Jotun launches Jotashield Extreme to address increased demand for heat reflective and eco-friendly paints in Saudi Arabia.

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27 Jun 2011

Saudi Arabia continues to be the GCC's largest and most dynamic infrastructure market with over USD 100 billion worth of infrastructure projects underway and USD 80 billion worth of pledged housing projects, according to the latest edition of the Saudi Arabia Infrastructure Report for the Third Quarter of 2011 from Business Monitor International (BMI). The large number of projects has created an accompanied demand for heat reflective and eco-friendly paints. To help address this, Jotun Paints, one of the world’s leading producers and distributors of paints and powder coatings, has revealed the launch of ‘Jotashield Extreme’, Jotun's superior range of exterior paints that provides thermal indoor comfort and a longer-lasting finish with superior exterior protection at a competitive price.

“‘Jotashield Extreme’ is a result of Jotun’s extensive efforts to develop an exterior paint product that can not only reflect heat but also promote a reduction in energy use. This new offering reflects our move to raise the benchmark of environment friendly production techniques and products within the paint manufacturing industry and demonstrates our commitment to promote the adoption of more eco-friendly products and solutions to today's businesses,” said Faisal Karim, Marketing Manager, Jotun Paints - Saudi Arabia. “These are very exciting times for Saudi Arabia’s construction market with over USD 180 billion of projects in the pipeline or are currently underway. However, the increasing number of projects has also created unique demands for unique products, particularly in paint products that can ably reflect heat and the damaging effects of the sun.”

The continuing development in urban areas in Saudi Arabia is expected to produce an Urban Heat Island (UHI) effect, a phenomenon where metropolitan areas become slightly warmer than its surrounding rural areas. Studies have shown that the temperatures in urban air domes in Saudi Arabia can run up to four degrees centigrade warmer than the surrounding countryside. The UHI effect prompts an increase in air conditioning costs and also creates more air pollutants. Jotun’s ‘Jotashield Extreme’ makes use of revolutionary pigment technology that allows surfaces to enjoy a darker shade of color but with a thermal indoor comfort and longer lasting protection. To date, ‘Jotashield Extreme’ is the only product in the Middle East that provides significant temperature reductions upon application.

Jotun has invested over USD 25 million into research and development initiatives aimed at developing key eco-friendly products that conform to the growing demands presented by users. ‘Jotashield Extreme’ exceeds the international GS-11 standards for paint and offers twice the heat reflective capabilities of ordinary exterior paints. The revolutionary exterior paint product promotes indoor thermal comfort with its heat reflective pigments and protects surfaces from Near Infrared (NIR) effect by reducing temperature that also results in a reduction in energy consumption. ‘Jotashield Extreme’ also comes in multi-color tintable choices.