You have to experience it yourself. You will be amazed.
By Jason Shaw, President, Breslow Home Design Center, Livingston and Chester, New Jersey (NJ)
In over 30 years experience selling paint, I have never seen paint as good as Aura. It is simply so much better than anything else. A few years ago we were told that Benjamin Moore was developing its next generation of paint. Early on I even had the chance to participate in a focus group to share my industry experience with the Aura development team. Since first hearing about this new development, I always wondered how good this next generation paint would be -- but I never imagined it would be this good...After personally using the paint and hearing customer feedback from selling thousands of gallons, I am amazed. To illustrate the quality of this product, we made a single-coat Aura paint sample for in-store display over 4 months ago. We’ve challenged hundreds of customers to scratch or remove the paint – we are still using the same paint sample.
Why is Aura so much better? Benjamin Moore’s Aura paint features a completely new proprietary resin and colorant system. The colorant binds much more strongly to the paint film and actually makes the paint stronger (compared to the old paint where the colorant weakens the paint). The result is a richer looking, much more durable paint that will cover any color with any color in a maximum of two coats (and often only one coat). And for anyone who is environmentally conscious, Aura is environmentally friendly; featuring extremely low volatile organic compounds (voc) content and an entirely waterborne resin and colorant system. Benjamin Moore invested the future of their company in this new paint, and as far as I am concerned, they hit a grand-slam home run.
Why use any other paint? Aura is more expensive, but only by about $10 to $15 per gallon depending on the color you choose. Yet despite its being more expensive on a per gallon basis, using Aura may actually cost you less money overall -- Aura doesn’t require a primer and will never require more than two coats of paint. So where you would normally need three gallons of paint to complete a room (1 gallon of primer and two gallons of finish coat), with Aura you would only need a total of two gallons. And when you factor in the labor savings of an entire coat of paint, Benjamin Moore Aura paint becomes a very easy choice to make.
But that’s not all (now I feel like the guy selling ginsu’s on a late night infomercial), because Aura features an entirely new colorant technology, colors look richer when made in Aura paint than they do in any other paint. The color is also going to be more durable because the colorant is embedded into the paint resin film. The paint touches up very well, too, so when you move that picture frame and need to touch up the nail hole you filled in, the touched up spot will blend right in.
When it comes to painting, it makes sense to use the best paint possible. Relative to the overall cost of any painting project, the cost of the paint material is actually a relatively small portion of the overall project cost. Cutting costs by lowering the paint quality really doesn’t make that big a difference, especially not when you realize you’ll be living with that paint for an average seven years. Consider how much time and money you will spend just selecting your paint color, then factor in the fact that you will be moving furniture and taking your room apart, living with the inconvenience of your room apart, and then having the put the room back together again. After thinking this through, most people come to the conclusion that using the best paint is the best value. And if you are paying a painting contractor to do the work for you it makes even more sense because the cost of the paint is an even lower percentage of the overall project cost. Yet what makes this whole decision process so ironic with Aura paint is that the material cost Aura of Aura paint may actually cost less money than a cheaper paint – using Aura paint is a no-brainer.
Benjamin Moore Aura paint can be made in any color. It can be made in any one of the over 3,000 Benjamin Moore Classic, Historic or Preview colors as well as any of the 144 new Affinity colors. Aura paint can also be made in any paint color from another brand, too. Do you have a favorite Sherwin Williams, Ralph Lauren, Behr, Martha Stewart or Pratt and Lambert color? No problem, just provide the color name and paint brand of your desired color and it can be made in Benjamin Moore Aura paint. Any color can be hand or computer-matched, too. So your color choices are virtually unlimited.
The only drawback to Aura paint is that it isn’t available everywhere yet. Benjamin Moore is introducing the paint to dealers across the country in a planned rollout starting with Southern California and the New York metropolitan area. It also requires a sizable investment in new paint tinting machines and new inventory, so not all Benjamin Moore paint dealers will choose to carry it. The good news is if you live in Northern New Jersey, you are near a Breslow Home Design Center (Livingston and Chester) and we’ll make it for you, and if you live outside this area, you can order Benjamin Moore Aura online at http://www.MyPerfectColor.com.
So should you use Benjamin Moore Aura paint on your next painting project? Absolutely. It is amazing paint. Colors are richer and more vibrant, the paint is extremely durable, any color will cover in a maximum of two coats with no primer needed, it touches up very well and it is environmentally friendly. If you have any questions, feel free to contact us and we’ll be happy to help.