CUSTOMERS AND INNOVATION
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Meeting market demand
As a recognised global leader in the premium Decorative Paints segment, Jotun relies on its global network
of Research and Development (R&D) centres to engineer products to meet the evolving demands of
consumers and key stakeholders in the project market.
With R&D centres in Malaysia, Dubai, Turkey, China, India
and Norway, Jotun is in a strong position to develop products
that meet or exceed local end user demand. However, Jotun’s
product innovation is not confined to the laboratory – it begins
with a deep understanding of regional markets and consumer
preferences, and the ability to engineer products that comply
with local regulations.
Listening to consumers
In 2019, Jotun launched Fenomastic Wonderwall Life, an
odourless interior paint, in the Middle East, India and Africa. In
addition to its luxurious silky finish, it has superior washability
and long-lasting colours, helping busy homeowners retain the
beauty of interiors for longer. And with only trace amounts of
solvents, Fenomastic Wonderwall Life has a high environmental
profile. In the more humid climate of South East Asia, Jotun
relaunched Majestic True Beauty with a smoother finish and
better colour experience and enhanced easy to clean properties.
In Turkey, Jotun launched Fenomastic Ipek Mat (smooth finish),
an odourless, waterborne decorative interior wall paint which
combines excellent finish with easy application and no splash
properties. Jotun chemists also engineered a new series of
premium interior paints (Lady Nordic) specifically for the Chinese
market, where demand for high quality paints is growing.
In the exterior paint segment, Jotun has found success meeting
the local needs of consumers and project owners in different
regions. For example, two premium wood protection products
(Drygolin Nordic Extreme launched in 2018 and Demidekk
Infinity, lunched in 2019) are both engineered to resist fading
and retain gloss, helping homeowners in Scandinavia protect
and beautify their property even in the most challenging
weather conditions. In South East Asia, Jotun launched
Jotashield AntiFade Colours, a more environmentally friendly
exterior paint with superior UV protection and heat reflective
properties, keeping interiors cooler, helping users save on
energy costs.
Formaldehyde abatement technology
Jotun’s R&D also engineers products for professionals. To meet
demand among paint contractors in the Middle East for safer,
and more environmentally friendly products, Jotun introduced
Fenomastic Zero, an odourless paint system that includes
formaldehyde abatement technology. Because Fenomastic Zero
contains only trace amounts of Volatile Organic Compounds,
it improves interior air quality, helping developers attract more
high-end tenants. While Jotun chemists also develop medium
range products to support volume growth, the company
remains committed to strengthening Jotun’s reputation as a
leading supplier of high quality, premium paints.
PREMIUM INNOVATIONS