6/13/2023 0 Comments Benjamin moore paintds![]() Four years later, in conjunction with the National Park Service, Benjamin Moore released its Historic Colors Collection, based on NPS archives of historic homes. ![]() ![]() In 1972, Regal Aqua Velvet arrived, boasting a low-gloss eggshell finish that stood up to scrubbing. The company rolled out Regal Wall Satin, an easy-to-apply latex paint, in 1957. For Benjamin Moore, the mid- to late 20th century was a time of tireless innovation. As usual, Benjamin Moore was committed to keeping up with industry trends, and the company is now recognized as a leader in environmental awareness. (Benjamin Moore’s Technical Coatings Company, established in 1948, continued to work on industrial coatings.) Another postwar development was the rise of latex paint, which was far more eco-friendly than any previous kind of house paint, and easier to apply and clean. In the postwar era, industrial coatings that the company had developed for the war effort were adapted for house painting. Through World War I, the Great Depression, and World War II, Benjamin Moore managed not only to stay afloat but to grow. From the 1930s until the ’60s, Betty Moore – a fictional character played over the years by various actresses – provided house painting tips in a series of weekly radio programs. Members of the department answered painting questions in person or by mail. In 1929, a department of home decorating was added. Early in the 1900s, the company began printing decorating brochures for customers. Rather than simply making and selling paint, Benjamin Moore sought to educate consumers about house painting. In 1925, the company’s logo, a letter M inside a triangle designed by L.P. The following year, Benjamin Moore hired its first chemist and established a research department. That year, factories opened in Chicago and Cleveland less than a decade later, in 1906, the Canadian branch of the company was incorporated. Inspired by the “three Is” – intelligence, industry, and integrity – the Moores began an expansion in 1897. By 1928, Sani-Flat came in 20 colors, and the product is still used for house painting today. Sani-Flat, a non-shiny, lead-free oil paint, stood up to repeated washings Unilac, a quick-drying enamel, could replace lacquer. More industry-changing inventions soon followed. Previously, people interested in house painting had to gather the proper ingredients themselves. Muresco came in powder form to turn it into paint, all you had to add was water. during the first part of the 20th century. Made from a recipe that included Irish moss and Pennsylvania clay, it became the best-selling calcimine paint in the U.S. In 1892, the brothers unveiled Muresco, a ready-mix paint intended for walls and ceilings. In addition, the company quickly developed a reputation for creating innovative products. For one thing, the business charged premium prices for premium paint, whose durability and high-quality pigment they considered worth the cost. Benjamin Moore distinguished itself from competitors in various ways. It was only in the mid-1880s that mass production and distribution of paint began to take off. Benjamin and Robert established a New York corporation in 1889 soon after, they incorporated in New Jersey, the company’s current home. Yet the brothers were back in business three days later in a new location, displaying a tenacity that would serve their company well throughout its long life. ![]() Unfortunately, in 1884, the building on Atlantic burned to the ground. Within a year, the enterprise had made a profit. The company was initially called Moore Brothers, and its first product was Calsom Finish, a wall coating. In 1883, Benjamin Moore and his brother Robert started a paint business at 55 Atlantic Avenue in Brooklyn, New York. Find a Benjamin Moore Paint Store with this interactive map
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