Frequently Asked Questions
Contact us about additional questions.
Any Sheen, Any Color, Anywhere?
Due to Aura paints innovative formulation, the old rules for selecting a sheen do not apply: Any color and sheen can go anywhere inside the home. Customers can choose the sheen based on the look they want to achieve. They can use a Matte finish in the bath or a Satin for the bedroom with confidence the Aura will provide superior washability, stain and mildew resistance, and a remarkably smooth finish.
What is Aura?
Benjamin Moore is a 100% acrylic interior paint that uses waterborne colorant to reinforce and improve the richness of the paint. Aura uses a breakthrough proprietary technology called ColorLock. The use of the ColorLock technology means richer, truer, more durable color and incomparable performance.
Can I get Aura in any color?
Aura is available in any Benjamin Moore color. We can also match any custom color or colors from any other brand of paint. The 144 colors of the Affinity Collection was created especially for Aura to take advantage or the richness and the depth of color that Aura provides. All of the Affinity colors coordinate, so you can be confident the colors you select will work well together.
What are features and benefits of Aura Paint?
Self-priming: Priming isn’t necessary in most cases, saving timing and money Extreme hide: never requires more than two coats offering a high-quality result while saving time and money. With most paints, getting the right coverage and finish requires several coats, especially with rich or deep colors like reds and yellows. With Aura, you never need more than two coats.
ColorLock Technology resists scuffs and scratches. The exclusive stain-release technology keeps walls new-paint fresh. Stain and marks wipe off easily with soap and water without removing the color.
Quick Drying: Apply an additional coat after only an hour or put pictures back on the wall in only two hours after you finish painting!
Waterborne, low odor and eco-friendly means safe for your family and the environment. Use any finish anywhere to achieve the look you want, where you want it. All Aura finishes have low water sensitivity and provide a mildew-resistant coating. Spatter-free application means easy application and cleanup.
Aura can be mixed to match any color – you get the color you want with a rich, beautiful finish that will last for years. The Benjamin Moore Brand offers you full confidence in a quality product to produce the results you want.
How does Aura cover so well?
The superior hide is due to increased levels of titanium dioxide, higher solids, better hiding colored pigments and higher film build application properties that results in thicker dried film. In addition, the enhanced flow and leveling provides a uniform coat of paint eliminating variations in film thickness which contributes to poor hide.
In addition, the ColorLock technology creates a tighter film which reduces water penetration and holds pigment tight so there’s minimal color rub off in any color, any finish.
Only Aura uses ColorLock technology which gives Aura better resistance to water spotting in any sheen and a uniquely smooth finish. You can use any finish anywhere, and you’ll never need more than two coats, even with reds and yellows or when you’re covering a dark color with a lighter one.
How should Aura be applied?
Use the same application techniques that you would for any interior low-VOC product: Pre-wet your brush with clean water remove any excess water by spinning the brush in your hand Load the brush by dipping it ¼ to 1/3 into the can. Pull the brush out of the product and tap the brush to the side of the can to remove excess paint. (DO NOT SCRAPE) Apply paint in light-pressure strokes, moving along and keeping a wet edge. Aura will set-up quickly, so it’s best to smooth out the product with a light pressure and continue moving along. If you see that you misses a spot and the paint is already” setting up,” it is best to allow the paint to dry (about one hour) before going back and touching up.
Aura has great touch-up properties. Let the first coat dry completely before applying a second coat. This will take about one hour. For a roller application, follow the same process. As with the brush, pre-wet the roller cover with clean water and spin it out to remove the excess water.
Aura can be applied by spray like any waterborne, low-VOC product using airless or HVLP equipment. Recommended spray tip size, filter mesh size and pressure settings can be found on the Technical Data Sheet.
How can my business become more profitable by using Aura paint?
Using a unique product like Aura gives you a competitive edge. The quick dry time, easy touch up, and two-coat maximum means you’ll save time and labor cost, with a very high-quality result for customer. You’ll be able to recoat in an hour, so you can move on to the next job quickly. Leveraging a super-premium product will enhance your reputation and increase referral business.
What is Color Lock?
Color Lock is unique to Benjamin Moore – it is a technology that takes the performance of acrylic paint to a new level. The proprietary 100% acrylic hybrid resin system gives Aura resistance to water sensitivity, water spotting, and color rub off. The Aura finish looks new-paint fresh even in damp rooms or after repeated washings. Special coalescing agents balance open time and dry time, allowing incredibly smooth application, seamless touch ups and recoats in only one hour. Custom thickeners give Aura exceptional flow and leveling along with enhanced film build for superior coverage in even the deepest shades.
How does Color Lock work?
In standard paint, pigment molecules hold loosely to binder molecules. With Color Lock, pigment particles are embedded in the binder molecules. This, plus higher solids, creates a tighter film which reduces water penetration and provides minimal color rub off in any color, and any finish.
What are the key benefits of Color Lock?
Aura is fully washable in any sheen with minimal color rub off. Offers Maximum hide in all colors – never more than two coats. Fast drying; one hour recoat time. Exceptional flow and leveling Smooth application. Seamless touch-up. Eco-friendly: meets the most stringent VOC regulations.
What is Aura Color Foundation?
Aura color foundation is concentrated color base that prepares the surface for extreme color. It comes in either Yellow (52012) or red (52020). Unlike a primer, it requires only one top coat to achieve hide.
How is Aura Color Foundation applied?
Aura Color Foundation should be applied like any other waterborne paint. For the best result, use a shed resistant Benjamin Moore Premium 3/8”-inch nap roller free of dirt, mildew, and grease. Sand glossy surfaces and wipe thoroughly with a clean cloth. Aura Color Foundation can be top coated in one hour.
How is Aura different from other paints?
The proprietary ColorLock technology means: Maximum hide in all colors Aura covers like no other paint. The thicker film delivers increased hide in both light or dark colors. With conventional paints, the deeper the hue, the more coats are needed for good coverage.
With Aura, most colors require only one coat and never more than two coats.
Richer, more enticing color that doesn’t rub off All finishes have low water sensitivity and provided a mildew resistant coating, so any finish can go in any room
Fully washable in any sheen Easier to apply – Superior flow and leveling – Spatter free – Excellent touch up properties – Aura can be mixed in any custom color including the 144 Affinity colors; and myperfectcolor.com can make any one of it over 105,000 color matches in Aura. – Low VOC’s for the environmental safety – Fast one hour recoat time – Low odor
When is Aura Color Foundation required?
Myperfectcolor will alert you when an Aura prescription requires Color Foundation.
Recommended Applicators for Aura
For Matte and Eggshell finishes, use a 3/8” shed resistant roller cover. For Satin finishes, use a 3/8” shed resistant or mohair roller cover.
What are some helpful surface preparation tips?
As with any paint, clean the surface to be sure it is free of dirt, mildew, and grease. Sand glossy surfaces and wipe thoroughly with a clean cloth. Cure masonry or new plaster for 30-60 days.
What surfaces require special preparation?
For water/smoke damage, bleeding woods or crayon markings use Fresh Start All Purpose 100% Acrylic primer (023) or Fresh Start All Purpose Alkid primer (024). For uncoated ferrous metal, use a primer recommended for ferrous metal surfaces.
What are the benefits of the Affinity Color Collection?
Affinity colors seamlessly harmonize with on another; simplifying color selection.
The palate is designer inspired and endorsed. All of the colors work well together. You can take any color and use it with any other from the plate.
Sophisticated, harmonious and global, the Affinity colors were inspired by three broad themes: Eclectic Chic, Pure Harmony, and Global Artisan.
What sheen should I choose?
A low-sheen finish in the ceiling will reduce light reflection in the room.
Lower-sheen finishes like Matte and Eggshell better mask surface imperfections like uneven surfaces from plaster marks.
A Matte or Eggshell finish will retain the sound-deafening properties of acoustic ceilings.
Emphasize trim or moldings by using a different level sheen from the wall.
What are VOC’s?
VOC stands for volatile organic compound. VOC’s are a contributing factor to the creation of ground-level ozone, a component of smog. This occurs when VOC’s evaporate and react with other hydrocarbons and nitrogen oxides in the presence of sunlight.
VOC’s are released from many sources including large and small process industries, commercial transportation, automobiles, and gasoline, diesel fuel, home heating oil, alcohol and paint thinner.
What is different about Benjamin Moore’s interactive proprietary waterborne colorants?
Traditionally, the addition of tinting colorants has comprised the performance of paint. Our exclusive waterborne colorants are formulated to enhance the performance of Aura paint. Raw materials were chosen in formulating the waterborne colorants that specifically contribute positively to flow and level, application and dry film properties.
What is the Affinity color collection?
A new palette of 144 sophisticated colors that were designed expressly to be used with Aura paint. Each color is beautiful on its own or in combination with any other Affinity color.
What is the Benjamin Moore warranty for Aura?
If customers are not satisfied, as long as Aura is used according the directions on the can label, they can return the unused portion of the product with the store receipt to the place of purchase. Benjamin Moore will replace the product or refund the purchase price. See can label for further details.
What makes Aura environmentally-friendly?
Aura is water-based and even when tinted it meets most stringent environmental VOC (Volatile Organic Compounds) regulations.
What sheens are available for Aura Paint Finishes?
Aura is available in Matte (522), Eggshell (524), and Satin (526) The Aura Matte finish closely resembles the regal Matte finish. The Eggshell finish provides a lower sheen that’s easier to touch-up that other Eggshell finishes. And the Aura Satin finish resembles the finish of Waterborne Satin Impervo.
What types of samples of the Affinity Color Collection are available?
2-ounce color samples are available for all Affinity colors.
Who is the ideal customer for Aura?
Why is Aura more expensive than other paint?
Aura uses a new, exclusive technology called ColorLock that provides easy application and a rich, high quality finish.
You’ll save time and money since most colors cover in one coat and never more than two coats in ANY color. If you need to do a second coat or touch-up, you can do so in one hour.
Aura cleans up easily with soap and water and is spatter resistant. You can use any finish in any room since Aura has low water sensitivity and provides a mildew-resistant coating.
The finish is fully washable and need resists color rub off.
Aura has low odor and meets even the most stringent environmental regulations.
When you consider the total cost of your project, including the time you’ll save, the quality of the result, and the amount of paint you’ll actually need, you’ll likely come out ahead with Aura.