CLIPPING
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| PAINT&PINTURA |Dezembro2015
some functionality theymayhave.We’vebeenseeingmore
andmorepigmentsthatchangecoloraccordingtotempera-
ture(thermochromic),light(photochromic)ortheanglefrom
whichanobject isseen(chameleonor interferencepearls),as
wellasmirror-effectaluminumpigments,pigmentsthatglow
inthedark(photoluminescent)andmanyothers.”
According toMinériosOuroBranco salesmanager Edivaldo
Francisco de Souza, themain advances in effect pigment
areconcentrated inhidingpower, particleorientation, color
shadeaccuracy,weatherabilityandvisualeffects.“Ourgoal is
preciselytobalancetheserequirements,providingauniform
effectwithhighglossandoutstandingopacity.”
In addition to their aesthetical and visual effects, somepig-
ments display functional properties that benefit paints and
coatings.“Copper-basedpigments,forexample,canbeusedas
conductivepigmentsandarealsonaturalbactericides,whereas
naturalandsyntheticmicaproductsarenotelectricallyconduc-
tive.Aluminumpigmentsplayan important role in reflecting
light, or IR andUV radiation, thus protecting the substrate
while formingabarrieragainsthumidityandcorrosion.With
this information, thepropertiesthateffectpigmentsprovide
topaintmanufacturersgofarbeyondtheiraestheticaleffect,”
saysEckartBrazilsalesmanagerCristineLopesCamargo.
COLORANTS FOR TINTING SYSTEMS - THOUSANDSOF
OPTIONSFORMULATEDONTHESPOT
Thecolorantmarketcomprisesahugerangeofcolorssothat
consumerscanchoosefromavarietyofcolorshadeswithwa-
ter-basedalternativescombinedwithgoodcost-benefitratios.
Goneisthetimewhenbasicandneutralcolorswereallaround
inBraziliansceneries.Diverseshadesarenowthemostpopular
choice amongend consumers. Suvinil believes that people
createtheiridentitiesandexpressthemselvesthroughcolors,
whichgivemorecharactertotheenvironmentssurrounding
them, according tomarketingmanagerMauroPorto. “For
thisreason,ourbrandcoversanenormousvarietyofshades
tomakeeachperson’shomethebestplace intheworld.Co-
lorantswillfollowatrendthat impactsthepaintandcoatings
marketatlarge,i.e.anincreasinglyhighdemandforsustainable
products.Therefore,inthefuture,wewillseeanexpansionof
tintingsystemsforwater-basedformulations.”
According toMarcosZiravelloQuindici, ofTranscor’smarke-
tingandcolorimetrygroup, inaddition toanticipating future
color trends,which changeeach year or eveneach season,
reproducibility, rheology and compatibilitywith application
systemsarealsoextremely importantfactors.“Thatrequires
strictproductionandqualitycontrolsextendingfromthema-
terialsused to theendproduct,whicharecarriedoutbyour
developmentandqualitycontrol laboratories.”
Nearlyallnewdevelopments incolorantsfortintingsystems
relate to technology. “Themarket seems tobegraduallymoving
towardsconsumingonlypaintsfromtintingsystemsandthustaking
advantageofservicesdesignedtomeetconsumerrequirementsand
createvalue. Thismove ismoreandmoredrivenbycutting-edge
technologyandmodernsolutions,suchassmartphones,tablets,web
clouds,etc.Thisrevolution isalsostronglypresentatConcentrated
andcanbeseenclearlyontheBasesystemformulationsoftware,a
completeand integratedcoloringprogramforpoint-of-saletinting
systems,”saysConcentratedsalesdirectorRobsonGuimarães.
Newdevelopments inthewater-basedtechnologyassociatedwith
good cost-benefit ratios arealsoamajor trend in themarket for
tinting systems, according toSintequímica salesdirectorMarcelo
Amaral LeitedeMacedo. “Water-basedproductspriced insucha
wayastoallowthissystemtobecomemoreviabletoendcustomers
arethekeytrend.Forthisreason,ourproposition isto introducea
systemthat formulatespaintsatsimilarcoststothoseof ‘inplant’
coloredpaintsandthusmaketintingsystemsagreaterrealityinthe
Brazilianmarket.”
HYDROCARBONSOLVENTS-PROGRESSINENVIRONMENTALLY
FRIENDLYPRODUCTS
Newproducts tailored to customer requirements are being in-
troducedbyhydrocarbonsolvent suppliers,who seek todevelop
innovationswithanenvironmentalappeal,aswellaslighter,colorless
andodorlessproducts.
Innovative formulae, high-performance developments, impro-
vement inexistingproducts, and services available to customers
accordingtotheirspecificneeds.Allofthesefactors,orat leastany
oneofthem,arepartofthephilosophyofhydrocarbonsolventsu-
pplierstothepaint industry.Braskem,for itspart,haschangedthe
focusof itssalesstructure, repositioning itself in themarketplace.
“Todaywehavepersonnelexclusivelydedicatedtothesolventbu-
siness inordertoassistus inmeetingtheneedsofourcustomers.
Theyare responsible forourdirect sales toendusers, andalso to
our distribution channels. Inaddition,wehave strengthenedour
marketdevelopment structure inorder todevelopnewproducts
andapplicationsalongwithengineerswhoarefocusedonthisthe-
me.Understandingthebusinesswithsupportfromthemarketing
teamhas alsobeen really important toour pioneeringnature in
this industry.Wearebuilding long-termbusinesssolutionswithour
customersbasedoninternationalbenchmarks,whichisaparadigm
shift inthismarketthathashistoricallybeenbasedonspotprices,”
saysEduardoPerez,salesmanageratBraskem’sSolventsbusiness.
Concerningproduct portfolio innovations, Braskem isworking in
conjunctionwiththeirdistributorstoboostnewblendswithaview
todelivering formulations that are ready touseaccording to the
needsofeachcustomer.“Wearelaunchinganewisoparaffin(hydro-
genatedhydrocarbonsolvent) inthemarketplacewhich is lighter,
colorlessandodorless.Itisamorecompetitiveproductcomparedto
othercommerciallyavailablehydrogenatedsolvents.Asforheavier
