Behr Paint Company Introduces New Virucidal Paint in the U.S.
BEHR® COPPER FORCE™ Interior Paint Kills Bacteria‡ and Viruses†, including SARS-CoV-2, within Two Hours of Exposure on the Painted Surface
Behr Paint Company is launching BEHR® COPPER FORCE™ Interior Paint, which transforms and expands the role of paint as we know it by affording homeowners, residents, and building occupants an extra layer of protection against bacteria and viruses, including SARS-CoV-2. This new product, powered by Corning® Guardiant® antimicrobial technology, kills 99.9% of viruses† and bacteria‡ within two hours of exposure on the painted surface for a period of six years*, all while beautifying walls and other interior surfaces and providing the paint performance you expect from Behr.
“We are committed to keeping our customers satisfied and giving them peace of mind while continuously innovating the painting experience,” said Jodi Allen, Behr Chief Marketing Officer. “That is why we are especially proud to debut BEHR® COPPER FORCE™ Interior Paint, which our research and development team designed to kill viruses† and bacteria‡ within two hours of contact on the painted surface in homes, medical facilities, schools, daycare centers, and more.”
BEHR® COPPER FORCE™ Interior Paint is the culmination of two years of intense research and development. During that time, Behr has collaborated with Corning Incorporated to develop a virucidal and antibacterial coating. BEHR® COPPER FORCE™ Interior Paint uses Corning® Guardiant®, a breakthrough technology that harnesses the intrinsic benefits of copper to kill viruses† and bacteria‡ without its traditional look, feel, and cost.
“Our Guardiant technology stabilizes the most bioactive form of copper ions and releases them over time to enable surfaces that are continuously protected from harmful bacteria‡ and viruses†,” said Joydeep Lahiri, division vice president and program director, Specialty Surfaces, Corning Incorporated. “Behr’s innovative paint delivers the essence of Guardiant’s value proposition – the potency of metallic copper plus a wide range of color choices.”
“The impact of this innovation cannot be understated,” said John Gilbert, Behr Chief R&D Officer. “We have developed a technology that elevates traditional hygiene efforts for interior spaces by providing an extra layer of protection against harmful bacteria‡ and viruses† on the painted surface, combined with the trusted performance of BEHR® Paint.”
For those looking for a new option in the paint aisle that both beautifies and protects, BEHR® COPPER FORCE™ Interior Paint is available in 2,000+ colors, exclusively at The Home Depot in 200 stores in select markets in May 2022. Initially, it will be available in stores in Illinois, Michigan, New York, and New Jersey, and ship-to-home available in 44 states. For more information, visit Behr.com/consumer/copper-force.
†SARS-CoV-2 and Feline calicivirus (EPA proxy for human noroviruses)
‡Staphylococcus aureus (Staph) and Pseudomonas aeruginosa
*Effective for up to 6 years based on EPA test protocol as long as the integrity of the painted surface is maintained and is part of a comprehensive infection control and hygiene program
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