The flattest paint in Little Greene’s family of finishes, ‘Absolute Matt Emulsion’ has received a huge upgrade to its eco credentials.
With a ‘barely-there’ low-sheen of only 1-2%, you won’t notice any difference to its sumptuous, velvety, dead-flat finish or the effortless way it brings a beautiful depth of colour to your walls and ceilings. But now, 40% of every tin of Absolute Matt Emulsion is made from completely recycled ingredients, thanks to the introduction of a new high-quality resin – the bit that binds all the ingredients together.
Finding innovative ways to reduce the use of virgin materials is at the heart of Little Greene’s long term environmental strategy. Creative Director, Ruth Mottershead, explains:
‘At Little Greene we are on a permanent mission to improve product quality, and always to do it hand-in-hand with improving the sustainability of our offer and reducing our carbon footprint. It’s in our culture to take great care about what we do, and although there are additional costs in taking this innovative step forward, we wanted to shoulder the responsibility for the decision and have decided to keep the price the same for our customers.
Absolute Matt Emulsion is our signature flat finish and the perfect fit for beautiful, considered homes where the interplay of light and sumptuous depth of colour can completely transform the ambience of the room. We are thrilled that this transformative paint finish is now even better for the planet too.
One of the cornerstones of Little Greene’s environmental strategy has been the successful reduction of VOC content in all our water-based paints; now so low that it’s considered negligible. This means all our water-based finishes are environmentally-friendly, completely child-safe, low in odour, low in VOCs and quick to dry. Cleaning up requires no specialist solvents or cleansers; simply rinse brushes in clean water. Safe to use in every room, including nurseries, Little Greene remains one of the most environmentally-thoughtful options available for decorating the home.’
Absolute Matt Emulsion is offered in all Little Greene colours. Superb in all hues, it appears especially rich and sumptuous in darker shades, such as ‘Olive Colour’, ‘Livid’ and ‘Light Bronze Green’, or beautifully chalky in delicate, muted tones of ‘Masquerade’, ‘Clay’ or ‘Windmill Lane’, where its flat matt finish affords a real depth of colour that can’t be matched by more synthetic paints.
Absolute Matt Emulsion is available in 1L, 2.5L, 5L and 10L tins, as well as 60ml sample pots.
Little Greene paints are available through over 1000 stockists nationally and internationally. They can also be bought
online at www.littlegreene.com and in Little Greene showrooms in the UK, USA and Europe.
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