Benjamin Moore spent $150 million developing a new line of paint, Aura, which is less harmful to the environment because it releases only one-third as much in volatile organic compounds as regular paint does, Forbes reports (via Green Options and Reveries).
But the company isn’t marketing the eco-friendly aspects because customers aren’t that interested and because “green” paint has an image problem. In the past, low VOCs meant subdued hues.
Benjamin Moore says it has fixed that problem and that Aura can offer any of the company’s 3,300 hues. BzzAgent, a word of mouth marketing firm, is working on a campaign to raise interest.
California and New York, along with a dozen other states, limit VOC content in paint. Aura, on the market all of six months, already is up to 10% of interior paint sales by volume at 150 stores on the West Coast.