There was a day when faux finishing

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1 BY DIANE CAPUANO PAINT & DECORATING RETAILER EXECUTIVE EDITOR While the use of many faux-finishing techniques has dissipated, more sophisticated, simpler looks have risen to take their place There was a day when faux finishing was all the rage. This was in the late 1980s and the 1990s. Consumers were sponging, rag-rolling, glazing, color washing and smooshing to their hearts content. If they wanted a more complex faux technique such as a marble, wood grain or Tuscan finish that was beyond their ability to create, they could take a class or hire a decorative painting professional to create the effect for them. In 2007, the faux-finishing market took a sharp nosedive that coincided with the housing market bust and subsequent economic downturn. Consumers were no longer as enthralled with the sponging or rag-rolling looks, and fewer people could afford to hire a professional to make their foyer look like a Tuscan courtyard. Paint stores that were selling faux programs were not getting the results they had enjoyed a few years earlier. Despite the lull in popularity of some finishes, there were products on the market metallic paints, metallic plasters and Venetian plasters, to name a few that continued to do well despite the economic slowdown. They are doing even better as the economy recovers. There also are new techniques simpler, cleaner, with fewer layers that are drawing an appreciative following of consumers and professionals alike. P D R January

2 The addition of Matte Metallics to Modern Masters Metallic Paint Collection allows for dramatic use of highs and lows to create unique wall effects like this metallic stripe. Today, these sleeker, more sophisticated and less complex looks represent the dawn of a new day in the faux and decorative finishes market. It s an evolution that assures some dimension is still being used on the wall to add drama and visual interest. Doing more with less is an important trend at the moment, with faux finishers working in subtle hues with rich accents, said Rebecca Spurlock, sales and marketing specialist for Crescent Bronze Inc. Jim Rogers, corporate president of Modern Masters Inc., pointed out that many of the decorative painted effects that are popular today are not accurately called faux finishes. Faux is replicating something from real life by using paint, Rogers said. What we are now seeing are more design-oriented finishes that don t require a lot of tools to accomplish. Simple seems to be winning out right now. As part of the look of simplicity, many decorative painters have seen a shift toward more contemporary finishes as opposed to traditional. However, in many cases, the looks themselves are so unique that they defy a definitive label. Faux finishers often have a gift for combining traditional and contemporary elements to create one-of-a-kind settings, Spurlock commented. Some companies a case in point being Ralph Lauren have responded to the evolution of the faux and decorative finishing market with new products and techniques that offer more sophisticated styling for the home. We re seeing new trends that are going a lot farther than traditional faux applications such as sponging and that also extend beyond painting walls, such as treatments with wood finishes on furniture and molding, and also increasing use on ceilings, stated John Trenta, manager of Diversified Brands, U.S. Channel Marketing, which encompasses the Ralph Lauren Brand. The four Ralph Lauren Specialty Finishes are in keeping with these new trends and continue to be popular with homeowners, designers and professional applicators, according to Trenta. These finishes are: Suede, a unique interior textured finish that captures the look and texture of its namesake; River Rock, offering a subtle texture of smoothly worn river rock; Candlelight, a finishing topcoat that adds shimmering richness and depth to a room; and Regent Metallics, which emulates the look and texture of hammered metal. These finishes, along with Ralph Lauren tools, materials and techniques, give you the ability to transform rooms with distinction, Trenta said. They 22 January 2013 P D R

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4 can provide luxurious results, and do so in place of more costly or timeconsuming finishes. The Elegance of Metallics As an example of simple-to-achieve effects that have enduring appeal, Rogers cited Modern Masters Metallic Paint Collection. The collection features a total of 50 standard pre-mixed water-base metallic colors hues such as Rich Gold, Pale Gold, Silver, Pewter, Antique Copper and even vivid Burnt Orange, Green Apple and Sashay Red. By intermixing metallic black or white, 88 additional shades can be achieved. Recently, the collection was expanded further to include Matte Metallics in 15 colors. You can use Matte Metallics with the other selections in the Metallic Paint Collection, playing off the different sheen levels of the two metallic types to achieve a beautiful decorative effect with visually interesting highs and lows, Rogers explained. You can create a stripe effect, a stencil effect or a blocking effect. In fact, blocking is a good way to represent design on the wall without going overboard. Another Modern Masters product in the metallic family Metallic Plaster is also fairly easy to sell. This is a plaster product that offers beautiful shimmer and luminescence at a very economic cost per square foot. There is still a large market for Venetian plasters, but again, people are looking for simplicity, Rogers said. We tell people that our Metallic Plaster is an easier-to-apply version of a Venetian plaster, and it can be used to create a variety of beautiful metallic decorative effects. Jeff Krapfl, director of operations and lead chemist for Crescent Bronze, similarly continues to see use of metallics trending upward. With new Faux Effects International Inc. offers the versatile LusterStone metallic plaster for use on walls, ceilings, furniture and more. Studio Finishes Molten Metallics, recently introduced by Benjamin Moore, is an alkyd high-gloss product that produces a dramatic metallic hammered effect for accent walls, ceilings, trims, decorative pieces and new or previously painted furniture. housing and new construction starts down in the market, faux finishers play an important part in the interior design world, he said. A good faux-finishing painter can reclaim an interior setting in an older building and turn it into a showplace. We ve seen Stephanie Gabel of Chicago s Roux Design do amazing work in settings as diverse as Chicago s Logan Theatre or a music room for a home in one of Chicago s trendy neighborhoods. For 2013, Crescent Bronze is introducing a clear coat line offering varying degrees of gloss. Tailored to suit professional expectations, the new clear coat options will allow architects and designers to specify the look and feel of a finish, as well as the color. In an expansion of its color palette, the company has added White Gold and Fire & Ice, two variations on Crescent Bronze s signature gold and silver themes. The former color is a hybrid product, whereas the latter offers customers a refined silver with diamond-like qualities. 24 January 2013 P D R

5 Crescent Bronze makes faux finishing faux easy. Stephanie Gabel of Roux Design demonstrates new and exciting ways to use metallic paints. It s so easy to learn new techniques. Discover the joy, and ease, of using our metallic paints. Stephanie is your host for how-to videos that will help you make a statement, enjoy one-coat coverage, and add value with our full line of pre-mixed paints. Whether you re a metallics expert or simply seeking a dynamic new look, work with the paint trusted by faux finishers since Visit crescentbronze.com or call (800) New segments are being added to our series of educational videos at youtube.com/crescentbronze 3321 County Road A Oshkosh, Wisconsin crescentbronze.com

6 ABOVE: Antico Ferro means Antique Iron and is one of many dramatic finishes available from OIKOS, distributed by DecoFinish LLC in the United States. RIGHT: Stephanie Gabel of Chicago s Roux Design creates amazing metallic effects using Crescent Bronze products. Spurlock sees both the White Gold and the Fire & Ice as timely reflections of a new, emerging aesthetic: Customers love the sleek qualities a fine metallic finish offers, she said. To borrow a phrase from our friends in the fashion industry, the White Gold and the Fire & Ice are high fashion, suitable for the most elegant of settings. These subtle new pales add exciting choices to the faux finishing and DIY markets. The look of metallic is finding its way into many decorative finishes. The newest products from OIKOS, for example, are textured finishes with metallic overtones that provides additional beauty and a touch of opulence. Elias Benalloun of DecoFinish LLC, U.S. distributor for OIKOS, cited two new products that are beautiful examples of this trend: Ardesia, a slate-like texture with a contemporary elegance that looks beautiful in a metallic finish, and Antico Ferro, which provides the dramatic look of antique iron. The trend this year is toward more metallic finishes than ever before, 26 January 2013 P D R Benalloun said. Ardesia and Antico Ferro are new finishes that we will be expanding in the next year. You can apply them with either a brush or a trowel, and they work equally well in commercial and residential settings. Other OIKOS products that are bringing shimmery elegance to interior settings include Encanto, which features metallic-colored accents that make the wall look like it is covered in velvet, and Aureum, which looks like 24-karat gold for your walls. You can use these finishes for accent walls as well as areas where you would like a look of drama, such as a media room, a dining room or the lobby area of a commercial setting, Benalloun stated. The products are water-based and solvent-free. Even the metallic finishes are low in VOCs and, in some cases, zero-voc. Sonu Mathew, senior interior designer for Benjamin Moore, likewise pointed to metallic as a popular trend. We are seeing that metallic paints in varying opacities are trend-worthy, she said. Benjamin Moore s recent introduction of Studio Finishes Molten Metallics points to this trend. Molten Metallics is an alkyd high-gloss product that is designed to produce a dramatic metallic hammered effect for accent walls, ceilings, trims, decorative pieces as well as new or previously painted furniture. The product is available in six colors: Gold, Copper, Bronze, Gun Smoke, Silver and Charcoal. We have an established line of Pearlescent Tint Glazes that answers the call for subtle, sheer effects of metallic hues, Mathew reported. Molten Metallics is bolder in the approach as it s a paint product. It offers a solid finish that can be used inside or outside. Blurring the line between indoors and outdoors is certainly a trend in all facets of design,

7 Ralph Lauren Specialty Finishes include, from left, Suede and River Rock. and we find that this product allows us to extend that sensibility to the fauxfinishing market as well. The end user s creativity plays a role in the results of any decorative painting project. This is true of Molten Metallics, which Mathew explained is a truly interactive product. The hand used in applying the product determines its final aesthetic, she said. The individual painter can stylize the hammered effect, so we encourage people to play with the product to understand its full capacity. Faux Effects International Inc. addresses the trend toward metallic finishes with several key products, but perhaps none is more popular than LusterStone metallic plaster. Part of LusterStone s appeal is that it allows both the professional and the homeowner to achieve designer-quality results. This versatile product can be adapted to any décor whether traditional or contemporary it never goes out of style, said Rachel VanHouten, the company s executive director. In addition, Faux Effects has recently introduced additional colors to our ever popular SetCoat Metallic line. These sought-after designer colors are also available in a matte finish to create various dramatic metallic effects, VanHouten said. In all, there are 32 metallic colors available. Venetian Plasters The look of Venetian plasters continues to be strong in the decorating painting market as well, whether embellished with metallic or not. Venetian plaster offers a look of elegance and it doesn t have to be an expensive option for your customers. Venetian plasters are offers in a diversity of color choices to customize the customer s décor. For instance, Modern Masters Venetian Plaster product features an unlimited palette of colors that can be achieved using any paint manufacturer s color system and tinted right in the store. Vella Venetian Plasters Systems approaches the decorative finishing market with a versatile, cost-effective product line that has appeal to the professional and DIY end user alike. Two of the company s most popular products, Vella Ultra Premium Venetian Plaster and Vella Liscio Ultra Sheen Plaster, are in great demand for finishers looking to create beautiful Venetian plaster finishes at a fraction of the cost of many other brands in the industry. These two products are sold untinted, but can easily be tinted with the universal colorants at the paint store. For retailers, our line is one of the easiest to work with, stated Dan Schiefelbein, general manager of the company. It s built around the way they sell at the store level. It s very easy for the store owner, the store manager or the sales associate to tint and shake the product and give customers the exact colors they want. Other products in the line include Vella Metallics, offered in such radiant tones as Lumina Gold, Antique Gold, Merlin Silver and Magna Pearl, and a full range of premium waxes. We sell a ton of wax, Schiefelbein said. It s competitively priced and tintable. You can use it on walls, ceilings, furniture all kinds of areas. The waxes can be blended with our metallic to produce a beautiful metallic finish. For those looking to create an economical marmorino effect, Vella offers crushed marble aggregate that can be added to a Vella plaster. We package our aggregate individually, Schiefelbein reported. So, rather than selling a $200 marmorino, we sell a $10 bag of aggregate that you throw into the plaster to create the marmorino effect or a rough Santa Fe look. Two recently introduced products in the Vella line Vella Veneer Plaster and Level Wall-5 have begun to gain traction not only with decorative finishers but also with painters who need a smooth wall surface. These projects are particularly attuned with the current direction of the market, as Schiefelbein explained. It s a renovation market versus a new construction market, he said. Where there s renovation, there s upgrading and refurbishing. That s why our smooth wall technology is doing so well. Both Veneer Plaster and Level Wall-5 allow the end user to turn a 28 January 2013 P D R

8 rough wall smooth without sanding. For the painter, it readies the wall for applying the paint, Schiefelbein said. For the decorative finisher, they have a nice smooth wall over which to ply their trade. There are no limitations. They can go from a super-smooth finish to a heavy, accented Tuscan patina finish. Product Knowledge While there is a move to simplicity in faux and decorative finishes, it s still important for retail salespeople to be educated so that they can converse knowledgeably about the products and techniques in this category. This is especially important if retailers are serving the professional decorative artisan or professional painting contractor whose portfolio encompasses faux and decorative finishes. Kathy Boyd, a professional decorative painter based in Minneapolis/ St. Paul, had this advice for retailers: It s important to take classes. Make sure you know the different products and techniques so that you can speak the same language when a decorative painter comes into your store. Even with products that are easy to use, Rogers acknowledged that consumers want reassurance that they can achieve the special decorative effects that are depicted on the product packaging. We re focusing on allowing our POP, website ( com) and tag readers to provide information and instruction to consumers, he said. We provide demo videos that consumers can play over and over again until they re comfortable with the technique. While a hands-on class offers the best instruction, Rogers noted that online demonstration videos have their advantages. Just like with online colleges, you don t have to adhere to someone else s schedule. An online teaching aid never takes a break. You can access it any time of the day or night. Ralph Lauren uses its website (www. ralphlaurenhome.com/products/paint) to educate people about the product types, colors and application techniques of the brand s specialty finishes. Retailers, homeowners and contractors can find detailed information on these finishes, colors and techniques to use, Trenta said. The online Design Studio also provides how-to videos and how-to guides that walk applicators through the steps to create amazing results. There s also information regarding Ralph Lauren application tools and what you can create with them. No leaks. No punctures. In addition, Ralph Lauren supports its dealers by hosting seminars and design presentations for contractors, designers and architects. These programs focus on teaching them application techniques and demonstrating the business opportunities available to them with Ralph Lauren paint products. Benjamin Moore likewise advocates seminars as a way for retailers (Continued on page 32)

9 (Continued from page 29) to educate and create connections with customers, according to Chris Connelly, director of product management. Additionally, we see a high degree of value in online video (available at particularly around instructional techniques. This can be as simple as how to tape out a room, down to how to produce a linen finish. The benefit of online is there are a number of different issues to solve from even the most novice painter, to the most advanced. As part of its emphasis on education, Faux Effects International Inc. (www. fauxeffects.com) and its worldwide distributors offer end-user training workshops and/or free product updates. For our retailers, we offer free product training for staff personnel at our Fort Pierce, Fla., and our Dallas, Texas, locations, VanHouten reported. We also offer retailers online access to our resource center, Faux Effects-University for authorized users. In addition, we provide live technical assistance online and by telephone for retailers and end users. Knowledge is the best way for maximizing profits, VanHouten added. Know the products you carry, and if not reach out to Faux Effects to get the answers. If you know your products and can explain them to your customer, you and your business are a great resource that they will continue to patronize. This is the ultimate in customer service. Education and training is also a priority with the OIKOS product line. Many of the products can be applied easily with a brush or roller, including the versatile Multidecor, though a trowel or specialty applicator will allow for even more diverse finishes. Some of our finishes are more difficult and need a certified applicator, such as Raffaello, Marmorino, Ottocento and Aureum, Benalloun reported. Training is available at the U.S. facility in North Miami Beach, Fla. OIKOS also offers tremendous educational resources at its website, com, where there is detailed information about every product as well as YouTube videos that demonstrate how to apply the products with everything available in eight different languages. OIKOS also will be participating in three U.S. trade shows, sponsored by the Italian government, and in fact is the only plaster and paint supplier that will be participating. Vella Venetian Plasters Systems has several means of educating potential end users about the proper use of its products, including detailed written instructions, instructional DVDs, YouTube videos and in-person training. In fact, Vella will send one of its representatives to a retail store that makes a commitment to sell the line. More information is available at For paint stores, we stand and deliver, Schiefelbein said. If they The only design ready Zero-/Low- VOC compatible machines in North America. ARCHIMEDE EUREKA WHY AUTOMATICS Zero VOC Approved Progressive Cavity Pump ( PCP ) Technology Lowest Total Cost of Ownership Long Term Savings! Up to 24 Canisters Up to 40oz/min. Up to 32 Canisters Up to 80oz/min. HERO s Progressive Cavity Pump ( PCP ), technology developed in Europe for Low and Zero VOC colorants, allows HERO s line to be ready for the entry of Low and Zero VOC colorants into the North American market. In other words, there will be no added expense for any of HERO s automatic dispenser in having to upgrade them to accommodate the new colorants. Full Line Paint Dispensers & Mixers Ease of service (DIY) Back in business in minutes Substantially decreases mistints Minimum calibration required No added expense to accommodate Zero-/Low- VOC colorants To learn more contact us! sales@hero.ca

10 can put 10 people in front of us, we ll personally fly out there to train end users and sell product. Promotional Strategies As a sales strategy for retailers, Trenta suggested that they use the finishes in their store to build interest. Creating vignettes that illustrate using these finishes, setting up room examples, and providing collateral that demonstrates techniques and ideas all help the consumer visualize what they can do in their home, he said. Connelly also stressed the importance of displaying the actual finishes. When it comes to faux and decorative finishes, it s about selling customers on the final look that they are going for, he said. Getting a customer inspired to do something they ve always wanted to do or actually never thought they could do with paint is always going to lead to a profitable sale. Catering to professionals also is a way to become a force in the decorative finishes market. Crescent Bronze, as a manufacturer, is proactive about reaching out to faux finishers. One of the ways we best do this is by aligning our company with artisans who are trusted experts in the faux-finishing world, Spurlock reported. One such artisan is Stephanie Gabel, a well-known and respected decorative painter from Chicago who serves as a spokesperson for Crescent Bronze products. She is the featured artist in our popular faux painting series on YouTube, Spurlock said. To date, the short videos have reached more than 40,000 viewers. In addition, Crescent Bronze attends trade shows that cater to paint retailers and supports and participates in regional and national faux-finishing events. Crescent Bronze also offers a wealth of information via its website ( and maintains an active social media presence using Facebook, Pinterest and Twitter and also produces a blog with a regular Paint Buzz feature. We reach out daily to end users and make materials such as Technical Data Sheets about each of our products accessible from our website, Spurlock reported. Community building across the faux world is accomplished primarily through word of mouth, she added. Faux customers trust other faux customers as well they should. Another key to success in the market is to work on building the sale. As Connelly explained, It s important to remember that a faux finish is a culmination of a lot of add-on sales opportunities for the retailer whether it be base coats, glazes or primers, and additionally sundry items like woodgraining tools, sponges and additional tools to help make incredible effects. The retailer that can service all these needs is the one that is going to maximize his or her profitability. lot Pro Roller Co. A little different than most We DO NOT sell the big boxes! We DO NOT add a fuel surcharge! We DO pay freight on just 144 items! We DO ship orders same day received! We DO have paint brushes & accessories! We DO accept credit cards! We DO guarantee our products 100%! We DO what we say we will do! MADE IN USA Pro Roller is a family business. You will always talk with Jim, Tom, Pat, Nancy, Dan or Patrick. Manufacturing premium quality paint rollers... since 1953 ProRoller

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12 BY DIANE CAPUANO PAINT & DECORATING RETAILER EXECUTIVE EDITOR PAINT & COATINGS RsCrete from Faux Effects offers sophisticated styling for fl oors. SALES AFOOT! (And at Hand) Decorative Floors, Countertops & More Can Enhance Your Bottom Line You ve searched your market area, high and low, for every possible square foot of wall and ceiling space that needs a can of paint or a decorative finish. If you re still falling short of sales expectations, what do you do next? The answer, quite literally, could be under your feet. Or under the fingertips that are drumming atop your sales counter. The health of your business may depend upon your ability to find new opportunities with new surfaces. So, why not consider selling finishes for floors, patios, walkways, countertops and doors (among others)? Many retailers who have done so are finding new and exciting venues for profits. Here is a look at some of the products that were created to beautify such surfaces. Rudd Co. Inc. A popular decorative finishing system for concrete floors is SkimStone ( manufactured by Rudd Co. Inc. since Skim- Stone is primarily geared to the decorative artisan and decorative concrete contractor, said Katrina Johnson, sales manager. Professionals use the product to refinish existing concrete floors and create stunning works of art for both residential and commercial projects. As Johnson explained, it wasn t long before creative artisans began pushing the boundaries of what SkimStone could do, using the product to refinish outdated, worn laminate countertops. Eventually, a SkimStone countertop made a brief appearance on HGTV, which prompted DIYers to start clamoring for the product. This heightened interest in countertops prompted Rudd Co. to create a whole new product that was geared to the DIYer s capabilities. What we found out was that while it was an easy product to apply, the DIY market needed a simplified version, Johnson said. Most DIYers didn t want to learn a whole decorative system they just wanted to refinish their countertops successfully. With that in mind, we set out to create the Encore Countertop Kit ( countertop.com). We based it on the SkimStone system but added a sealer and a topcoat that were specifically formulated to hold up against common household chemicals and water. The Encore kit has been a hit with homeowners and has been featured on several popular DIY blogs including and From Rudd Co., the Encore Countertop Kit was used here in Sterling Gray. P D R January