Valspar Paint and Lowe’s Launch Breakthrough Hi-DEF Advanced Colour System™ Technology

Oct 24, 2011

TORONTO, ON July 2011 – Introducing “high definition” for paint. Valspar® has pioneered a breakthrough in paint colour and performance technology with the launch of Valspar® Signature Colours® with Hi-DEF Advanced Colour System™. The innovative formulation, available exclusively at Lowe’s is both a paint and primer in one and boasts the ultimate hiding formula, which covers most old colours in one coat. The paint also features super-saturated pigments for “true-to-chip” accuracy, meaning Valspar’s more than 3,000 colours are the truest colours possible and are more vibrant and richer than ever before. The technology is available for interiors, in Valspar’s Signature Colours® formulation, as well as for exteriors, in Valspar’s Duramax® product.

“People tell us that what they want most in a paint is a product that hides the old colour quickly and easily, and matches the colour on the chip,” says Howard Heckes, Valspar’s senior vice president, Consumer Division. “Valspar Hi-DEF Advanced Colour System™ delivers that and much more. It not only maximizes coverage, but also glides on effortlessly, giving a smooth, silky finish, both indoor and outdoor. The wide array of colour options allow for easy, unlimited decorating opportunities with true, lasting colours.”

“The new Hi-DEF Advanced Colour System™ is a breakthrough in paint technology that delivers a superior paint product, which our customers continue to look for when selecting colours to decorate the interior and exterior of their homes,” says Lowe’s Home Décor Merchandising Director, Bernie Snider. “With Hi-DEF Advanced Colour System, customers get the benefits of a paint and primer in one and can cover their old colour faster and easier with paint that maintains its colour longer, saving time and money.”

Available exclusively at Lowe’s stores, Valspar Signature Colours® and Duramax® with Hi-DEF Advanced Colour System™ comes in flat, satin and semi-gloss finishes. A mark of Valspar’s and Lowe’s commitment to quality products and customer satisfaction, Signature Colours® and Duramax® both come with a lifetime warranty. Valspar® Signature Colours® retails for approximately $43 per 3.78L. Valspar Duramax® retails for approximately $48 per 3.78L. For more information, please visit or

Valspar’s 2010 four colour trend palettes:

  • Watercolour Impression – Inspired by fluid patterns found in art, glassware and upholstery, this palette is refreshing and soothing at the same time. A great choice for small spaces, these clean, cool and translucent tones provide a sense of expanding horizons.
  • Retro Retreat – colours of the past are reinvented for the present to create a calming sanctuary. Paired with the right colours, this nostalgic palette of warm earth tones, inviting greens and subtle blues can create a classic or modern feel in any room.
  • Vintage Romance – Rediscover the regal elegance of a bygone era with the rich jewel tones and luxurious textures that defined the Victorian period. With many spending more time at home, this velvety palette of deep, rich colours can create a much needed sense of security and lavishness.
  • Peaceful Ambiance – This ethereal palette of warm and light earthy colours creates a comforting and relaxing atmosphere in a time of economic uncertainty. These soft, idealistic colours are derived from the pastels found in nature and offer a positive outlook for the future.

“These palettes are inspired by things that affect us all – nature, cultural shifts, the economic climate – so there’s a little something for everyone,” said Kim. “By mixing and matching different colours, tones and textures, these universal palettes can combine to complement any personal style.”

About The Valspar Corporation

The Valspar Corporation (NYSE: VAL) is a global leader in the paint and coatings industry. Since 1806, Valspar has been dedicated to bringing customers the latest innovations, the finest quality and the best customer service in the coatings industry.

About Lowe’s

Founded in 1946 and based in Mooresville, N.C., Lowe’s is the second-largest home improvement retailer in the world, serving approximately 15 million customers a week in its more than 1,700 stores in the United States, Canada and Mexico.

Lowe’s Companies Canada, ULC first opened Canadian stores in December 2007 and now operates 26 stores in Ontario and Alberta with more than 4,000 employees company-wide. In 2005, Lowe’s announced plans to open its first stores in the Greater Toronto Area, with as many as 100 stores across Canada over time.

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Jourdann Lubliner

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