Sherwin-Williams Industrial Wood Coatings leverages eco-innovations to kick-start Asia Pacific development in China

Sherwin-Williams Odor Evaluation Center

Sherwin-Williams, a global industry leader in the development of technologically advanced paint and coatings for some 155 years, has rolled out its latest Asia Pacific marketing strategy for its industrial wood coatings business. The ambitious plan highlights a series of eco-friendly innovations that provide consumers with a green and gracious living experience.

As its first endeavours for Asia Pacific in 2021, Sherwin-Williams Industrial Wood Coatings announced two major eco-innovation initiatives in China: First, an Odor Evaluation Center, the first of its kind in both Sherwin-Williams as well as the industry, and secondly, a brand-new Low Odor Series that consists of eight wood coating products.

“Environmental safety and customer health have always been our top priorities. These considerations are even more important to our industrial wood coatings as they are being applied to a variety of household products. Nowadays, consumers are mindful of preserving healthy living because of the prolonged pandemic. Therefore, our commitment in putting eco-innovation into action resonates well with market climate as well as consumers’ expectations in this region,” said Henry Wu, Asia Vice President & General Manager, Sherwin-Williams Industrial Wood Coatings.   

Industry’s first odour-evaluation centre

In mid-March, Sherwin-Williams Industrial Wood Coatings launched an Odor Evaluation Center located in its Sherwin-Williams South China Technology Center (SCTC) in Shunde of Guangdong Province, China. This is the first of its kind for both the company and the industry.

Equipped with state-of-the-art equipment and a team of consummate experts, this center focuses on the evaluation, testing and analysis of the odour of paints. It consists of five functional departments such as a sensory area, laboratory and information processing center. Its team of 18 professionals (including four PhD-holders of related disciplines) can quickly produce evaluation report on the odour of a paint product in a scientific and holistic fashion.

According to research studies, it takes only 0.2 seconds for human beings to generate perception based on smelling an odour. More than 66% of consumers determine whether a piece of furniture is eco-friendly solely by its odour. The significance of this centre is to help Sherwin-Williams Industrial Wood Coatings improve the extrinsic attributes of coating products’ eco-friendliness, making them “to be smelled” by potential customers. Ultimately, this could help manufacturers sell more products and bring more gracious experiences to end users, creating an “all-win” scenario.

Low-odour series poised to be trendsetter

Sherwin-Williams Industrial Wood Coatings also launched its highly anticipated Low Odor Series, which could be regarded as a testament of the remarkable achievements of its Huarun Paint brand for the past three decades.

The Low Odor Pro Series boosts a Grade One rating for its odour (dry film) and is certified by the China Environmental Labelling Program (CELP). Pioneering a “double insurance” design for comprehensive environmental protection, this series offers eight product lines in either white or transparent colour that could meet the needs of different wood coatings applications. Having passed the rigorous test of the Odor Evaluation Center, the Low Odor Series is a showpiece of the research and development strength of Sherwin-Williams. Its cutting-edge products are designed to bring a refreshing and healthy lifestyle to end-users. 

The Evaluation Center and Low Odor Series are two significant and complementary initiatives of Sherwin-Williams’ green endeavours. They convey a clear and loud message to consumers: wood products with eco-friendly coatings that have passed rigorous odor evaluation are now at their fingertips.   

Wu announced these two new initiatives at the 30th anniversary celebration of Huarun brand.

“Sherwin-Williams Industrial Wood Coatings has a winning formula – ‘Global solutions, locally delivered’. As an integral part of our Industrial Wood Coatings family, Huarun has put this motto into practice with remarkable success in the past three decades. As we are now firing on all cylinders to drive success with eco-innovation, Huarun would make even more contributions in this process,” he said.  

Sherwin-William Industrial Wood Coatings will participate in the 36th Shenzhen International Furniture Exhibition that will take place from 17 to 21 March. At its pavilion, Sherwin-Williams will exhibit the Low Odor series plus its other eco-friendly offerings. It will also announce the study results of new colour trends of paint and coatings. The Odor Evaluation Center will also set up a dedicated odour sensory corner there.