Masco Corporation ( MAS - Analyst Report ) recently launched an improved version of Behr Premium Plus, under its famous program, BehrPro. Behr Premium Plus is a self-priming, zero VOC (volatile organic compounds) interior paint.

The new formulation of Behr Premium Plus can be used on uncoated or previously painted surfaces. There is no need to use a separate primer, which considerably reduces painting time and labor. The product is ideal for professional use as it conceals imperfections and offers excellent finishing.

The improved formulation of Behr Premium Plus uses a faster drying acrylic formula. Also, its GREENGUARD certified formula ensures minimum paint odor, so that the home is ready for occupancy in quick time. Even when combined with low VOC colorants, Behr's PREMIUM PLUS interior line will continue to maintain its zero VOC qualities, thus ensuring healthier interiors.

Headquartered in Taylor, Michigan, Masco manufactures, sells and installs home improvement and building products. Behr is a subsidiary of Masco Corporation. Behr paint is the leading brand in the do-it-yourself market for architectural coatings. The company’s previous Behr products include Behr Premium Plus and Behr Premium Plus Ultra Interior.

Product innovation has always been a part of the company’s growth startegy. Introduction of the new formulation of Behr is in line with this strategy.

Overall, we are encouraged by Masco’s continued focus on product innovation and cost improvements. However, we prefer to wait and see how the year actually shapes up for the company. Slow recovery of the U.S economy and Euro-zone macroeconomic conditions are affecting the company’s results at present.

Masco Corporation carries a Zacks #3 Rank in the near term (Hold rating). We currently have a Neutral recommendation on Masco Corporation.