Many homeowners and builders think of paint as something you rent.

We think of Liquid Ceramic^® as something you buy.  It is no ordinary wallcoat.

Liquid Ceramic^® is a high performance architectural coating LOADED with solid particulate (ceramic microspheres and ceramic in various microscopic shapes and sizes), suspended in a safe, acrylic solution. (FYI:  an "architectural coating" is a coating developed for application on homes and buildings, as opposed to other types of coatings that might be applied to machines, metals, etc.)

TWO COATS of ordinary paint generally dries to the thickness of phone book paper (3 mils).  Liquid Ceramic^® dries to the thickness of light cardboard, about 10-mils thick, closer to a phone book cover.  For an interesting review and comparison to paint, click on the COMPARE US TO PAINT link at left.  (Caution: many "never paint again" companies say their product dries to the thickness of a credit card, which is 30 mils thick. This is an exaggeration and that thickness will not be achieved.) 

We recommend two coats of Liquid Ceramic^® Exterior Wall Coat for any application. Why?  Painting is a process wherby the cost of painting typically represents 80-90% of the final bill. Once a painter is fully set-up, it's easier to put the second coat on while the shrubs are already covered, the equipment is there, or the scaffolding is still set-up.  In addition, two coats provides protection against 98-mph wind driven rain, as our ASTM testing shows.

Paint wears off, cracks, peels and flakes due to its low solid particulate content.  "Solids" are what you actually buy when you buy paint or our product.  It's the part that stays on your home or building - - everything else evaporates!   Liquid Ceramic^® lasts and lasts.  It is considered a "permanent coating."

Your home's likely to be one of the biggest investments you'll ever make.  Why cover it with paper-thin paint that has a 68-70% evaporation rate?  Imagine buying a gallon of paint at a local paint store.  If the can is ten inches tall, only the bottom three inches will stay on your house.  The rest will float away into thin air.  Picture that!  The top 70% of what you buy will not be on your home the following day because the majority of it has disappeared into thin air!

Since painting your home, whether your do it yourself or hire a painter, is essentially labor, then why continue paying the labor bill every 3-5 years when you don’t have to?  It would be equal to you hiring a painter to go around your house with FOUR TO SIX COATS of quality exterior paint.  When more product is applied, you'll paint less often in the future, saving you thousands of dollars in labor costs every 3-5 years.

Our two coat process, when applied properly, has been known to last over THIRTY YEARS without need for re-painting.  Will it last that long on your house or building?  That depends simply on how well your home is prepped and how well our product is applied.  There is no single "blanket statement" with any product that is true in absolutely all cases.  If applied to a CLEAN, DRY and SOUND substrate, properly prepped, our product should not crack, peel, flake or chalk for a period of twenty (20) years.  Keep in mind that the underlying substrate must continue to function in a manner originally intended using standard construction methods. 

CLICK HERE for a PDF version of our 12-page Product Description Booklet

The Paint Conspiracy

Paint is typically used to offer temporary eye appeal but is formulated to last a short time. Paint simply masks the surface of your home or building and does not protect the surface like a coating. For 150 years, paint companies have been “renting” paint to their customers knowing they’d be back in a few years to buy more. This has kept the paint stores busy and painters well employed. The major paint companies prefer you NOT to be educated about paint and instead, switch the discussion to the aesthetic aspects of paint, such as colors, beauty, gloss, etc. We don’t emphasize those aspects since all paints can be tined to virtually any color and they’re all generally nice looking - - at least for the first few months. The real issue is the product’s performance and what it does to protect your home from the elements that attack your home year-round. What good is a nice color if it begins to fade three months from the time it was applied?

Marketing

Demand for Liquid Ceramic^® Exterior Wall Coat has increased rapidly since being introduced in the United States in June, 2000. It has been sold primarily through dealers, who advertise the application of the product to homeowners as a “never paint again” product. But we quickly realized that our plan to grow a dealership network could not keep up with the demand from homeowners in areas where we did not have authorized dealers. Therefore, we have developed this website to introduce you to our unique product and give you an opportunity to purchase the product directly.

In developing a business model to sell the Canadian-made Liquid Ceramic^® in the United States, we realized painters did not want to buy it because it did not allow them to return to the job 3-5 years later and re-paint your house or building. Paint stores typically have not carried it because it didn’t provide an opportunity for repeat business. So it simply came down to the fact that the BIG WINNERS were homeowners and building owners who have a vested interest in taking care of their investment, at the least possible expense over the long run.