Benjamin Moore Targets Women with 'Enticing' Paint

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Here's a gift for the vixen in your life. Invite her to discover her Aura, a new line Benjamin Moore calls "the finest paint we've ever made." According to the copy Aura is deeper, richer and more enticing than normal.

The campaign features the usual gimmicks intended to appeal to the senses of the yoga mama: soft nude graphics, colours that look like writhing bodies under satin, and flowers.

We've seen the ad in the train station for weeks without actually knowing what it was for. In fact, we had to kneel over the tracks and really look at it, thus risking our lives, before we worked it out. From a distance it looks like it's for tomato soup, maybe with a breast cancer awareness thing going on. A sexy soup. A sexy paint. Does there really a difference make? - Contributed by Angela Natividad

by Angela Natividad    Dec- 4-06   Click to Comment   
Topic: Outdoor, Poster   

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Not a particularly ringing endorsement as we take a look at a few definitions for AURA:

1. A warning before a seizure; a simple partial seizure occuring within seconds or minutes before a complex partial or secondarily generalized tonic-clonic seizure, or it may occur alone; also a warning before a migraine headache or a primary generalized seizure.

2. A sensation or warning that a seizure is about to occur.

3.A subtile invisible essence or fluid that emanates from human, animal, and other bodies. It is a psychic effluvium partaking of both the mind and the body, as there is both an electro-vital and at the same time an electro-mental aura; called in Theosophy the Akasic or magnetic aura. In RC Martyrology, a Saint.

The scary one is that it is a warning before a migraine. Could be prophetic for the highest priced paint on the planet from a company that just can't get it right with Consumer Reports.

Posted by: Paint Master on December 6, 2006 7:19 AM

Sell! Sell! Sell!

Posted by: Warren Buffett on December 6, 2006 8:09 PM

Hey! It was crap shoot for me---SELL! SELL! SELL!

Posted by: Warren Buffett on December 6, 2006 8:11 PM

I have heard about this new Aura Paint by benjamin Moore and had to try it. I had the toughest time finding it, apparantly it is not everywhere yet. But I Googled it and a web site said they shipped it anywhere in the U.S. I purchased 2 gallons of a ultra vibrant red and it covered with no primer in 2 coats perfectly and it is so smooth. I am so happy. BTW the site was very helpfull,fast and I also pruchased some rollers from them too. anyway good luck to anyone painting and definitly use this stuff.

Posted by: dana on May 15, 2007 8:42 PM

I would love to hear more from Dana on the Aura paint by Benjamin Moore. I am in Georgia and cannot find it anywhere. I too found the painterdepot web site and wonder if that is the only place to purchase this product as I need quite a few gallons of it and it is very expensive. Any help is appreciated from anyone regarding this product. Thanks a bunch. Paintless in Georgia....

Posted by: Angi Cain on May 24, 2007 5:32 PM