Good Housekeeping announced the addition of the Green Good Housekeeping Seal (GGHS) for the “Paint and Coatings Category,” and designated Benjamin Moore & Company’s Natura paint line as the first seal-holder.
Benjamin Moore & Company
Benjamin Moore said the water-based, zero-VOC product line was selected following “state-of-the-art” product testing conducted at the Good Housekeeping Research Institute.
Environmental evaluations determined that the product scored well in reduction of energy use and waste production in the manufacturing process and innovation development of tinted product with zero VOCs, the company said.
The company said Good Housekeeping worked with Brown & Wilmanns Environmental, a green consultant, as well as an Environmental Advisory Board, to develop criteria for the Green Good Housekeeping Seal.
The product is “virtually odorless and spatter resistant” and offers “washability performance,” the company says.
“The Green Good Housekeeping Seal was designed to set a mainstream bar for consumers who wish to live an environmentally-responsible lifestyle and buy products that are healthy for their families and the planet,” said Miriam Arond, director of the Good Housekeeping Research Institute.
The publication first introduced the GGHS in 2009 as an environmental overlay to the brand’s primary seal, to help consumers choose products that demonstrate environmental responsibility on a wide range of criteria, Benjamin Moore said.
Before being considered for the GGHS, a product must pass Good Housekeeping Research Institute’s evaluations for the primary Good Housekeeping Seal, which evaluates claims and measures efficacy to ensure the product performs as promised, and also represents a limited two-year warranty: if the product proves to be defective within two years of purchase, Good Housekeeping will replace the item or refund the consumer.
Only then is it reviewed using comprehensive environmental criteria, including ingredient safety and potential toxicity, the reduction of water use in manufacturing, energy efficiency in manufacturing and product use, packaging reduction, and the brand’s corporate social responsibility.
More information: Summary of the application.