Benjamin Moore has developed a new line of paint called "Aura". It was launched for use on the West Coast late 2006, and coming to other parts of the US this year.
One of the key features of this paint is its ColorLock technology. By blocking color pigmentation into the paint you experience richer hues and fuller coverage: requiring only 1-2 coats. I read in one article that consumers have used Aura without priming over darker colors first. They've also claimed to have painted a dining room in the morning, and held a dinner party that evening. Aura dries quickly with very little odor.
Another key feature of Aura, which critics are claiming that Benjamin Moore isn't marketing enough, is it's an eco-friendly product. Aura releases only 1/3 as much of VOC's than regular paints. VOC's are chemicals which contribute to air pollution and ozone depletion. In my opinion, this is a great marketing aspect of Aura that consumers should take notice of!
Of course with any product, there is one feature that some may consider to be negative. Aura carries a higher price tag than most paints at approximately $55 a gallon. However when you consider using less product and less time involved...the higher price tag may be justified for some.
To read more about Aura, visit http://www.myaurapaint.com/
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I'm interested to know if anyone has used Aura?
I'm also curious to hear feedback from others about the price tag of Aura vs. other paint products. Would you purchase the product for personal use? How about for professional use?
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