufacturers to
forecast the designs and color preference
that will engage customers in the years
to come, said Nancy Lockhart, color
marketing manager for Axalta in North
America. For the fifth consecutive year,
white is the worlds most popular colour.
However, we did see some pockets of

colour when we looked across regions.

Red makes up ten per cent of the South
American market, mid-shade blues are
significant in Europe and bright blues
gained popularity in North America.
Axaltas report is the automotive industrys most comprehensive annual
report for 63 years running. A few highlights from the latest edition include:
World Colors

Silver levelled out after declining for
four years and remains at 13 percent.
Blue remained steady over 2014, while
other rich colors declined.
North America

At 11 percent, no region likes red
more. Axaltas 2015 North America
Automotive Color of the Year, Radiant
Red, reflects this preference.
Blue increased in popularity to a total
of eight percent of sales.
South America
White is the regions most popular colour; no colour in any region is more
popular.
Silver is the second-most popular.
Europe
The continent shows the highest amount
of blue at nine per cent with much interest in sporty mid-shade blues.
Holding 21 percent of the market, no

38 | Coatings World www.coatingsworld.com

region likes black more. Of interest are

the luxurious sparkling black shades
for intermediate and large cars.
Asia
The region showed a three percent increase in beige/brown.
In China alone, white gained in popularity by 19 percentage points.

According to Lockhart, automotive colour popularity provides a valuable look
back at how consumer colour preferences
changed over time.
Axaltas colour trend forecasting
team researches the expected colour preferences of tomorrow, said Lockhart.
The next generation of global automotive colors will offer a variety of colors
with highly chromatic bright reds, rich
blues and vibrant violets. Niche colors are
forecasted on small cars in unique shades
of pale blue, green and gold. Warm hues
are gaining popularity in earthy tones of
green, bronze, red and beige. Finally, cool
shades are holding interest in white, grey
and black.

IFS Coatings Launches New

Website
IFS Coatings has relaunched its website
www.ifscoatings.com. The new website has been designed to provide the a
user-friendly experience with improved
navigation and functionality throughout,

March 2016

Green Seal Introduces

Revised Version of its GS-11
Standard for Architectural
Coatings
Green Seal, one of the first independent
nonprofit certifiers of sustainable products and services, has introduced a revised version of its GS-11 Standard that

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is expanded to cover most types of architectural coatings on the market.

This new edition of GS-11, a compilation of the previous edition of GS-11
and the GS- 47 Standard for Stains and
Finishes, includes floor coatings, concrete
and masonry sealers, and fire resistive
coatings, in addition to the paints, primers, anti-corrosive coatings, and reflective
coatings previously covered. Clear and
transparent coatings are also included in
the 24 product categories that are now
eligible for certification.
The new Green Seal standard offers
greater flexibility for the assessment of
VOCs and aligns with VOC limits set
by the current California Air Resources
Board. The standard also addresses:
Stains and finishes for wood and metal,
previously covered by the GS-47 Standard
Updates for clarity on certain criteria
for chemical ingredients, reflecting the
current market for products
GS-11 ensures that certified paints,
coatings, stains, and sealers deliver

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allowing customers to access detailed

product information, check out powder
information and colors online and contact the IFS team easily.
The new site includes extensive powder product information to help customers understand the various product
chemistry types available across the
whole IFS range. The new color selector
showcases some of the most popular IFS
shades, allowing customers to get an idea
of the shade before ordering a sample
chip. Detailed information specific to the
markets IFS supplies powder to, from
Architectural to Job Shops, is also included on the site.

satisfactory performance. Each

product is tested for performance parameters applicable to
the intended use of that product.
With the rapid advances in formulation technology Green Seal redesigned
GS-11 to promote the creation of safer
coatings by restricting a comprehensive list of harmful chemicals, including heavy metals, certain phthalates,
formaldehyde donors, carcinogens,
mutagens, reproductive toxins, hazardous air pollutants, and ozone depleting compounds. Certain exceptions
are made for titanium dioxide, carbon
black, crystalline silica, and PCBTF
because they are necessary for acceptable performance and feasible alternatives are currently lacking. Green
Seals certification process involves an
in-depth review of product data and
manufacturing procedures, including
an on-site audit of manufacturing facilities. Periodic monitoring is required
to maintain certification.

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March 2016 www.coatingsworld.com
Untitled-6 1

Coatings World | 39
2/24/15 12:55 PM

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AkzoNobel Opens
RD&I Center for
Coatings in U.S.

AkzoNobel has opened a new

research, development and innovation
(RD&I) center in Strongsville, Ohio, in
the United States. The $10 million facility will support several of the companys
Performance Coatings businesses, including coil, extrusion and packaging
coatings.
Featuring full testing, scale-up and
analytical capabilities, it will house
more than 120 staff, including 65 highly
trained scientists and technicians.
Commenting on the opening, AB
Ghosh, managing director of AkzoNobels
Metal Coatings business, said: By expanding our facility in Strongsville, we
are providing a central, state-of-the-art
technical resource for our businesses in
North America, creating the critical mass
for effective RD&I to more efficiently
support our customers. The facility will
also enable us to focus on further improving the performance and sustainability of
our products.
Added Performance Coatings RD&I
Director, Klaas Kruithof: This is a significant investment which underlines our
focus on technology and product innovation, as well as our commitment to the
North American market. It will be an integral part of our global RD&I function
and will directly contribute to our overall
growth plans.
The Strongsville center is the latest
in a series of investments to strengthen
AkzoNobels research capabilities in the
region. The company recently announced

that it is investing around 3 million ($3.4

million) to expand its RD&I capabilities
in Houston, Texas. The Houston facility will support the companys Protective
Coatings, Marine Coatings and Specialty
Coatings businesses.

PPG Helps Renovate

Primary School as Part of its
COLORFUL COMMUNITIES
Project
PPG Industries announced the completion of a COLORFUL COMMUNITIES
project in Zhangjiagang, China, that
helped to revitalize the Nansha Primary
School as part of its global charitablegiving effort. The Colorful Communities
program provides PPG employee volunteers and products along with financial
contributions to bring color and vitality
to communities where the company operates around the world. Launched earlier
this year, the program increases PPGs
commitment to invest in communities
by adding $10 million to support efforts
made during a 10-year period.
The project brought together nearly
170 volunteers including PPG employees from the Zhangjiagang resin
manufacturing site and their families,
along with students and faculty of the
Zhangjiagang Nansha Primary School
who used MASTERS MARK paint
by PPG to renovate and decorate the
schools nearly 1,000-square-meter
playground fence. PPG awarded a grant
of more than $40,000 to the TEDA
Charity Association to support this revitalization project.
Volunteers used the Masters Mark

40 | Coatings World www.coatingsworld.com

paint to add colorful images to the

schools playground fence. In addition to
adding sports-themed designs and a slogan on the main wall, volunteers painted
a mural themed I Love My School at
one corner of the playground.
It was a meaningful day for the students, our employees and PPG, said Kent
Chen, manager of PPGs Zhangjiagang
plant. Children are societys future. We
are pleased to help them create a better
campus environment. Overall, with the
participation and cooperation required to
complete the task, this was an excellent
opportunity to enhance our teamwork
and spirit while promoting PPGs corporate social responsibility.
More than 1,200 students currently
attend
the
century-old
Zhangjiagang Nansha Primary School.
The Zhangjiagang event is the second
Colorful Communities project in China,
following a project PPG completed at the
Tianjin TEDA Art Center in September.
The Zhangjiagang site is PPGs first
resin plant in China, providing advanced
resin products to both PPG coatings businesses and outside customers in China
and across the Asia Pacific region since it
started operating in 2011.
As a major production base and
a key region of investment for PPG,
Zhangjiagang was selected for our second
Colorful Communities event in China,
said Cathy Yan, PPG general manager,
corporate and government affairs, Asia
Pacific. PPG has long been committed to
supporting the communities where it has
a presence, and in the future we will extend this revitalization program to more

March 2016

PPGs DULUX Paints

Receives Award from the
Canadian Automobile
Association

on issues of concern to its Members, including road safety, the environment,

mobility, infrastructure and consumer
protection.

AkzoNobel: Millions to
be Invested by Research
Partners

DULUX Paints, a brand of PPG

Architectural Coatings in Canada,
was recently honored by the Canadian
Automobile Association (CAA) as its
Partner of the Year. This prestigious
award is presented to only one recipient annually and is voted on by regional
CAA clubs. Dulux Paints was recognized
for the benefits it provides to CAA members, joint promotional efforts and community engagement.
This recognition is an incredible
achievement for the entire Dulux team,
said Stephen Lowe, business development manager corporate accounts, PPG
Architectural Coatings. We look forward to continuing to provide benefits
to CAA members and exceeding expectations for all their painting needs.
According to CAA members, Dulux
Paints was chosen for the award due
to the special member discounts, excellent service at store locations across
Canada, clearly displayed CAA signage
at stores and in advertisements, and
involvement at community events such
as CAA store openings.
The Dulux Paints brands partnership
with CAA includes a 25 per cent discount
on Dulux Paint products and a 10 per
cent discount on tools and applicators for
CAA members at more than 250 Dulux
Paints and BETONEL/Dulux Paints store
locations across Canada.
The Dulux brand is a valued partner
to CAA, demonstrated by the brands excellent customer service to our members,
increased visibility of CAA and community-focused approach, said Jamie
Patterson, director, partnership programs
and strategies, CAA National.
CAA is a federation of nine Clubs providing more than six million Members
with exceptional emergency roadside service, complete automotive and travel services, member savings and comprehensive
insurance services. CAA also advocates

AkzoNobel is part of a major Dutch

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sites in China and continue making efforts to improve and beautify our neighboring communities.

consortium which has announced plans to establish a

national research center focused
on tackling important energy
and chemistry issues associated with the
growing depletion of the finite supply of
raw materials.
Along with BASF, Shell, the Ministry of
Economic Affairs, Top Sector Chemistry,

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Coatings World | 41
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the Netherlands Organization

for Scientific Research (NWO),
Utrecht University, the Eindhoven
University of Technology and
Groningen University, the intention is to
combine the groups knowledge and expertise to find ways to sustainably meet demand
for energy and materials in the future.
Known as the Advanced Research
Center Chemical Building Blocks
Consortium (ARC CBBC), a total of ?11
million a year will be invested annually
by the partners, while up to 100 jobs are
also expected to be created.
With the global population expected
to rise to nine billion by 2050, a growing burden is being placed on the supply
of raw materials such as oils and metals.
This will constitute a challenge for sustainability and for the quality of life in urban areas, where an estimated 70 percent
of the world population will live.
The consortium will work together to
develop new chemical processes and building blocks in an effort to find sustainable

alternatives that will contribute to the

transition towards a circular economy.

AkzoNobel Unveils
Color Trends Guide for
Automotive and Consumer
Electronics
AkzoNobel has launched its latest color
and trends guide for the automotive and
consumer electronics markets. As well as
offering a glimpse at the design direction
for cars, smartphones and tablet computers, it also includes the companys color
of the year for those markets, My Gold.
The 2016 guide was launched at a
special event staged at the McLaren
Technology Center in Woking in the UK.
AkzoNobel supplies the hi-tech coatings
for McLaren Racings Formula 1 car and
worked with McLaren Automotive to develop the spectacular color range for its
road car series.
Our team searches the world for the
latest in design, explained Stephie Sijssens,
color design manager for AkzoNobel

42 | Coatings World www.coatingsworld.com

Performance Coatings. We translate these

into four key trends, eight palettes and 72
color effects and textures. We want to inspire our industrial customers and together develop the colors, effects and textures
for the products of the future.
Now in its 11th year, the company carries out its own detailed market research
to develop the guide and combines that
with input from external design experts.
The key word for the latest trends guide
is transition. Its about finding a balance
between extremes to create change from
within, continues Sijssens.
This trend is epitomized by My Gold,
which makes a timeless, yet personal
statement. It has the brilliance to turn
heads, but also combines extremely well
with other shades, such as classic black
and white, or new neutrals like dark
tones and soft pastels.
The four key trends identified in the
latest report are:

Archive a combination of past
and future about deconstructing,

March 2016

PPGs GLIDDEN Paint Colors Help Coat

HGTV Dream Home 2016
The GLIDDEN paint brand offered interior designer Brian
Patrick Flynn the inspiration needed to develop a coastalinspired color palette for the HGTV Dream Home 2016.
Featuring pairings of bright, beachy hues and shades, the home
displays more than 12 Glidden paint colors to accentuate the
unique features of each room in the house.
Located in Merritt Island, Florida, the 20th annual HGTV
Dream Home is approximately 3,100 square feet and includes
three bedrooms, three full and two half bathrooms, water
views and a poolside paradise. Glidden paint sponsored the
home and provided more than 160 gallons of Glidden HIGH
ENDURANCE and Glidden High Endurance Plus interior and
exterior paints in various airy whites as well as coastal teal, turquoise, salmon and terra cotta shades.

H.B. Fuller Announces E-Commerce

Packaging Initiative

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organizing and archiving elements of the past to inspire the

future
Obscura where dark and light are equally important
inspired by the daily transition of night and day
Upgrade where emotion and technology meet about
breaking free from our busy lives and adding a human
touch to hi-tech developments
This.is.Me balancing between the power of image and
words an expressive trend about glorious imperfection.

H.B. Fuller Company ow provides a comprehensive line

of universally compatible adhesive solutions, targeted
specifically to improve the effectiveness of e-commerce packaging.
The boom in online shopping has thrown up a number of
challenges that are driving the development of exciting new
packaging solutions, confirms Traci Jensen, senior vice president, H.B. Fuller. For years, we have used our adhesive knowhow to help key e-retail players find smart answers to their
packaging problems. Now, we have combined all of these innovations, along with the support of our adhesive experts, to bring
e-commerce retailers and fulfilment houses a complete range of
purpose-designed packaging options.
H.B. Fuller helps solve todays customer packaging challenges
with easy-opening Sesame solutions, designed to enable customers to access goods without damaging the box. Close-Sesame
solutions are pre-applied, tamper-proof tapes designed for easy
closing. Options include pre-application of re-closing tapes to
simplify returns in the same box. Plus, Sesame in-the-board
reinforcement tapes strengthen packaging in critical stress areas
to protect goods against the unpredictable conditions they meet
during outward and return transit.
H.B. Fuller has worked closely with corrugated board producers, end-of-line packaging equipment manufacturers, brand

RCMA Releases Updates to Reflective

Roof Coatings and LEED White Paper
The Roof Coatings Manufacturers Association (RCMA) has recently updated its Reflective Roof Coatings and LEED white
paper, originally issued by the Reflective Roof Coatings Institute
(RRCI) in 2012. The RRCI white paper explores the role of
reflective roof coatings in the US Green Building Councils
(USGBC) Leadership in Energy and Environmental Design
(LEED) Version 4 (v4) green building program with emphasis on
new building structure, existing building operation and maintenance and LEED v4 prerequisites and credit requirements.
The white paper intends to provide understanding for stakeholders on the cost effective contributions of roof coatings and
the environmentally sound new building and renovation projects that use LEED v4. The white paper also serves as a resource
which outlines the benefits that reflective roof coatings provide
to buildings, businesses and the environment. The findings in
RRCIs LEED white paper apply to any reflective roof coatings
that are LEED compliant.
Bob Kobet, the Kobet Collaborative, is the author of the RRCI
LEED white paper updates, as well as RRCIs original white paper.
Members of the RCMA Reflective Roof Coatings Institute, RCMA
Technical Affairs Committee, and RCMA Codes and Standards
Task Force collaborated on the project to update and revise this
white paper to incorporate updates with the new version of LEED.
The Reflective Roof Coatings and LEED v4 white paper is
published online and can be found at http://www.roofcoatings.
org/technical-resources/whitepapers/.
March 2016 www.coatingsworld.com

Coatings World | 43

Fresh Paint

owners, e-retailers and fulfilment

houses to identify the adhesive applications needed to raise the performance of packaging solutions
for e-commerce.

BCF Coatings Training

Institute launches in Asia
The British Coatings Federation has
started targeting the Asian market with
its unique distance learning proposition
for technicians and R&D staff in the
global coatings community.
The launch was marked by a workshop
held at Chinacoat 2015 in Shanghai at the
end of November, where BCF Technical
Consultant Peter Collins gave a three hour
workshop on the Evaluation of Colour,
one of the intermediate modules from
the suite of 63 bite sized courses available
from the Coatings Training Institute (CTI).
The Asian market is a huge potential for coatings education with many
new entrants to the industry hungry for

knowledge in these exciting growth markets. The UK has a great image for delivering quality training and education, and
young chemists have a desire to grow both
their coatings knowledge, but also their
technical English skills so the CTI is a great
fit commented Tom Bowtell, chief executive of the British Coatings Federation.
The BCF plans to work with the local trade associations in the coatings
arena to help spread the word about the
Coatings Training Institute, and continue
to promote the Institute via the Vincentz
Network, who will be showcasing the
CTI at PaintIndia in January, as well as at
their shows in the USA and Europe.
To find out more about the Coatings
Training Institute, visit www.thecoatingsinstitute.com

Hempel Completes
Construction of its Coatings
Factory in Russia
Hempel has completed construction of its

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first factory in Russia. This event marks

an important step towards fulfilling a vision of providing increased local support
and service to customers in Russia and
the wider Eurasian region.
This new factory is Hempels 28th
globally, and in Russia, it is the companys
first site for locally produced coatings.
Using the latest state of the art
technology in productivity, including
automatic dosing systems, high-speed
filling lines, and robotic palletizing, the
Ulyanovsk factory will produce anticorrosive coatings for the major markets in
which Hempel operates, namely marine
repair and shipbuilding, infrastructure,
oil and gas, mining and power segments.
When asked about the choice of the
Ulyanovsk site for the Hempel factory,
Jesper Bodtkjer, vice president Europe,
Hempel A/S, stated:
We are pleased to have chosen
Ulyanovsk for the factory location because of the well-organized local facilities
and infrastructure, and the central geographic location optimizing our delivery
service to customers in Russia and rest
of the Eurasian Economic Union. We are
most grateful to the Ulyanovsk Regional
Authorities who have been very supportive throughout the entire process of establishing our facility.
Hempel contributes to local development in Russia by creating new employment and career opportunities. More than
50 people have been hired to work at the
factory in Ulyanovsk, and this number is
projected to rise to approximately 100 as
production output grows.
Hempel places great importance on
being close to the market and possessing
a high degree of customer orientation.
Meeting end-user needs and supplying an outstanding local service are the
hallmarks of our company. By hiring
talented local employees and providing
them with training that meets Hempels
global standards, it can create a combination that achieves a real competitive edge
in the market and a benefit for the local
community, said Peter de Groot, general
Director, ZAO Hempel.
The factory has been equipped with
modern and safe equipment for both the
employees and the environment, meeting
March 2016

donated by AkzoNobel.
The companys Marine Coatings
business supplied its high performance
Intersleek hull coating to volunteer group
Youth With a Mission (YWAM), who operate the ship. As well as providing essential protection, the system also offers the
added benefit of helping to reduce fuel
consumption and emissions by an average of 9 percent.
The coating that AkzoNobel so generously donated has resulted in massive
savings in fuel, money and time, said
Jeremy Schierer, Captain of the YWAM
ship. Before the refit, we used on average
6,000 liters of fuel per day. It has since
dropped to around 4,800 liters, resulting
in a daily saving of around $1,500. This
means that we are now able to allocate
more funds to frontline services.
During the past three months, the
ship and its 196 volunteers have provided medical and training services to
more than 12,000 patients in Papua New

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Hempels strict global Health, Safety &

Environment policies and all Russian
regulations. The plant also features a recycling of process liquids, soil pollution
prevention, and firewater collection.
The factory completion ceremony
took place on December 1, 2015, and
scaled-up production is scheduled to begin in early 2016.
The Ulyanovsk is Hempels 28th factory worldwide, the first in Russia, and is
situated on seven hectares of land. Once
running, it is capable to produce 16 million liters per year.
The factory has been built to the highest standards and features the latest state
of the art technology in productivity (e.g.
automatic dosing system, high speed filling and robotic palletizing) and in EHS
(e.g. recycling of process liquids, process
ventilation air cleaning, and soil pollution
prevention as well as firewater collection). The factory will use locally sourced
Russian raw materials where these meet
Hempels high quality standards.
The construction of the factory was
carried out by local Ulyanovsk firm,
UTS, for the buildings, while Netzsch
has delivered key production equipment
of which a significant part is produced
locally in Russia.
The factory will produce Hempels
global range of coatings, including anticorrosive protective coatings for marine
vessels, steel infrastructure, bridges, power stations, refineries, chemical plants,
offshore and onshore oil and gas facilities, pipelines and transportation infrastructure as well as many new products
developed specifically for Russias unique
climatic and market conditions.
In this region,Hempel is present in Moscow
(Head Office) St. Petersburg, Yekaterinburg,
Murmansk,
Astrakhan,
Rostov-on,
Vladivostok, Rybinsk, Krasnoyarsk, and now
Ulyanovsk in Russia, Kiev and Odessa in
Ukraine, Baku in Azerbaijan, and Atyrau and
Aktau in Kazakhstan.

Guinea, across 81 villages.

Given the massive impact the
ship and its volunteers have had
on so many people, we are delighted that we could play a role in making it happen, added Leon Kyle, Regional
Manager for AkzoNobels Marine
Coatings business. Its an illustration of
how, when businesses, NGOs and volunteers work together, we can truly make a
difference to those most in need.
Sustainability is central to our strategy and we want to integrate it into the
heart of everything we do. The medical
ship, with its new coating, can now reach
far-flung communities faster, while saving
fuel and emitting less carbon dioxide and
air pollutants into the environment.
The YWAM ship is currently undergoing renovations, including the construction of a new dentistry clinic and day
surgery unit. It is due to set sail for its
next deployment to Papua New Guinea
in early February 2016. CW

Medical Ship Receives Aid

from AkzoNobel
A volunteer hospital ship which provides
care for thousands of patients living in
remote areas of Papua New Guinea has
been refurbished with a coatings system
March 2016 www.coatingsworld.com

Coatings World | 45

Market Reports

U.S. Demand for Surfactants to

Approach 11 Billion Pounds in 2018

emand for surfactants in the U.S.

is expected to rise 3.2 percent
per year to 10.9 billion pounds
in 2018, valued at $14.4 billion. Growth
will be supported by rising construction
expenditures and oil and gas production, as well as by rebounds in consumer
spending on personal care products. A
shift toward higher value specialty surfactants for performance advantages will
also promote growth in dollar terms.
These and other trends are presented
in Surfactants, a new study from The
Freedonia Group, Inc., a Cleveland-based
industry market research firm.
Industrial markets are expected to
post the most significant gains in surfactant demand in both volume and
value terms through 2018. Demand for
surfactants used as cement and asphalt
additives, particularly lignosulfonates
and other anionics, will benefit from a
rebound in nonresidential building construction. Favorable growth opportunities for specialty surfactants in paint and
coatings and plastics will benefit from a
combination of expanding residential
construction and increased manufacturing activity. Despite a decline in oil prices
in late 2014 and early 2015, demand for
surfactants used in oil and natural gas

production is expected to rise at an above

average pace, though growth will moderate from the double digit annual gains experienced between 2008 and 2013.
Specialty surfactants will account for
a greater share of sales in industrial applications, as users favor their improved
efficiency, multifunctionality, and greater
safety and sustainability. Amphoterics,
silicone, fluorosurfactants, quaternary
ammonium compounds, and fatty amine
oxides are among the surfactants that
will show healthy growth going forward.
Demand for surfactants in cleaning
products -- the most established end use
for surfactants -- is expected to show
moderate growth in volume terms, as
production of cleaning products is projected to rise at a modest pace. In the
personal care product market, surfactants
that are gentle on skin and hair and are
also environmentally sustainable will see
the best growth prospects in dollar terms.
Surfactants such as amphoterics, silicone,
and certain types of nonionics will benefit the most from this trend. Naturally
derived biosurfactants, which tend to
see limited use in industrial and cleaning product markets, will expand their
share of the personal care product market in dollar terms as many consumers

increasingly favor products that are marketed as natural.

USGBCs New Report

Reveals Hospitality Industry
Poised for Tremendous
Growth in Green Building
The U.S. Green Building Council
(USGBC) released its LEED in Motion:
Hospitality report, which showcases
tremendous industry growth in green
building and defines the scale up opportunities for the hospitality sector.
More than 109 million square feet of
hotel space is currently LEED certified,
and the report highlights some of the
most impressive LEED-certified hotels
throughout the world.
Across industries we are seeing an increase in consumer demand toward sustainability practices, and no industry is
better poised to meet these demands than
hospitality. This growing sector is rapidly
adopting green buildings because owners
and developers want to enhance their triple bottom line people, planet and profit, said Rick Fedrizzi, CEO and founding
chair, USGBC. LEED is a transformative
tool that positively impacts the quality
of our built space by creating a healthier,
more sustainable environment that saves

U.S. SURFACTANT DEMAND BY MARKET

(million pounds)
% Annual Growth
Item

2008

2013

2018
10900

20082013
1.3

20132018
3.2

Surfactant Demand

8730

9315

Cleaning Products

3790

4110

4520

1.6

1.9

Personal Care Products

980

1070

1225

1.8

2.7

Industrial

3960

4135

5155

0.9

4.5

46 | Coatings World www.coatingsworld.com

March 2016

Market Reports

money and resources.

Hotels consume natural resources at an extraordinarily high rate
as they are occupied 24 hours a
day, seven days a week. With more than
five billion square feet of space in the U.S.
alone, there is an enormous opportunity
for the industry to transform the impact
of the built environment. A
LEED (Leadership in Energy &
Environmental Design), the worlds
most widely used green building rating
program, has a growing presence in the
hospitality industry and the number
of LEED-certified buildings is expected
to continue at a strong pace. Currently,
there are more than 1,400 hotels participating in LEED representing 638.7
million square feet. Of that, there are
more than 300 LEED-certified hotels
comprising nearly 109.2 million square
feet of space.
According to a recent study by
McGraw Hill Construction, green construction in the hospitality sector has
increased by 50 percent from 2011-2013
and now represents 25 percent of all new
construction in the sector today. USGBCs
recent Green Building Economic Impact
Study also found that across industries,
green construction is outpacing that of
traditional construction and is poised to
create more than 3.3 million U.S. jobs
and $190.3 billion in labor earnings by
2018.
The LEED in Motion: Hospitality report highlights how LEED practices and
strategies are flexible, easy to implement,
generate impressive results and can be
integrated into the hospitality industry
throughout the buildings lifecycle, leading to high-performance in human and
environmental health. Incorporating
LEED includes sustainable site development, water savings, energy efficiency,
materials selection and indoor environmental quality.
The report also features LEED-certified
projects from internationally recognized
brands from around the world. These
projects include:
 Marriott Marquis; Washington D.C.;
LEED Gold
 ITC Windsor; Bengaluru, India;
LEED Platinum


Virgin Hotel Chicago; Chicago,
Illinois; LEED Gold

The Nines, Pebblebrook Hotel
Trust/Starwood Hotels & Resorts
Worldwide;
Portland,
Oregon,
LEED Silver

MGM City Center; Las Vegas,
Nevada - Aria Hotel, LEED Gold;
Vdara Hotel, LEED Gold; Mandarin
Oriental, LEED Gold
Tambo del Inka Hotel; Urubamba,
Peru; LEED Certified


Heritance
Kandalama
Hotel;
Dambulla, Sri Lanka; LEED
Certified

Clark & Grand Hotels Complex
(Hyatt Place, Fairfield Inn & Suites
and Aloft Hotel); Chicago, IL; LEED
Platinum

OXO 69/Sustainable Properties
Fund; Bogot, Colombia; LEED
Platinum.

Global Titanium Dioxide

Market Set To Reach $17
Billion by 2020
Zion Research has published a new report titled Titanium Dioxide Market
for Paints & Coatings, Plastic, Paper
and Other Applications: Global Industry
Perspective, Comprehensive Analysis and
Forecast, 2014 2020. According to the
report, global demand for titanium dioxide was valued at $13.50 billion in 2014,
and is expected to reach $17 billion in
2020, growing at a CAGR of above 3.5
percent between 2015 and 2020. In terms
of volume, the global titanium dioxide
market stood at 6.00 million tons in 2014.
The global titanium dioxide market
is mainly driven by increasing demand
for lightweight vehicles in the automobile industry especially in the developed
countries like U.S., Germany and France.
Secondly, growing demand for lightweight vehicles has resulted into increase
in need of paints and coatings process.
This in turn has been resulted into emergence of paints and coating industry.
Stringent environmental regulations are
a major restraint to growth of the global
titanium dioxide market.
The global titanium dioxide market
on the basis of the application is segmented as paints and coating, plastics industry,

48 | Coatings World www.coatingsworld.com

paper industry and others (including artificial fibers, inks). The paints and coatings industry was the largest application
segment among the other segment. Paints
and coating application accounted over
50% of the overall share of the market in
2014. Increasing construction industry is
attributed to the paints and coating application is projected to propel the titanium
demand during forecast period. In addition, plastic industry is one of the fastest
growing applications. The growth is attributed to characteristics offered by titanium dioxide such as excellent strength,
great finishing and color effects, as well as
outstanding opacity of the end-product.
Asia Pacific dominated the global titanium dioxide market and accounted for
over 40 percent of the total share of the
market, in 2014. This trend is estimated to
continue throughout the forecast period.
However, Asia Pacific is anticipated as a
fastest growing region over forecasted period as a result of high growth in several
end-use industries especially in emerging
economies like India and China. North
America was the second largest region
followed by Europe.
Some of the key players in the global titanium dioxide market include Chemours
Company, CRISTAL, Kronos Worldwide
INC., DuPont, Huntsman, Evonik, Argex
Titanium Inc, Pangang Group Vanadium
Titanium & Resources Co., Ltd., Yunnan
Dahutong Industry & Trading Co., Ltd
and Tronox limited.

Innovations in Acrylic-Based
Wood Coatings Will Drive
Global Furniture Wood
Coating Market Through
2019
According to the latest research study released by Technavio, the global acrylicbased wood coatings market is predicted
to reach close to $4 billion in revenue
by 2019.
This research report titled Global
Furniture Wood Coatings Market 20152019 provides an in-depth analysis of
market growth in terms of revenue and
emerging market trends. This market
research report also includes up to date
analysis and forecasts for various market
segments and all leading countries.
March 2016

Market Reports

Improved versions of acrylic-based wood coatings with

enhanced performance characteristics are driving the global;
furniture wood coatings market. For
instance, Dow offers self-crosslinking
acrylic and acrylic-polyurethane resins
for water-borne wood finishes. Waterborne self-crosslinking acrylic resins offer
key benefits such as chemical resistance,
high durability, low volatile organic compound (VOC) emissions, and quicker
release of coalescence on blending with
polyurethane dispersions. Owing to these
favorable market conditions, acrylicbased water-borne wood coatings are expected to post a CAGR of 6 percent over
the next four years, said Piyush Mishra,
one of Technavios lead analysts for
paints, coatings, and pigments research.
Vendors in the chemical industry are
making concerted efforts for employing
sustainable processes that have minimal
environmental impact. Such activities
include the development of eco-friendly
products, which helps vendors gain a competitive edge in the market. New entrants
that offer innovative and green solutions
are therefore expected to grow significantly in the market, added Piyush.
The top three segments of the global
furniture wood coatings market by technology are solventborne, waterborne and
radiation-cured coatings
The global solventborne furniture
wood coatings market is expected to
grow steadily at a CAGR of close to 6
percent during the forecast period. As
few alternative technologies meet the
performance characteristics of solventborne wood coatings, they are preferred
for many applications. These products
are also priced economically compared to
other technologies.
A growing focus by vendors on high
solid solventborne formulations that emit
lower VOCs is a major trend in the market.
Suppliers in the market are introducing
innovative raw materials for such formulations, and it is positively impacting the
global wood coatings market and prompting growth over the next four years.
Technavios researchers expect a
strong growth phase for the global waterborne furniture wood coatings market

during the forecast period. Low VOC

content in these coatings has fostered
high adoption in developed regions where
stringent regulations encourage low emission levels.
An increase in consumer preference
for waterborne coatings in APAC is another emerging driver for this market. The
growth of the furniture industry in this
region is contributing to market expansion, with China being a leading consumer
of water-borne coatings for wood. Ease
of application of water-borne coatings
on wood, compared to radiation cured
coatings, and powder coatings is likely to
further increase its demand in upcoming
markets during the forecast period.
The radiation cured coatings segment is expected to be the fastest growing segment in the global furniture wood
coatings market because of its superior
performance characteristics in furniture applications as well as others such
as flooring and paneling. On account of
these factors, wood substrates currently
account for over 38 percent of the global ultra violet (UV) and radiation cured
coatings market. In addition, factors such
as cost and energy savings are also expected to result in higher adoption, and
it will therefore augment the demand for
radiation-cured coatings until 2019.

High Performance AntiCorrosion Coatings Market

to Account for $18.22
Billion in Revenue by 2023
Transparency Market Research has
published a new report titled High
Performance Anti-corrosion Coatings
Market - Global Industry Analysis, Size,
Share, Growth, Trends and Forecast 2015
- 2023. According to the report, the global high performance anti-corrosion coatings market was valued at $11.95 billion
in 2014 and is anticipated to reach $18.22
billion by 2023, expanding at a CAGR of
4.8 percent between 2015 and 2023.
Rising demand for high performance
anti-corrosion coatings in oil and gas,
marine, power generation, construction,
and other industries is estimated to positively impact the market growth by 2023.
High performance anti-corrosion coatings
provide a barrier against corrosion for

50 | Coatings World www.coatingsworld.com

substrates that are frequently subjected to

high temperature and harsh corrosive conditions. The oil and gas industry is anticipated to be the major growth driver of the
high performance anti-corrosion coatings
market by the end of 2023. These coatings
are widely employed in the oil and gas industry, especially in coating applications
for oil rig components, drilling equipment
and machinery, offshore vessels, and transmission pipelines. Tanks and pipes and
power generation are alternative growing end-user segments of the high performance anti-corrosion coatings market.
Increase in population and disposable
income of consumers in developing countries such as China, India, and countries
in ASEAN and GCC are likely to boost
the development of oil and gas, marine,
and power generation sectors. This, in
turn, is expected to fuel demand for high
performance anti-corrosion coatings owing to their wide functionality in these
industrial sectors by 2023. Consumption
of high performance anti-corrosion coatings in key downstream markets in Asia
Pacific, especially in the construction of
steel and metal infrastructure for transport, is another major factor driving
demand for high performance anti-corrosion coatings. However, volatility in prices of crude oil and raw materials derived
from primary petrochemicals coupled
with strict governmental regulations on
VOC emissions in developed regions is
estimated to restrain the market growth
during the forecast period.
In terms of demand, epoxy coatings
was the largest product segment, accounting for more than 55 percent share of the
global high performance anti-corrosion
coatings market in 2014. However, acrylic
coatings are projected to boost the market
growth during the forecast period as it is
the fastest-growing product segment.
In terms of demand, Asia Pacific dominated the global high performance anticorrosion coatings market in 2014. This
trend is expected to continue in the region
in the near future. Growth of key end-users such as oil and gas, construction, marine, and power generation is expected
to boost demand for high performance
anti-corrosion coatings in the next few
years. Demand for high performance
March 2016

North American Concrete

Floor Coatings Market Size
Worth $1.01 Billion By 2020
Radiant Insights, Inc. has recently published North America Concrete Floor
Coatings Market By Product (Epoxy,
Polyurethanes,
Polyaspartics),
By
Application (Outdoor, Indoor), and has
announced that it is expected to reach
more than $1.01 billion by 2020.
Construction industry growth in the
U.S. post the recession in 2008-2009,
along with expansion of the domestic
aerospace and energy sectors are anticipated to fuel concrete floor coatings demand
over the forecast period. Introduction of
the National Infrastructural Plan (NIP)
by the government of Mexico, which is
aimed at promoting residential and commercial infrastructure, is likely to augment market growth. The government
plans to invest $590 billion over a period
of four years between 2014 and 2018.
Indoor was the largest application
segment, accounting for more than 60
percent of the North American concrete
floor coatings market volume in 2013.
Housing sector growth in the U.S. and
Canada is anticipated is expected to fuel
concrete floor coatings demand in indoor
applications over the forecast period.

However, outdoor coatings are anticipated to witness fastest growth over the next
six years owing to new product launches
at competitive prices. Furthermore, rising consumer awareness regarding protection of exteriors to boost life span of
the structure is expected to drive market
growth during the projected period.
Further key findings from the study
suggest:
North America concrete floor coatings market demand was 214.3 kilo
tons in 2013 and is expected to reach
329.0 kilo tons by 2020, growing at
a CAGR of 6.3 percent from 2014
to 2020
Epoxy dominated the North America
Concrete Floor Coatings Market,
accounting for more than 50 percent
of the overall volume in 2013. Low
cost of epoxy resin as compared to
its counterparts is anticipated to
have a positive impact on market
growth in the near future.

Polyaspartics concrete floor coatings are expected to witness fastest
growth over the forecast period owing to their superior properties including U.V. protection, fast curing
and high temperature range.
North America concrete floor coatings market was dominated by four
companies: Sika, BASF, General
Polymers and Stonhard together accounting for more than 40 percent
of total market share in 2013. Other
market participants include PPG,
Tennant Company, Pratt & Lambert
Paints, Elite Crete System, Behr
Process Corporation and Bayer.

U.S. Demand for Specialty

Silicas to Exceed $2 Billion
in 2019
The Freedonnia Group recently published
Specialty Silicas. Demand for specialty
silicas in the U.S. is forecast to rise 4.7
percent per year to $2.1 billion in 2019.
Gains are expected to approach their
longer-term growth rate, as they moderate from the post-recession growth of the
2009-2014 recovery period. Demand
will find its strongest hold as silicas gain
wider appeal through evolving market
trends, such as increased usage in tires,

March 2016 www.coatingsworld.com

Market Reports

anti-corrosion coatings is estimated to be

stabilized in Europe and North America
due to heavy governmental regulations
coupled with saturated end-user markets
in these regions. However, stable growth
of high performance anti-corrosion coatings in these regions is likely to be supported by the power generation industry
by 2023. Latin America is likely to witness moderate growth, while Middle East
and Africa is projected to be the fastestgrowing market for high performance
anti-corrosion coatings during the forecast period.
The report includes current demand
analysis and forecast for product and
application segments in North America,
Europe, Asia Pacific, Latin America, and
Middle East and Africa. Furthermore,
the report provides detailed country-wise
analysis of the high performance anticorrosion coatings market in the regions
mentioned above.

and also as pent-up demand

drives gains in the housing and
construction industry.
Many
markets face maturity, including
cosmetics and toiletries, as well as food
and beverages, as do popular key applications within those markets, including
toothpaste and cat litter.
Demand for specific silica products is
closely tied to the outlook for key end
use industries. According to analyst
Larry Catsonis, As a strong rebound
in building and construction spending is
expected in the forecast period, demand
for silica gel, which finds application
in a variety of coatings and paints, will
see its most significant gains. The outlook for precipitated silica, on the other
hand, is tied strongly to the tire industry. Precipitated silica is finding greater
use as a filler and reinforcement agent in
tires, as it offers improved fuel economy
over conventional tires.
Precipitated silica will remain the
largest segment of the specialty silica
market in both volume and value terms.
Precipitated silica is also expected to be
the fastest growing specialty silica product through 2019, promoted by robust
gains in the large tire rubber sector, as
well as in coatings and inks. Overall
market value will benefit from the ongoing development of more expensive and
higher-performance precipitated silicas,
such as highly dispersible grades for tire
reinforcement.
Among specialty silica markets, the
rubber market is forecast to expand at
the most rapid pace through 2019, further strengthening its position as the leading outlet for specialty silicas. Though
advances in US rubber consumption will
slow as domestic production of motor
vehicles and other manufactured goods
posts weak growth, in the tire rubber segment precipitated silica will find higher
use and increased loadings in low rollingresistance tires. Cosmetics and toiletries
represented the second largest market for
specialty silicas in both volume and value
terms in 2014 and will continue to do so
through the forecast period. Precipitated
silica is the most widely used product,
accounting for more than 80 percent of
demand in this market. CW
Coatings World | 51

New Products

Sherwin-Williams Aerospace Introduces

SKYscapes General Aviation Basecoat

deal for exterior painting on general

aviation and helicopters that often
require expedited production times,
Sherwin-Williams Aerospace Coatings
presents the SKYscapes General Aviation
(GA) Basecoat 855 Series SG, SGE,
SGM and SGP Colors. It is designed to
deliver the maximum in appearance and
productivity by delivering a consistent
and colorful solid, mica or metallic finish.
SKYscapes GA Basecoat features fast
dry times (approximately 60 90 DTT)
that lead to improved productivity, an
easy 6 to 1 to 2 mixing ratio, all while
delivering excellent flow and leveling.
After clearcoat, it provides a high gloss
finish that can be easily cleaned, buffed
and repaired.
Aircraft owners demand on-time
delivery and the SKYscapes basecoatclearcoat system can reduce paintprocess time to help meet customer
demand for aircraft turnaround. Thats
because the SKYscapes system cures at
ambient temperature in half the time of
other single-stage systems. Professional
aircraft painters now have the option of
which Clearcoat to use with one of two
SKYscapes Basecoats: the new General
Aviation Clearcoat - CM0850CC1 for increased speed, or the existing SKYscapes
Clearcoat - CM0850180 - for improved
chemical and fluid resistance.
In addition, SKYscapes CM0850CC1
clearcoat can be used over high solids
opaque and metallic colors as stripes
over Sherwin-Williams Jet Glo or Jet Glo
Express polyester urethane topcoats on
business jets.
SKYscapes GA Basecoat advantages
include:

Quick drying; Allows for multiple
color livery applications per day

Perfect for small general aviation
aircraft and helicopters requiring
expedited production times
Available in a solid, mica or metallic
finish
One double track coat application

for most colors

No baking required; dries quickly at
ambient temperatures
Apply additional colors without mechanically sanding

Excellent opacity at low film
thickness
Excellent flow and leveling
Long pot life
Easy to keep clean and maintain.

FLOOD Brand Celebrates

175th Anniversary with
New Professional Wood
Care Product Line
FLOOD wood care, a brand of the
PPG architectural coatings business has
launched its new comprehensive Flood
Pro Series line of professional stains, finishes and preparation products available
exclusively at PPG PAINTS stores and independent retailers nationwide.

products and a new resurfacer product. It

will also include a broader color platform
of 40 semi-transparent and more than
120 solid hues that enhance the natural
beauty of wood, in addition to new product labels.
The Flood Pro Series line boasts
some of our best, most durable products
in order to better serve the needs of professionals, said Jennifer Dodson, PPG
senior manager, wood care, architectural
coatings, U.S. and Canada.
The popular Flood CWF-UV wood
finish formula, PENETROL, FLOETROL
and E-B EMULSA BOND additive products will remain under the Flood brand.
PPG PITTSBURGH PAINTS brands
SUN PROOF stain, the PPG PORTER
PAINTS brands ACRI-SHIELD stain,
WOOD PRIDE stain and some existing
Flood stains will be replaced by the new
Flood Pro line.

PPG Expands DELFLEET

Evolution Low-VOC Epoxy
Primer Offerings

Developed to deliver on the staining

needs of the professional, the new Flood
Pro Series line combines popular existing
formulas with several new and improved
formulas to provide highly durable products with easy application. Backed by
the Flood brands 175-year heritage, the
new Flood Pro Series line was created
through extensive research and collaboration with PPGs global wood care technology resources. The program includes
a core line of stains, finishes, preparation

52 | Coatings World www.coatingsworld.com

The PPG commercial coatings group

has added F4921WH2.1 White Epoxy
Primer and F4921BK2.1 Black Epoxy
Primer to the popular DELFLEET
Evolution premium commercial paint
system. Similar to the F4921 Gray Epoxy
Primer PPG introduced in June 2015,
F4921WH and F4921BK are compatible with Delfleet Evolution basecoats
and single-stage topcoats. The new primers are exceptionally versatile and can be
matched with an array of substrates including aluminum, cold rolled steel, stainless steel, galvanized steel, galvaneal, fiber
glass and cured surfaces.
F4921WH and F4921BK offer numerous practical qualities that make them
a smart choice for original equipment
manufacturers (OEMs) as well as repair
shops. The new primers offer superior adhesion and corrosion resistance and can
be applied over bare metal as a protective
layer or as a sealer over existing finishes.
March 2016

New Products

They are also fast-drying and

can be topcoated as primer sealers in as little as 30 minutes,
making them well suited for value-conscious collision centers. The primer
is applied in a 3-to-1-to-1 mix ratio and
lays down smoothly because of its thin
film quality.

Adding these two primers to the

Delfleet Evolution brand makes our
product lineup even more flexible,
said J.J. Wirth, PPG brand manager,
fleet segments. These are multipurpose
high-quality primers with fast-drying
characteristics that will help speed cycle times and productivity in shops of
all sizes. Our original F4921 gray has
proven itself quite well; by expanding
our selections with these low-VOC primers in black and white, were giving PPG
customers more choices to address their
requirements.
As low-VOC (volatile organic compound) epoxy primers, F4921WH and
F4921BK are compliant for all parts of
the U.S. and Canada.

Cabot Woodcare Launches

Cabot Gold
Cabot Woodcare is launching a new
luxurious finish, Cabot Gold. The new
product will be available at home improvement retailers beginning this spring.
Perfect for decks and outdoor furniture, Cabot Gold mimics the appearance
of interior hardwood floors outdoors for

a luxurious look through two coats, the

company stated. The first coat penetrates,
while the second coat adds dimension as
it seals, to protect against UV sun damage, extreme temperatures and rain and
moisture.
Designed to withstand time, Cabot
Gold is applied in three steps.
Bring to Bare: Remove all existing
stain, paint or sealer. Then clean and
sand the bare wood so Cabot Gold
can penetrate properly and seal
beautifully.
Apply Two Coats: Let the first coat
dry at least 24 hours before applying
the second coat. Let dry for three days
before returning furniture to a deck.
Celebrate the Beauty: Applied properly, Cabot Gold will wear gracefully
without peeling.
Cabot Gold is available in four different stain colors and can be used on both
cedar and pine. Stain colors include SunDrenched Oak, Sunlit Walnut, Fireside
Cherry and Moonlight Mahogany. The
product is available at Home Centers and
Independent Paint and Hardware Stores
in spring 2016.

Sansin Introduces
PressurePlus, a New
One-Step Natural Wood
Treatment for PressureTreated Lumber
The Sansin Corporation has introduced
PressurePlus, a one-step, deep penetrating, natural wood treatment for all types
(new and existing) of pressure-treated
lumber.
PressurePlus is engineered to improve
the dimensional stability and overall performance of pressure-treated wood. It
penetrates the substrate to make wood
UV resistant, transforms green pressuretreated lumber to a translucent brown
tone, and enhances the natural brown
tone of pressure-treated lumber.
PressurePlus additional product features include:
VOC compliant
Breathable
Water repellent
Translucent
Environmentally-friendly
Ready-to-use

54 | Coatings World www.coatingsworld.com

PressurePlus and PressurePlus Light,

for a lighter brown tone treatment, are
easy to apply by dipping, brushing, flood
coating or spraying, and it cleans up with
soap and water. They will be available for
sale through Lowes and leading building
products suppliers in the retailers pretreated wood products department.

PPG Launches HOBA

PURAIR Internal Powder
Liner for Aluminium Aerosol
Cans
PPG Industries packaging coatings business featured HOBA PURAIR coating, an
innovative Bisphenol A non-intent (BPANI, or with no BPA intentionally added)
powder liner for the internal protection
of aluminium aerosol cans, during the
Aerosol and Dispensing Forum in Paris.
The product from PPGs brand HOBA
Purair contains no solvent. It helps canmakers meet environmental and sustainable technology goals such as reducing
volatile organic compound (VOC) emissions and providing high utilization and
recycling capability.
Powder coatings are just emerging into
limited use for monobloc aerosol packaging, according to Robyn McMillan, PPG
global segment manager for monobloc
aerosol and tube coatings.
Powder coatings can play a key role
in aerosol packaging going forward by
satisfying regulatory and environmental
concerns, especially regarding the use of
solvents, she said. With the innovative
HOBA Purair internal powder liner, PPG
offers a high-performance sustainable
solution that helps maximize product
utilization while minimizing environmental impact.
McMillan added that the PPG liner,
HOBA Purair is made with select raw materials to meet regulations as well as canmakers and brand owners requirements.
PPG Packaging Coatings developed the
HOBA Purair powder liner in collaboration with PPGs industrial coatings business an established leader in powder
coatings for automotive, transportation,
appliance, office furniture, building and
architectural applications. The product
offers good smoothness at low thicknesses as well as excellent coating flexibility,
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and it can be used in most existing application processes.

The HOBA Purair internal
powder liner is the latest addition to PPGs complete range of newgeneration monobloc aerosol and tube
coatings designed to meet regulatory
requirements while offering high performance and a wide range of filling compatibility. The line also includes HOBA
MAX (PPG8900 series), HOBA VCL and
HOBA VGL (PPG2845 series) coatings.

Sherwin-Williams Enhances
its Superdeck Finishing
System
Sherwin-Williams has made enhancements to several products in the
SuperDeck Finishing System, the most
comprehensive deck care finishing system
available, to offer even greater durability
and performance, the company stated.
The full SuperDeck line, featuring
premium Duckback technology, includes
products for staining, sealing, stripping,
cleaning and restoring decks. The innovative line also includes revolutionary
infrared (IR) reflective technology stains,
designed to help keep surfaces cool even
when temperatures are hot.
Since its initial launch last year,
SuperDeck has offered our customers
long-lasting results, durability and adhesion for any deck-related project,
said Karl Schmitt, senior vice president
of market research, color and design,
Sherwin-Williams. These enhancements
will make it even easier to get great results for the upcoming outdoor season.
The new product enhancements in
the SuperDeck line, available this spring,
include:
Enhanced SuperDeck Waterborne
Semi-Transparent Stain
The stain penetrates deeply to offer
excellent ultraviolet (UV) protection and
lasting defense against mildew and premature weathering. The enhanced, technologically advanced formula will deliver
this premium performance for up to three
years while also offering improved
weathering, similar to an oil-based stain
that wears away, rather than peeling and
blistering at the end of its life cycle.
Providing durable, opaque protection

for exterior horizontal wood surfaces,

this stain has also been enhanced for improved durability, offering even longer
lasting protection against cracking, peeling and weathering.
In addition, both the SuperDeck SemiTransparent and Solid Color stains can
be applied to damp wood allowing most
projects to be finished in a single day for
quick completion of the job.
An enhanced version of the SuperDeck
Deck & Dock Elastomeric Coating will
also be available later in the spring. Ideal
for smoothing and filling rough or damaged surfaces, this coating will adhere
to weathered wood and concrete. The
enhanced version can fill up to 1/8-inch
wide cracks.
The SuperDeck care system offers a
clear sealer and semi-transparent, semisolid and solid color stains all in a
waterborne formula, plus oil-based transparent and semi-transparent formulations. Also available are Log Home Oil &
Waterborne Finishes, Exotic Hardwood
Stain and Pressure Treated Wood Stain.
SuperDeck can be applied on a variety
of deck substrates including new, uncoated, pressure-treated, weathered lumber,
cedar and redwood. Its also available in
a wide range of colors that complement
Sherwin Williams popular WoodScapes
stains for vertical wood surfaces allowing for a fully coordinated look.

PPG Debuts
SPECTRACRON 380
POLY-IOTHANE HS Series
Coatings for Metal
PPG Industries industrial coatings business has introduced SPECTRACRON
380 POLY-IOTHANE HS (High-Solids)
Series coatings, two-component polyester
polyurethane enamel coatings that provide excellent corrosion resistance when
applied directly to metal or over primercoated metal surfaces.
Designed for enhanced surface protection and durability in industrial and
architectural environments, Spectracron
380 Poly-iothane HS coatings can be
used for hydraulic pumps, trucks and
trailer frames, water and gas meters, agricultural and construction equipment, and
metal framing assemblies for commercial

56 | Coatings World www.coatingsworld.com

rooftop heating, ventilation and air-conditioning (HVAC) units.

Scott Laney, PPG product manager,
liquid coatings, said versatility is a major
benefit of Spectracron 380 Poly-iothane
HS coatings. These products can be applied over cleaned and blasted steel or
top-coated over surfaces that have not
been sanded or abraded. They also can
be used as clear coats to protect steel
from oxidation prior to fabrication,
which can preclude the need for phosphates and other chemical cleaners as
metal goes through milling, stamping
and coating.
Spectracron 380 Poly-iothane HS
coatings are available in a broad range of
glosses and standard and custom colors,
including metallic and clear-coat finishes,
and they withstand exposure to chemicals, abrasion and impact. The coatings
can be applied using most conventional
spray equipment, including air, airless,
air-assisted and electrostatic tools.

Valspar Launches Lifeshield

Industrial Flooring Coatings
Valspar Wood coatings, one of the leading manufacturers of coatings for prefinished flooring, siding, molding, kitchen
cabinets, furniture, and other building
products, has introduced a new family of
coatings Lifeshield for North America
industrial flooring manufacturers.
Lifeshield provides best-in-class durability, scuff and scratch resistance, and
moisture protection, while providing outstanding clarity and appearance. As with
all Valspar industrial flooring coatings,
the system is designed with industrial operations in mind to ensure maximum efficiency and usability for manufacturers.
When we talked to flooring manufacturers, they told us that they really
wanted to see a clear connection between
coating system technical attributes and
what their end customers want in terms
of performance, said Craig Lyerly, business segment /marketing manager for
Valspar Wood coatings. With Lifeshield,
we developed a family of coatings with
that end customer in mind, supported by
extensive testing and benchmarking. So
its really a win-win, both for the homeowner and the manufacturer.CW
March 2016

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International Coatings Scene Europe

AkzoNobel Reorganizes Activities with

Acquisition of BASFs Industrial Coatings Operation

AkzoNobels
acquisition of
BASFs global
industrial coatings
operations could
be the first of
a number of
initiatives among
Europes coating
business to
reorganize their
activities.

by Sean Milmo
European Correspondent
milmocw@rodmanmedia.com

deal under which AkzoNobel is taking

over BASFs global industrial coatings
operations could be the first of a number of initiatives among Europes coating businesses to reorganize their activities.
After a period of consolidation in the
wake of the post-2008 economic crisis companies are now seeking opportunities both
for expansion and for concentrating their
resources more effectively on priority areas,
particularly where they can extend their technological competences.
Under
the
AkzoNobel-BASF
deal,
AkzoNobel is acquiring for 475 million
($520 million) BASF Coatings businesses and
technologies in coil, furniture foil and panel

58 | Coatings World www.coatingsworld.com

coatings, as well as coatings for wind energy plants, general industry and commercial
transport. The businesses have total annual
sales of approximately $300 million so that
AkzoNobel will be paying approximately 1.6
times sales revenue.
For AkzoNobel the agreement, which is
due to be completed by the end of this year,
was part of its strategy of gaining leading
market positions delivering leading performance, according to the companys chief executive Tn Buchner.
But it also represents for the company, a shift
in strategy from one restricted to raising efficiencies to one directed to organic growth and,
if necessary, expansions through acquisition.
We have been relatively cautious with regard to acquisitions in recent years, choosing
to concentrate on performance improvement
through operational excellence, he explained.
However, we are now at a stage where we
March 2016

Europe International Coatings Scene

We are now at a stage where we will

focus on organic growth innovation, and
where applicable, will consider valuegenerating bolt-on acquisitions, in line with
our focus on market leading and profitable
positions. Tn Buchner, CEO AkzoNobel
will focus on organic growth and innovation and, where applicable, will consider
value-generating bolt-on acquisitions, in
line with our focus on market leading and
profitable positions.
For BASF Coatings, the divestment
will offer a chance, according to the company, to further strengthen its focus on
its core automotive OEM and automotive
refinish coatings businesses in which it is
among the global leaders both in terms of
market shares and technologically. It will
also be seeking to fortify the position of
its South American decorative paint business in its domestic market of Brazil.
For the European coatings industry,
the broad performance and industrial
coatings sector, including coatings for
transportation, wood products, appliances and machinery, as well as coil and
protective coatings, has been presenting
big opportunities for higher sales growth
and greater profitability.
Last years financial results of coatings
companies in Europe are showing that
industrial coatings and related coatings
businesses have been performing better
than operations in decorative paints.
Not surprisingly companies are looking for ways to reinforce their positions
in an area in which there is a lot of scope
for high-margin sales.
The financial results of AkzoNobels
Performance Coatings segment has in recent years been, on the whole, much more
impressive than those of its Decorative
Paints operation and its third segment of
Specialty Chemicals.
In four out of the last five years,
the returns on sales of Performance

Chemical has exceeded those of both

of the other operations, while in all five
years its return on investment (ROI) has
been much higher.
In comparison to the decorative business, which is the market leader in Europe,
the ROI of Performance Chemicals has
been, in most years, more than double
that of Decorative Paints. Since 2012, its
ROI has consistently been higher than the
AkzoNobels group ROI guidance target
for 2016-18 and, for the last two years,
that for return on sales as well.
Last year its return on sales was 13
percent and ROI 29 percent, its highest in
the last five years. Total sales of its three
sectors marine and protective coatings,
automotive and specialty and industrial
and powder coatings went up 7 percent
to 5.95 billion and operating income up
45 percent to 792 million.
The transaction with BASF will considerably bolster AkzoNobels position in
coil coatings in which it is already world
leader. Since BASF is also a major coil
coatings producer this part of the deal
could run into difficulties with competition authorities.
The agreement also brings AkzoNobel
into two new business areas wind turbine blades and furniture foils. BASF
has been a pioneer in the development
of weather resistant coatings for blades
of offshore wind turbine, especially those
in locations with frequent stormy conditions, like the North Sea.
This part of the deal will be a good
fit for us because we have a leading position in provision of coatings for the
bases of the offshore wind turbines,

March 2016 www.coatingsworld.com

said an AkzoNobel spokesman. Also

the foil coatings activity in the furniture market will be a useful addition to
the effects supplied by our wood coatings business.
As part of the agreement, AksoNobel
will be taking over two of BASFs coatings plants one in Deesside in the UK
and the other in Vanderbijlpark, South
Africa. The Deesside unit will reinforce
the companys presence in the UK where
it has a major, recently-commissioned
coatings plant at Ashington, northeast
England where it also has one of its main
coatings R&D units.
Coil coatings account for a high
proportion of the output at Deesside,
which is near a site of Tata Steel, formerly British Steel, its biggest customer
for the coatings.
BASF and Tata are among the leading private sector participants in a 20
million ($28 million) research project
in south Wales on the use of nano-scale
structures within coil and other coatings
for solar energy conversion, particularly
on the outside of buildings. AkzoNobel,
which has had a lesser role in the project,
will not comment on its future position
in the scheme.
However, we are interested in the
potential of developing coatings systems
that can harness solar energy, said the
companys spokesman. We are already
active in the renewable energy sector via
our coatings for wind, wave and tidal
systems, and we also produce low solar
absorption coatings that help keep buildings cool.
Meanwhile BASF, with its attention
now closely directed at a single sector,
will be targeting its efforts at realizing
the potential of new resins and color
systems in the automotive market. A
big competitive advantage in the OEM
sector is its expertise in particle and dispersion technologies to create innovative
colors and effects which set new trends
in the market.
A major influence behind likely future acquisitions and divestments in
the European performance and industrial coatings sector will be a need to
develop and commercialize new cutting
edge technologies. CW
Coatings World | 59

International Coatings Scene Latin America

Mexico Aerospace Coatings Market Rises

by Charles W. Thurston
Latin America Correspondent
thurstoncw@rodmanmedia.com

M
Logging a
growth rate of
approximately 20
percent per year
over the past five
years, Mexicos
aerospace and
defense indsutry
reached the
$7 billion sales
level in 2013 with
approximately
$5.5 billion of that
exported.

exicos burgeoning aerospace and

defense (A&D) manufacturing industry is increasing its demand for
thermal spray coatings. With compositions that
include an array of metals ranging from aluminum to tungsten, these coatings are presenting
tensile bond strengths in thousands of pounds
per square inch.
Logging a growth rate of approximately
20 percent per year over the past five years,
Mexicos aerospace and defense industry
reached the $7 billion sales level in 2013 with
approximately $5.5 billion of that exported,
according to a 2015 report by a PwC Mexico.
Mexicos Secretario de Economa, Ildefonso
Guajardo, estimated that exports for 2015
reached $7.2 billion. Exports by the industry
are expected to exceed $12 billion by the end
of this decade.
Over the past 20 years, some $3 billion
of foreign investment has gone into Mexicos
A&D industry, with leading recipient states including Quertaro with has captured about
half of all FDI, Baja California, Chihuahua and
Nuevo Len. Overall, some 300 companies are
involved in A&D manufacturing in Mexico,
employing some 45,000 workers.
The Mexican government is fostering
growth in the industry with its Pro-Aero 2012
2020 Plan, with the goal of having Mexico
place among the top 10 suppliers in the A&D
industry worldwide, up from a current position
of about 15th. Currently, Mexico is the fourth
largest manufacturer in the hemisphere, following the United States, Canada and Brazil.
The industry also may boost its defense
element. Mexicos Secretariat of Defense
(SEDENA) hopes to design and build a twinseat fixed-wing aircraft and a pair of experimental planes for basic flight training by 2018,
following on the heels of Brazils Embraer.
Unlike most of the aeronautical manufacturing operations in Mexico which only produce
independent aircraft parts and components,

60 | Coatings World www.coatingsworld.com

there are four platforms which will produce

practically the full aircraft airframe, to which,
the other systems could be added on to produce
a finished product, observed the PwC report.
Among major coatings suppliers to Mexicos
A&D industry is Axalta, which markets Latin
America as a whole from its Colombia location,
according to Karla Tortolero, the manager, marketing and strategic planning Andean Region
and Central America at Axalta Coating Systems.
One Sherwin-Williams distribution hub for
its aviation products is Hawker Beechcraft
Services, in Monterrey. Other international
suppliers to Mexico include AkzoNobel, BASF,
Henkel and PPG.
Among the major players in the A&D
industry with a presence in Baja California,
Mexico
are:
Asteelflash;
Benchmark
Electronics; Conesys; CST; Cubic; Delphi;
Eaton; Esterline; Honeywell; Kavlico;
Lockheed Martin; Smiths Connectors, Smiths
Interconnect; and Zodiac Aerospace, according to Co-Production International, an aviation manufacturing administrative services
provider based in San Diego.
Aerospace coatings services provider, Ellison
Surface Technologies, based in Cincinnati,
Ohio, recently gained accreditation by the
National Aerospace and Defense Contractors
Accreditation Program (Nadcap) for its
Guaymas, Sonora state facility.
I am proud of our team in Guaymas and
excited for the growth of this operation as we
become an integral part of the aerospace and
industrial gas turbine manufacturing hub in
Sonora, said C. Michael Ellison, the president
and CEO of Ellison, at the time.CW
March 2016

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International Coatings Scene Africa

East Africa Integration a Boon for Paint Makers

East Africas
common market
protocol has
opened new
investment
opportunities
for coatings
and paints

by Shem Oirere
Africa Correspondent

manufacturers in
the region.

he coming into force of East Africas

common market protocol in 2010 has
for the last six years opened new investment opportunities for coatings and paints
manufacturers in the region.
Leading market players have within that
period achieved additional sales and earnings
from setting up shop in more than one member-country of the East African Community
(EAC), a regional trading bloc that brings
together Kenya, Uganda, Tanzania, Rwanda
and Burundi.
Despite the challenges that come with crossborder business expansion, Crown Paints, Basco
Paints and Sadolin paints have extended their
business from Kenya to Tanzania, Rwanda and

62 | Coatings World www.coatingsworld.com

Burundi as manufacturers in East Africa take

advantage of the elimination of internal tariffs
and establishment of a common external tariff
(CET) by EAC member-States.
Paint manufacturers are expanding their
operations riding on ongoing efforts by the
five countries in the region to achieve a Single
Customs Territory and efficient Common
Market, which are expected to open more opportunities for companies in East Africa.
The EAC member-States have been working at harmonizing their customs, customs administration, customs valuation systems and
customs procedures and documentation to enable manufacturing companies to compete effectively and be more innovative in their drive
to increase their share of the market.
Crown Paints, which has an estimated 65
percent share of the market, said in a previous
report the East African community market
is opening up rapidly and with an estimated
March 2016

Africa International Coatings Scene

population of 140 million people, presents a large, attractive market for companies seeking to grow their footprint
across borders.
Despite Crown Paints being the market leader in East Africa, the regions
Common Market has ensured no paint
manufacturer turns into a monopoly.
Opening up the region to free trade
and the harmonization of trade policies
has seen other paint companies in East
Africa, especially Sadolin, Basco Paints,
Solai Paints and Glory Paints, compete
for a share of the paints industry market
under the regions single market, which
analysts say tends to be competitive and
averts existence of monopolies.
Crown Paints said in an earlier report that a number of Kenyan companies
have spotted this huge opportunity and
spread their wings into the region.
Crown Paints belongs to this
league of regional players having already established a presence in Kenya,
Uganda and Tanzania, the company
said. It has outlets in Rwanda, South
Sudan and Burundi.
However, the paint maker said regional expansion does not come cheap
adding that the cost of putting up a large
factory runs into millions of dollars.
To surmount this challenge, Crown
Paints, has adopted a cost-effective model
that entails setting up mini-plants across
the region to meet the growing demand
for its products, said the company which
had as its core strategy the setting up of
at least three mini-plants in Tanzania,
Uganda and Rwanda at $3 million.
In 2013 as the Common Market
continued to evolve, Crown Paints announced a 46 percent increase in pre-tax
profits which it said was buoyed by improved cash flow from operations, product innovations and expansion into the
East African region.
The single market has also helped efficiently run companies in East Africa to
reap the fruits of economies of scale, increased competitiveness and lower costs.
With the integration of the East
African market, paint and coating companies have not only competed on product pricing but have recently introduced
new, high quality, environmentally

sensitive and affordable decorative, automotive and industrial paints in addition

to intermediate products, road markings,
thinners and adhesives.
Basco Paints has also been looking forward to taking advantage of the
opportunities that come with the East

and monetary barriers to intra-regional

trade and commercial exchanges. This
is likely to give additional opportunities
for paint makers in East Africa, now benefitting from the EAC Common Market,
to expand to countries such as Zambia,
Zimbabwe,
Comoros,
Democratic

Crown Paints, which has an estimated 6.5

share of the market said, the East African
community market is opening up rapidly
and with an estimated population of 140
million people, presents a large, attractive
market for companies seeking to grow their
footprint across borders.
Africa Common Market with the company managing director Kamlesh Shah
indicating last year the company looked
forward to extend our operations in
Eastern Africa to help in the distribution
of our wide range of paints both in existing and new markets.
We have identified growing opportunities in these countries where in some,
we operate depots and the establishment
of new plants will play a key role in distributing our products, he said.
The company, which has been operating in the region since 1976, manufactures various paints and paint related
products such as internal and external
paints, specialized and textured paint
finishes, roof paints, floor paints and
wood varnishes.
Four of the EAC countries, Kenya,
Uganda, Rwanda and Burundi, are also
members of the Common Market for
Eastern and Southern Africa (Comesa)
trading bloc, which seeks to achieve a
fully integrated, competitive and unified
single economic bloc of 18 countries.
The economic bloc is also finalizing contentious issues that stand on the
way to free movement of goods, services,
capital and labor. Comesa also hopes
to remove all physical, technical, fiscal

March 2016 www.coatingsworld.com

Republic of Congo, Ethiopia, Sudan,

Mauritius, Malawi, Swaziland, Seychelles,
Libya, Eritrea, Djibouti and Egypt.
Comesas secretariat said member
countries are also seeking to achieve lower tariffs when it comes to intra-regional
trade that originates in member countries.
Although Comesa members are pushing for the elimination of tariffs on goods
from other member-States, the countries
will be allowed to apply their own regime
of tariffs to goods imported from outside
the Comesa region.
When fully operational, the Comesa
Common Market like that of the EAC,
will facilitate free movement of capital
and labor, harmonized trade, exchange
rate, fiscal and monetary policies, internal
exchange rate stability and full internal
convertibility.
Sadolin was recently a beneficiary of
the EAC Common Market when the EAC
Council of Ministers approved the companys importation of acrylic polymers
and alkyed resins in their primary format
zero percent for the making of paints.
In the event these goods are sold in
the Customs territory (EAC) they shall attract duties, levies and other charges provided for in the EAC Common External
Tariff, the minister said. CW
Coatings World | 63

International Coatings Scene China

PU Coatings Companies Exploring

New Market Opportunities in China

According to
statistics from
the China
Polyurethane
(PU) Industry
Association,
output of PU
coatings was 750
thousand tons
in the first half of
2015.

By Arnold Wang
China Correspondent

urdens on China coatings producers pile

up because of soft downstream market.
According to the statistics from the
China Polyurethane (PU) Industry Association,
the output of PU coatings was 750 thousand
tons in the first half of 2015, it grew by 7.1
percent over the same period of 2014 and the
output of polyurethane adhesives and sealants is around 300 thousand tons in the first
six months of 2015, equal to the same period
in 2014. The main downstream markets for
polyurethane coatings, including furniture and
floors, automotive and construction as well as
transportation, all slowed their growth in 2015.
The automotive market in 2015 only grew by
4.7 percent, compared with 7 percent in 2014.
Although the market demand for houses and

64 | Coatings World www.coatingsworld.com

apartments was still growing, the total area

for new constructed houses and apartments in
2015 decreased by over 14 percent, coinciding
with the central governments strategy of reducing inventory in the real estate market in the
hope of reviving this important market, a major
pillar to Chinas economy.
On the contrary, all the upstream markets
for polyurethane, including MDI, TDI, PO, AA
and BDO, are facing some level of oversupply
challenges. But the whole PU industry still sees
new capacities coming. In August 2015, BASF
started production of MDI at its wholly owned
company in Chongqing, the largest municipality city in west China. BASF invested $1.25 billion to build the 400,000 tons/year MDI facility
since 2011. BASF said the new MDI facility
will support the key industries in the western
parts of China.
According to the statistics of China
Polyurethane Industry Association, total MDI
March 2016

China International Coatings Scene

capacity in China was over 3 million
tons per year in August 2015. Wanhua
Chemical, the largest MDI producer in
China, generated a net profit of 1.4 billion RMB (about $220 million) in the first
half of 2015, 27.5 percent lower than the
same period of 2014. The prices of most
raw materials for polyurethane production have been experiencing a downward
spiral since the second half of 2015.

Niche markets offer

precious growth
opportunities
The soft downstream markets, along with
stricter government regulations, pushes
polyurethane coatings companies to advance their production technologies, develop and introduce waterborne polyurethane
coatings and explore new potential markets to release their existing capacities.
For example, foreseeing the growing
demand for high quality and safe materials for sportsground in China, especially
when poisonous sports tracks raised
public concerns to the health of school
students, BASF quickly introduced into
China their polyurethane solution. It is
a polyurethane system which combines
coatings, adhesives and rubber particles
together. By targeting the market of
outdoor sports tracks and indoor sports
floors, BASF cooperates with local companies to standardize their installation
services by controlling qualification certifications in order to make sure BASFs
products are delivered with a high quality
to the end users.
Facing the same market pressure, domestic coatings producers also speed up
their product upgrading process. And
some of them use the capital market to
help them achieve this objective. A major
coatings and ink supplier for major toy
producers including Mattel, Lego, etc.,
Yonghui Chemical listed their stock in
the national share transfer system since
March 12, 2015. Yonghui Chemical said
the company will use the new raised capital to enter the childrens wood furniture
and home decoration markets. Although
the toy market in Guangdong province
has been shrinking for several continuous
years, Yonghuis business has kept growing. In the first half of 2015 Yonghuas

sales was increased by 4.29 percent over

the same the period of 2014. But they are
also clear that the plastic and wood coatings produced by Yonghua are mainly
solvent-based, so the new capital will help

All the upstream

markets for PU are
facing some level of
oversupply. But the
whole PU industry
still sees new
capacities coming.
them add new production lines to get into
new market segments and develop more
environmental friendly products.

Waterborne varieties will

take over more market
share
Although developing waterborne coatings is the market trend in China and
waterborne PU coatings is taking over
their solvent counterparts in more and
more applications, waterborne PU coatings are only popular on leather products
and solvent-based nitro, PE and PU coatings still control wood furniture market
at the moment. Similar to the trend in
other downstream markets for polyurethane coatings, Chinas wood furniture
output was decreased by 1.86 percent
from January to October in 2015. As the
wood furniture market is getting saturated, the competitiveness of the wood coatings producers depends on the extent of a
companys ability to adapt to fast changing market environment.
In 2015 several international coatings
companies including Nippon Paint and
Dulux of AkzoNobel introduced new waterborne wood coatings into the Chinese
market. Nippon Paint also announced
the establishment of a new business unit
to provide a one stop shop solution,

March 2016 www.coatingsworld.com

including PU, PE and NC wood coatings

as well as colorants, to wood furniture
market in China. Valspar opened in 2015
a new major coatings manufacturing center in Tianjin, China. The new production
facility features expanded capacity for
waterborne coatings products with fully
automated production and high-speed
filling lines. This multi-purpose facility
supports Valspars customers in three of
Valspars business divisions, including
consumer paint, wood coatings and industrial coatings.
Besides wood coatings, Axalta, PPG,
AkzoNobel and BASF, also established
new waterborne automotive coatings
production facilities recently to meet new
market demand in China.

Fast growing railway

industry creates a new
battlefield
Following continuous investments in
the construction of high speed trains and
subways, many companies trying to grab
this business opportunity developed and
launched their own products to target this
new market segment. It is estimated that
China will have a total railway length of
18 thousand kilometers which can support the operations of trains with a speed
of equal to or over 200 kilometers per
hour by 2020, about half of the total high
speed railway length worldwide. PU coatings are widely used in the painting of
high speed trains, so the total market for
PU coatings from high speed train sector
is huge. But the competition can only be
won by qualified companies. Spray polyurea coatings used to be widely applied in
the railway construction as a major waterproofing material. At a time, so many
companies got into this category, driving
the bidding price very low. Since quality issues were found in several finished
railway and subway lines, polyurea waterproofing coatings has been prohibited
from China Railways official bidding
process in high speed railway construction. This proves that high quality instead
of low cost is the key to win market competition. Coatings companies, especially
those who are new entrants, need to aim
for long term growth instead of short
term business interests.CW
Coatings World | 65

Business Corner Strategies & Analysis

Who Should Play on the High Ground?

by Phil Phillips, PhD
Contributing Editor
phillips@chemarkconsulting.net

A Market Leader
in a well-defined
market segment
is a company
that has attained
a Value-Volume
of 20 percent

In the parlance of the military, as business

leaders, slash marketers, you always want to
take the high ground position in a given industry or market... well, sometimes.
For simplicities sake we will use the
Michael Porter LEADERSHIP segmentation
chart as the basis for this discussion of HIGH
GROUND positioning.
By Porters well conceived logic, a Market
Leader (ML) in a well-defined market segment
is a company that has attained a Value-Volume
of 20 percent (or more) greater than its next
strongest competitor. This ML not only has
the highest volume but it maintains the highest profit margins, sets the tone in innovation,
pricing, promotion and brand recognition for
the segment. The ML is placed on the high
ground say, a mountain, and must work
smart and hard to stay there in any dynamic
market segment.
Porter considers a market segment that
has no ML by his definition, is leaderless and,

therefore, unorganized market, resulting in a

confused segment direction and consequently, a
lower profit segment.
Within an organized market segment the
ML usually controls that segment in many aspects of doing business such as . . . . price levels,
innovation, service, cost and can play different tactical games with its Market Challenger
(MC) competitors in this market and in a given
market space. There are four of these tactics as
mentioned below:

Offensive... Market Challengers central
tactic
Defensive... Market Leaders central tactic
Flanking... Market Leader, Market Nicher
& Market Challenger tactics

Guerrilla... Market Followers central
tactic
As a ML a company it could chose to become offensive and go directly and aggressively
at its Market Challenger (MC) competitors in
a toe-to-toe battle. However, this offensive tactic would be absolutely WRONG!
A ML should never take an offensive tactic,
instead a ML should be defensive in its dealings

greater than its

next strongest
competitor.

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March 2016

Strategies & Analysis Business Corner

with the Market Challengers. A ML
should obliquely compete with the MCs
by developing unique new products; new
systems; new service techniques; new production approaches, etc. in tactics that
continue to keep it ahead of the MCs, but
never go on direct offence with them.
An sustainable offensive conflict is
what a MC must do in reducing the MLs
position in Share-Of-Market strength.
An example of market spaces where
the ML does not use offensive tactics
to compete is the so-called social media
space. Facebook and LinkedIn are market leaders in separate markets . . . .
Facebook in Social Media and LinkedIn
in-Professional Media, respectively. At
this point in time neither company is
overtly trying to compete in the others
adjacent space. So, one would conclude
that both Facebook and LinkedIn are
MLs in their respective spaces.
Another example would be the major appliance so-called white goods
segment. Whirlpool Corporation several years ago was a MC to GE, the
Appliance ML. Whirlpool concluded that
it could not organically grow and move
fast enough to overtake GE in this space.
To overtake GE it must acquire, however, its acquisitions needed to be in the
Market Niche (MN) space where profits
and brand recognition was exceptionally
strong and the volume was reasonably
high and the product output efficient.
Here are the familiar brands Whirlpool
has acquired over the past 15-20 years:

Within an organized market segment

the ML usually controls the segment in
many aspects of doing business, such as...
price levels, innovation, service cost and
can play different tactical games its Market
Challenger competitors in this market and
in a given market space.
With no exception, these mentioned
acquisitions were all independent Market
Niche companies with major brand equity and very high profit margins versus
both Whirlpool itself and certainly GE.

Whirlpool is now
considered the global ML at
$21 billion in sales revenue
in 2015
As in these examples, assuming the ML
is sitting on the High Ground it can fend
off MCs provided it has the best offering
in a given market. The MC attack space
is where the ML is weak. What the ML
owns is a position in the minds of the customer base. At the MC level in the valley
of the power diagram, to win the battle
of the mind, the MC must take away the
MLs position before a substitute can be
positioned. In other words, find an inherent weakness in the MLs strength and
attack at that point. It not enough for
you to succeed, the ML must fail in some
critical portion of its offering.
A marketing Flanking tactic is basically a daring option. More than any
other form Flanking demands an intimate knowledge of the other competitors
involved and an capability to visualize
clearly how the encounter will unfold after the tactical launch is made.
Success in a Flanking tactical plan
must be made into a uncontested area.
A Flanking tactic does not always
demand a new unique product to the
market although, it is one method of
out-flanking the ML. However, successful flanking does require an element of

March 2016 www.coatingsworld.com

exclusivity. The offering must place the

MF into a new category within which the
ML does not occupy. Flanking is not for
the faint-of-heart. It is a gamble with the
possibility of a large payoff or an equally
big loss.
Years ago, in the Automotive segment
and Body-In-White primer application,
PPG out-flanked Inmont/DuPont (the
ML) by innovation and systems valueselling/marketing its new Electrocoat dip
primer system, for example. PPG took a
BIG gamble.
As the PPG example indicates, the success of a market Flanking tactic hinges on
the flankers ability to create and maintain a separate category. They did!
In Guerrilla tactics, as in warfare, a
market segment player (normally the
Market Follower MF), finds a sub-segment of the overall market small enough
(in volume or geography) to be placed in
the shadows of the ML or MC defenses or
in some other aspect, in a position difficult
for a larger company to justify attacking.
In Guerrilla tactics one such tactic
that must be first recognized and second
avoided is the line extension trap. My
father was a Packard fan. In the fifties,
Packard introduced the Packard Clipper,
a low-priced version of a high-price car.
Guess what . . . the cheap cars sold; expensive ones did not. Not too long after,
Packard faded into automotive history.
So, pick your fights carefully by memorizing the rules of each possible alternative strategy and using them. Remember,
there is good money to be made at any
point on the Porter Power Chart. CW
Coatings World | 67

FEATURE

Automotive OEM
Coatings Market
Demand is being driven by both economic and environmental factors.
Catherine Diamond, Associate Editor

multitude of factors including increased overall vehicle demand, aging vehicles, environmental concerns,
and increased infrastructure are all driving forces behind the increasing demand for automotive OEM coatings.
According to a June 2015 report by Grand View Research,
which forecasts the automotive coatings market by segment
through 2022, the global automotive coatings market is expected to undergo significant growth due to increasing consumer
preference as it enhances durability and appearance of vehicles
and protects it from UV radiation, extreme temperature, acid
rain and foreign particles.
The report goes on to state that increasing vehicle production in countries including China, Mexico, Indonesia, Japan,
U.S., South Korea, Germany and India along with aging of
vehicles is a major driver for market growth. Accelerated demand for eco-friendly coatings including waterborne coatings, powder coatings and UV-cured coatings in emerging
economies including China and Brazil is expected to propel

68 | Coatings World

automotive coating industry growth. In addition, the authors

note, rapid economic growth, increasing government spending,
advancements in road infrastructure coupled with increasing
inclination of consumers towards personal conveyance are expected to propel market growth.
Researchers expect that the Asia Pacific region will lead the
automotive coatings market through 2022 due to increasing
joint ventures among various key participants and local manufacturers in the region.
Stringent environmental regulations in North America and
Europe are expected to drive demand for waterborne coating
and powder coatings which is further anticipated to augment
market growth over the forecast period, the researchers stated.
Favorable economic and political scenario in Latin America
has encouraged coating manufacturers to invest in these regions,
which is anticipated to propel market growth over the projected
period. However, fluctuation in prices of raw materials including pigments, resins, titanium oxides and additives is expected

www.coatingsworld.com

March 2016

Automotive OEM Coatings Market FEATURE

to restrain market growth. In addition, harmful environmental
effects by conventional solventborne coatings coupled with inability of industry participants to meet OEMs expectations in
terms of environment durability and sustainability of the coating is expected to serve as key market challenge over the forecast
period. However, increasing R&D investments along with ongoing product development to improve performance of coatings is
expected to augment market growth over the next seven years.
To quantify this growth, Grand View Research found that
the automotive coatings market is expected to reach $27.69
billion by 2022. Global automotive coatings market demand
was 3,769.2 kilo tons in 2014 and is expected to exceed 5,000
kilo tons by 2022, growing at a CAGR of over 4.5% from
2015 to 2022.
Other highlights of the reports findings include:
Basecoat was the largest product segment in 2014 and is
expected to show rapid growth at an estimated CAGR of over
5 percent from 2015 to 2022 on account of increasing usage
per vehicle as it imparts exterior aesthetics, color along with
decorative effects.
Light vehicle OEM was the largest end-use segment in
2014 and is expected to witness significant growth over the next
seven years on account of increasing demand for passenger cars
in China, India, Thailand, Mexico and Saudi Arabia. Rising industrialization is expected to stimulate market for commercial

vehicles, which is further expected to fuel market growth.

Asia Pacific was the largest regional market and is expected
to witness swift market growth, at an estimated CAGR of 5.6
percent from 2015 to 2022, owing to increasing vehicle production in China, India, Indonesia, Thailand, Japan and Malaysia.
Moreover, increasing government spending on road infrastructure is expected to spur market growth.

A Focus on Emerging Markets

Steven Markevich, Axalta Coating Systems executive vice president and president, transportation coatings and Greater China,
said that the global automotive demand has been growing approximately three percent a year which is in-line with global
GDP growth.
As a global company serving the automotive and commercial vehicle markets, Axalta is taking advantage of that growth
where it is occurring and, at the same time, investing for future
growth in emerging regions, Markevich said.
Regarding high-growth regions like China and other emerging markets, Markevich stated that Axalta is committed to serving the global automotive market.
To this end, he stated, we have invested to expand capacity in China, Mexico, India, Argentina and Brazil during the last
three years. In addition, Axalta facilities have been upgraded in
Europe and North America. Finally, our new Global Innovation

March 2016 www.coatingsworld.com

Coatings World | 69

FEATURE Automotive OEM Coatings Market

Center, to be built in Philadelphia will support new technology

development for the global automotive business, and we are
constructing a new Technology center in Shanghai to support
businesses throughout the Asia-Pacific region.
Chris Toomey, SVP, BASF Automotive Coatings Solutions,
North America, said that BASF sees growth in production in
most global markets.
BASF coatings has seen growth both from the market and
through increased share. However, this is not a common picture
globally. For example, production in South America has been
reduced drastically, he said.
BASFs focus on high-growth regions include the recent
opening of a world-class resins facility in China.
We continue to invest to support the growth of our business in all regions. Theres strong growth in North America with
significant investment by the OEMs. So, were expanding our
capacity there as well, he said.

Ray Schappert, global director of product management,

Automotive Coatings, PPG, said that his companys automotive
OEM coatings business continues to perform well.
The automotive OEM industry growth rate improved sequentially year-over-year and our automotive OEM coatings
business continues to grow at a rate above the industry average, he said.
PPG, he added, has benefited from being well-positioned in
China and other emerging regions, where it has taken advantage
of customers building new greenfield plants, and converting to
newer paint shop technologies.
PPGs position as a leader in many of these technologies has
allowed us to grow in high growth countries with some of the
most successful car makers.
In addition to our technology, we have continued to localize production and services in China and emerging regions,
Schappert added. For example, our manufacturing facility in
Tianjin, China has become the largest volume paint plant in PPG
globally. And, we continue to expand paint and resin capacity in
China. Earlier this year, PPG marked the completion of a $20 million center for on-site electrocoat coatings blending at our resin
manufacturing facility in Zhangjiagang, China.In 2015, we announced the completion of investments in facilities in San Juan
del Rio, Mexico and Sumare, Sao Paulo, Brazil that allow us to
meet increased demand for automotive coatings in those regions.

New Technologies and Trends

Image Courtesy of Grand View Research

Automotive OEMs are looking for technologies that solve problems and differentiate their vehicles in the marketplace, said
Markevich of Axalta. Trends driving coatings technologies today, he added, include environmental regulations, the need for
productivity, overall outstanding appearance, and product attributes that consumers value such as durable trending colors
and effects.

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March 2016

Automotive OEM Coatings Market FEATURE

Emerging markets such as China are
strengthening air quality regulations and
employing tax policies to force improvement. This is driving waterborne and
higher solids low VOC coatings into these
growing markets. At the same time, these
markets are becoming even more competitive. The result is that Axalta customers
expect us to deliver greater productivity in their paint shops while improving
quality and appearance, Markevich said.
Demands for increased fuel economy,
he added, are causing many OEMs to
consider new and novel methods of vehicle construction to reduce weight and
improve mileage.
These changes impact materials selection and the assembly process -- indirectly affecting coating systems. The use
of innovative materials such as highstrength steel, aluminum, magnesium,
plastics and composites creates new
challenges for corrosion protection systems as well as coating adhesion, final appearance and oven temperatures.
The arena of smart coatings may
open up new opportunities for coatings
suppliers. By adding new functions to
coatings, cars in the future may look
new longer and be easier to maintain
and keep clean, he continued. In an
age of electrification, the surface of the
vehicle also may have a role in managing heat and generating solar power. In
a future with autonomous driving, the
roll of seeing a vehicle may fall on
sensors rather than human eyes changing how we think of visibility. New
functions through smart coatings research may also help in the more traditional demands of corrosion protection,
reduced environmental impact and increased productivity.
Regarding the latest color and special
effects trends, Markevich cited the companys 2015 Global Automotive Color
Popularity report, which found that
white was the most popular globally at
35 percent overall (24 percent solid white
and 11 percent pearl white).
Neutrals in total, including white
plus black, silver and gray, made up
76 percent. The remaining 24 percent
(roughly 21 million vehicles) include
consumers who will pay extra and even

switch brands to get the color they want.

Axalta color experts do see color
trending back with both red and blue increasing in popularity, Markevich said.
In recognition of this trend, Axalta
celebrated the fusion of technology
and design with the release of Brilliant
Blue as Axaltas 2016 North American
Automotive Color of the Year in

March 2016 www.coatingsworld.com

January at Detroits North America

International Auto Show.
According to Toomey, of BASF, the
key trends and technologies driving
coatings are lightweighting, including
the treatment of alternate substrates,
the increasing use of effects and textures in color design, and adaption to
manufacturing process improvements

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FEATURE Automotive OEM Coatings Market

Axalta Coating Systems Examines How Lightweight Multi-Substrate Body Design and
Low Bake Coatings Are Drivers for Innovation and a Challenge for Coating Technology
By Dr. Klemens Bartmann, Global Director Technology OEM for Axalta Coating Systems
Driven by a strong move
towards sustainability, vehicle body design is going
through a radical change.
In response to this, Axalta
Coating Systems has been looking at
ways to meet the challenges that these
new lightweight materials are presenting.
Increasing pressure from regulatory
bodies has been put on the automotive
industry to move towards more sustainable materials and processes. Over several decades, regulatory requirements,
such as reduction of organic solvent
emission, overall CO2 reduction and increased fuel efficiency, have prompted
the coatings industry to develop new,
ecologically sustainable coatings, like
high solids or waterborne materials, and
consolidated systems such as primerless,
two-wet or three-wet systems. In order to
reduce the overall weight of the car body,
the OEMs want to increase the usage
of lower weight materials, including aluminium and magnesium and polymeric
substrates. Paint shop processes and materials need to be adapted accordingly. In
the case of polymeric substrates, the baking temperatures for the coating hardening processes need to be lowered.
The lightweight materials help to cut
down CO2 emissions in the paint shop,
as energy consumption can be reduced
when using low bake materials. These
materials also offer enhanced styling
capabilities due to new opportunities in
part and vehicle geometry. The possibility
of on-line and in-line coating of body and
plastic parts means there is an opportunity to improve color harmony and to simplify the supply chain complexity.
However, these lightweight substrates
will create challenges when it comes to
coating technologies. For instance, new
adhesion processes need to be developed, which can impact on the baking
of adhesives and coatings. Long-term
durability and re-coatability of lower bake

systems must also be ensured. Overall

appearance of the final finish, which may
cover various different substrates and
lines, must be harmonised.
However, there are already some solutions in place for low bake coatings.
These include well-established processes
with a multitude of technologies and substrates used for: automotive plastic parts,
heavy duty trucks that require an increasingly demanding appearance and high
quality levels from low bake primers and
topcoats, and specialized OEMs where
low bake mixing systems provide small
batches of customer-specific tie colors.
Nevertheless, additional solutions and
processes are still needed to meet the
challenges presented by the newly-created, diverse mix of substrates.
Of the various paint technologies
feasible for low bake systems, each has
advantages and challenges. With UV curable systems, the bake window can be
brought down to ambient temperature,
but there can be problems from radiation
shadow zones. These may be avoided by
mounting UV lamps on robots that can
reach all areas and ensure proper curing.
This solution could be used in combination with a three-wet or primer-less waterborne system, offering the opportunity to
reduce overall clearcoat oven length by
up to 70 percent.
Other crosslinking technologies, such
as 2K Epoxy Acid, 2K Acrylic/Melamine
with unblocked catalyst or 1K Acrylic/
Melamine with blocked catalyst, have the
potential to reduce bake temperatures
close to the target but can have other issues, such as stability or technological
properties with these curing conditions. So
far, the leading cross-linking technology
for low bake coatings is 2K Polyurethanes.
Another option is the (Poly) Aspartate
chemistry, which is accessible through a
straight-forward synthetic procedure. It
shows promising results in achieving very
good technological properties like du-

72 | Coatings World www.coatingsworld.com

rability and chemical resistance, even at

ambient curing temperature through very
fast cross linking reaction. This also gives
the possibility of formulating higher solids
coatings to combine the benefits of lower
bake and lower solvent emissions.
Last but not least, there is another challenge in lowering the curing window for
electrodeposition coating, as there will still
be significant metal components in future
body design. The route to lower bake ED
coatings can be described in three developmental stages. The first is a target bake
of T max on the exterior at 180oC, which
would mean minimum required temperatures of 165oC -170oC. This could contribute to energy reduction in the paint shop.
Axalta has had positive results based on
current commercialised Aqua EC4027
technology with which it has achieved
good solvent resistance and corrosion results down to 10 minutes at 150oC.
The next stage in development could
reach the temperature area (T max =
140C) enabling on-line coating of specific plastic parts in other words, metal and
plastic pasts can be run through the ED
bath and top coated on-line. Here there is
the need for new cross-linking chemistry
and a significant development of process
and materials. The issue of higher temperature requirement for bake hardening
steel would also need to be addressed.
The potential benefits of a further
reduction of ED baking temperatures,
down to 80oC -125oC for instance, would
need to be proven this would, however,
be a longer-term development process.
Lightweight body design will inevitably
driver further innovation in the area of low
bake coatings, materials and processes.
And while some technology is already
available, more is being developed that
will address the challenges that the new
materials present. The critical next step will
be further integration of single solutions materials, processes and application - in
real mass manufacturing environments.

March 2016

Automotive OEM Coatings Market FEATURE

focused on product use efficiency and
operating cost reduction.
Paul Czornij, technical manager for
the BASF Color Excellence Group, added
that there is continued interest in combining texture and gloss with color to produce new color designs.
One example is matte clearcoat.
Matte clearcoats were shown as coming
trends several years ago and now theyre
being seen on the showroom floor.
Functional pigments also bring another dimension to color. Heat changing colors is an example of this colors
that dont get as warm in direct sunlight.
Environmentally-friendly coatings are
also at the forefront of coatings technology. This includes using pigments that
reduce the VOC of a coating by being
easier to disperse or formulate with pigments that are made with eco-efficient
processes, he said.
Czornij added that sophisticated, exciting colors, including those that use glittery effect pigments, are trending now.
Also, colors are showing a much higher
degree of saturation with a strong connection to consumers looking for rich,
deep color positions especially in blue
and red, he said.
In 2015, to celebrate its 150th anniversary, BASF brought together the concepts
of technology and sustainability and created four special anniversary colors that
focus on how the look towards the future
is optimistic and aesthetically appealing.
In North America, the color is named
Arjean, which is silver with a thin, bluish
transparent film that glows in the grazing
angles. In South America, Nightfall Blue
is a blue, metallic with a special combination of colorants to bring depth and
saturation to embody the oceans and sky.
In Europe, where the color is called
Solaric Green, the BASF designers created a green metallic that represents nature and sustainability with pigments
that help the color stay cool on a sunny
day. And, finally, in Asia, Fresh Mint was
designed in BASFs Asia studio and is a
sparkling green that projects freshness
and environmental stewardship.
Czornij added that BASF will introduce its future color ideas and technologies at our Color Trend Show this Spring.

PPGs Schappert said that his company sees a variety of trends, which is
where it is focusing its research and investments. One example, he said, is the
demand for color.
Color science has come a long way,
he said, and coatings offers customers
a way to differentiate themselves in a
meaningful way.

March 2016 www.coatingsworld.com

A key driver for research and development investment is in the area of sustainability specifically in water utilization
and energy reduction. Water reduction in
the paint shop is one example of manufacturers focus especially in emerging regions such as Mexico, Brazil and China
where water resource can be a premium.
PPG contributes to solutions that achieve

Coatings World | 73

FEATURE Automotive OEM Coatings Market

significant savings and conservation goals. The companys

ZIRCOBOND pretreatment cuts water use, waste and energy
costs - it can save the average North American assembly plant
16 million gallons of water annually. PPGs Enviro-Prime 7000
hyper-throwpower electrocoat also can save on average 30% of
the electricity and water used in the typical electrocoat process.
Schappert added that, as automakers continue to look for
innovative ways to enhance fuel efficiency, PPGs products
help customers make lightweight vehicles that meet environmental requirements.
OEMs are using more lightweight metals for auto bodies
and auto body components. PPG works in partnership with
our customers to offer solutions that allow their paint shops to
adapt to this more complex environment, while ensuring continued quality and colorful finishes. Projects include new pretreatment chemistries that allow the utilization of greater amounts
of aluminum on the vehicle. In addition new adhesive technologies are being developed that allow the joining of the new lightweight substrates such as aluminum and carbon fiber reinforced
plastics, he said.
Research conducted by PPG found that nearly 60 percent
of consumers identified color as a major factor in their vehiclebuying decisions, and automakers continue to sell a vast majority of cars (nearly 75 percent) in conservative colors such as
white, black, gray and silver. According to PPGs global build
data, white was the most popular color (up 7 percent from last
year to 35 percent), followed by black (17 percent) and silver
(12 percent).
Regional trend highlights from the 2015 data include:
In North America, white remains most popular (23 percent), followed by black (19 percent), gray (17 percent),
silver (15 percent), red (10 percent) and blue (8 percent).

In South America, white leads in popularity (36 percent),

followed by silver (31 percent), black (11 percent), gray
and red (tied at 9 percent each), and blue (2.5 percent).
In Europe, white remains most popular (31 percent), followed by black (18 percent), gray (16 percent), silver (12
percent) and blue (9 percent).
In Asia Pacific markets, white remains most popular (44
percent), followed by black (16 percent), natural and silver
(tied at 10 percent each), and gray (7 percent).
In research that PPG conducted among consumers in the U.S.
and Europe, three in five respondents (59 percent) said color
was a major factor in their vehicle-buying decisions. In fact,
more than half of respondents said that if the color they wanted
was not available on the lot, they would wait for it to become
available before finalizing their purchase instead of purchasing
a vehicle in a second-choice color.
PPGs research also indicated that metallic colors are more
popular among men, while women show a preference for solid,
single-color non-metallic-looking gloss finishes and pearlescent/
colored sparkle effects.
Furthermore, PPG found that automotive color and appearance are especially important among style-conscious male consumers ages 18-39, with respondents saying that they want a
vehicle to exude an image of success and in many cases would
be willing to pay more to own a vehicle that adequately reflects
their personality.

Coating Performance
The basic requirements of protection, decoration and durability
remain, said Markevich.
However, the challenge to maintain and improve continue

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March 2016

Automotive OEM Coatings Market FEATURE

to evolve uncovering opportunities for
coatings companies with the ability to innovate, he added.
Axalta is celebrating its 150th year
in coatings business, and some of these
expectations havent changed in as
many years. For OEMs, the fundamental requirements are product availability, consistent product quality that meets
specifications, and world class service
all offered at a competitive price. This expectation is true wherever the customer is
producing vehicles. Car owners, however,
are looking for long-lasting beauty and
easy maintenance.
While 150 years is something to be
proud of, alongside our customers we
continue to look forward. For Axalta,
that means focusing on continually improving our current product portfolio
and anticipating future coating needs
whether driven by regulation, changing consumer expectations, or the
continued evolution of vehicle architecture that comes with new technology,
Markevich concluded.

Toomey, of BASF, said that customer

coating performance needs are relatively
simple. Our customers want reliable
quality, great colors, with an excellent car
finish coming off the line and production
on the line to be very efficient, he said.
He added, BASF continues to focus
on imaginative color design, layer-bylayer leading product performance, and

reliable, high quality, efficient performance and production. Our Cathoguard

800 e-coat is the best performing and
most efficient c-coat on the market. And
dont forget, BASF pioneered integrated
process to help our customers improve
their efficiency. We continue to be committed to be the industry leader in new
technologies. CW

Axaltas Research and Development

efforts are aligned with customer needs,
wants, and trends. Markevich said that
the company is specifically addressing
demands brought by new materials including multi-metal and new substrates;
needs to improve the productivity and
reduce the cost-to-apply our coating systems; and ways to bring innovative color
and effects to meet consumers interests
in changing trends.
March 2016 www.coatingsworld.com

Coatings World | 75

FEATURE

CEO Forum
Coatings Worlds CEO Forum features executives from seven coatings companies
offering their insights on the industry. This years forum includes CEOs from two smaller
niche coatings companies - UK-based HMG Paints and Argentina-based Sinteplast. The
participants are Ton Bchner, CEO and chairman of the board of management and the
executive committee of AkzoNobel; John Falder, CEO of HMG Paints; Markus Kamieth,
CEO, BASF Coatings; Michael McGarry, chairman and CEO, PPG Industries; Abhijit Roy,
managing director and CEO, Berger Paints India Ltd.; Charles W. Shaver, chairman and
CEO of Axalta Coating Systems; and Claudio Rodriguez, CEO, Sinteplast.

Ton Bchner

John Falder

Markus Kamieth

Michael McGarry

Coatings World: How did the market for

paints and coatings fare overall in 2015?

Ton Bchner: 2015, even though market conditions were challenging, was the year in which we successfully delivered our
2015 financial targets.
For our Decorative Paints business, we made significant
progress and have the right strategy in place to continue the momentum we have built up. ROS was up 8.6 percent, ROI was up
11.7 percent and RD&I investments have resulted in 28 percent
of revenue derived from eco-premium solutions with customer
benefits. In addition, we saw a 4 percent decrease of CO2(e) per
ton of sales from 2012 cradle-to-grave carbon footprint.
For our Performance Coatings business, we delivered a
step change in profitability and positioned ourselves for profitable organic growth. ROS was up 13.3 percent, ROI was
up 29.4 percent and RD&I investments have resulted in 15
percent of revenue derived from eco-premium solutions with
customer benefits.
John Falder: Generally good but some of it at the expense of
the key suppliers to our industry. The current and we are told
unsustainable pricing of raw materials such as titanium dioxide
is not healthy. The price of oil and its derivatives are similarly

Abhijit Roy

Charles W. Shaver

Claudio Rodriguez

in a peculiar position Yes the short term gains are welcome but
we need our suppliers to invest too. HMGs approach is that
our supply chain is vital part of our business. We see the world
market as fragile. HMG is tiny in global terms but even at our
scale affected by the confidence of the market overall.
Markus Kamieth: About 80 percent of BASFs global Coatings
sales relate to the automotive sector. The automotive industry developed very heterogeneously in 2015. While especially
North America and Western Europe showed robust growth,
other markets such as South America and Russia saw steep declines. Automotive production in China as the most important
growth market did not live up to our expectations, but we have
again managed to outgrow the market based on new innovative
Coatings systems and by opening our new production facilities.
Michael McGarry: In 2015, our customers have placed continuing emphasis on the true value that coatings bring to them
and their products in the form of protecting and beautifying
their assets.
Abhijit Roy: We operate in the Indian subcontinent with operations in India, Bangladesh and Nepal and also have a presence in Poland and Russia. The Indian sub-continent fared

76 | Coatings World www.coatingsworld.com

March 2016

reasonably well registering good revenue growth rates and

profit for most companies operating in this market. Poland
also had a reasonable growth. Russia fared poorly on the back
of shrinkage of demand.
Charles W. Shaver: The many sectors served by coatings products continued to provide a good balance for overall industry
performance. The market for automotive coatings continued to
be strong in all major regions with western Europe showing renewed stability. Industrial markets in general showed strength
as well. Selected emerging markets such as Brazil and China
grew at a slower rate than in prior years. Finally, foreign exchange rates were a key factor for global coatings manufacturers affecting both revenues and potentially driving up prices in
selected local currency markets.
Claudio Rodriguez: Coatings total market grew in 2015 around
5 percent while decorative paints increased 6 percent in liters.
During 2015, Sinteplasts decorative lines grew 12 percent and
is now leading the paint market with a 23 percent share.

CW: Did your company see an increase in

revenue in 2015?
Bchner: Yes, for the full-year 2015, revenue was up 4 percent
to 14,859 million. A record year for AkzoNobel, with return
on sales at 10.6 percent and return on investment at 15 percent.
As I look back on 2015, I take great pride in the fact we
continued to be successful doing what we do best creating
everyday essentials to make peoples lives more liveable and
inspiring. We are using our key strengths essential ingredients, essential protection and essential color to help build a
solid foundation for the next phase of the companys strategy.
Although conditions were challenging during the year, we made
significant progress towards our vision of leading market positions delivering leading performance. We are now a stronger,
leaner, more agile company.
Falder: Yes, in line with our objective to grow organically. We
try to grow at the pace we can improve our business and this
year we grew at just over 6 percent.
Kamieth: BASFs Coatings division has increased sales by 6 percent compared to 2014. Our sales of automotive OEM coatings saw considerable growth, driven both by currency effects
and by higher volumes in Europe, North America and Asia. For
automotive refinish coatings, we were able to more than offset
weaker demand in South America and Asia through pricing and
positive currency effects. The rise in sales in the industrial coatings business was partly attributable to positive currency effects.
Sales fell sharply in the decorative paints business in Brazil. This
was predominantly the result of a struggling Brazilian economy
in which negative currency effects and overall weak demand offset increased prices.
March 2016 www.coatingsworld.com

Coatings World | 77

FEATURE CEO Forum

McGarry: PPGs business performed well in 2015 in a challenging economic environment. Full-year 2015 net sales from continuing operations were $15.3 billion, consistent with the prior
year. The companys 2015 full-year reported net income from
continuing operations was $1.41 billion, or $5.14 per diluted
share, versus $1.13 billion, or $4.05 per diluted share, in 2014.
Full-year 2015 adjusted net income from continuing operations
was $1.56 billion, representing an increase of 17 percent.
Roy: Yes, our company registered double digit growth in 2015
in the Indian sub-continent, comprising of India, Bangladesh
and Nepal. The growth in profit was much higher and was in excess of 25 percent, largely due to the drop in raw material prices.
Shaver: Although overall revenue in 2015 declined slightly to
$4.1 billion, Axalta finished the year with a strong fourth quarter performance, highlighted by 4.5 percent net sales growth
year-over-year excluding currency and continued margin improvement. Moreover, our 2015 earnings expressed in EBITDA
increased to $867 million from $841 million in 2014 despite
headwinds from unfavorable currency exchange rates.
Rodriguez: In 2015, our company had a significant revenue
increase as we had optimized production; we also worked to
keep the prices of raw materials without changes, in a country
with an inflation rate of 2 percent per month. Mainly, Sinteplast
grew in sales due to the acquisition of decorative BASF business
(Casablanca brand).

CW: What areas of the paint and coatings

market represent the most growth
opportunities for your company?
Bchner: For our decorative paints business, we have a unique
portfolio of businesses with potential for higher growth levels,
while allowing for diversification of individual country risk. It
also means we have to compete successfully and win in markets
that are very different in terms of value chain, competitive environment and customer and consumer behavior. In the UK for
example, our focus is on increasing the overall market size by
improving the painting experience. One way we are achieving
this is through the launch of the Dulux Amazing Paint service.
We are also continuing our strong focus on innovation, introducing new products with clear customer benefits in terms of
energy savings and well-being.
In our decorative paints business overall, we continue to
reduce the environmental impact of our own operations and
products and are increasingly working with our suppliers to do
the same. We are focusing in particular on reducing our carbon
footprint (including VOCs), identifying opportunities to promote waterborne paints where possible, and offering products
with additional sustainability benefits.
For our Performance Coatings business, having completed
our major restructuring activities, the next step in delivering

our leading performance vision is to deliver profitable organic

growth and continuous improvement. We are focusing and prioritizing our growth activities by pursuing differentiated growth
strategies. In Marine Coatings, for example, we will continue to
invest in fouling control, sustainable innovation and enhanced
services. Another example is our Protective Coatings business,
in which we are continuing to build our business beyond upstream oil and gas. In other parts of our Performance Coatings
portfolio where our position is often strong, but the headroom
for growth more limited we want to grow with our markets
while driving operational excellence and controlling costs.
Falder: We try to operate as a very bespoke and highly technically capable supplier so we look for niched business areas
combined with our overall policy of working smart and hard
to create customized and tailored specific products for our customer base. Making what our customers want.
Kamieth: We will continue to push for profitable growth in our
all our businesses with a clear strategy to focus on emerging
markets. Besides China, markets like Mexico and ASEAN play
an important role. In addition, we see substantial growth opportunities by launching both product and process innovations
that serve our customers needs for sustainable solutions.
McGarry: As we enter 2016, we anticipate global economic
growth will continue, but at a varied pace and mixed by major
economies. In the Asia-Pacific region, growth will most likely
remain mixed throughout the year, but solid on a full year basis.
Some of this 2016 year-over-year variation will be due to uneven
2015 regional volume patterns. A primary driver for growth in
Asia is increased consumer spending, which is beneficial to PPG
as this effects the majority of our products sold in the region.
Economic expansion in North America is likely to continue
at a modest pace, comparable to 2015, supported by multiple
sectors. We anticipate continued improvement in construction
markets in the U.S. and for Canada to stabilize a lower activity
level realized in the second half of 2015.
Overall, industrial activity is expected to remain modest, but
positive in comparison to the lower than anticipated 2015 level.
We continue to expect solid organic growth in Mexico, supplemented by revenue related acquisition synergies. During 2016,
we will be working with our major national retail or DIY customers on various branding initiatives and continue to build our
PPG Paints brand in our U.S. company-owned stores.
In South America, where our business is relatively small at
about 3 percent of total sales, demand in that region is expected
to remain erratic and subdued. In Europe, we expect the economy to build on the broadening growth rates achieved in 2015,
which would be beneficial to PPG as nearly 30 percent of our
total sales are in that region. Favorable end-use market trends
are expected to continue in 2016 particularly in automotive
OEM coatings. Industry build growth rates in Europe and in
aggregate globally are expected to be positive for the year. Given
that we have substantially reduced our cost structure in Europe,

78 | Coatings World www.coatingsworld.com

March 2016

we expect incremental margins in that region to be in the 35

percent to 40 percent range.
Roy: As of now, the Decorative market (architecture) and the
Automotive market are the the two big growth opportunities
for us.
Shaver: We look for growth opportunities across all the segments we serve. While some economies have slowed, our global
footprint means we can capitalize on strong markets elsewhere.
For example, weve won important new business among
multi-shop operators (MSOs) in the refinish segment in North
America. Axalta also will benefit as the number of shops managed by our MSO partners increases in 2016. Our acquisition
in the U.S. of ChemSpec USA will help increase our penetration
in the mainstream refinish market. In the Benelux, we acquired
Metalak which will continue as our Spies Hecker distributor
and continue to produce its Paint Plus portfolio of products. In
the OEM transportation arena, we announced plans to double
production capacity in India to meet anticipated OEM demand.
Our industrial offerings cut across hundreds of end-use markets.
That diversity provides exciting opportunities for growth. Last
year, for example, we launched Ganicin, a coating for highly
corrosive environments such as water parks.
Rodriguez: Decorative segment continues to be the area with
the most opportunities.

CW: What is your business strategy for

growth in 2016 and beyond?

Bchner: Achieving our 2015 financial targets represents significant progress for the company. However, we know we must continue to improve to achieve our vision of leading performance
in all the markets in which we operate. So we are maintaining
that same vision for the next phase of our strategy development,
which includes new financial guidance. For the period 20162018, our guidance is: return on sales between 9 and 11 percent,
return on investment between 13 and 16.5 percent and clear
aim to build on the foundation we have created and grow in line
with, or faster than, our relevant market segments.
Falder: We see the opportunities for us growing but we want to
remain a speciality house. HMG set out to be a good company
to do business with. Growth we see as a by-product of the job
we do for our customers. We aim to grow at an organic or organic plus level year on year, but in business we accept we get
what we deserve.
Kamieth: We expect 2016 to be another year characterized by
high volatility which is why a clear focus on attractive markets
as well as overall agility remains key. Our recent announcement
to divest our Industrial Coatings business underlines this strategy and allows to further increase our focus on the attractive
March 2016 www.coatingsworld.com

Coatings World | 79

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automotive coatings markets globally and on further strengthening our leading position in the Brazilian decorative paints
market with our brand Suvinil.
McGarry: From an overall PPG perspective, we remain focused on delivering higher organic growth including continued
commercialization of our innovative industry leading coatings
technologies. Over the past several years, we have deployed
many new or leading technologies for our end-used markets.
These include our compact process technology for automotive
OEM coatings, which has been widely adopted by customers
as it reduces their facility, construction cost and ongoing operating cost.
Our water-based automotive refinish coatings is now the
leading water-based product in the industry. Weve converted
more auto body repair shops at waterborne coatings than the
rest of the entire coatings industry combined. Our new Innovel
interior can coatings realized growing customer adoption over
the past year. This allowed us to deliver mid-single-digit percentage growth, which is well above the packaging coatings industry
growth rates, with more to come in 2016.
In addition to organic growth, we will continue to be aggressive on cost and productivity initiatives. This is a never-ending
quest for PPG, and we are always looking for better ways to
improve our cost structure.
Finally, our balance sheet remains strong, as we ended the
year with cash and short-term investments of $1.5 billion. We
intend to continue creating shareholders value through earnings
accretive cash deployment. We remain on-pace with our prior
commitments to deploy between $2 billion and $2.5 billion of
cash in the years 2015 and 2016 combined, including the $1.15
billion we deployed in 2015. We expect coatings industry consolidation to continue in 2016. Our pipeline remains strong as
we continue to vest potential acquisitions around the world.
Share repurchases also remain an integral part of our capital
allocation strategy.

Roy: The main strategy is to focus on the Indian market which

is a fairly large market and most importantly growing very fast.
We need to introduce innovative products and services to bolster growth in 2016 and beyond.
Shaver: We will continue to focus our resources on our existing customers in the global transportation arena, both light
and commercial vehicle OEMs, and our refinish and industrial
customers. Capital projects to increase capacity came on line
in China and Germany, for example, and we are poised to meet
increased demand across the customer based supplied out of
those facilities. We will continue to expand our leading global
refinish business both through our premium product lines and
by further developing our offerings in the mainstream segment. At the same time, we will look at ways to broaden our
offerings through acquisitions like ChemSpec and Metalak,
with our increased ownership of Axalta Central America, and

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March 2016

through product introductions with brands like Imlar, Duxone

and Challenger.
Rodriguez: This year will be quite difficult, as we have a new
government that has to adjust a series of macro and micro economic problems that the previous administration left.
We presume that the first half of this years sales may slow
down, compared to previous years and hope we will end 2016
with a very little growth.

CW: In what areas are you focusing your

R&D efforts?

Bchner: Our main focus is to continue to deliver sustainable

innovations with clear customer benefits in terms of energy savings and well-being.
A great example of one of our more recent innovations is
Dulux Easycare. Featuring stain repellent technology, its an
interior paints which enables you to easily clean common
household stains off your walls without worrying about damaging the surface. Easycare highlights how we are continuing
to meet growing demand from consumers for more sustainable solutions. Many of our products and solutions lead to less
energy use for our customers. Another example in Intersleek,
an antifouling paint which makes ships hulls smoother, resulting in less drag, which means less fuel is needed and there are
fewer emissions.
Falder: High-performance coatings and business areas. We are
engaged in a range of areas including graphene research, high
performance waterborne and a wide range of forward-looking
industrial applications to try and give commercial advantage
to our key accounts. Color styling and color trending work
has become increasingly important for our automotive OEM
customers where our speed of response and small batch sizes
are appropriate.
Kamieth: We continuously develop new products and processes
in order to ensure highest quality for our customers and to help
our customers become more successful. Especially the demand
for sustainable and environmentally friendly solutions is significantly increasing. Consequently, we are increasing the share of
R&D investment for sustainable solutions even further. Another
key focus area is digitalization. We are convinced that digitalization will enable us to identify new business models and to optimize costs, for instance, in the area of development, production,
and logistics. Digitalization will clearly change almost all areas
of our value chain within the next years.
McGarry: We see a variety of high-level trends that are driving
growth across each segment, and where we are focusing our
research investments. One key driver for research and development investment is energy. Changes in energy are driving a
revolution in the materials and processes used to manufacture
March 2016 www.coatingsworld.com

Coatings World | 81

FEATURE CEO Forum

products in a number of industries served by the coatings and
specialty materials sector. Coatings will serve a key role in meeting the demand for more efficient operations for buildings, lighter and more efficient modes of transportation, and lower-cost
manufacturing processes. For example, PPGs coatings technologies help automakers lower energy use by eliminating steps in
the manufacturing process.
In 2015, more than a quarter of PPG product sales came
from coatings and materials that addressed our customers
most pressing challenges, such as energy and asset protection. PPG is integral in helping our customers create more
sustainable products - from coatings that contribute to
lighter, more fuel-efficient vehicles to paint systems that assist our customers in reducing water use and waste production during their manufacturing processes. Across markets,
PPG technologies such as waterborne liquid, chromate-free,
powder, low-VOC and high-solids coatings formulations are
helping our customers exceed environmental guidelines and
manage sustainability.
Roy: Our R&D effort is mainly focused on producing greener
paint with very low VOC and low solvent content. R&D is also
focused on producing innovative products which are more relevant in India and the neighboring countries.
Shaver: Technology at Axalta cuts across our value chain,
from product development and ways to improve manufacturing processes to providing customers with the best possible
service. Looking at products, we expect continue to respond to
environmental concerns which will demand coatings with reduced environmental footprints. For example, liquid coatings
will need to perform seamlessly on non-metal substrates to
support light weight plastic and composite vehicle substrates.
Powder products like Alesta already have virtually no intrinsic
environmental impact. After-sale services run the gamut from
evolving color formulations and application tools to training resources designed to help our customers succeed. To accomplish these and fulfill other customer commitments in the
future, last year we announced construction of two new technology centers, a new Global Innovation Center at The Navy
Yard in Philadelphia and a new Asia Pacific Technology Center
in Shanghai that will serve the entire region and also include a
customer training center.
Rodriguez: We are seeking to improve our waterproof line of
products and also developing new products related to previous
steps in construction as mortars, special putties, etc.

CW: What is your companys long-term

plans?
Bchner: Our long term plans include our plans to continue
to improve to achieve our vision of leading performance in all
the markets in which we operate. We are maintaining that same

vision for the next phase of our strategy development, which

includes new financial guidance. For the period 2016-2018, our
guidance is:
In addition, we remain committed to our strategy, including
our core principles and values, strategic focus areas and core
processes. In the next phase of our strategy, our action focus
will switch to a greater emphasis on organic growth and innovation. The next steps we have identified are: hardwire new
organization model, deliver continuous improvement culture,
build further operational excellence, drive organic growth and
innovation and pursue value generating bolt-on acquisitions.
Falder: To build an overall security for the company of HMG.
To roll out what we do into new markets to create new opportunities. To make a great coatings and to create long-term partnerships with our key customers and suppliers. And to have fun
doing it... we really do LOVE making great paint!
Kamieth: We aim to achieve further profitable growth in all regions. To this end, we rely in particular on our innovation power
and closeness to the customer. This is why continuing globalization and investments especially in emerging regions is a key target for us. Thereby, we not only invest in production plants but
above all in research and development and the education of our
employees worldwide. The recent opening of our R&D campus
in Shanghai is just one example underlining this strategy.
McGarry: Our focus will be on consistently delivering highquality, innovative and sustainable solutions. Our customers
will continue to rely on PPG to protect and beautify their products and surroundings. We believe that by maintaining our role
as a leading coatings company, shareholders will benefit from
growing industry trends, strong PPG operating cash flows, and
disciplined capital allocation that have become hallmarks for us
and the coatings industry overall.
Roy: We plan to continue to innovate and grow our market
share in our home country. In the long term,we would like to
be among the top 15 companies of the world.
Shaver: This is a big year for Axalta because 2016 marks the
150th anniversary of the company. Were celebrating this milestone. But were also using the occasion think large and look
ahead to the next 150 years. To be effective in our business
across so many decades past and future, what will be key is to
continue to maintain consistent focus on the markets we serve
and ensure our customers know they can rely on us. We will do
this, as we have done in the past, through organic growth fueled
by new product developments.
Rodriguez: Since 2015, we have been increasing our participation in other countries of South America. Today we have production plants in Bolivia, Uruguay, Paraguay and Brazil (San Pablo
and Rio de Janeiro). We plan to increase our sales in Brazil, and
continue to position the brand in this entire region. CW

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March 2016

Waterborne Review FEATURE

The 43 Annual
Waterborne Symposium
rd

Expert panel participants: Diane Stewart, senior scientist at DAP, James Bodwell,
senior principal scientist at Avery Dennison, Dennis Lay, vice president R&D at
Rust-Oleum and moderator, Dale Pritchett, publisher of Coatings World.

This annual event featured 47 presentations on a variety of topics related to surface

coatings including waterborne, additives, pigments and emerging technologies.
Kerry Pianoforte, Editor

he School of Polymers and High Performance Materials

at the University of Southern Mississippi (USM) held its
43rd Annual International Waterborne, High-Solids and
Powder Coatings Symposium February 1-5 in New Orleans,
Louisiana. The Waterborne Symposium is a technical forum
for environmentally friendly coatings technologies. Proceeds
from the symposium are used by USM for various elements of
academic program development including junior faculty development, graduate student stipends, equipment acquisition and
maintenance, and especially scholarships for undergraduate
students majoring in Polymer Science. Most of these students
enter the coatings or related polymer industries upon graduation. These scholarships are key to USMs efforts to recruit the

highest-achieving students into their Polymer program.

This years event had 352 attendees and featured 47 talks
organized into seven sessions related to various aspects of surface coatings: waterborne, nanotube, bio based, corrosion, academia, additives and general.
This years Symposium is our best year since 2001, noted
Dr. Robson Storey, USM professor and Symposium chair. The
Symposium is growing steadily.

Plenary Speaker, Keynote Address and

Sidney Lauren Memorial Lecture
The opening session commenced with plenary speaker, Kurt
Olson, Fellow, Coatings Research and Development at PPG

March 2016 www.coatingsworld.com

Coatings World | 83

FEATURE Waterborne Review

The Siltech Innovation Award was given to Luz Calle of NASA for Environmentally Friendly Coating Technology for Autonomous Corrosion Control.

Industries who presented a talk entitled Environmentally

Friendly Coatings: Historical Perspectives and Future Outlook.
At the end of the day we a have a responsibility to make
coatings that have the least environmental impact, Olson said.
Sustainability, new functionality, light weighting, energy and
heat resistance and corrosion protection are all driving R&D.
We as a coatings community have made a lot of progress concerning environmental issues over the past decade, but there is
still a lot to do.
Key drivers for change in the industry include regulatory
issues, total cost of paint and performance. The collective
innovations that we strive so hard to develop are a making a difference in order to affect true change, we must develop products
that touch on several of these change drivers, he stated. New
products that improve at least two of these drivers have a high
probability of success.
The plenary lecture was followed by keynote speaker, Dr. John
Gilbert, senior vice president, R&D at Behr Process Corp., who
presented Recent Trends in the Architectural Coatings Industry.
The architectural coatings industry has undergone great
change over the last ten years. Todays paints and coatings have
a much different raw material base, a different environmental
profile and different properties, Gilbert said. These change
have been brought about through a variety of influences including synthetic chemists, paint formulators, end-users and environmental regulations.

According to Gilbert, over the past decade the architectural

coatings industry has seen healthy innovation. A few of the key
drivers have been the conversion from oil-based to waterborne
paint, the reduction of VOCs, removal of chemical concerns, the
emergence of paint-and-primers in one products, the desire to
provide improved film properties such as dirt pickup resistance

2017 Call For Papers

The School of Polymers and High Performance Materials at
The University of Southern Mississippi has issued a call for papers for presentation at the 44th Annual International Waterborne Symposium, February 19-24, 2017 in New Orleans. Papers should relate to new and emerging technologies related
to materials, processes, production, characterization, application and markets in the field of surface coatings. All papers
should be original and represent recent advances in coatings
science and related disciplines. Title, abstract and authors
names (speakers name underlined) should be submitted by
mail, fax or e-mail no later than Aug. 15 to School of Polymers
andHigh Performance Materials,The University of Southern
Mississippi,Box 10063, Hattiesburg, MS 39406-0063; 601-2664475; Fax: 601- 266-6265; E-mail: waterborne@usm.edu; Web:
www.psrc.usm.edu/waterborne.

84 | Coatings World www.coatingsworld.com

March 2016

Waterborne Review FEATURE

and early rain resistance and the desire to provide easy-to-apply
new looks, he said. Coatings formulation continues to be a
field rich in innovation. As consumer tastes change, regulatory
rules change and new raw materials become available, paint formulators will continue to use their expertise and creativity to
produce new products.
The fifth annual Sidney Lauren Memorial Lecture was presented by Kristen Blankenship of AGC Chemicals America, speaking
on Formulation and Performance Evaluation of Waterbased
2K Polyurethane Coatings for Industrial Applications.
Performance, cost, and safety drive the coatings industry.
Safer and environmentally friendly coatings continue to be
a hot topic of discussion globally; however, the adoption of
greener coating technologies is slow, especially in the U.S.,
said Blankenship. This could be attributed to many factors,
but from the formulators perspective, performance is key.
Waterborne coatings have been used in architectural applications for decades, but typically these coatings are valued mostly
for aesthetics, ease of use, and low cost. The use of waterborne
coatings in industrial applications, where higher performance is
required, is still uncommon.
Blankenship had conducted a study of two- component or
2K waterborne polyurethane coatings based on FEVE fluoropolymer resins. This study focused on formulating with
catalysts, which are uncommon in waterborne 2K coatings as

Presenter and panelist Swagata Chakraborty, senior development manager at

Berger Paints.

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March 2016 www.coatingsworld.com

Coatings World | 85

FEATURE Waterborne Review

We have a responsibility to make coatings that have the least

environmental impact. Sustainability, new functionality, light
weighting, energy and heat resistance and corrosion protection
are all driving R&D. We as a coatings community have made a lot
of progress concerning environmental issues over the past decade,
but there is still a lot to do. Kurt Olson of PPG Industries.

Above: Eastman Student Poster Award winners and Eastman representatives

Jamie Dziczkowski and David Inglefield. Below: Poster session.
William Blake Martin received first place Undergrad Eastman Student Poster
Awards.

who focused on emerging technologies,

new materials, innovative services and
equipment.

Student Poster Sessions/

Awards

compared to their widespread use in solventborne coatings. The

impact of catalysts on performance was explored. The resulting data shows how they improve performance by favoring the
isocyanate- polyol reaction over the isocyanate- water reaction.
Long- term weatherability (QUV-A and Xenon Arc) and corrosion resistance (Prohesion) were also tested. The final results
offer a comparison of performance between waterborne 2K
coatings and solventborne 2K coatings.

Technology Showcase
In addition to the main technical program, the Waterborne
Symposium also included a three-day Technology Showcase.
Now in its 19th year, the sold-out showcase had 26 exhibitors

This year the Waterborne Symposium presented the Siltech Best Paper Innovation
Award, the SSCT Best Student Paper
Award and the Eastman Student Poster
Awards.
SSCT Student Best
USM students presented their research
Paper Award winner
during the Poster Session. This years sesGreg Curtzwiller
sion included 20 student posters.
The Eastman Student Poster Award
Undergraduate Recipients are William Blake Martin, for
Synthesis of Thiol-ene Hydrogel in Presence of Visible Light
and Rene Cardona for Investigation of the Effect of POSS on
the Melt Viscosity, Crystallization and Mechanical Properties of
Polyphenylensesulfide and Polyetheretherketone.
The Eastman Student Poster Award Graduate Recipients
are Ramesh Ramakrishnan for PEG Containing Thiol-ene
Network Membranes: A Model System to Study the Effects
of Cross-link Density on Free Volume and Gas Diffusivity,

86 | Coatings World www.coatingsworld.com

March 2016

Waterborne Review FEATURE

Doug Amato for Environmentally Friendly One-Pot Synthesis
of Hairy Nanoparticles by Emulsion Thiol-ene and ATRP,
Brian Donovan for Thiol-Trifluorovinyl Ether (Thiol-TFVE)
Photochemistry: A New Route to Semifluorinated Materials
and Abagail Jentsch for Utilizing Polymer-Chromophore
Interactions Towards Optimizing Triplet-Triplet Annihilation in
Solid-State Materials.
The Student Best Paper Award sponsored by the SSCT went
to Greg Curtzwiller for Comparison of the Added Value for
Corrosion Performance of Chemically Modified Multiwall Carbon
Nanotube Epoxy-Amine Coating Systems on Steel Substrates
PCI Magazines Award for Technical Excellence was given to
Andrew Steward of Molecular REBAR Design, LLC for Novel
Industrial Coatings Developed Using Molecular REBAR.
The Siltech Innovation Award was given to Luz Calle of
NASA for Environmentally Friendly Coating Technology for
Autonomous Corrosion Control.
Allison Robers and Dane Wesgeworth were the recipients of
the Sidney Lauren Memorial Scholarship.

Expert Coatings Panel Discussion

For the third year, Dale Pritchett, publisher of Coatings World,
moderated a panel discussion. This years panel was titled
Trends and Innovations in the Global Coatings Industry.
This years panel focused on the business and trends that

impact this market. Attendees had the opportunity to hear first

hand from major architectural coatings manufacturers on how
their company succeeds in this dynamic market.
The panel was comprised of James Bodwell, senior principal
scientist at Avery Dennison; Swagata Chakraborty, senior development manager at Berger Paints; Dennis Lay, vice president
R&D at Rust-Oleum and Diane Stewart, senior scientist at DAP.
The panel concluded with a Q&A session with the audience.
The 2017 Waterborne Symposium will be February 19-24
at the New Orleans Marriott on Canal Street, New Orleans,
Louisiana. CW

The 2017 Waterborne Symposium will be

February 19-24 at the New Orleans Marriott
on Canal Street, New Orleans, Louisiana.
For more information:
E-mail: waterborne@usm.edu
Web: www.psrc.usm.edu/waterborne.

March 2016 www.coatingsworld.com

Coatings World | 87

FEATURE

Surfactant Influence on
Colorant Acceptance
Christine Louis, Mike Peck and Jim Reader, Air Products

he introduction of Point-of-Sale
Tinting systems in the 1950s
changed forever the way that
decorative paints are sold. Prior to World
War II and during the immediate postwar period, paints were supplied in a limited range of colors and retailers had to
stock a large range of ready-made colors
to meet customer demand. The arrival of
tinting systems led to dramatic changes;
all retailers needed were base paints and
a tinting machine to supply an immense
range of colors, while inventory and production for both the supplier and paint
store was reduced. Most countries and
paint producers quickly adapted to this
change and soon this became the standard way of supplying decorative paints.1
Paint tinting systems are designed to
deliver color to achieve the exact shade
desired by the end customer. The tinting
systems include colorants, dispensing and
mixing equipment, software and a color
formula database matched to the color
marketing tools.2 The selected colors
are prepared by accurately dosing the
colorants into a base paint, followed by
mixing to produce the finished color. In
order to achieve maximum operational
efficiency, paint producers will use universal colorants to tint a wide range of
different base paint chemistries, carriers
and formulations.
Most universal colorants have traditionally been based on glycols to ensure
compatibility with different carriers, and
contain the appropriate pigments, fillers, dispersants, thickeners and other
additives.3,4 However, recent changes
in VOC regulations, such as the South
Coast Air Quality Management District

(SCAQMD) requiring colorants for architectural coatings to have a VOC of 50g/L

or less, have led to many colorants being
reformulated with much lower levels of
glycol and co-solvent. While these may
be identical in terms of color, these lowVOC colorants may give different performance in both dispensing machines and
the base paints.
An additional challenge is that many
paint producers do not manufacture their
own colorants, buying them from another supplier or different division of the
company. Therefore, changes in colorant
will often require formulation changes in
the base paint. The higher level of water
present in these low-VOC colorants can
affect properties such as gloss, dry time
and other application properties, as well
as consistency in achieving the intended
final color. A recent customer survey conducted by Air Products in Europe found
that issues related to colorant compatibility and color development are some of the
top concerns of architectural paint formulators and certainly some of the most
common and difficult problems to solve.

Color and Color

Development
The term color development describes
the degree of color quality and color uniformity of a tinted paint. Good color development implies that the color appears
uniform and of the expected strength.
Color development in a tinted base paint is
dependent on both the stability of the pigments and fillers dispersed in both the base
paint and colorant. When the colorant and
paint are mixed, the additives present in
both can re-equilibrate among all the

88 | Coatings World www.coatingsworld.com

pigments and fillers present. Because many

base paints are under-stabilized, this often
means that some of the additives needed
to stabilize the colorant pigment are redistributed away from the color pigment
to pigments and fillers in the base paint.
This leads to the loss of pigment stabilization and flocculation of the colorant or
paint pigments leading to an immediate or
gradual change in color (Figure 1).
Pigment dispersion formulation, in
both base paints and colorants, can be
enhanced by using surface active agents
to wet, disperse and stabilize solid particles or pigments in the medium, as well
as to provide application performance.
Typically, formulations contain at least
two, and often three or more, surface
active components that are combined to
provide optimal properties. These materials include classical polymeric and
oligomeric dispersants as well as lowermolecular-weight surfactants. These surfactants can also help to improve the
compatibility of the dispersion for letdown into other systems and minimize
shock and color acceptance when tinted.
It is thought that these surfactants work
by migrating to the surfaces created when
the dispersing additives re-distribute
upon mixing, thus preventing the destabilization of the pigments (Figure 2).

Nonionic Surfactants as
Compatibilizers
Nonionic surfactants are widely used in
coatings as wetting agents, emulsifiers
and co-dispersants.4 The structure of a
simple nonionic surfactant is shown in
Figure 3, where a hydrophilic head group
is bonded to a hydrophobic (lipophilic)
March 2016

Surfactant Influence on Colorant Acceptance FEATURE

Figure 3: Simplified structure of a nonionic surfactant.

tail; an ethoxylated alcohol is a commonly

used nonionic surfactant of this type. The
hydrophobe is commonly an aliphatic
hydrocarbon derived from oil or natural
sources, although oil-derived alkylphenolcontaining head groups have been used
historically. The behavior of these surfactants is dependent upon many factors, but,
in particular, the balance between the hydrophilic head and hydrophobic tail (the
hydrophile lipophile balance or HLB) is
known to influence the behavior of these
surfactants in many ways.4,5
A series of nonionic surfactants were
tested to see if they could enhance the color
acceptance of different colorants when let
down into a water-based acrylic base paint
and a solvent-based alkyd paint. The surfactants were post-added to the paints at
1.0% (w/w) dosage and then tested with
the most challenging colorants. Based
on customer feedback, colorants with the
color indexes PV 23, PBk 7 and PB 15:3
are considered among the most difficult in
terms of color acceptance when used to tint
either water-based or solvent-based paints.
The influence of the additives on color compatibility and color strength was
measured by applying the tinted paints by
drawdown onto Leneta charts after 2 and
10 minutes of shaking. A rub-out was performed on each of the drawdowns, and
the color difference between the rubbed
and un-rubbed parts was measured as
well. The color was measured using an
X-Rite 939 Spectrodensitometer D65/10
and recorded as a Delta E value. The formulation without post-added surfactants
was used as the reference in each case and
its color strength was set as 100%.
Poor colorant compatibility may become apparent either through the slow
development of color or loss of color
through flocculation of either the white
pigment in the base paint or the colorant

Figure 1: Simple mechanism of colorant destabilization: (a) Colorant pigment (orange) and base paint pigment (white) are mixed; (b) Dispersing additives on colorant pigment redistribute to base paint pigment;
(c) Colorant pigments flocculate leading to loss of color strength. Symbols

represent different

polymeric dispersants.

Figure 2: Simple mechanism of colorant destabilization: (a) Colorant pigment (orange) and base paint pigment (white) are mixed; (b) Dispersing additives on colorant pigment re-distribute to base paint pigment;
(c) Surfactants (

) migrate to colorant surface preventing flocculation and loss of color.

Figure 4: Surfactant enhanced colorant acceptance in PV 23 colorant-tinted, WB acrylic base paint.

pigments. Flocculation can be detected

quite easily by the rub-up test, as the
action of the rubbing re-disperses the
pigments leading to a change in color between the rubbed and unrubbed areas if
flocculation has occurred.

March 2016 www.coatingsworld.com

The best result with the PV 23 colorant

was obtained with an alkoxylated acetylenic
diol-based surfactant (Figure 4). These surfactants are known for their ability to quickly wet many different hydrophobic surfaces,
such as organic pigments. It is also a low
Coatings World | 89

FEATURE Surfactant Influence on Colorant Acceptance

Figure 5: Colorant acceptance with PBk 7 colorant in a high-gloss solvent-based alkyd (left) and a water-based polyurethane/alkyd trim paint (right).

needed to better understand the structure-property relationships in order to

predict which nonionic surfactants might
give the optimum performance for a given colorant-base paint combination. CW

Figure 6: PB 15:3 colorants let down into a Vinnapas EZ3010 (VAE) white base paint (left) and PR 112
colorants let down into a satin interior paint based on Acronal 296D (styrene-acrylic emulsion).

foam surfactant and relatively hydrophobic.

Other hydrophobic acetylenic diol-based
surfactants were also effective; however,
most traditional alkyl phenol ethoxylates
and alcohol ethoxylate-based surfactants
were not effective with this colorant.
One of the most widely used colorants
needed in both water-based and solventbased systems is PBk 7, which is based
on a very different chemistry than the organic PV 23. Once again, colorant acceptance could be improved by post-adding
surfactants to the base paint. In general,
the best results were achieved with high
HLB (hydrophilic) alcohol ethoxylates
in both water-based and solvent-based
base paints (Figure 5), although differences were seen between the different
base paints. This hydrophilic surfactant
worked well in both a high gloss, solventbased alkyd, a water-based polyurethane/
alkyd trim paint and a flat interior paint

based on a styrene-acrylic emulsion;

however, lower HLB surfactants worked
better in the flat interior paint based on a
pure acrylic latex.
Similar results could be seen with other colorants and binder systems (Figure
6), where the addition of nonionic surfactants could improve the acceptance of different colorants when they were let down
into base paints of different chemistries.

Conclusions
The experiments show that nonionic
surfactants can be used to improve the
acceptance of colorants into different
chemistries and types of base paint. These
additives help the stabilization of the pigments by slowing down or compensating
for the migration of dispersants and other
stabilizing surfactants from the pigment
in the colorant to pigments in the base
paint, or vice versa. Further studies are

90 | Coatings World www.coatingsworld.com

References
1
Walters, P. Tint systems. SCANZ

2010, 5. (http://www.scanz.org.nz/pm/
may-tint-systems).
2
Kunnen, M.; Heutz, S. Integrated

tinting systems. Paint and Ctgs. Ind.
2011, 11. (http://www.pcimag.com/
articles/93432-integrated-tintingsystems?v=preview).
3
Wilbanks, B. The low VOC future: New
opportunities in tinting system design.
Paint and Ctgs. Ind. 2012, 1. (http://
www.pcimag.com/articles/95872-thelowvoc-future-new-opportunities-intinting-system-design).
4
Peck, K.M. Formulating optimized

aqueous dispersions using surface active additive triangulation. J. Ctgs. Tech.
2014, 3, 50-57.
5
Griffin, W.C. Classification of surfaceactive agents by HLB. J. Soc. Cosmetic
Chemists 1949,1 (5): 311-26.
Acknowledgements
The authors would like to acknowledge the hard work and support of
Wilco Chaigneau, Samir el Ajaji, Yvonne
Lavrijsen, Odin van Vliet, and Shauna
McAuliffe in the preparation of this paper.
March 2016

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FEATURE

Use Of New Renewable

Resource For Low VOC Enamel
Swagata Chakraborty, Jaydeb Gayen, Akash Tarawal, Berger Paints India Ltd.
Abstract

Introduction

The term renewable is generally applied

to those technologies and energy resources whose common characteristics are that
they are non-depletable or naturally replenishable.1 Albeit, a major contribution from renewable resources comes in
the form of energy; other uses derived
from these resources also have equally
significant importance. This article deals
with a tree-extract called Sweet Sap
which can be used as an emulsifier for
making a water-in-oil emulsion leading
to the development of low-VOC solventborne enamels. This emulsion is made
using mechanical shear. Immiscibility
arising from the difference in surface tension between the two liquids is reduced
by using this emulsifier. The Sweet Sap,
by virtue of having both polar and nonpolar ends, adsorbs to the water at one
end and non-polar liquids such as oils at
the other end and, as a result, significantly reduces the interfacial surface tension.
Two conventional emulsifiers available
in the market were used to compare the
properties of the emulsions and the paints
made with it. The water-in-oil emulsion
without emulsifier was also studied in order to understand the role of emulsifier
alone. Performances were evaluated both
in white and colored shades, including
their storage stability. The newly used
tree-extract in its natural green-form
was found to be very promising and effective not only from a qualitative point
of view, but also because it has enormous
potential to use green technology and
gain financial dividends.

As the growing thrust on renewable energy has been intensified by government,

scientists are trying to find different renewable resources in different fields as
these are one of the focused verticals
which will drive our future growth and
development. This article deals with a
tree extract called Sweet Sap that was
used as the emulsifier for water-in-oil
emulsions, which were then employed as
a binder to formulate low-VOC enamels.
The performance of Sweet Sap was evaluated against two commercial emulsifiers,
and in a system without emulsifier to understand the role of this sap.
Emulsions are basically dispersions of
one liquid phase in another immiscible
liquid phase made with the application
of mechanical shear. Immiscibility arises

from the difference in surface tension

between the two liquids which requires
significant reduction for the emulsion to
remain stable. This reduction of surface
tension is achieved by using surfactants.
Surfactants having both polar and nonpolar ends adsorb to the polar liquids
such as water at one end and non-polar
liquids such as oils at other end and, as a
result, significantly reduce the interfacial
tension at the interface.
The stability of water-in-oil emulsions
was evaluated from their extent of separation and their loss of viscosity on storage. The paints made with the emulsions,
however, have been evaluated in detail,
particularly where emulsion can influence properties like viscosity and its loss
on storage, dispersion on storage and pigment flocculation and syneresis. Although

Figure 1 : FTIR spectra of standard additive 1 and Sweet Sap; differences are noted by superimposing
(interfering) waves in the fingerprint region.

92 | Coatings World www.coatingsworld.com

March 2016

Use Of New Renewable Resource For Low VOC Enamel FEATURE

the initial study was carried out on white
paint, it has been extended further to formulations of colored enamels, e.g., Blue
(Phiroza Blue) and Grey (Smoke Grey)
based on a combination of organic and
inorganic pigments, wherein the extent of
flocculation was studied.

Experimental
Tree extract, or sap, is collected from
Date Palm trees and is normally sweet,
milky white and translucent, with nearly
neutral pH. Initially the sap is free of
microorganisms; however, environmental contamination leads to fermentation
converting it into acids and alcohol.2
Increased temperatures help in rapid
growth of the microorganisms; however,
even storage in lower temperatures do
not help once contaminated.
Although the Sweet Sap has been used
successfully in making emulsions, and
subsequently paints, the major challenge
was to stabilize it by preventing the initiation of fermentation. Three different
means were tried to stabilize the Sweet
Sap to prevent fermentation: (a) doping
with amino alcohol and maintaining at
higher pH; (b) addition of 5% methylated spirit (Trial 1); addition of 2% fungicides (Trial 2).
The first approach, caused a brown
coloration on storage and was discarded
after four months of storage. Studies have
continued with the other two routes.
Clearly it is different from the standard which is visible from the fingerprint
region. The same exercise was also carried out after ten months of sample preservation. The stability of the Sweet Sap
after 10 months was also checked by
FTIR analysis.
In this system of two immiscible liquids, water molecules are dispersed in the
continuous phase of a long oil alkyd. The
experimental Sweet Sap is added to the
alkyd medium thinned with mineral turpentine oil at 600 to 1000 rpm and run
for 15 minutes. The Sweet Sap, which is
partially soluble in the oil phase, is preferentially adsorbed to the alkydwater
interface. The water is added slowly at
1000 rpm to the system which causes the
water molecules to disperse and become

Figure 2: Emulsion and paint formulations used for experimentation.

coated with hydrophilic Sweet Sap molecules. As the emulsion is sheared, larger
water droplets are stretched and ruptured
into smaller droplets. The sizes of the dispersed water droplets were in the range
of a few nanometers to a few microns and
are not visible to the unaided eye.
White pigment (rutile grade TiO2) was
dispersed in a long oil alkyd medium without using any dispersing/wetting additive
and the emulsion made was added during
letdown. Formulations are as shown in
Figure 2.

Results And Discussions

The performance of the sap was evaluated by:
1. FTIR re-evaluation of Sweet Sap
after 10 months storage;
2. Emulsion performance evaluation;
and
3. Performance evaluation of paint
made with respective emulsifiers and
paint long term storage stability.
As stated earlier the sap is very much susAs stated earlier, the sap is very much
susceptible to undergo fermentation
leading to acids and alcohol. It was thus
preserved with added amino alcohol,
methylated spirit and fungicide. The sample with amino alcohol turned reddish
after four months and was removed from
this re-evaluation study. FTIR analysis of
the other two was done after 10 months
of storage along with two available emulsifiers (Figures 3-6).
This emulsion basically has oil as
a continuous phase and is called an

March 2016 www.coatingsworld.com

inverse emulsion wherein water droplets

remain as a dispersed phase. The stability
has been evaluated by keeping the emulsion in a measuring cylinder and measuring the extent of syneresis. Figure 7 shows
the level of separation after seven days.
The higher viscosity of the emulsion
made with sap can be attributed to better emulsification of water in alkyd compared to Additive 1.3 Poor emulsification
leads to the lowest viscosity for the emulsion made without emulsifier. Emulsions
prepared without emulsifier and with
commercially available emulsifier show
a higher extent of separation as compared to emulsions based on Sweet Sap
indicating the higher efficiency of Sap as
an emulsifier and, hence, better emulsion
stability.
Emulsion stability can be attributed to
the homogeniety of the distribution and
sizes of the water droplets. The high shear
applied during emulsification causes
water to convert into smaller droplets;
however, sustainability of the size of the
droplets depends on the presence and efficiency of the emulsifier used. As reported4, distribution of finer water droplets
can be depicted as shown in Figure 8.
In the absence of emulsifier, during the
emulsification stage water gets broken
into small droplets of size and distribution similar to that of emulsion prepared
in the presence of emulsifier. However,
with time, some of the smaller droplets
will merge into larger droplets due to the
absence of the stabilizing effect of the
emulsifier (Figure 8). In fact, two primary
mechanisms can destabilize the emulsion
Coatings World | 93

FEATURE Use Of New Renewable Resource For Low VOC Enamel

Figure 3: Initial FTIR analysis of Sweet Sap (Trial 1) with standard emulsifier (Additive 1).

Figure 4: FTIR analysis of Sweet Sap (Trial 1) after 10 months of storage along with standard emulsifier (Additive 1).

94 | Coatings World www.coatingsworld.com

March 2016

Use Of New Renewable Resource For Low VOC Enamel FEATURE

Figure 5: Initial FTIR analysis of Sweet Sap (Trial 1) with standard emulsifier (Additive 2).

Figure 6: FTIR analysis of Sweet Sap (Trial 1) after 10 months of storage along with standard emulsifier (Additive 2).

March 2016 www.coatingsworld.com

Coatings World | 95

FEATURE Use Of New Renewable Resource For Low VOC Enamel

and cause the change in size-distribution
of water droplets. The first mechanism is
coalescence where fusion of two or more
droplets forms a single larger droplet
by rupturing the films of the continuous
oil phase. The other way destabilization
can occur is if molecules of the dispersed
phases have a relatively higher solubility
in the continuous phase. The smaller the
sizes of the dispersed phase, the less will
be the tendency to sediment due to lower
gravitational pull.
Performance of preserved Sweet Sap
(Trials 1 and 2) was evaluated after 10
months against Additive 1 and Additive
2 (similar commercially available emulsifiers). Both the standard additives and the
trial additive show better stability compared to the emulsion without additive
(Figure 9). Trial 2 showed slightly better
stability in terms of syneresis possibly because of higher viscosity compared to the
other samples.
The graphical representation in Figure 10
shows the extent of syneresis of different
emulsions for a period of 18 days kept
in a measuring cylinder. Initial viscosity
measured before testing is also indicative
of the trend to separate out as intial low
vicosity has greater tendency towards
syneresis.
The stability of the emulsion based
on the extent of syneresis, as is evident
from Figure 10, is also reflected in the final paint. The paint sample made with
trial Sweet Sap kept in an incubator for 96
hours at 60 0C shows more resilience than
standard product and product made without emulsifier as is shown in Figure 11.
As stated earlier, the experiments have
also been extended for co-grind colored
systems like Blue (Phiroza Blue) and Grey
(Smoke Grey). The samples of Phiroza
Blue made without emulsifier, with commercially available additives and with
experimental additive were tested for
pigment flocculation, reversal of grinding and drop in viscosity. These tests were
conducted after a period of ten months
with the samples which were kept at room
temperature and evaluated against a sample initially kept in an incubator for 96
hours at 60 0C. Samples without emulsifier show significant pigment flocculation
which is visible from the drawdown. The

Figure 7: Extent of vehicle separation of the emulsion after seven days storage in a measuring cylinder.

Figure 8: Distribution of water micelles with and without emulsifier.

Figure 9: Emulsions with standard additives, trial additive and emulsion without additive.

96 | Coatings World www.coatingsworld.com

March 2016

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FEATURE Use Of New Renewable Resource For Low VOC Enamel

samples with commercially available and
Sweet Sap as emulsifier, however, do not
show any visible flocculation.
In terms of stability with respect to
dispersion, it is observed that both the
sample kept at room temperature made
without emulsifier and Additive 1 have
full reversal of dispersion. The product
with Sweet Sap, however, shows very insignificant reversal. These are shown in
Figure 12.
Initiation of reversal happens after two
months for commercially available additives and without additive-based products.
Both the products show similar trends of
reversal pattern. The product with Sweet
Sap, however, shows significantly better
stability. The chronological change of reversal is depicted in Figure 13.
The reversal of grinding is also accompanied by a fall of viscosity which is
shown in Figure 14.
Evaluation In Alkyd Color Enamel
Grey (Smoke Grey)
PSince pigment flocculation is a common phenomenon in shades with
multiple combinations of organic and
inorganic pigments, the performance
was evaluated in Grey (Smoke Grey).
The trial Sweet Sap in its two preserved
states (referred to as Trial 1 & Trial
2) was used to make two samples of
smoke grey and was compared against
commercially available additive based
smoke grey shade. After ten months of
storage it was observed (against initially stored color reference) that the standard product has undergone a complete
change of color, whereas the other two
samples made with trial Sweet Sap keep
their color intact!

claim of usability.
The stability of the products made
with new renewable Sweet Sap
has also been studied and found to
be better or comparable against the
available standards.
The new renewable Sweet Sap can
be commercially explored as an effective emulsifier for water in oil
system.

Acknowledgements
The authors would like to express their
gratitude to Mr. B. Bera, Sr. Vice President,
R&D for technical guidance and support
for this work. We also wish to thank Mr.
Tapan Dhar, and Mr. Soumitra Bakshi for
their input and continuous encouragement for completion of the project.
Special thanks are warranted to littleknown Mr. Sujit Pakhira who helped

Figure 10: Study, in a measuring cylinder, of syneresis with time.

Figure 11: Snapshot of container opened after 96 hrs in an incubator.

Conclusion

Newly found product has been
found to be better or comparable in
some aspects both in emulsion and
paint system.
The term new has been justified
from the FTIR analysis against market-available standards.

T he stability of the new renewable Sweet Sap after ten
months of preservation as shown
in FTIR analysis justifies the

Figure 12: Phiroza blue made with standard Additive 1 and without emulsifier shows significant reversal of
dispersion after 10 months of storage. The product with Sweet Sap as emulsifier, however, shows better
stability with very low extent of reversal.

98 | Coatings World www.coatingsworld.com

March 2016

Use Of New Renewable Resource For Low VOC Enamel FEATURE

initiate this project and make it successful by procuring the Sweet Sap in
the early morning in the winter season
before catching the first train for the office! Lastly, we want to thank Mr. Suhas
Chakraborty, Mr. Somnath Roy, Mr.
Suman Bhattacharya and Mr. Tapas
Koley for their help at different points in
time for completing the project.
For more information contact:
swagatachaktaborty@bergerindia.com,
Mobile: +91-923-002-3017; jaydebgayen@bergerindia.com, Mobile: +91-923004-6411; akashtarawal@bergerindia.
com, Mobile: +91-967-498-7642

Figure 13: Study of reversal of grinding of finished paint Blue (Phiroza Blue) based on the commercially
available additive, Sweet Sap, and without additive for a period of 10 months.

This paper was presented at The

Waterborne Symposium, 2016, New
Orleans, LA.
References
1. A. John Armstrong, Esq. & Dr.
Jan Hamrin, What are Renewable
Resources?, Chapter 1, The Renewable
Energy Policy Manual, Organization
of American States, undated. Retrieved
2013-01-05.
2.
Naknean,P., Meenune, M. and
Roudaut, G., Characterization of palm
sap harvested in Songkhla province,
Southern Thailand,
3.
T.G.Mason, J N Wilking, K
Melison, C B Chang and S M Graves,
Nanoemulsions: Formation, structure
and physical properties.
4. Lorama Inc, January,2011, Revision
3, Polysaccharide Resin Technology.

Figure 14: Change in viscosity of finished paint Blue (Phiroza Blue) based on the commercially available
additive, Sweet Sap, and without additive for a period of 10 months.

Coatings World is now

accepting technical papers
for publication.Email
kpianoforte@rodmanmedia.com
on the process for submitting a
paper for consideration.
Figure 15: Study of flocculation in Smoke Grey shade with standard Additive 1 against Sweet Sap Trial 1
and Trial 2 after 10 months.

March 2016 www.coatingsworld.com

Coatings World | 99

FEATURE

PVDF coatings are used on a wide

variety of structures.

From Past to Present,

PVDF Coatings Remain a Leader
in the Architectural Paint Industry
Jeff Alexander, VP, Valspar Corp.

oday, coatings come in all colors, textures and patterns,

and as companies continue to create innovative and
technologically advanced solutions, it is no surprise the
foundation of their success stems from PVDF resin-based coatings. No matter what part of country you live in or what your
line of profession, chances are PVDF coatings are a part of your
life without you even knowing. From barns and storage sheds,
to arenas and skyscrapers, exterior metal paneling all throughout the world is clad with PVDF coating. So, what are PVDF
coatings and how have they become a staple in the industry?

A Brief History of PVDF Coatings

Originally introduced to the market in 1965, 70 percent PVDF
coatings have steadily become one of the most popular and
respected coil and extrusion coatings available on the market.
PVDF stands for polyvinylidene difluoride, a fluoropolymer resin and over the last half-century, no other architectural product
has more decisively stood the test of time than 70 percent PVDF
resin-based coatings. Continuous technological improvements
100 | Coatings World

have contributed to the longevity of the coating, resulting in

additional formulations and practices for applications that have
distinct requirements.
Widely produced by various manufacturers, PVDF coatings
are also branded with an assortment of trademarked names.
This often makes it difficult for industry outsiders to tell coating manufacturers and resin manufacturers apart. Furthermore,
despite coatings from different manufacturers often containing
similar PVDF resins, the application and performance of the
paint systems can widely vary due to the proprietary formulations of each company. Two of the most widely recognized
brands of PVDF resins in the U.S. are Hylar by Solvay Solexis
and Kynar by Arkema Inc. Both offer comparable performance
per industry standards for weathering.
Leading coating manufacturers, including Valspar, continue to develop unique formulations that meet the growing
demands and creative applications of architects, developers
and construction companies. More recent innovations include
energy-efficient, solar-reflective and color-changing coatings,

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March 2016

PVDF Coatings FEATURE

as well as enhanced application properties and more reliable
color consistency.

PVDF Clads The Pavilion with Color and

Protection
PVDF coatings are used on a wide variety of structures, from
elementary schools to residential homes, and even The Pavilion,
the new $96.5 million basketball arena at Ole Miss.
The University of Mississippi, founded in 1848, recently commissioned the new arena to be utilized as a multi-purpose facility
for events such as mens and womens basketball games, graduation ceremonies, concerts and other university-wide occasions.
Work on the facility began with a groundbreaking ceremony
in July 2014, and opened to great fanfare during a weekend
long celebration, January 7-10, 2016. The facility was designed
by AECOM Technology, an architecture and engineering firm
based in Kansas City, Missouri. BL Harbert International located in Birmingham, Alabama was the general contractor with
experience building several other SEC arenas.

which helps resist the stresses of forming and weathering.

Chalk and fade resistance. In order to ensure protection
against chalking and fading, the correct formulation is
crucial. The carbon-fluorine bond is one of the strongest
chemical bonds and gives PVDF resin-based coatings their
stubborn resistance to chalking and erosion, as well as
harsh airborne industrial and atmospheric pollutants.
UV resistance.Of any polymer used within coatings today,
PVDF coatings are the leaders when it comes to UV resistance, delivering an eco-friendly way to resist heat absorption from the sun. As exemplified by the use of Valspars
Fluropon coating on The Pavilion, PVDF coatings not only
help lower energy cooling costs and keep interior spaces
like the arena more comfortable for fans, but do so without
sacrificing durability, performance or beauty.
Valspars Fluropon is a leading example of modern PVDF
coating formulation, offering exceptional durability properties.
In the example of The Pavilion, combined with the ACI panels,
its striking roof will endure lustrous beauty for years to come.

How is a Coating Manufactured and

Applied?

The Pavillion. Photo credit: Old Miss University Communicaions

The facility consists of a three-story structural steel frame

supporting steel trusses. From the exterior, it wields an elegant
footprint in spite of its scale, one that is enhanced by a curved
and colonnaded entrance faade that echoes The Pavilions signature curved roof. The roof is clad in metal paneling manufactured by ACI Building Systems LLC and coated with Valspars
Fluropon in Terra Cotta, a rich earth-tone hue.
Chosen from an extensive list of colors, Valspars Fluropon
70 percent PVDF coating in Terra Cotta is a premium, high performance product that offers some of the most advanced durability and aesthetic features. Architects and building owners
alike, can trust that the Fluropon coating used on the roof of
The Pavilion will provide the following properties:
Film integrity and adhesion quality. One of the defining features of PVDF coatings, are their erosion rate, the
amount of time at which a coating degrades. The erosion
rates of PVDF coatings are relatively small, an essential
factor for their advanced color and design longevity. The
quality of PVDF coating adhesion depends on the superiority of the primer that adheres to the substrate. The primer
is meant to create a strong bond with the PVDF topcoat,
March 2016

To achieve the many durability and environmental benefits of

PVDF coatings, manufacturers create unique formulations,
which include the use of resins, solvents, pigments, and additives.
Resins are the principal component that determines the appearance, durability and performance of a coating and serve as
the binder that forms the paint film. Common resin names outside of PVDF coatings are epoxy, silicone modified polyester,
polyester and urethane. Furthermore, solvents are used to thin
a coating mixtures consistency in order for it to be properly
applied. Solvents steadily evaporate during the curing process as
the resin system adheres to the substrate.
Pigments not only add the color and visual features to a coating, but they also influence its durability. Additives are used for
processing pigments within the film, flow and smoothness, regulating the rate of the cure, and enhancing the coatings hardness,
gloss, mar resistance and other performance features.
PVDF resin-based coatings are available in both coil and extrusion forms. The coil-coating process begins with a flat sheet,
coil-coated or pre-painted architectural building product that
is then molded into a specific shape that includes wall or roof
panels as well as gutters.
In contrast to the process of coil coating, which is applied
to metal prior to being shaped into an architectural building
product, the aluminum extrusion process creates the metal form
before a finish is applied. The shape of the die determines the
shape of the extrusion, and by using an aluminum billet with
a powerful hydraulic press, extruders can produce nearly any
shape possible. The most common examples of extruded aluminum are fenestration products, which include curtain wall,
window framing, storefronts and entrance systems.
Thanks to the advanced finishes of PVDF coatings, renovated
buildings and those that are new such as The Pavilion at Ole Miss,
will remain vibrant and durable for many years to come. CW

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Coatings World | 101

FEATURE

American Coatings
Show and Conference
This biennial exhibition and technical program provides a platform for industry
professionals to highlightcutting-edge research results and allows companies the
opportunity toshowcase innovative newproducts.
Kerry Pianoforte, Editor

he American Coatings Show and Conference will be held

April 11-14 at the Indianapolis Convention Center in
Indianapolis, Indiana.
Held in partnership with the American Coatings
Association (ACA) and Vincentz Network the organizer of
the European Coatings Show and Conference the American
Coatings Show and Conference (ACS/ACC) is an exhibition and
technical conference designed as a sister event to the European
event. The conference is a three-day event providing a forum for
the foremost scientific minds in the industry, featuring scientific
papers and speakers. The show is a marketplace for presentation
of products and services for the production of high-grade and
competitive paint and coatings.

American Coatings Conference

Held April 11-13, the American Coatings Conference (ACC)
will feature 96 presentations in 16 sessions as well as a poster
session and a plenary session, where the American Coatings
Award will be presented. The conference will also feature the
Mattiello Lecture, an interactive poster session, eleven focused
pre-conference tutorials, and the presentation of the American
Coatings Award and the Roon Award.
The American Coatings Award will be given to the most
outstanding technical presentation at the American Coatings
Conference. Selected and sponsored by ACA and Vincentz
Network, it is endowed with a $2,500 cash award along. The
winner of the American Coatings Award 2016 will be presented
at the conference Plenary Session on April 11.
The ACC will commence with a keynote presentation
given by Dr. Sharon Feng, Ph.D., senior associate dean of the
Institute for Molecular Engineering at the University of Chicago
titled Cross-Disciplinary Collaboration: An Imperative for

Breakthrough Materials Discovery.

According to Feng, there has been a large movement toward
cross-disciplinary collaboration in scientific research transcending the boundaries of organizations, institutions and even nations.
There are also increasing funding sources that specifically
encourage interdisciplinary collaboration from both government
agencies and private philanthropies, said Feng. This new research model is not for the faint-hearted because it requires the
courage of researchers to step out of their comfort zones, but the
outcome can be incredibly rewarding and lead to the development of game changers and/or disruptive technologies.
The University of Chicagos Institute for Molecular
Engineering was established based on this research model. With
its unique organizational structure, it institutionalizes the concept of cross-disciplinary collaboration by completely breaking
down traditional departmental structures based on disciplines,
organizing faculty, and aiming at some of the most ambitious
discoveries of the next generation of material science.
Feng will discuss her perspective on implications this mega
trend has on industrial R&D, and the impact on the future talent

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American Coatings Show and Conference FEATURE

pipeline to industry. She will also provide insight on how it can

potentially enable new materials discovery, with exceptional
time and cost efficiency, when companies establish strategic
and mutually beneficial collaborations with academic partners
through open innovation.
Another highlight of the ACC will be the Mattiello Lecture,
which will be given Wednesday, April 13. This years Lecture,
Towards an Understanding of How Complex Latex Particles
Are Formed: What Do We Know and When Did We Know
It? will be given by Donald C. Sundberg, Ph.D., director,
Nanostructured Polymers Research Center at the University of
New Hampshire.
Today we have a great variety of synthetic latices composed
of nano-particles that are homogeneous, structured, hollow,
multi-lobed or hybridized with other materials, said Sundberg.
They have huge specific surface areas presenting opportunities
for special surface chemistries, but challenges for colloidal stability. They are made with as many as five or more monomers resulting in polymer chains that may be linear, branched, grafted, and/
or crosslinked. These chains are born in the water and die in
the particles. Searching for the chemical and physical mechanisms
that determine the final properties of the latex has involved the
application of organic and physical chemistry, surface chemistry,
reaction kinetics, thermodynamics, molecular diffusion and engineering. What we know about these mechanisms, what tools we
used to assist us in learning about them, and when during the past

American Coatings Show 2016

Show Dates/Times
Tuesday, April 12 Wednesday, April 13: 9am-5pm
Thursday, April 14: 9am-1pm

75 years we decided we understood some of these mechanisms,

form the basis for this presentation.

New Features at ACS 2016

ACS 2016 will have more than 500 exhibitors who will be
showcasing the latest products and services for the paint and
coatings industry. ACS serves as a platform for the paint and
coatings industry to showcase new products and cutting edge
technology and network with new and existing customers.
This years show has a couple of new features. A 5K Fun
Run will be held Wednesday, April 13. The race will be held in
the downtown area and will begin at 7:15 am. Proceeds from
the run will be will be used to fund student participation at
future AC Conferences. Show attendees, exhibitors and conference delegates are all invited to attend a networking lunch on
Wednesday at 12:30 pm on the show floor.

March 2016 www.coatingsworld.com

Coatings World | 103

FEATURE American Coatings Show and Conference - Visitors Guide

INDIANAPOLIS VISITORS GUIDE

Coatings World presents a guide to Indianapolis most fun and famous attractions.
Lucas Oil Stadium

Indianapolis Museum of Art

500 South Capitol Avenue

(317) 262-8600
www.lucasoilstadium.com

4000 Michigan Road

(317) 923-1331
www.imamuseum.org

Indianapolis Motor Speedway and Hall of

Fame Museum

Childrens Museum of Indianapolis

4790 West 16th Street

(317) 484-8655
www.indianapolismotorspeedway.com

Central Canal
337 West 11th Street
(317) 955-2389

3000 North Meridian Street

(317) 334-3322
www.childrensmuseum.org

Victory Field
501 West Maryland Street
(317) 269-3545
www.indianapolis.indians.milb.com

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American Coatings Show and Conference - Visitors Guide FEATURE

Indiana War Memorial

The Eiteljorg Museum
500 West Washington Street
(317) 636-9378
www.eiteljorg.org

51 East Michigan Street

(317) 232-7615
www.in.gov

Monument Circle
100 Monument Circle
www.in.gov

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Coatings World | 105

FEATURE American Coatings Show and Conference - Visitors Guide

Bankers Life Fieldhouse
125 South Pennsylvania Street
(317) 917-2727
www.bankerslifefieldhouse.com

Colonel Eli Lilly Civil War Museum

(317) 233-0528
www.in.gov

Indiana State Museum

650 West Washington Street
(317) 232-1637
www.indianamuseum.org

Indiana Convention Center

Indiana Repertory Theatre

100 South Capitol Avenue

(317) 262-3400
www.icclos.com

140 West Washington Street

(317) 635-5252
www.irtlive.com

Benjamin Harrison Presidential Site

Scottish Rite Cathedral

1230 North Delaware Street

(317) 631-1888
www.presidentbenjaminharrison.org

650 North Meridian Street

317-262-3100
www.aasr-indy.org

Fun Facts About Indianapolis

If you went out every night in downtown
Indy, it would be a year before you were
forced to go to the same place twice.
If youre under 14, you can be fined $3
per swear word in Indianapolis, with a
maximum of $10 worth of fines per day.
The first event at the Indianapolis Motor
Speedway was a helium-filled balloon
competition in 1909.

David Letterman, host of televisions
Late Show with David Letterman, was
born April 12, 1947, in Indianapolis.
Marcella Gruelle of Indianapolis created
the Raggedy Ann doll in 1914.
Indianapolis Motor Speedway was originally paved with 3.2 million bricks, earning it the name Brickyard.
The first long-distance auto race in the
U. S. was held May 30, 1911, at the Indianapolis Motor Speedway. The winner averaged 75 miles an hour and won
a 1st place prize of $14,000. Today the

average speed is over 167 miles an hour

and the prize is more than $1.2 million.
Indianapolis Motor Speedway is the site
of the greatest spectacle in sports, the
Indianapolis 500. The Indianapolis 500
is held every Memorial Day weekend in
the Hoosier capital city. The race is 200
laps or 500 miles long.
The Lucas Oil Stadium roof only takes
eight minutes to open.
True to its motto, Cross Roads of America Indiana has more miles of Interstate
Highway per square mile than any other
state. The Indiana state Motto, can be
traced back to the early 1800s. In the
early years river traffic, especially along
the Ohio, was a major means of transportation. The National Road, a major
westward route, and the north-south
Michigan Road crossed in Indianapolis.
Today more major highways intersect in
Indiana than in any other state.
Indianapolis has the second most mon-

106 | Coatings World www.coatingsworld.com

uments and memorials in the nation

with 33, behind only Washington D.C.
Indianapolis grocer Gilbert Van Camp
discovered his customers enjoyed an
old family recipe for pork and beans in
tomato sauce. He opened up a canning
company and Van Camps Pork and
Beans became an American staple.

Before Indianapolis, Corydon served
as the states capitol from 1816-1825.
Vincennes was the capital when Indiana
was a territory.
In 1862, Richard Gatling, of Indianapolis,
invented the rapid-fire machine gun.
Indianas first major railroad line linked
Madison and Indianapolis and was
completed in 1847.
In the summer of 1987 4,453 athletes
from 38 nations gathered in Indianapolis for the Pan American Games.
The Saturday Evening Post is published
in Indianapolis.

March 2016

American Coatings Show and Conference - Dining Guide FEATURE

INDIANAPOLIS DINING GUIDE

Capital Grille

Seasons 52

40 W. Washington Street
www.thecapitalgrille.com

8650 Keystone Crossing

www.seasons52.com

Taste of Havana

Harry and Izzys

815 Broad Ripple Avenue

www.tasteofhavanaindy.com

153 South Illinois Street

www.harryandizzys.com

St. Elmo Steak House

Shapiros Delicatessen

127 S. Illinois
www.stelmos.com

808 South Meridian Street

www.shapiros.com

Fogo de Chao Brazilian Steakhouse

Union 50

117 E. Washington Street

www.fogodechao.com

620 N East Street

www.union-50.com

Bru Burger Bar

Bluebeard

410 Massachusetts Avenue

www.bruburgerbar.com

653 Virginia Avenue

www.bluebeardindy.com

Caf Patachou
225 West Washington Street
www.cafepatachou.com

High Velocity
10 S. West Street (JW Marriott Indianapolis)
www.jwindy.com

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FEATURE American Coatings Show and Conference - Dining Guide

The Tamale Place
5242 Rockville Road
www.thetamaleplace.com

Market Table
333 South Delaware Street (The Alexander)
www.thealexander.com

Weber Grill
10 N Illinois Street
www.webergrillrestaurant.com

Caplingers Fresh Catch

7460 N Shadeland Avenue
www.caplingersfreshcatch.com

Burger Theory at the Holiday Inn Airport

8555 Stansted Drive
www.ihg.com

Tinker Street Restaurant and Wine Bar

402 E. 16th Street
www.tinkerstreetindy.com

Ruths Chris Steak House

45 S. Illinois Street
www.ruthschris.com

Yolk at Cityway
220 E. South Street, Cityway
www.eatyolk.com

Santorini Greek Kitchen

1417 Prospect Street
www.santorini-greek-kitchen.com

Osteria Pronto
10 South West Street
www.jwindy.com

The Library Restaurant and Pub

2610 South Lynhurst Drive
www.mainstreethub.com/thelibrary

Oceanaire Seafood Room

30 S Meridian Street, Ste. 100
www.theoceanaire.com

Slippery Noodle Inn

372 South Meridian Street
www.slipperynoodle.com

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March 2016

FEATURE American Coatings Show and Conference - Exhibitor Spotlight

ACS EXHIBITOR SPOTLIGHT

The American Coatings Show will be held in Indianapolis, Indiana April 12-14. Here is a
preview of what select companies have planned for the three-day event.

Aakash Chemicals
ACS booth: 1677
www.aakashchemicals.com
Aakash Chemicals is a U.S. based company with 40 years history as a global supplier and vertically integrated manufacturer
of specialty chemicals for color applications. We specialize in
organic pigments, liquid preparations, slip additives and specialty resins. Serving the Coatings, Plastics, Printing and Special
Application industries.

of standardized test panels. We offer the widest variety of

substrates with coating options including zinc and iron phosphates, thin film pretreatments, electrocoats, liquid paints and
powder paints.
ACT also operates an ISO17025 accredited material test
laboratory which specializes in paint performance and coating
system evaluations. Our ability to apply a wide variety of coatings has uniquely positioned us to provide compatibility testing,
material qualification, and approval services.
Whether you require simple spray out panels or custom
fabricated panels, ACT has your test panel and testing service
needs covered.

Alnor Oil Company

ACT Test Panels

ACS booth: 665
www.acttestpanels.com
ACT is recognized worldwide as a leader in the manufacture

ACS booth: 337

www.alnoroil.com
The Alnor Oil Company is a leading U.S. supplier of imported and domestic vegetable oils and related products. From
drums and totes to bulk tank wagons and warehouse locations across the U.S., Alnor is well situated for all of your
vegetable oil needs.

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American Coatings Show and Conference - Exhibitor Spotlight FEATURE

Ashland
ACS booth: 1763
www.ashland.com
Ashland is a leading producer of rheology modifiers and specialty additives for paint and coatings applications. Ashland
can help you formulate coatings to meet market demands with
groundbreaking innovation, a global product line, and personal attention thats transforming the concept of customer service. Our technology is transforming not only how you think
about formulations, but how painters (contractors and DIYs)
approach their projects.

Atlas Material Testing

ACS booth: 2476
www.atlas-mts.com
Atlas is a recognized leader in test equipment and material
testing, offering a complete line of instruments and services
for accelerated and natural weathering. In addition, the Atlas
Consulting Group helps clients from various industries, including paints and coatings, develop the best weathering processes for their products. Visit the Atlas booth and see the
Ci4000 Weather-Ometer, SUNTEST XXL+ and UVTest.
For more information on Atlas products and services, visit
www.atlas-mts.com.

BASF Corp.
ACS booth: 1431
www.basf.com
Come see how BASF creates chemistry for a sustainable future
To learn more about BASFs innovative solutionsfor your coatings visit www.basf.us/dpsolutions

Birla Carbon
ACS booth: 1549
www.birlacarbon.com
Birla Carbon delivers collaborative solutions to solve your coatings and inks challenges, wherever you are in the world. Our
Raven and Conductex specialty blacks feature the desired
properties of color, conductivity, viscosity, and UV protection
for a wide range of coatings and inks. See how our innovative
experts can provide practical insights that make sense for your
application.
Birla Carbon will feature a new product, Raven 1185 Ultra,
a surface modified carbon black featuring high jetness and easy
dispersion for use in industrial and architectural coatings and
premium quality inks. Raven 1185 Ultra is also recommended
for food contact and skin contact applications.

Arkema
ACS booth: 1031
www.arkema.com
Arkema will showcase a wide range of coating raw materials for
visitors to the American Coatings Show, including: waterborne
and solventbased coating resins and additives from Arkema
Coating Resins; rheology modifiers from Coatex; architectural coatings and PVDF resins from Kynar; acrylic monomers;
Orgasol and Rilsan fine powders; Luperox organic peroxides, adsorption and filtration agents from CECA, and photocure resins from Sartomer.

Brookfield AMETEK
ACS booth: 1855
www.brookfieldengineering.com
Brookfield, a business unit of AMETEK Inc, is the world

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FEATURE American Coatings Show and Conference - Exhibitor Spotlight

leader in viscosity measurement and control of liquids and
semi-solids. Our CAP Series is a practical tool and makes repetitive QC testing easier. It provides viscosity flow curves
and temperature profiles (using optional Capcalc32 software)
which is perfect for the paints, coatings & ink industry. The
KU-2 Krebs Viscometer provides quick and rapid read-out
in Krebs Units and Grams. This unit is ideal for the measurement of paints, coatings, inks, pastes and adhesives. Our
special UNO Ink System with single station controller is the
essential components of this unit for the printing industry.
Controlling viscosity ensures uniform application of waterbased inks on a variety of substrates. This design allows
accurate control at low viscosities for quality printing and
reduced waste. Stop by for a demo or to discuss solutions for
your most measurement challenges.

Cargill Industrial Specialties

ACS booth: 1256
www.Cargill.com/paints-coatings
Cargill Industrial Specialties offers a broad line of vegetablebased industrial oils, fatty acids, esters, surfactants as well as
curing agents and diluents for reactive epoxy systems. With our
extensive specialty chemical technical expertise, we collaboratively work with our customers to solve their toughest challenges with unique, innovative technologies that create bottom-line
value. Furthermore, our customers count on Cargills global
supply chain expertise to provide consistent and reliable supply. Visit cargill.com/paints-coatings or email us at CIS_customerservice@cargill.com.

Buhler, Inc.
ACS booth: 2077
www.buhler.com
Innovations for a better world.
Specializing in wet grinding technology, including printing inks
and coatings and electronics.

Cabot Corp.
ACS booth: 941
cabotcorp.com/coatings
Cabot Corporation is a global specialty chemicals and performance materials company headquartered in Boston,
Massachusetts. We provide best-in-class additives that can
improve the color, processing, application, strength, thermal properties and safety of your coating system. Our industry-leading portfolio includes specialty carbon blacks
for high jetness, tinting, and ease of use. We also offer
CAB-O-SIL fumed silica, SpectrAl fumed alumina, and
CAB-O-SPERSE dispersions to improve rheology control,
anti-settling, anti-sag, and mechanical reinforcement. Our
aerogel additives enable superior thermal performance and
matting in low-gloss coatings.

Chromaflo Technologies
ACS booth: 1240
www.chromaflo.com
Visitors to the booth will be able to examine the colorants
and software that underline Chromaflos integrated approach.
We will featuring some of our low-VOC lines for architectural applications including the Colortrend 808 series and
Colortrend 871 series, as well as some of our low-VOC lines
for industrial applications including Chroma-Chem 871 series, Chromaflos UCD E line, and Chromaflos UCD VXS
line. Visit Chromaflo at ACS discuss a custom solution for your
color and appearance challenge.

Clariant
ACS booth: 1367
www.clariant.com
Clariants booth features sustainable and innovative products for
a wide range of applications, including high-performance quinacridone pigments based on renewable raw materials and easily
dispersible pigments. Additional products include pigments and
additives for automotive and wood coatings, integrated tinting

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American Coatings Show and Conference - Exhibitor Spotlight FEATURE

systems, halogen-free flame retardants for intumescent coatings,
highly-concentrated light stabilizer dispersions for waterborne
coatings, additives for decorative coatings, dispersing agents,
and humectants. Visit the booth and register for your chance to
win a bicycle!

PosiTest and PosiPen series of instruments including the awardwinning PosiTector series of interchangeable probes for measuring coating thickness, surface profile, environmental conditions
and wall thickness. Products include the PosiTector 6000 and
PosiTector 200 series of coating thickness gages for metal, wood
and more, and the PosiTest Adhesion Tester for testing the bond
strength of applied coatings.

Coatex
ACS booth: 1031
www.coatex.com
A world-leading designer and producer of waterborne rheology
additives, Coatex will showcase its innovative and robust range
of dispersing agents and thickeners at Booth E3.D05-10 during
the American Coatings Show in Indianapolis, IN, USA, April
12th - 14th, 2016.
With over 40 years of experience in additives for aqueous formulations, Coatex offers a complete portfolio of waterborne synthetic rheology modifiers and dispersants specifically designed for
easy formulation and to bring enhanced performance properties
throughout the product lifecycle. The Coatex portfolio covers a
wide range of characteristics that formulators desire. For more
information, please visit Coatexs website: www.coatex.com.

ECKART
ACS booth: 2031
www.eckart.net
ECKART is one of the leading international manufacturers
of metallic effect and pearlescent pigments as well as metallic printing inks. The ECKART group with 1,790 employees worldwide develops, produces and distributes metallic
effect and pearlescent pigments in powder, paste and pellet
form as well as concentrates, dispersions and printing inks.
Effect pigments are used in the coatings, printing, plastics and
lightweight concrete industries, as well as in cosmetics and
personal care products.
ECKART is represented in over 70 countries as of the present day. The company is a member of the ALTANA AG. Please
find more information on the company and its products on our
website www.eckart.net

Daikin America
ACS booth: 1260
www.daikin-america.com/surfacetechnologies
Surface treatments and resin technologies from Daikin, the
worlds leader in fluorine chemistry. Daikin delivers innovative
solutions for your surface modification applications including:
water, stain and oil repellency; reduced finger printing; easy
clean; weather resistance; friction modification/easy release; corrosion/chemical resistance; additives.

DeFelsko
ACS booth: 1267
www.defelsko.com
DeFelsko, a leading U.S. manufacturer of coating thickness and
inspection instruments, proudly manufactures the PosiTector,

ElektroPhysik USA Inc.

ACS booth: 2277
www.ElektroPhysikUSA.com
ElektroPhysik is a leading manufacturer of coating thickness testing instruments. ElektroPhysik USA located in the
Chicagoland area is the Exclusive North American Agent for
Sheen Instruments well known and respected for viscosity cups,
viscometers, color and gloss testing testing gauges, film applicators, adhesion and hardness testing devices, wear and wash
ability testing machines as well as the numerous physical tests
conforming to ASTM and International Standards and norms
including ISO.

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FEATURE American Coatings Show and Conference - Exhibitor Spotlight

Elementis Specialties
ACS booth: 1630
www.elementis-specialties.com
Rheology leadership plus so much more. Get to know us better.
Elementis offers high value functional additives to many markets including architectural and industrial coatings. These additives improve the flow characteristics and performance of our
customers products or production processes. We continue to
bring new technologies and products to the markets we serve
and to work collaboratively with our customers. This focus allows us to nurture partnerships and to build on our technical
expertise and commitment to the ongoing improvement to our
industries.
Brands: BENTONE, RHEOLATE, DAPRO, M-P-A,
NALZIN, THIXATROL, NUOSPERSE, TINT-AYD,
SLIP-AYD.

EMCO
ACS booth: 1149
www.emcochem.com
EMCO is the standard of excellence in chemical distribution
and packaging. Distribution covers the Midwest and Canada
while we provide blending and packaging services to customers
from coast to coast.

EMD Performance Materials Corp.

ACS booth: 1969
www.emd-pm.com
A leader in effect pigments, EMD offers a wide range of
products with a unique variety of color, luster, glitter and
shimmer effects. Stop by our booth to celebrate effects and
view the latest in the Xirallic NXT line, Tigris Blue. Browse
through our Automotive Color Inspirations and check out
our display of creative electric guitars that showcase our
vibrant effects.

Emerald Performance Materials

ACS booth: 2755
www.emeraldmaterials.com
Emerald will showcase developments in high-performance
resins and additives to solve common formulating challenges for A Flawless Finish. New innovations such as
Lucida Colors IJ self-dispersed pigment dispersions and
Masil Ultra slip-mar silicone for printing/packaging will
be featured, plus RLPs for pipeline coatings, multi-functional epoxies/modifiers, low-VOC coalescents, defoamers,
and more.

Engineered Polymer Solutions

ACS booth: 2061
www.eps-materials.com
Visit us to see the latest in Acrylic Emulsion Technologies.
Innovative Technology with Acrylic Emulsions. Reliable,
Flexible, Customized and Environmentally Minded.

Ethox Chemicals
ACS booth: 757
www.esperse.com
Ethox Chemicals will showcase their newest patent pending
products for the coatings industry. Some of which include the
bio-based non-aqueous pigment dispersants, E-Sperse 4754
& E-Sperse JT-85, the RS Series Reactive Surfactants for
latexes, the RX Series Alkyd Emulsifiers, E-Sperse FT 600,
an open time and freeze/thaw additive, and the property enhancing epoxy additives EthoFlex ER, E-Sperse 703, and
E-Sperse 704.

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March 2016

American Coatings Show and Conference - Exhibitor Spotlight FEATURE

Evonik
ACS booth: 2728
www.evonik.com
We develop solutions for your products along the formulation
Be part of the Evonik team: After all, we dont just work for our
customers, we also work with them. This enables us to develop
tailored solutions for your productsas a creative partner all
along the formulation process. Our experts feel at home in the
areas of packaging coatings, antifouling, automotive OEM and
all over the world.

Fuji Silysia Chemical, Ltd.

ACS booth: 1577
www.fujisilysia.com
Fuji Silysia Chemical manufactures SYLYSIA, a micronized synthetic amorphous silica-gel product line. With a variable pore
volume, particle size, and density, SYLYSIA is broadly applicable
within the coatings industry and is an excellent matting agent.
Treatments can also be applied to the surface of the silica-gel
for UV cures and to affect dispersion properties, anti-caking,
burnish and mar resistance.

Gelest Inc.
ACS booth: 614
www.gelest.com
Gelest, Inc., headquartered in Morrisville, Pennsylvania, is recognized worldwide as an innovator, manufacturer and supplier of
commercial and research quantities of silane, silicone and metalorganic materials. Gelest serves advanced technology markets
through a materials science-driven approach and offers Activated
Cyclic Azasilanes, Enhanced Dipodal Silanes and Biosafe
Antimicrobial Silanes for use in specialty adhesives, sealants and
coatings. The company provides focused technical development
and application support. Gelest Enabling Your Technology.

Hockmeyer Equipment Corp.

ACS booth: 2861
www.hockmeyer.com
Hockmeyer Equipment Corporation will be presenting high
speed dispersers, single and multi-shaft mixers with an emphasis on an array of media mills for particle size reduction. Come
see us at Booth 2861.

Hoffmann Mineral GmbH

(GARDCO) Paul N. Gardner Company, Inc.
ACS booth: 730
www.gardco.com
Distributors, producers and designers of quality physical testing
and inspection instruments for the paint, coatings and related
industries. These include the automotive, aerospace, specialty
chemical, and corrosion among others. We will be displaying
products that measure density, viscosity, coating thickness, adhesion, abrasion, color, gloss, hardness, washability and more!
Visit our website at www.gardco.com that includes full descriptions, instructions, specification references, instructional videos
and prices.

ACS booth: 531

www.hoffmann-mineral.com
The story of HOFFMANN MINERAL as a company is the story of people and of one family in particular. Back in 1903, the
architect Franz Hoffmann, the great-grandfather of the todays
proprietor started to quarry Neuburg Siliceous Earth around
Neuburg, a small town in South part of Germany.
In 1984, Manfred Hoffmann joined the firm and still leads
until today the company as President. Today, HOFFMANN
MINERAL is one of the most innovative suppliers of functionalfillers in the market. It owes its gratitude for these successes not only to the Hoffmann family, but also to the many
employees who work so hard for the company every day

March 2016 www.coatingsworld.com

Coatings World | 115

FEATURE American Coatings Show and Conference - Exhibitor Spotlight

and are committed to maintaining the quality of Neuburg
Siliceous Earth.
The products of HOFFMANN MINERAL show excellent results and advantages in the following applications: Electrophoretic Coatings, Primer-Surfacer, Corrosion
Protection Coatings, Powder Coatings, Can & Coil Coating,
UV-curing Clear Coatings, Dispersion Based Clear Wood
Coatings, Soft-Feel Coatings, Facade and Dispersion Paint,
Industrial Flooring based on Epoxy Resins, Moisture-Curing
Adhesives and many more.

technology, including Polyfluo 900 and PropylMatte 31SLA.

Polyfluo 900 is fortified with a hard, inert ceramic, providing
a nearly 20% improvement in abrasion verses other PTFEmodified additives. PropylMatte 31SLA combines the toughness and gloss reduction of polypropylene with the slip, lubricity
and abrasion resistance of PTFE.

Munzing

Keim Additec
ACS booth: 1249
www.keim-additec.de
Keim Additec Surface GmbH - the premier manufacturer of
ULTRALUBE environmentally-friendly water-based wax additives, CERONAS micronized mju:waxes, EUROCERAS
LDPE, HDPE, PP and copolymer waxes, CERALENE polyester waxes and SILCONA dispersants, silicone based slip
additives, defoamers, wetting additives, compatibilizers and
flow-levelling additives for use in aqueous & solvent; inks, coatings, (leather) lacquers, wood stains.

ACS booth: 1448

www.munzing.com
Think Beyond the Foam. Mnzing is a specialty additive company
committed to creating value and improving our customers formulations with our wide range of specialty additives, including:
defoamers, dispersants, rheology modifiers, wetting and leveling
agents, micronized and coated waxes as well as wax dispersions and
emulsions. Some of our latest innovations include: EDAPLAN
490 Series dispersants, TAFIGEL PUR 48 associative thickeners
and CERETAN MX 2919, a proprietary blend of micronized wax.
Visit us at ACS, Booth 1448 for more information.

NETZSCH

Lonza
ACS booth: 1055
www.lonza.com
Lonza sets the standard for industrial preservation and we continually invest in new, innovative solutions for the future. Lonza
offers a global portfolio of specialty biocides, fully supported
by regulatory and technical experts who our customers can rely
on to deliver consistent and quality preservation technologies.

Micro Powder Inc.

ACS booth: 1962
www.micropowders.com
Micro Powders, Inc., a worldwide leader in wax technology
will launch several innovations in engineered surface additive

ACS booth: 2937

https://www.netzsch.com/gd
NETZSCH will be featuring two new machines. The Alpha is
the next generation of agitator bead mills. The design allows for
three different grinding systems to be mounted on the same platform. This cross-system standardization allows for customer-specific solutions, customized for the requirements of the products
you need to process. The Epsilon will also be a main feature of the
exhibit. This machine is an inline disperser that homogenously
disperses fine-grained, powdered solids in liquids.

Orion Engineered Carbons LLC

ACS booth: 1561
www.orioncarbons.com
Orion Engineered Carbons LLC offers Carbon Black pigments
from production sites and technical centers worldwide. Orion
Carbon Black pigments help meet performance requirements

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March 2016

American Coatings Show and Conference - Exhibitor Spotlight FEATURE

across a wide range of coatings applications. COLOUR BLACK
FW 255 POWDER sets a new bar for high jetness, coloristic performance, and compatibility with both water-borne and solvent-borne
systems. SPECIAL BLACK 40 POWDER provides exceptional dispersibility and stability in all types of medium- to high-jet industrial
coating formulations, giving formulators enormous flexibility.

assure both quality and desired properties of end products. They

contain no silicone or materials that can adversely affect adhesion. Contact us for a complete filtration assessment.

Q-Lab Corporation
Palmer Holland
www.palmerholland.com
Established as Palmer Supplies Company in 1925, Palmer
Holland is a premier specialty chemical distributor that currently represents many of the most recognizable manufacturers
in the world. Our customer focus is rooted in the areas of the
CASE and lubricant industrial sectors.We understand the needs
of our suppliers and our customers and use our unparalleled
knowledge of the specialty chemical industry to match those
needs with the people and products that will fulfill them.

Pan Technology
ACS booth: 2279
www.pantechnology.com
Pan Technology Inc. is a privately held corporation known for
its dispersion technology expertise. Founded in 1949, Pan is a
leading manufacturer of clear and pigmented dispersions, serving
the architectural and industrial coatings, inks, automotive, plastic
and cosmetic industries. Our PanTINT dispersions are available in resinated or non-resinated platforms. Choose from liquid,
paste or solid powders. Visit Booth #2279 to learn more about
the PanTINT Series of 100% solid chip/powder dispersions.

ACS booth: 2255

www.q-lab.com
Q-Lab is a global leader in material durability testing products
since 1956. We manufacture Q-PANEL standard test substrates,
and the QUV which is the worlds most widely used weathering tester. Our Q-SUN xenon arc lightfastness/weathering testers and Q-FOG corrosion chambers are the simplest, easiest
to use, and most reliable in the world. We also provide contract
laboratory testing in Europe/US, and benchmark outdoor exposure testing in Florida/Arizona/Ohio.

R.E. Carroll
ACS booth: 3051
www.recarroll.com
R.E. Carroll Inc. will be featuring Sincol organic pigments,
Fumed silicas from OCI, Rosin Esters & Derivatives from
Resinas Sinteticas, Silanes from AB Silicones, Barium Sulfate
from ExCalibar Minerals, and related fillers and extenders for
the Coatings Industry.

Reichhold
Parker domnick hunter
ACS booth: 452
www.parker.com/processfiltration
Parker domnick hunter supplies the coatings, inks & paints
market with filtration solutions to help manufacturers maintain
pigment concentration and color by removing contaminants
and ensuring grind standards are met. Filtration of fluids is
key to removing gels, agglomerates and other contaminants to

ACS booth: 1931

www.Reichhold.com
Reichhold will be showcasing the latest in high performance waterborne technology including BECKOSOL AQ alkyd latexes,
UROTUF urethanes and EPOTUF epoxy resins and curing
agents. Many of the highlighted resins are biorenewable and have
earned the U.S. Department of Agricultures voluntary Certified
Biobased Product Label through its BioPreferred program. Stop
by and talk to Reichholds knowledgeable technical and sales staff
to discover how your most demanding resin needs can be met!

March 2016 www.coatingsworld.com

Coatings World | 117

FEATURE American Coatings Show and Conference - Exhibitor Spotlight

Shamrock Technologies
ACS booth: 315
www.shamrocktechnologies.com
For 75 years, Shamrock has driven the use of PTFE and wax
additives in coatings formulations. Today, Shamrock is the global leader in PTFE additives, offering an extensive product line
which includes premium PTFE powders, waxes, compounds,
emulsions and dispersions. These materials enhance our customers products by controlling slip, abrasion resistance, texture,
water repellency, grease repellency, chemical resistance, gloss/
matting and feel. Explore the Possibilities

Solvay
ACS booth:1543
www.solvay.com
Solvay, a worldwide leader of high performance monomers,
polymers, surfactants, dispersants and additives, is featuring the
following products at the 2016 American Coatings Show:
Binder Solutions, including Rhodafac surfactant solutions
and functional monomers in the Sipomer series
Color Solutions, such as the Rhodoline 3000 and 4000 lines of
high-efficiency dispersants for water-based pigment concentrates

Performance Solutions, including Rhodoline Open Time
Extender 500 and Rhodoline FT 100, which improve FreezeThaw Stability

Shepherd Color Company

ACS booth: 2084
www.shepherdcolor.com
More Expertise, Better Performance and Best Value with The
Shepherd Color Company. Shepherd Color produces a wide
range of high-performance Complex Inorganic Color Pigments
used in the coatings industry. These pigments are an extraordinary class of traditional metal oxide materials that offer
stable, long-lasting color for many applications. Dynamix StirIn Pigments, Arctic Infrared Reflective Pigments and StarLight
Special Effect Pigments will be featured at ACS.

Siltech
ACS booth: 767
www.siltech.com
Siltech designs, manufactures and markets a series of specialty silicones from two locations in Toronto, Canada. For the coatings
market, Siltech Additives can provide flow and leveling, slip, mar
resistance, foam control and other properties to your product.
Silmer reactive additives are available to react into your film or
polymer to provide durable properties such as impact resistance,
flexibility, elongation, strength and mar and stain resistance.

Specialty Polymers
ACS booth: 1977
www.specpoly.com
Specialty Polymers is a dynamic, privately held manufacturer of
water-based polymers and adhesives. Our products are designed
to meet the most demanding needs from customers around the
world, and our employees are committed to providing the best
customer service in the industry. We are an innovative, responsive and flexible supplier of high quality products, and we take
great pride in being a different kind of polymer company.

Sun Chemical Corp.

ACS booth: 731
www.sunchemical.com
During ACS 2016, Sun Chemical will introduce resins and pigments
which will expand its waterborne offerings for coatings applications, including Benda-Lutz COMPAL WS, a new range of highly
concentrated, VOC-free aluminum preparations, and WATERSOL
WQS-364, a UV-curable waterborne polymer that will be the subject of a seminar called Water Reducible Coatings for Plastics.

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March 2016

American Coatings Show and Conference - Exhibitor Spotlight FEATURE

Troy Corp.

Vanderbilt Minerals LLC

ACS booth: 1442

www.troycorp.com
Watch for Troy at ACS 2016! Known as The Gold Standard for
Performance, Troy offers advanced solutions for paint & coatings
manufacturers, including Polyphase, Troysan, & Fungitrol dryfilm preservatives, Mergal & Nuosept wet-state preservatives,
multifunctional performance additives, and metal carboxylates.
Visit Troy at ACS Booth 1442, or go to www.troycorp.com
to learn why Troy is Your Partner for Success.

ACS booth: 567

www.vanderbiltminerals.com
2016 marks 100 years that Vanderbilt Minerals, LLC (formally
known as Vanderbilt Company, Inc.) has provided functional extenders and additives to paints and coatings. Extenders include VANSIL
wollastonite, DIXIE, MCNAMEE and BILT-PLATES kaolin,
and PYRAX and VEECOTE pyrophyllite. Additives include
DARVAN dispersants, VAN GEL and VEEGUM smectite clay,
ACTIV-8 drier accelerator & stabilizer and VANCIDE MZ98 fungicide. Our offerings provide unique value to meet the everchanging technical challenges for coatings formulators.

Trust Chem USA

Air Products / Versum Materials

ACS booth: 977

www.trustchemusa.com
Trust Chem USA will be exhibitng at the American Coatings
Show. Stop by booth 977 to learn about our complete organic
pigments offering for the paint and coatings industry.

ACS booth: 2240

www.airproducts.com/VersumMaterialsACS
While youre racing to see all that Indianapolis has to offer during
this years American Coatings Show (ACS), April 11-14, be sure stop
by Booth # 2240 to learn about Versum Materials (The future of
Air Products Materials Technologies business) broad range of high
performance surfactants, defoamers, pigment grind aids, dispersants,
as well as our epoxy curing agents and modifiers. Many factors need
to be considered when selecting additives for your formulationour
team is here to help choose the ones that can best fit your needs.
Count on our products to help you gain an advantage and solve your
toughest formulating, performance, and environmental challenges.

Unimin
ACS booth: 1871
www.brilliantadditions.com
Unimin Specialty Minerals, Inc. is a worldwide supplier of quality industrial minerals to the paint and coatings industry. We
offer the industrys largest selection of reinforcing silicate fillers
and extender pigments. A matrix of physical, chemical and functional properties, these mineral fillers are proven performers in
architectural paints, OEM and powder coatings, wood finishes,
and industrial and marine coatings. Discover for yourself the
possibilities of our product portfolio.
Key Products Include:
HIFILL Mineral Fillers
IMSIL Microcrystalline Silica
MINEX Functional Fillers and Extenders
SIBELITE Engineered Mineral Fillers
SNOBRITE Kaolin Extender Pigments

Ystral +Powder Technologies, Inc.

ACS booth: 2177
www.powdertechusa.com
Ystral, a global leader in processing equipment manufacturing,
along with Powder Technologies, Inc. (PTI), the exclusive distributor throughout North America of Ystral liquid and powder
processing systems, will showcase equipment and address specific
coatings application requirements to improve production and profitability. Ystral mixers, dispersers and combination mixer/disperser
bring innovative process solutions to induction, dispersion, wetting
and mixing of powders into liquids, with dust-free powder induction. Also manufactured in small pilot-scale equipment. CW

March 2016 www.coatingsworld.com

Coatings World | 119

Industry News

U.S. Zinc Expands Relationship

with Azelis Americas Canada

.S. Zinc has announced the expansion of its relationship with

Unipex Solutions Canada, an
Azelis Americas company (formerly
KODA Distribution Group). Effective
February 18, 2016, Azelis Americas will
represent U.S. Zinc for zinc oxide and
zinc dust across all of Canada.
For more than 65 years, our main priority has always been providing our customers with the highest quality products
and services, explains U.S. Zinc President,
Tracy Baugh. Azelis Americas is our distribution partner of choice in Canada. Their
experience in the market as well as knowledge of the local customer base is outstanding. This expanded relationship will allow
us to better serve clients both large and
small as we continue to work closely with
Azelis Americas into the future.
The announcement comes less than
two years after U.S. Zinc named Azelis
Americas as their preferred distributor in the United States servicing the
CASE (Coatings, Adhesives, Sealants and
Elastomers) market.
We are excited about this opportunity to represent U.S. Zinc in Canada,
adds Frank Bergonzi, CEO and President
of Azelis Americas. Our partnership with
U.S. Zinc has been a true success story in
the USA. We are very proud of our efforts
and excited to do the same in Canada. U.S.
Zincs high quality products, coupled with
our technical sales force, forms the perfect
partnership. Mr. Bergonzi concludes, we
are confident that combining the strength
of 70 years of local experience in Canada
in the rubber, plastic and the corrosion
coatings markets, with the premier global
leader in value added zinc products will create lasting value for our clients, and allow
us to continue to grow together.

Perstorp Signs
Memorandum of
Understanding at Make in
India
Perstorp

has

been

participating

in

the event Make in India. By signing an MoU with MIDC (Maharashtra

Industrial Development Corporation),
the company initiates the process of evaluating the opportunity to invest in a new
world scale production plant for Penta
in India. The related market for coatings
is growing fast in the country. Building a
world scale production plant would be
yet another important part of the ambitious plan to strengthen the position in
the Asian Market. In July 2015, Perstorp
acquired the Penta business from Koei
Chemical Company Ltd., a Japanese
chemicals producer.
The Penta business is a corner stone
for Perstorp and an integral part of the
strategy to drive growth in the Asia
Pacific region. It requires presence and
determination in order to succeed. An
investment in India would further build
upon and strengthen our number one
position in the global market. Todays
signing of an MoU demonstrates our
intention to take the desired steps in the
region. Perstorps President and CEO
Jan Secher says.
Perstorp has for a longer period
successfully been building its position
in Asia. The Make in India initiative gives Perstorp an arena to further
evaluate opportunities within this exciting region. Ultimately our intention
is to develop existing and new customer relationships to further support
their success and growth, says Ulrika
Andersson, Vice President Business
Unit Penta.
Pentaerythritol (Penta) is a white
crystalline polyhydric alcohol containing four primary hydroxyl groups.
Applications are building blocks in
alkyd resins for coatings, radiation
curing monomers, polyurethanes,
rosin esters, synthetic lubricants and
explosives. Perstorp is currently producing Penta in three different production plants in Germany, the US and
Sweden.

120 | Coatings World www.coatingsworld.com

Evonik to Expand Capacity

for VESTOSINT Polyamide
12 Powder in Marl
Evonik Industries plans to build a new
production line for special polyamide 12
powder (PA12) in Marl, Germany with
an investment volume in the mid doubledigit million euro range. The new plant,
which is scheduled to become operational
in late 2017, will increase the Groups existing annual capacity for polyamide 12
powders by 50 percent.
The planned investment in the new
polyamide 12 powder facility represents the next step in our growth strategy. Our intention is to solidify Evoniks
leading position as a provider of polyamide 12-based high performance polymers and utilize the growth potential
of new application areas, said Dr.
Ralph Sven Kaufmann, Chief Operating
Officer of Evonik.
The Resource Efficiency Segment of
Evonik is the market leader for polyamide 12 powders, which are sold under the
brand name VESTOSINT. The powders
are used, for example, to coat metals for
household appliances such as dishwasher
baskets, but also in automotive and medical technology production and as matting
and structural agents in coatings. Evonik
also anticipates significant increases in demand in tool-free productionespecially
in the 3D printing industry. We project
attractive market growth. The new production line in Marl will meet the growing demand for PA12 powder products
in the long term to support our customers growth, said Dr. Claus Rettig, the
Chairman of the Board of Management
of Evonik Resource Efficiency GmbH.
Due to their mechanical properties
and chemical resistance as well as the high
melting point of finished products, PA12
powders are particularly suitable for use
in powder-based 3D printing processes
such as selective laser sintering (SLS)
and high-speed sintering (HSS). Fiber
composite materials represent another
March 2016

Keyland Polymer Launches

Re-Designed Website
Keyland Polymer has announced the
launch of its redesigned website www.
keylandpolymer.com. The new site has
an updated clean and modern design
with live chat functionality to answer any
questions visitors may have in real time.
The site also features technical data,
profit and productivity comparisons, and
information about the UV-cured powder
coating process. There is also an updated
photo gallery containing images of wood,
plastic, metal and other products finished
with UV powder.

PolyOne Acquires Certain

TPE Assets from Kraton
Expanding on its global footprint and
expertise in thermoplastic elastomer
(TPE) innovation and design, PolyOne
Corporation has announced it has acquired certain technologies and assets
from Kraton Performance Polymers, Inc.
The two companies also entered into a
supply agreement, whereby Kraton will
provide PolyOne certain raw materials used in production for the acquired
business.
The end markets utilizing the acquired
technologies span new and fast growing
applications in adhesive and removable
protective films, as well as existing applications served by PolyOne, such as packaging, medical devices and personal care
products. The purchase price of $72 million represents a multiple of 9x EBITDA.
Since our highly successful TPE acquisition of GLS in 2008, weve continually invested in, globalized and grown in
TPE innovation and its broad value-added uses, said Robert M. Patterson, president and chief executive officer, PolyOne

Corporation. We are very pleased to

have made this investment for our customers and their product design, development and performance goals.
I view this transaction as a win
for both companies, and most importantly, for our respective shareholders
and customers, said Kevin M. Fogarty,
president and chief executive officer of
Kraton. It allows PolyOne and Kraton
to focus on our core competencies and
help our customers with new and unique
solutions that differentiate them in the
marketplace.
Patterson added, The integration will
be swift and seamless, as we leverage our
existing TPE know-how, global reach,
and commercial expertise to help our
customers in new and innovative ways.

Huber Acquires
Martinswerk Business From
Albemarle Corporation
J.M. Huber Corporation, through its
Huber Engineered Materials (HEM) division, announced that it has acquired
the Martinswerk business of Albemarle
Corporation. The Martinswerk portfolio
is now officially part of the Fire Retardant
Additives (FRA) business unit of HEM.
Hubers largest acquisition in over
10 years, the transaction includes
Martinswerks manufacturing facility in
Bergheim, Germany, more than 470 employees and the following product lines:

Martinal precipitated and ground
alumina trihydrate

Magnifin premium precipitated
magnesium hydroxide

A variety of specialty chemical
products
Martifin specialty hydrates for paper
Martoxid aluminum oxide primarily
for ceramics
Pergopak flatting agents and carrier
additives

Compalox granulated activated
alumina
This strategic acquisition is well
aligned with HEMs FRA business unit
both from a product and geographic
standpoint, explains Jerry Bertram,
Vice President and General Manager of
HEMs Fire Retardant Additive business.

March 2016 www.coatingsworld.com

Industry News

growth field. Polyamide 12 powders are

an ideal matrix for thermoplastic composites made of fiberglass, carbon fibers,
and aramid or steel fibers. Applications
can be found in the automotive and oil
drilling industry, the sports sector and in
orthopedics.
VESTOSINT is a modified PA12 powder that is manufactured at the Marl site
from a polyamide granulate, using a proprietary Evonik process.

It builds on our existing halogen-free fire retardant offerings

and expands the range of products we can provide to customers
around the world.
To ensure a smooth integration,
HEM is retaining the current management team at Martinswerk. The FRA
business unit will be structured in a regional model with a General Manager
operating out of Europe.
The Martinswerk acquisition builds
on Hubers 34 year history of supplying
fire retardants and smoke suppressants. It
marks the latest in a series of investments
in the FRA business by Huber, including
the acquisition of the Kemgard product
line from Sherwin-Williams in 2010 and
the purchase of the assets of the specialty
hydrates business from Almatis in 2012.
In 2015, Huber purchased the Safire nitrogen and phosphorous flame retardant
technology from Floridienne Group and
Catena Additives.
Says Bertram, Bringing together our
long-term experience in fire retardant
additives with the product lines from
Martinswerk broadens our portfolio of
environmentally-friendly fire retardant
additives for use across multiple applications, including carpet backing, fiber reinforced plastics, roofing, silicone
rubber and wire and cable. He adds,
This addition truly makes FRA a global
business.

BASF Launches Polymer

Dispersions for Coatings
BASF launched two new polymer dispersion products in the Indian market at the
PAINTINDIA 2016 in Mumbai. The two
products Acronal 7079 and AQAcell
HIDE 6299 are designed for paint and
coatings to help keep building exteriors
clean and durable and improve carbon
footprints through reduction of titanium
dioxide (TiO2).
As a leading supplier along the
paints and coatings value chain, experts
at BASFs research and development
center in Shanghai, together with our
teams all over the world, are committed to innovation in paint and coating
solutions that fits the challenging environment in Asia Pacific. BASFs low
Coatings World | 121

Industry News

volatile organic compounds,

low odor and high durable solutions not only help protect
health and provide protection and resistance against weathering
elements, but also meet the increasingly more stringent environmental
standards, said Jeff Knight, senior vice
president, Dispersions and Resins Asia
Pacific, BASF.
For the first time, the full acrylic
polymer dispersions Acronal 7079 was
introduced in India. Featuring BASFs
state-of-the-art technology with 3-dimensional cross-linking structure, it
helps prevent formation of cracks and
create a good water barrier property and
water vapor permeability. With the use
of the latest technology, Acronal 7079 is
ideal for clean and durable elastomeric
wall coating. The systematic ultraviolet
cross-link and good thickener response
make it excellent in weathering and dirt
pickup resistance.
The organic opacifying polymer,
AQAcell HIDE 6299 was also launched
during the show. It is designed to provide
opacity and whiteness to paints in architectural coatings by extending and/or
improving the efficiency of TiO2. It helps
reduce the amount of TiO2 in the formulation without sacrificing performance.
With its low odor, it can be used in both
exterior and interior paints.

Kraton Polymers Completes

Acquisition of Arizona
Chemical
Kraton Polymers LLC has completed
the previously announced purchase of
all of the outstanding shares of capital
stock of Arizona Chemical Holdings
Corporation. Arizona is one of the largest global providers of pine-based specialty chemicals.
The $1,370 million cash purchase
price for the acquisition, which is subject to adjustment for cash, indebtedness, working capital, and other items,
as well as the previously announced cash
tender offer and redemption of all of the
Companys outstanding 6.75% Senior
Notes due 2019 and related acquisition
and financing expenses were funded
through the following transactions:

A private offering of $440 million in

aggregate principal amount of 10.500%
Senior Notes, which were issued at a
price of 96.225% and mature on April
15, 2023,
A $1,350 million six year senior secured first lien term loan facility, which
was issued at a price of 97 percent and
will bear interest at LIBOR plus 500 basis
points, subject to a LIBOR floor of 100
basis points,
A new $250 million five-year assetbased revolving credit facility, $37 million of which was drawn at closing,
which replaced the Companys former
senior secured credit facilities.

Elcometer Consolidates
European Manufacturing
Operations
Elcometer has made the strategic decision to consolidate the Groups European
manufacturing and CNC machining operations at a single location.
Over the next four months, Elcometers
Belgium manufacturing operations, located in Hermalle-sous-Argenteau, will
be transferred to their new purpose built
1,600 m2 (17,200 ft2) state of the art
UK CNC Machining Centre facility in
Manchester, opened in April 2014 maximizing productivity and simplifying the
control and management of Elcometers
coating inspection and physical test
equipment business.
In recent years, the Group has made
considerable investment in new equipment including vertical and horizontal
milling machines, sliding head lathes,
planar and cylindrical grinding machines
and robotic loading and unloading facilities. This pattern of investment will
continue with several new equipment
additions already earmarked for the
coming year.
This increased capacity and capability
will result in direct benefits for customers in terms of even greater product availability and quality.
Commercial operations (sales, service
and repair) are not affected and Belgium
customers can continue to contact
Elcometer SA by phone, +32 (0)4 379 96
10; email; be_info@elcometer.com or via
www.elcometer.be.

122 | Coatings World www.coatingsworld.com

Wacker Expands Production

Capacity for High-Quality
Silicone Fluids at Its
Burghausen Site
Munich-based WACKER Group has expanded its production capacity for functional silicone fluids at its Burghausen
site. With the new expansion stage,
which came on stream in early January,
WACKER is meeting the rising global
demand for specialty fluids and silicone
emulsions in the coatings, paper, textile,
cosmetics and personal care industries.
Functional silicone fluids serve as important precursors here. Investments in the
expansion amount to around 26 million.
The expansion measure is of particular
importance for WACKER SILICONES.
At the performance silicones plant in
Burghausen, the precursor siloxane and
other raw materials are used to make
highly specialized functional silicone fluids. They are important starting materials
for antifoam, impregnating and release
agents and for additives for the construction, coatings, paper, cosmetics and personal care industries.
The expansion is increasing the plants
total production capacity by around 70
percent. The completion of our polysilicon production site in Tennessee has
essentially concluded our investment
in full-scale plants for the manufacture
of precursors. We are now focusing on
plants for intermediates, sales products
and specialty products, said WACKER
President and CEO Dr. Rudolf Staudigl at
the commissioning ceremony. According
to him, the performance silicones plant is
a good example of this. Thanks to the
expansion, we have sufficient production
capacity in Burghausen to meet the rising
global demand for versatile silicone fluids
and emulsions.
As part of the capacity expansion,
production processes were optimized
further. Silicone fluids can now be produced even more efficiently with even
higher purity. This plant is a key facility for us. The most important intermediates for our product portfolio are
manufactured here, said Dr. Christoph
Kowitz, head of the Performance
Silicones business unit. The majority of
the plants products are processed into
March 2016

Elevance Partner
Collaborations Advance
Second-Generation
Biorefinery Technology
In collaboration with several partners, including the special contribution of Versalis
under a strategic partnership started in
early 2014, Elevance Renewable Sciences,
Inc. a high-growth company that creates novel specialty chemicals from natural oils has successfully completed
scale-up of a second-generation biorefinery technology of the companys olefin
metathesis technology, utilizing ethylene
and natural oil feedstocks.
The ethenolysis process advancement
represents an important milestone for the
development of a second-generation metathesis technology the first of its kind
enabling an enhanced product portfolio from natural oils metathesis.
Catalysts produced by XiMo AG
were used at Soneas manufacturing facility in Budapest, Hungary. The run represented a scale up of 40,000 times what
had been previously demonstrated in the
laboratory and the largest ever usage of
Schrock (Molybdenum/Tungsten) catalysts for metathesis with ethylene and a
renewable oil.
This significant accomplishment advances the interests of several of our partners and demonstrates the advantages of
working together, said Mel Luetkens,
COO at Elevance. Elevance is pleased
to be at the center of this collaboration
and to be advancing these important developments for our partners and us. It is
another validation of Elevances technology and the value that we bring to our
partner relationships.
XiMo AG, a company focused on the
development and application of proprietary metathesis catalysts, and Elevance
began working together in January 2011,
carrying out successful demonstrations

that make the Molybdenum- and

Tungsten- catalyzed metathesis of natural oil esters commercially competitive.
Soneas, formerly known as Ubichem
Pharma Manufacturing, is a professional
chemical service provider with pilot and
commercial scale manufacturing facilities.
The advancement was partially funded
by and supports a wider strategic partnership between Versalis, the chemical subsidiary of Eni, and Elevance that includes
the joint development of Elevances ethenolysis technology. This takes advantage
of Versalis extensive skills in catalysis
process development and engineering
design and Elevances proprietary knowhow regarding metathesis and associated
engineering with the use of vegetable oils
in producing specialty chemicals for premium applications. Meanwhile, Versalis
and Elevance have also been collaborating for the implementation at the Versalis
Porto Marghera site of a biorefinery based
on Elevance proprietary technology of
natural oils metathesis with 1-butene.
We strongly believe in the potential
of metathesis technology since it is a mild
reaction that does not destroy the molecular complexity of vegetable feedstocks,
the highest value of them, said Sergio
Lombardini, Director of Research &
Innovation Technology at Versalis. This
is why even in the engineering phase for a
butene-1 metathesis plant, we are looking
at ethylene as an alternative co-feedstock
aiming to target an even higher value of
products portfolio.

Evoniks Polyamide 12
Wins European Plastics
Innovation Award
The Resource Efficiency Segment of the
Essen-based Evonik Group received the
European Plastics Innovation Award in
the Material Innovation category for its
use of polyamide 12 (PA 12) VESTAMID
NRG in high-pressure gas pipelines.
European Plastics Converters (EuPC),
the Association of Plastics Manufacturers
in Europe, and the Society of Plastics
Engineers (SPE) had organized the joint
award for the first time in eight different categories. It recognizes companies
that have attracted public attention with
particularly innovative developments in

March 2016 www.coatingsworld.com

Industry News

high-quality specialty fluids or emulsions

in Burghausen or at other sites. The
added value that we can achieve here is
tremendous, emphasized Kowitz. By
expanding our production plant for
functional high-performance fluids, we
are laying another cornerstone for the
sustainable growth of our business.

plastics technology.
VESTAMID NRG offers an
outstanding property profile
for high-pressure pipelines and
enables gas utilities to effectively build
up their subterranean pipeline networks
without any concern about losses in
throughput performance. A number of
installations, including in the U.S., Brazil,
Mexico and Indonesia, have demonstrated that pipes made of PA 12 allow for significant savings in labor and installation
cost compared to steel.
In its rationale for the award, the jury,
made up of representatives from universities, politics, NGOs and the media,
highlighted Evoniks decade-long intensive research that resulted in gas pipe
materials for the high-pressure segment
up to 18 bar and their installation, along
with the companys efforts to support
the requisite approvals. The most recent
step in the safety-relevant authorization
of the material is its inclusion in the test
specification by the German Association
of Gas and Water (DVGW) of December
2015, entitled Plastic piping systems in
gas and water distribution; GW335-A6:
Pipes made of PA-U 160 and PA-U 180
and associated fittings and joints.
This test specification will pave the
way for installations in Germany, says
Markus Hartmann, Head of the Oil &
Gas segment, who oversees the Evonik
business with VESTAMID NRG. Our
experiences with installations involving
our coordinated system of straight and
rolled-up pipes from 32 to 160 mm made
of VESTAMID NRG and the associated
fittings have been very good so far.
The flexible selection of lengthespecially over extended installation sectionssaves time and cost because fewer
welding seams are required. Installers can
use the same equipment as for PE pipes.
In addition, no anti-corrosive treatment is
required and the material enables trenchless installation, which also lowers cost.
VESTAMID has been used by renowned manufacturers for over 50 years.
While the first applications included automotive duct systems, the continuous
advancement of the material eventually
led to its use in large-volume pipes for oil
and gas production and distribution.CW
Coatings World | 123

People

BASF Names New Head of Auto Refinish

Coatings Solutions Europe Business Unit

atja Scharpwinkel took over

the position as head of the
Automotive Refinish Coatings
Solutions Europe business unit at
BASFs Coatings division in Mnster.
She succeeds Harald Pflanzl, who was
appointed head of the BASF Groups
Central Europe unit in Vienna effective the same date. Scharpwinkel has
held various positions throughout her
career, primarily in marketing and sales
at Ciba and Cognis. After BASFs acquisition of Cognis, she was first appointed head of sales in the Formulation
Technologies unit. Starting in February
2012, she managed the business of
BASFs European distributor of specialty chemicals, BTC Europe.

U.S. Zinc Creates New

Position
U..S. Zinc has announced it has created a
new position focused on overseeing key
distribution relationships. Paul Myers, a
37-year rubber and chemicals industry
veteran, has accepted the role of distribution manager, effective immediately.
Myers will manage U.S. Zincs distribution alliances with HB Chemical and
Azelis (formally KODA), as well as U.S.
Zincs specialty distributors. The shift
will allow U.S. Zinc to serve the rubber and CASE (coatings, adhesives, sealants and elastomers) markets nationally
through one streamlined process.
Myers previously served as the U.S
Zinc sales lead for the mid-west United
States. Since joining the company in
February 2013, he has been responsible for zinc oxide sales to the rubber,
plastics, coatings, adhesive and agriculture industries.

HORN Hires Yvette Altuna

as Senior Credit Manager
HORN has introduced Yvette Altuna
as senior credit manager to oversee the
companys credit department. Altuna
joins HORN with 18 years of experience

managing credit departments in the

chemical distribution industry.
Altuna is a 17-year member of Credit
Management Association and previously
served as vice president at a local chapter
in Southern California. She was hired as
the successor to Guy Nishida, who retired as HORNs senior credit manager in
December 2015.

Sartomer Strengthens R&D

by Promoting Dr. Jeffrey
Klang
To help its customers
address todays technology challenges, Sartomer
Americas, a business
unit of Arkema Inc., has
named Dr. Jeffrey Klang
director of research and
development. In his new role, Klang
will lead R&D programs to support
development and growth of high-value
applications and technologies within
Sartomers key end-use markets, including coatings, graphic arts, adhesives,
sealants, elastomers, electronics and
3D printing. He will also ensure that
Sartomers R&D efforts continue to
align with current customer, market and
regulatory needs.
Klangs extensive experience in R&D
and product management includes three
previous roles with Sartomer, including manager of coatings platform R&D,
manager of product and process development, and group leader of monomer
development. Prior to Sartomer he held a
variety of R&D roles at ARCO Chemical.

Nordson Promotes Ken

Forden to General Manager
for Extrusion and Coating
Dies
Nordson Corporation has promoted Ken
Forden to be general manager of the extrusion and coating die business within
the companys polymer processing product line.

124 | Coatings World www.coatingsworld.com

Forden will have worldwide responsibility for

the EDI, Verbruggen, and
Premier product brands.
Andrei Stapinoiu, previously the global director
of this business, has been
promoted to the position of managing director, Europe/Middle East/Africa, for the
Nordson EFD division.

Altex Coatings Ltd.

Announces New Executive
Appointment
Altex Coatings has announced the appointment of Wynand Kruger to its
newly created Technical Manager position. According to Managing Director
Mike OSullivan, the appointment will
further streamline and improve the
high-end technical services upon which
Altex Coatings has built its class-leading reputation.
Wynand will lead the Altex technical team, while also bringing focus
and coordination to Altex Coatings
technical services and R&D functions.
Through this new position, the company aims to achieve enhanced levels
of technical support to meet growing
customer demand.
Drawing from its over 60 years of experience, Altex Coatings has several new
ventures in the pipeline to compliment
their traditional industrial and marine
coatings business. Wynand and his technical team will drive these programs, providing key sales team support across all
business segments.
Wynand has 25 years of overseas experience in environmental engineering,
project management and process engineering within the petrol chemical industry, and holds a chemical engineering
degree and a B.Com in Marketing and
Economics. He brings a wealth of personal experience and knowledge to this
new position and to the New Zealand
Protective Coatings industry. CW
March 2016

shland Performance Materials

has introduced Maxguard MRR
Ultra Jet Black gelcoat which allows boat manufacturers to produce vessels with the deep black color and crisp,
mirror like finish that boat buyer wants.
It wasnt long ago that the full
palette of boat finish colors consisted
only of white or off white, said Ryan
Wilkins, Ashland marine gelcoat product manager North America. Todays
buyers are sophisticated, they want
choices. Maxguard MRR Ultra Jet Black
gelcoat enables marine manufacturers
to meet that demand so they can remain
competitive in the market.
Maxguard MRR Ultra Jet Black gelcoat provides a deep, rich black with
depth and body, and glassy smooth finish. Maxguard MRR Ultra Black gelcoat
is easy for manufacturers to apply and
has high performing properties such as
improved weathering, flexibility, scratch
resistance and repair ability
Maxguard MRR Ultra Jet Black specialty marine gelcoat joins the comprehensive portfolio of marine products
offered by Ashland.

Elcometer Announces
New Soluble Salt Profiler
Measuring soluble salts is now more accurate, easier and faster than ever before
thanks to the new Elcometer 130 SSP
Soluble Salt Profiler, the company stated.
The Elcometer 130 SSP is a portable,
hand-held gauge which accurately and reliably measures 4 Bresle equivalent readings in less than 3 minutes more than 4
times faster than Bresle test methods.
Key features include:

Bresle (ISO 8502-9) equivalent
readings
Four times faster than Bresle Patches
Displays the peak salt concentration
not just the average reading

Pass/fail maps and 2D & 3D salt
density profiles provide visual

indication of salt contamination

Store up to 3,500 sets of readings or
transfer data via Bluetooth or USB
to ElcoMaster for PC or mobile devices or your own inspection app for
instant report generation
Rugged and reliable, ideal for use in
the field or the laboratory
Side by side testing under laboratory
conditions in accordance with ISO 85029, shows that the Elcometer 130 SSP
Soluble Salt Profiler is equivalent to the
Bresle Patch Method.

Air Products Introduces

Surfynol 107L Surfactant
& ZetaSperse 3800
Dispersant for Coatings
Air Products Materials Technologies segment has introduced the latest addition
to its iportfolio of molecular defoamers
and dynamic wetting agents Surfynol
107L, and polymeric dispersant
ZetaSperse 3800.
Surfynol 107L surfactant is a liquid,
nonionic wetting agent and molecular
defoamer based on a proprietary highperformance Gemini chemistry. Surfynol
107L surfactant contains no added alkylphenol ethoxylates (APEs), silicones, or
fluorosurfactants, and is suitable for lowand zero-VOC formulations.
This unique chemistry offers a range
of surface active performance benefits, is
nonfoaming, and will disrupt the foam
stabilization properties of other formulation components, providing defect-free
defoaming and deaerating benefits.
ZetaSperse 3800 dispersant is a clear
liquid broad-utility dispersant applicable
across all pigment and particle types in
resin-free and resin-minimal systems.
ZetaSperse 3800 dispersant is a solvent
free 40 percent active in water solution, making it suitable for zero-VOC
formulations.
This high performance dispersant is
designed for ease of use, which is an ideal

March 2016 www.coatingsworld.com

Suppliers Corner

Ashland Introduces Maxguard MRR Ultra Jet

Black Gelcoat for Marine Applications

choice as a single workhorse dispersant

for multiple dispersions. It is also good
for new formulation development and
problematic formulations troubleshooting. ZetaSperse 3800 dispersant is suitable for the stabilization and dispersion
of a wide range of solids, pigments and
fillers in aqueous applications, including
colorants and pigment concentrations,
coatings and paints, inks and graphic
arts, and industrial processes.

Thermo Fisher Scientific

Releases Portable HighPerformance Rheometer
QA/QC laboratories that analyze rheological properties of fluids at high pressures can now increase efficiency and
reduce user error with an intelligent rheometer that adapts to specific measurement routines and conditions, according
to Thermo Fisher Scientific.
Designed for measurements under
pressure of up to 600 bar, the new
portable Thermo Scientific HAAKE
Viscotester iQ rheometer is used for
determining the rheological behavior
of crude oil and drilling and fracturing
fluids. Featuring a cylindrical temperature control unit and pressure cell to accommodate highpressure applications,
the instrument can be easily disassembled and packed into a transport case,
shipped, unpacked and reassembled
within minutes, without requiring any
adjustments before running tests.
The HAAKE Viscotester iQ is an
intuitive, robust portable rheometer,
said Birgit Schroeder, product line director, material characterization laboratory
instruments, Thermo Fisher Scientific.
The instrument features many of the
same accessories found on our high-end
rheometers, allowing our customers to
perform comprehensive rheological tests
in the field.
The HAAKE Viscotester iQ rheometer
features a modular design, allowing users to quickly exchange accessories and
Coatings World | 125

Suppliers Corner

customize the instrument to suit

their needs. Thermo Scientific
HAAKE RheoWin software
automatically recognizes the
pressure cell model to minimize errors
and measures procedures including data
evaluation, and quality control criteria.
In addition, the instrument offers a range
of options designed to increase versatility
and ease of operation:

Liquid temperature module: designed for precise, uniform temperature control

Powerful, electrical temperature
module: for temperatures up to 300
C

Additional titanium pressure cell
models: for standard applications
up to 600 bar
Hastelloy pressure cells: for tests on
chemically aggressive samples up to
175 bar

Broad rotor portfolio: for testing
low viscosities up to inhomogeneous
samples containing larger particles
Controlled rate or controlled stress
mode: for enhanced measuring
flexibility from single-point measurement up to a comprehensive
rheological measurement
Optional oscillation mode: to determine viscoelastic properties

Union Process Builds

SD100 Attritor Suitable for
Extremely Dense Material
Union Process, known globally as a
manufacturer of particle size reduction
and dispersing equipment, as well as a
supplier of grinding media and material characterization services for a broad
range of research and industrial applications, has custom built an SD100
Attritor for a customer processing a very
dense material.
Because the customer is discharging
the material into two different 55-gallon drums, Union Process was required
to build a heavy-duty riser upon which
the SD100 sits. The mill features a dual
discharge (front and back) so the material
can be discharged into both drums. The
dual discharge configuration allows the
product to exit more quickly, increasing
turnaround time for each batch.

ABB Present Modular

Skidded Resin Production
Unit
Cellier Activity of ABB France has
presented its solution of skidded resin
production unit consisting of interconnected modules which are pre-assembled and fully tested before shipment. It
has been designed for an easy transport
in containers, a short installation and
start-up time. The unit is complete and
includes a 12 m3 reactor, raw materials blending tanks, powder and liquids
handling and dosing systems, distillation column and condenser, heating and
cooling systems diluting tanks, pumps,
instrumentation, etc.
A dedicated control system allows the
real time monitoring of the production
and a fine regulation of reaction phases
so as to optimize the batch cycle time and
comply with accuracy and repeatability
required for quality resin. This new solution for the production of resins combines an optimized investment cost and
quick payback.

TQC Announces Availability

of ViscoThinner
TQC, Dutch developer and manufacturer
of paint test equipment, has just finished
the production of the first series of the
ViscoThinner. A benchtop instrument
that measures material viscosity during
the addition of solvents.
The TQC ViscoThinner offers a two
instrument in one option for material
testing. It offers easy continuous monitoring of the material viscosity during
the addition of solvents and thinners to
create supply or RFU viscosity. However
uniquely the instrument also allows definitive viscosity analysis at times pre-selected by the user, providing excellent data
relating to shear performance, perfect for
laboratory and factory applications.
The
flexibility
of
the
TQC
ViscoThinner allows the user the ultimate
control during the viscosity reduction
process whilst also providing very useful
stability analysis. It is therefore perfectly
suitable for use in both production and
laboratory environments.
The TQC ViscoThinner comes without spindles, but in total three spindles

126 | Coatings World www.coatingsworld.com

are available: one plate and two ball

spindles. With these spindles three measuring ranges are covered. The plate
spindle is used to determine viscosity
of fluids of 0-22 poise. The large ball
spindle can be used for measurements
between 0-75 poise, whereas the small
ball spindle is made for measurements
between 0-350 poise.
Conforming to ISO 2884 and BS 3900
A7 besides the spindles a range of verification oil kits are available.
The supplied tin container is filled
with sample fluid and positioned on a
magnetic ring mounted on top the base.
The spindle is submersed in the sample
fluid by lowering the handle. When the
handle has reached the lowest point, the
spindle starts rotating with a set constant
speed. The displays shows the actual measured viscosity in poise.
The reading of free flowing fluids
will quickly be steady. More structured materials will need more time
because the spindle applies shear that
influences the reading. Thats why the
TQC ViscoThinner offers several reading presets. The manual reading starts
when the handle is at its lowest point.
The continuous reading gives continuous measurement results. The max hold
function shows the maximum reading,
whereas the time-to-reading function
offers the opportunity to automatically
take readings with a set time interval.
An automatic display hold function is
available to freeze the reading so it can
be noted more easily.
After taking the reading(s) the handle can be lifted to a level where the
spindle is just below the rim of the
sample container. This level offers the
operator the opportunity to spin off
the sample material. When the handle
is raised to its maximum extent the
spindle automatically switches off. The
quick release chuck allows for quick
spindle exchange and eases cleaning the
instrument and spindles.
The TQC ViscoThinner is microprocessor controlled which ensures a
higher accuracy and repeatability. The
accuracy is enhanced by the automatic
multipoint calibration, for which no
dongle is required. CW
March 2016

Meetings

American Coatings Show is in

Indianapolis April 11-14
March 6 - 10, 2016
Corrosion 2016
Location: Vancouver, BC, Canada
Venue: Vancouver Convention Center
Website: nacecorrosion.org

March 7 - 10, 2016

2016 EPCEd Workshop: Scale-up and
Commercial Production of Emulsion
Polymers

April 11 - 14, 2016

ACA American Coatings Show and
Conference
Location: Indianapolis, IN
Contact: Cheryl Matthews, Vice
President, Events and Professional
Development
Website: american-coatings-show.com
Email: cmatthews@paint.org

Location: Phoenix, AZ
Website: www.epced.com

April 11 - 14, 2016

PCI Powder Coating 2016 Technical
Conference

March 13 - 17, 2016

251st American Chemical Society
National Meeting & Exposition

Location: Atlanta, GA
Contact: Kelly LeCount
Phone: 859-525-9988

Location: San Diego, CA

Website: www.acs.org

March 14 - 16, 2016

Middle East Coatings Show 2016
Dubai

March 17, 2016

Metropolitan New York Coatings
Association Waterborne Forum
Location: Lyndhurst, NJ
Venue: Redds Restaurant & Bar
Contact: Fern Dickey
Phone: 201-835-8653
Email: fern.dickey@mnyca.org

March 22 - 23, 2016

Turkcoat International Congress
Location: Gorrion Hotel Istanbul
Website: turkcoat-paintistanbul.com

March 24 - 26, 2016

Paintistanbul
Location: Istanbul Expo Center, Turkey
Website: turkcoat-paintistanbul.com

Location: Chicago, IL, USA

Contact: RadTech
Phone: 240-497-1242
Website: www.radtech.org

May 17 - 19, 2016

Coatings & Corrosion Asia 2016
Location: Kuala Lumpur, Malaysia
Venue: Putra World Trade Center

May 18 - 20, 2016

INACOATING 2016
Location: Jakarta, Indonesia
Venue: JIExpo Kemayoran Jakarta
Website: www.inacoating-exhibition.net

April 18 - 20, 2016

2016 EPCEd Workshop: Hybrid Latex
Systems
Location: Alexandria, VA
Website: www.epced.com

Location: Dubai, UAE

Venue: Dubai International Conventiona
and Exhibition Center
Contact: DMG Events
Phone: +44 (0) 1737 855107
Website: www.coatings-group.com
Email: kezchen@dmgeventsme.com

May 16 - 18, 2016

RadTech 2016

May 24 - 25, 2016

SURFEX 2016
Location: Birmingham, UK
Venue: National Exhibition Centre
Website: www.surfex.co.uk CW

Classifieds

Products & Services

DUAL SHAFT
MIXERS
New 50, 100 & 200 gal.
mixers in stock!

Scan to learn more.

Try our mobile app:
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March 2016 www.coatingsworld.com

Coatings World | 127

Classifieds

Blades

Products & Services

AIK Advisor

MANAGEMENT-SALES-MARKETING
www.aikadvisor.com
Addressing the consulting needs of
companies involved in the graphic arts,
industrial paint & coatings industries,
printing inks, aesthetic & functional
coatings, substrates, printing,
packaging and raw material suppliers
in support of those applications.
CONTACT:

Alan Kalmikoff
alan@aikadvisor.com
TWITTER@aikadvisor
847-612-5166

PIGMENTS Since1931
PIGMENTS Since1931

Iron oxide pigments

Chrome pigments

Anti corrosion pigments

Cu Phthalocyanine

Peal Luster pigments

Equipment for Sale

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Tel:+86 21 59508509
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80 | Coatings World

CLASSIFIEDS CWM1015.indd 2

Products & Services

Classifieds
YIPIN PIGMENTS,INC.(USA)
9843 6th Suite 105, Rancho Cucamonga
www.coatingsworld.com
CA 91730
USA
Tel :+1 909 243-7394
Fax:+1 909 243-7397

www.yipin.com
Wanted

Want to buy a small existing Powder Coating resin-plant in U.S. Mid (South or West).
PRINCIPLE inquiries to Adam Schumann
(415) 410-9382. adam@iglobalmaterials.com
Also interested in acquiring P.C. Resin and
P.C. Mfg. Equipment.
128 | Coatings World www.coatingsworld.com

March 2016

Advertising Index

Company Name

Page

Phone

Website

ACT Test Panel Technologies

26
517-439-1485
www.acttestpanels.com
Alex Color Company
55
888-ALEX COLOR
www.alexcolor.com
Alnor Oil Company, Inc.
34
516-561-6146
www.alnoroil.com
Angus Chemical Company
7
angus.com
Ashland
14-15 800-345-0447
ashland.com/coatings
Atlas Material Testing Solutions
49
www.atlas-mts.com
BASF
3 www.basf.us/acs2016
Birla Carbon
37
www.birlacarbon.com
Blairgowrie Associates, LLC
40
602-539-2683
www.blairgowrieassociates.com
Brookfield
45
800-628-8139 www.cancoatingviscosity.com
Buhler
41 512-466-8005 www.buhlergroup.com
BYK USA Inc.
97
203-265-2086
www.byk.com
Cabot
17
cabotcorp.com
Chemark Consulting
42
910-692-2492
www.chemarkconsulting.net
Chromaflo Technologies
20
chromaflo.com
Clariant
25
www.clariant.com
Coatex
23
www.coatex.com
Conn & Company
75
814-723-7980
www.connblade.com
Daikin
21 www.daikin-america.com
DeFelsko Corporation
22
315-393-4450
www.defelsko.com
Dura Co., Ltd.
34
www.durabeads.com
Elementis Specialties
Cover 3
609-443-2000
www.elementis.com
Emerald Performance Materials
87
800-477-1022
www.emeraldmaterials.com
Engineered Mills, Inc.
39
847-548-0044
www.EMImills.com
Engineered Polymer Solutions (EPS)
57
800-654-4242
www.eps-materials.com
Ethox Chemicals, LLC
71
www.esperse.com
Evonik Industries AG
11
www.evonik.com
Fineton
28 85224021782
www.fineton.com
Gelest
77
www.gelest.com
Grant Industries, Inc.
19
201-791-6700
www.grantinc.com
Hoffmann Mineral GmgH
Cover 4
+49 (0) 84 31-53-0
www.hoffmann-mineral.com
Keim Additec Surface
47
www.keim-additec.de
Little Joe Industries
44
908-359-5213
www.littlejoe.com
Lonza Inc.
79
678 624 5800
www.lonza.com
McDaniel and Associates, PC
85
512-472-8282
www.technologylitigators.com
Micro Powders Inc.
13
914-793-4058
www.micropowders.com
Munzing
91 973-279-1306
www.munzing.com
NETZSCH Premier Technologies, LLC
18
484-879-2020
www.netzsch.com/gd
Orion Engineered Carbons LLC
73
832-445-3300
www.orioncarbons.com
Palmer Holland
30-31
800-635-4822
palmerholland.com
PAN Technology
35
201-438-7878
www.pantechnology.com
Paul N. Gardner Company, Incorporated 42
800-762-2478
www.gardco.com
R.E. Carroll, Inc.
24
800-257-9365
www.recarroll.com
Reichhold, Inc.
27
800-431-1920
www.Reichhold.com
Shamrock Technologies Inc.
Cover 2
973-242-2999
www.shamrocktechnologies.com
Shepherd
16, 85
www.shepherdcolor.com
Siltech Corporation
43
416-424-4567
www.siltechcorp.com
Sinostar Intl Ltd.
109
852-2865-0062
www.chinacoat.net
Solvay
53 609-860-4000
www.solvay.com
Specialty Polymers, Inc.
105
800-770-7523
www.specpoly.com
Sun Chemical
9
800-543-2323
www.sunchemical.com
Sunin Machine Co., Ltd.
38
886-2-22407863-4
www.sunin-machine.com
Troy Corporation
29
973-443-4200
www.troycorp.com
Trust Chem USA
61
401-398-7301
www.trustchemusa.com
VCF Fims, Inc
81
www.vcffilms.com
Unimin
80 www.brilliantadditions.com
United Color Manufacturing, Inc.
69
800-852-5942
unitedcolor.com
Univar
33 855-888-8648
www.univar.com
Versum Materials/
Bellyband, 5
800-345-3148
www.airproducts.com
Air Products Materials Technologies
March 2016 www.coatingsworld.com

Coatings World | 129

Final Coat

Axalta Hosts 5th Annual Winter Panel Jam

xalta Coating Systems recently set up shop in Long Beach, California at Universal Technical
Institute (UTI) for its 5th Annual Winter Panel Jam. More than 30 notable automotive artists and pinstripers amazed UTI students and others with their creativity and original artwork. Participating artists competed to have their artwork named best-in-show by the students.
The creator of the winning piece, Alberto Herrera from Visalia, California, was awarded a We
Paint Winners Radiant Red Commemorative SATAjet 5000 B spray gun.
The Winter Panel Jam attracted artists who specialize in custom pattern work, airbrushed mu- More than 30 automotive artists and
rals, gold leaf and pinstriping-techniques that are often passed down from one generation to the pinstripers showcased their creativity
next or learned from each other. The artists used Axaltas Cromax basecoats and clearcoats, and and original artwork created with
Hot Hues candy dyes and pinstripe colors to create custom art on hoods, miniature car bodies, Axaltas Cromax basecoats and
pedal cars and more.
clearcoats and Hot Hues candy dyes
Events like this one bring together groups of talented artists to collaborate, learn from and and pinstripe colors.
teach each other and ultimately create some fantastic art that Axalta will display at custom car
shows across the country throughout the year, said Harry Christman, Axalta Cromax brand manager. Were happy to give students from around the state of California an opportunity to connect with the industrys best. Today,
we have artists here from as far away as New York and Japan. We work with UTI to celebrate our growing relationship, help promote the schools capabilities and to expose their students to this very unique aspect of automotive paint.

Alberto Hererras illustrative minihood was voted Best in Show.

130 | Coatings World www.coatingsworld.com

March 2016

FOR CARS WE MAKE SURE

HOFFMANN MINERAL GmbH P.O. Box 14 60 86619 Neuburg (Donau) Germany Phone +49 8431 53-0 Fax +49 8431 53-330 www.hoffmann-mineral.com or info@hoffmann-mineral.com

THAT NOT ONLY

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