CLIPPING
PAINT&PINTURA |Dezembro2015 | 9
titaniumdioxidecapacityby17percent,favoringthecreationofnewapplications
andsolutionsforthe industry.
To learnabitmoreaboutthecompany’snewgrowthstrategy,aswellas its in-
vestmentsandnewproducts,amongother importantsubjects,Paint&Pintura
Magazinehas interviewedRebollar,whowas inBrazilrecently.The interview is
available inPortugueseonly.
MATTINGAGENTS -THEMATTEEFFECTCHALLENGE
Producersofmattingagentsfacethechallengeofreducingglosswithoutcom-
promisingthephysicalpropertiesofthepaints inwhichtheyareused.
Themarket inmattingagentskeepsupwiththetrendsand innovations inthe
paintandcoatings industry.Accordingly,mattingagentsare increasinglymore
effectiveatplaying their roleand improvingpaint theperformanceofpaints.
“Silicasplayan importantpart inpaint formulations.Among thebenefits they
provide,thehighlightsareadjustingthegloss/mattingeffecttotherequiredlevel,
modifyingrheology,andpromotingthixotropy.Atthesametime, the improve
paintadhesiontotheprimerorbasecoatand impartasofttouchtothefinish,
whilepreventing sagging in vertical applications and increasing abrasion and
corrosion resistance,” says CamilaPecerini, businessmanager, Silicas, Evonik
ResourceEfficiency,LatinAmerica.
AccordingtoAmadeuPaiva,ofBraschemical’sNewBusinessdepartment,while
thereisalsoatrendtowardsproductsfeaturinglessgloss,manufacturerswantto
extendtheircustomers’pleasantexperiencetoanotherhumansense:thesense
oftouch.“Productscoatedwithapleasant,soft,satin-touchmaterialconveya
senseofsophistication,comfortanddifferentiation,encouragingconsumersto
interactmorewiththecoatedobject.Wearableelectronics,smartphones,gaming
devicesandpackagingmaterialsarethemostnoticeableexamplesofthattrend.”
According toBYKgeneralmanager for LatinAmericaAurélioRocha,matting
agentsarenotreallychanging,butsomuchasevolvingintodifferentiated,higher-
-qualityproductsthatdeliverbetterresultsinpaintformulations.“Inthisregard,
dependingon thepaint inquestion, therearevariousdifferentproducts tobe
used.Forexample,inthedecorativepaintmarket,whereeconomyproductsstill
prevail,usingmineralfillers istherightthingtodoandwillcontinuetobesofor
manyyears.Ontheother,when itcomestocoatingsfor industrialapplications
orforfurnitureandwood,forexample,qualitylevelsandotherrequirementsare
different,callingformoresophisticated,higher-qualityproducts.”
Although thedemand formatte finish coatings has increased recently, the
consumptionof thistypeofcoating isstrongly linkedwithtrends in fashionor
architecture,as inthecaseof leathergoodsand furniture,accordingtoLetícia
Alleman, technicalproductanalystatLubrizol.“It isaknownfactthatrequired
gloss levelshavebeen lower and lower,whichmakes it achallenge tomatte
differentcoatingsystemswithoutalteringtheirphysicalproperties.Totechnically
evolveinthisdirection,wetendtousesmalleramountsofmattingagentsinour
formulations,thusminimizingtheirsideeffects.”
SPECIALANDEFFECTPIGMENTS -ADDINGVALUETOENDPRODUCTS
Newcolorsandeffectsthatvaluetheendproductarewhatyougetfromspecial
andeffectpigments.However, thesepigmentsprovidenotonlyanaesthetical
andvisualeffect,butalsofunctionalpropertiesthatbenefittheentirecoatings
supplychain.
While special and effect pigments are used in
manymarketsegments,mostofthedemandfor
theseproducts isstillconcentrated inautomotive
coatings.“Thesepigmentsareusedinallsegments
ofthepaintandcoatingsmarket.However, their
mostrelevantapplicationsare inautomotivecoa-
tings,whetherOEMor refinish.Other important
segmentswherespecial andeffectpigmentsare
usedincludeappliances,decorativepaints,powder
coatingsandprinting inks,”saysDécioFernandes
Lima,regionaltechnicalmanageratBASFforSouth
America.
According toColornet directorMarcos Raicher,
effectpigmentscreatedifferentiated lookscom-
paredtothoseofstandardconsumergoodsand
drawattention fromconsumersonsupermarket
shelves, on the streets, in fashion, inpackaging
materials, etc. “The automotive, cosmetic,
textile, flexible packaging, glassware andhigh-
-luxury industries are themaingrowthdrivers in
thismarket. Inaddition, there isa trend towards
selectingpigmentsnotonlybycolor,butalsoby
