"Infinity tackles one of the most frustrating DIY paint projects: dramatic color changes. Infinity hides the original color 55-percent better than a leading competitive product," said Andrew Kinnen, Sherwin-Williams' senior director of paint marketing.
CLEVELAND, Ohio - Sherwin-Williams Co. has created a premium one-coat paint-and-primer called Infinity that it says is "50-percent more scrubbable, washable and stain-resistant" than its competitors' brands.
Launched under its HGTV Home by Sherwin-Williams line, Infinity is designed and manufactured with industry-leading technology and materials that give it exceptional hiding power and coverage, the Cleveland-based paint company said. The paint is durable enough for both interior and exterior surfaces, and targeted to both professionals and do-it-yourselfers.
"Infinity tackles one of the most frustrating DIY paint projects: dramatic color changes. Infinity hides the original color 55-percent better than a leading competitive product," said Andrew Kinnen, senior director of paint marketing for Sherwin-Williams' Diversified Brands Division, in a statement. "With Infinity, we have combined several of our very best technologies, and we're redefining what customers should expect from paint."
Starting at $45.98 per gallon, Infinity is available in 16 designer-inspired collections that each include 20 coordinating colors homeowners can mix and match. Like HGTV Home by Sherwin-Williams' Ovation and Showcase lines, Infinity will be sold exclusively at Lowe's 1,845 home improvement and hardware stores starting this month.
Infinity's 100-percent acrylic formula provides a durable finish that washes easily but still retains its color and finish. Its cross-linking technology creates a barrier that helps resist stains and mildew, making it suitable for kitchens and bathrooms.
Infinity exterior paint is designed for exceptional adhesion "even when applied to chalky, glossy or unprimed surfaces," and is made to withstand cracking, peeling, blistering, and extreme weather, from heavy snowfall to extreme heat, Sherwin-Williams said.
Infinity's fade-resistant technology wards against harmful UV rays, and its algae-resistant coating protects against damage from harmful spores. Its no-stick finish means it can also be used on windows, doors and trim.