Although they reside in the top sheen category, for the longest time, latex gloss paints didn’t really shine very brightly. When the highest gloss was required, oil-based (alkyd) paints had to be specified. Moreover, the application properties and stain resistance of latex gloss paints left something to be desired.

But times have changed . . . and as regards latex gloss paints, it’s all for the better. Thanks to giant leaps in acrylic latex binder and thickener technology, latex gloss paints are now available that perform as well as – and in some ways better than – their oilbased counterparts.

Still, customers who are familiar with the history of latex and oil-based gloss coatings may automatically choose an alkyd product when they need a gloss paint – often without even knowing how the new latex gloss coatings perform. But, as you know, uninformed choices don’t always provide the best results.

The science behind the latest generation of latex gloss paints – often called latex or acrylic gloss “enamels” (see p. 20) – is impressive. But your customers will be more interested to hear how this technological progress translates into success on the job – most important, how the new latex gloss coatings perform better and are more workable than ever before.

Workability
As unlikely as it would have seemed a couple of decades ago, the flow and leveling of the new generation of latex gloss paints is now on par with that of oil-based formulations. In fact, when it comes to brush-drag and resultant filmbuild, your customers may be hardpressed to tell the difference between the new latex gloss paints and alkyds.

Thanks to advances in rheology modifiers, the film-build of latex gloss coatings has been significantlyincreased. And advances in binder technology have succeeded in dramatically extending latex gloss coatings’ wet-edge time, which is needed to produce a uniform appearance when painting a large surface, or a complex surface such as a paneled door.

Top quality acrylic latex gloss paints maintain sufficient wet edge so that an adjoining section can be smoothly blended into the just-painted section. This improvement, along with other workability enhancements, ensures that your customers can easily and consistently achieve a quality, uniform finish with latex gloss coatings.

Exterior Performance
When it comes to the performance of exterior paints, durability has always ranked right at the top of customer concerns. And today, exterior latexbased gloss paints are more durable than ever.

Particularly when compared to their oil-based counterparts, today’s top quality latex gloss coatings boast excellent gloss retention, good color retention, and better resistance to mildew, dirt and cracking.

Some oil-based gloss coatings offer a slightly higher initial gloss level. But high quality exterior latex gloss paints retain their gloss much longer, and they also offer significantly better fade resistance, particularly in sunny exposures.

Latex gloss paints also remain more flexible over time and, thus, are more crack-resistant than their alkyd counterparts.

Then there’s the fact that latex gloss coatings are better able to resist mildew growth – the unsightly brown or black fungus which has long been a trouble area for alkyd paints due to the organic nature of their binder.

Interior Performance
The ability to resist mildew also makes latex gloss paints an ideal choice for moisture-prone interior areas such as bathrooms and kitchens. But there are now many more compelling reasons to use latex gloss coatings inside the home, office or other facility. The new breed of interior latex gloss paints, for example, will tolerate even rigorous scrubbing and washing without sustaining damage. And even stubborn stains – like, say, the crayon scribblings of a rogue three-year-old – typically wash right off with just a standard household cleaner. Also, the latest latex gloss paints boast much improved block resistance, compared to older products. This means they reach maximum hardness quickly, which is an indispensable feature when painting opposing surfaces, for example, doors and door jambs.

Work Is Ongoing
Despite these advances, scientists continue to strive to make latex gloss paints even better. Lately, there has been a particular focus on extending wet-edge time even longer, which has been a perennial strong point of alkyd paints.

But again, high-tech acrylic advances already allow latex gloss coatings to retain their wet edge long enough for an adjoining section to be successfully blended into the just-painted section – providing your customers the unprecedented ability to achieve a smooth and consistent look with latex gloss coatings.

Whatever paint they ultimately decide to use, your customers will doubtless appreciate being kept abreast of these – and future – developments in latex gloss paints. After all, a fully informed choice is the best choice of all. •

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