Jotun Paints, one of the world’s leading producers and suppliers of paints and coatings, has launched its latest premium paint range ‘Lady Effects’ in Dubai and Abu Dhabi.

Under the company’s ‘Lady’ brand, the new line offers better finish and new interior effects, which allows customers to be more artistic in selecting the colours to complement their lifestyles and personalities, said a statement.

The unveiling of ‘Lady Effects’ is part of the manufacturer’s strategy to maintain its number one position within the Middle East paint market, which is estimated to be worth $2 billion.

With investments towards the research and development of unique products exceeding $25 million, Jotun has formulated a new product line that can create unique effects, such as shimmering wall finish, which can be achieved using ‘Lady Effects Pearl’; and illusion of colour movement with silver sparkles, golden sparkles, and golden base through ‘Lady Effects Metallic’.

The range also includes ‘Lady Effects Glaze’, an oil based glaze suitable for painting techniques such as colour washing, glazing, sponging, marbling, flame, ragging and other types of innovative finishes; and ‘Lady Effects Stucco Antica’, which creates attractive marble effects on interiors.

“Regional customers are more actively seeking for ways to incorporate their sense of style into their homes, with statistics showing that 59 per cent of consumers in the Middle East would like to express themselves through painting the interiors of their homes,” said Per Olav Ramstad, regional marketing director - Middle East, Jotun Paints.

In addition to its unique finish, ‘Lady Effects Pearl’ paints are also formulated to give more sheen in just two coats, effectively reducing both application time and cost.-TradeArabia News Service