Valspar and Lowe’s introduce Valspar Reserve Paint + Primer with HydroChroma Technology, a groundbreaking, super premium paint designed to revolutionize the way consumers paint their homes. Created to deliver durability that stands up to real-life applications, Valspar Reserve resists more staining, scrubbing and fade than any other paint on the market today.
Valspar Reserve Interior Paint + Primer with HydroChroma Technology (Photo: Business Wire)

Valspar Reserve Interior Paint + Primer with HydroChroma Technology (Photo: Business Wire)

In fact, Valspar Reserve interior paint is 40 percent more durable 1 with superior stain and scrub resistance, making it ideal for all applications in the home. In addition to increased durability, the exclusive HydroChroma Technology, a water-based colorant system with super-strength pigments, offers a broader range of deeper, more vibrant colors. This technology allows consumers to color match more precisely while delivering exceptional one-coat coverage even over dark colors and bold patterns.

“Consumers told us durability is the number one attribute they’re seeking in a premium can of paint,” said Heidi Petz, vice president marketing, Valspar. “We launched Valspar Reserve to provide consumers with high quality and long-lasting color to ensure their homes stay as beautiful as the first day they painted—no matter what life throws at their walls.”

To offer the new HydroChroma Technology colorant, Lowe's upgraded the technology at every paint desk in stores nationwide. The new, state-of-the-art paint tinters and the Reserve paint formula together are exclusively designed to offer premium durability, while simultaneously providing enhanced color-matching capabilities to guarantee consumers find their perfect color.

"With the combined durability and advanced performance consumers expect from a premium paint, Lowe's and Valspar are revolutionizing the industry with the introduction of a best-in-class offering that ensures consumers don't have to choose between high quality and the perfect color," said Clint Davis, Lowe's general merchandise manager. "Valspar Reserve now makes it easier to complete America's favorite DIY project.”

Valspar Reserve interior paint is low odor, zero VOC 2. The low VOC Valspar Reserve exterior paint provides best-in-class color protection with premium defense against fading. Even under harsh sunlight and seasonal elements, Valspar Reserve exterior color maintains a five-time cleaner appearance 3 compared to other premium paint brands and has an unbeatable dirt and mildew-resistant coating 4.

Available exclusively at Lowe’s stores nationwide, Valspar Reserve Paint + Primer with HydroChroma Technology is available in flat, satin and semi-gloss sheens and retails for approximately $42 to $45 per gallon for interior and $46 to $49 per gallon for exterior paint.

Valspar and Lowe’s are committed to helping everyone find the right color to transform any space and offer a variety of unique and innovative tools to help with every step of the color selection journey, including the Valspar Love Your Color Guarantee™, which ensures everyone finds the perfect color. Additionally, the Lowe’s Color Studio offer customers further resources, including four fresh, seasonal color collections conveniently available in pre-mixed, clear 8 oz. color samples, plus free take-home color chip fans. Additional resources are available at

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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

Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company serving approximately 15 million customers a week in the United States, Canada and Mexico. With fiscal year 2013 sales of $53.4 billion, Lowe’s has more than 1,830 home improvement and hardware stores and 260,000 employees. Founded in 1946 and based in Mooresville, N.C., Lowe’s supports the communities it serves through programs that focus on K-12 public education and community improvement projects. For more information, visit

1 Versus leading premium brands. See for details.

2 This product contains 0 g/L VOC as calculated within the margin of error by EPA Method 24

3 Versus leading premium brands. Mildew resistance based on ASTM D5590. See for details.

4 Versus leading premium brands. Mildew resistance based on ASTM D5590. See for details.

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