In 2006, leading paint manufacturer Benjamin Moore shook up its processes to entirely re-imagine the science behind its signature paints: new colour machines, formulas and much more. The result was well worth the effort — and the wait. By forgoing the generic colourants formulated to work with any pigmented coating, the company was able to create their own unique solution: Called Gennex Color Technology, the exclusive formula allows for increased durability and — more importantly — even longer-lasting colour whether used inside or out. 

Developed in Benjamin Moore’s eight laboratories inside their 80,000-square-foot facility, this proprietary and patented technology ensures their products are the best possible in terms of performance, sustainability and aesthetics.

Whether it was leading the way with the industry’s first Computer Colour Matching System in 1982 to the inaugural pearl interior finish and now this pioneering tinting system, the trusted name in architectural coatings has maintained its fingers firmly on the pulse of consumer need and product excellence.

15 years on, the game-changing formula is still as innovative as ever. Thanks to Gennex Color Technolgy, the bold hues of your favourite paint chip can last for years and years. Where other manufacturer’s coatings tend to wear over time, particularly in darker shades, Gennex delivers consistent durability in any color. From a bright red entrance door and a deep blue feature wall to a pop of electric green in a kid’s bedroom, these paints are engineered to maintain their vivid tones. 

But, that’s not all. While the science behind Gennex colorants  helps improve longevity to an impressive extent, the colorants are also absent of volatile organic compounds (VOC) that can slowly be released from interior coatings.

With the pioneering solution, Benjamin Moore’s existing zero-VOC paints stay that way. Unlike other generic and all-purpose colourants that introduce such harmful compounds during the tinting process, Gennex does not add additional VOCs into the base paint. This means that the over 3,500 shades offered all meet the manufacture’s most stringent standards for environmental responsibility. 

By mixing together propriety paint and colourants, Benjamin Moore’s shades are impossible to replicate, adding a distinct exclusivity to their high-performance, extremely durable and strikingly fade-resistant blend. In the end, it’s truly one-of-a-kind colour. 

This content was published by Azure on behalf of Benjamin Moore.