How we feel about paint is changing, and no one even noticed.

Paint transforms. Its one of the easiest ways to turn a wall, a room or an entire house into something totally different. Color is the first part of that transformation, but it’s not the whole story.

Color can be such a powerful force that, for many, it has seemed like the whole story. Whether professional designer or design maven, its easy to see paint as color and little more. Chosen with loving care (how long are those chips or painted squares on your wall before you make an actual decision?) and applied with professional finesse, paint color brings emotions to life.

Those emotions have always been heightened by facto is other than color, especially the finish of the paint (matte, eggshell, semi gloss, high gloss, etc.), which brings both practicality and aesthetics to the transformation. Semi gloss heightens drama, while matte absorbs light and brings a certain calm.

But major advances in technology have brought even more to the paint and finish equation. In 2006, after more than six years of intensive research, Benjamin Moore® released Aura**—a state-of-the-art paint that enhances the properties of durable resin to achieve gloss paint performance with a matte finish. For the first time, you could create surfaces that have the scrabble properties of high gloss but look as soft and un reflective as suede. This changed everything.

Before, the amount of sheen in a given room would be related to the level of durability,» says Christian Connelly, Director of Product Management at Benjamin Moore. «Now, sheen has become a design aesthetic rather than a durability concern.»

Take a look at this bathtub. The exterior was painted in Breath of Fresh Air (806) using Advance® satin finish. It looks like you are taking a bath in a sweet little robins egg. Even if you decide to do a synchronized swimming routine in it, it will not streak. (RS. Benjamin Moore is the only company to offer bathroom paint in a washable, matte finish. Here you see Aura Bath & Spa on the wall in Palladian Blue (HC-144).)

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