Privacy Policy
PRIVACY POLICY AT BEHR PROCESS LLCLAST UPDATED APRIL 8, 2024
BEHR PROCESS LLC (”BEHR,” “we,” “us”) is concerned about privacy issues and wants you to be familiar with how BEHR collects, uses and discloses your information in connection with our business. Accordingly, we have created this Privacy Policy to describe our practices in connection with information that we collect through: (1) in-person interactions, such as at trade shows, during in-person market research, and at retail stores where our products are sold, to name a few, (2) phone interactions, (3) websites operated by us from which you are accessing this Privacy Policy (the “Sites”), (4) the software applications made available by us for use on or through computers and mobile devices (the “Apps”), (5) our social media pages and apps located at Facebook (https://www.facebook.com/BehrPaint/), Twitter (https://twitter.com/behrpaint), Pinterest (https://www.pinterest.com/behr/), YouTube (https://www.youtube.com/BehrPaints), Instagram (https://www.instagram.com/behrpaint) and TikTok (https://www.tiktok.com/@behr (collectively, our “Social Media Pages”), and (6) HTML-formatted email messages that we send to you that link to this Privacy Policy (collectively, including the Sites, Apps and our Social Media Pages, the “Services”). Except as otherwise expressly provided herein, this Privacy Policy does not govern our collection of information through any website not identified in this Privacy Policy or by any other means other than through the Services; nor does this Privacy Policy govern the collection of information by any of our Affiliated Entities (as defined below) or by third parties.
We encourage you to read this Privacy Policy before using the Services or submitting your Personal Information to us. “Personal Information” is information that identifies you as an individual or relates to an identifiable individual.
Your use of the Services signifies that you agree with all terms of this Privacy Policy, so please do not use the Services if you disagree with any part of this Privacy Policy.
BEHR reserves the right to make changes to this Privacy Policy. In the event that BEHR makes a material change to this Privacy Policy, it will be posted here. We encourage you to check this page regularly because your continued use of the Services following any changes to the Privacy Policy will be deemed to constitute your acceptance of such change. You can determine when this Privacy Policy was last revised by referring to the “Last Updated” legend at the top of this page.
The Services are not directed to children under the age of eighteen (18), and we request that children do not provide Personal Information through the Services.
We will collect Personal Information about you, such as your name, postal address, telephone and mobile numbers, email address, credit card number or other payment number, date of birth, gender, IP address, profile pictures, or social media IDs through your use of the Services, such as when you create an account or profile, order or register a product, order literature, enter contests or incentive programs, sign up for newsletters, download an App, participate in a survey, contact customer service, or otherwise do business with us or interact with the Services. We may also receive your Personal Information from other sources, such as affiliated entities, public databases and cooperative databases; joint marketing partners; social media platforms; from people with whom you are friends or otherwise connected on social media platforms; our service providers; as well as from other third parties. For example, if you elect to connect your social media account to your Site account, certain Personal Information from your social media account will be shared with us, which may include Personal Information that is part of your profile or your friends’ profiles.
We use your Personal Information to do business with you or otherwise provide the services you request from BEHR such as responding to product information requests; registering products; fulfilling orders for parts, products or customer service; initiating refunds; administering contests or incentive programs; and facilitating on-line product visualization applications and preferred products catalogs. We also use Personal Information to send you news about our products and promotions, to conduct online surveys, contests, other similar promotions or incentive programs via email, telephone or postal mail, and to notify you of special events and products that you might be interested in. Please see the “Sweepstakes, Contests, and Other Promotions” section below for more information on participating in such activities. Further, we may also use Personal Information to send you important information regarding the Services, changes to our terms, conditions, and policies and/or other administrative information. Because this information may be important to your use of the Services, you may not opt-out of receiving such communications. In addition, we may use the information to improve BEHR’s online and other services, such as through customer service and product support, to understand consumer preferences in developing product improvements and innovations. We may also use your Personal Information for internal business purposes, such as optimizing users’ Services experiences and analyzing, managing and expanding our businesses. If you apply for employment with BEHR, we may use the Personal Information you supply to process your job application.
The Services may offer a feature that allows you to send an electronic postcard or otherwise share a message with a friend. If you choose to use this feature, we will ask you for the recipient’s name and email address, along with the text of any message you choose to include. By using this feature, you are telling us that you are entitled provide us with the recipient’s name and email address for this purpose.
We may also use your personal information: (i) as necessary or appropriate under applicable law; (ii) where we determine that such use is necessary to comply with the request of a law enforcement or regulatory agency or other legal process; (iii) to protect our operations or those of any of the Affiliated Entities; (iv) to protect the rights, privacy, property, interests or safety of BEHR, the Affiliated Entities, Services visitors, customers, business partners, employees or the public; (v) to permit us to pursue available remedies or limit the damages that we may sustain; (vi) to enforce our Terms of Use; (vii) to respond to an emergency; and (viii) in connection with any reorganization, merger, sale, joint venture, assignment, transfer or other disposition of all or any portion of BEHR’s business, assets or stock (including without limitation in connection with any bankruptcy or similar proceedings).
BEHR may share Personal Information collected via the Services with Affiliated Entities or other third parties as described below. You should also be aware that Personal Information about you may be transferred to or received by Affiliated Entities or third parties in the U.S. or in other countries, which countries may have different privacy regulations than those applicable in the country where you reside. The Affiliated Entities and third parties that process your Personal Information for us are required to do so in accordance with applicable law and cybersecurity/data privacy best practices.
All the above categories of third parties with whom we share Personal Information excludes text messaging originator opt-in data and consent. We do not share any opt-in, consent or other text messaging information with any third parties except to the extent that our service provider will have access for purposes of carrying out the messaging program or as required by law.
We may also collect other information that does not directly reveal your specific identity or directly relate to an individual through the Services (“other information”), such as domain, URL, browser, device and operating system information, information about visits to the Services pages, App usage data, physical location and information collected through cookies, pixel tags and other technologies, demographic information provided by you that does not reveal your specific identity, and information that has been aggregated in a manner such that it no longer reveals your specific identity.
We and our third-party service providers may collect other information in a variety of ways, including:
We may use and disclose other information for any purpose, except where we are required to do otherwise under applicable law. If we are required to treat other information as Personal Information under applicable law, then we may use it for all the purposes for which we use and disclose personal information.
In some instances, we may combine other information with Personal Information (such as combining your name with your geographic location). If we do combine any other information with personal information, the combined information will be treated by us as Personal Information in accordance with this Policy.
We do not "sell”, as that term is defined by applicable law, your Personal Information or any other information we collect about you to any affiliated or unaffiliated third parties.
We retain Personal Information for as long as needed or permitted in light of the purpose(s) for which it was collected. The criteria used to determine our retention periods include:
Certain pages on the Services, including our Social Media Pages, enable users to create their own profile page or submit their own content (for example, message boards, forums, chat functionality and blogs, among other services). Any information you disclose in connection with such services may be publicly available and be read, collected, or otherwise used by anyone who visits the page on which you have chosen to comment, and you should exercise caution in deciding whether to disclose your information there. Masco BU cannot prevent such publicly-available information from being used by others in a manner that may violate this Policy, the law, or your personal privacy and safety, and is not responsible or liable for the results of any postings or the use or disclosure of any information that you disclose via such postings.
If you do not wish to receive marketing-related emails from us, you may opt-out of receiving such marketing-related emails and from such sharing through 1 of 2 available options. The first option is utilizing BEHR’s website:
The second option is by selecting the unsubscribe link in the footer of the email from BEHR.
We will endeavor to comply with your request as soon as reasonably practicable. Please note that, if you opt-out as described above, we will not be able to remove Personal Information about you from the databases of Affiliated Entities or other third parties with which we have already shared your Personal Information as of the date on which we implement your opt-out request. If you wish to cease receiving marketing-related emails from such Affiliated Entities or other third parties, please contact such Affiliated Entities or other third parties directly or utilize any opt-out mechanisms set forth in their respective privacy policies or marketing-related emails.
We may operate sweepstakes, contests, raffles and similar promotions through the Services that may require online registration with us or with third-party sponsors of such promotions. You should carefully review the rules of each promotion in which you participate through the Services, as they may contain additional important information about BEHR’s or a sponsor’s use or disclosure of your personal information. To the extent that the terms and conditions of such rules concerning the treatment of Personal Information conflict with this Policy, the terms and conditions of such rules shall control.
The Services may contain links to other sites which are not operated by BEHR. BEHR IS NOT RESPONSIBLE FOR THE PRIVACY PRACTICES OR THE CONTENT OF SUCH OTHER WEBSITES, INCLUDING WEBSITES OPERATED BY AFFILIATED ENTITIES. We provide such links only as a convenience, and the inclusion of links on the Services does not imply endorsement of the linked site by BEHR. If you provide any Personal Information through any such third-party website, your transaction will occur on such third party’s website (and not on the Services) and the Personal Information you provide will be subject to the privacy policy of that third party. BEHR recommends that you review the privacy policy of third-party websites arrived at from links on the Services.
In addition, we are not responsible for the information collection, usage, disclosure or security policies or practices of other organizations, such as Facebook, Apple, Google, Microsoft, RIM or any other app developer, app provider, social media platform provider, operating system provider, wireless service provider or device manufacturer, including with respect to any Personal Information you disclose to other organizations through or in connection with the Apps or our Social Media Pages.
We may use third-party advertising companies to serve advertisements regarding goods and services that may be of interest to you when you access and use the Services and other websites or online services, based on information relating to your access to and use of the Services and other websites or online services on any of your devices, as well as on information received from third parties. To do so, these companies may place or recognize a unique cookie on your browser or use similar technologies, (including pixel tags). They may also use these technologies, along with information they collect about your online use, to recognize you across the devices you use, such as a mobile phone and a laptop. If you would like more information about this practice, and to learn how to opt out of it in desktop and mobile browsers on the particular device on which you are accessing this Privacy Policy, please visit http://www.networkadvertising.org/managing/opt_out.asp and http://www.aboutads.info/. You may download the AppChoices app at www.aboutads.info/appchoices/ to opt out in mobile apps.
BEHR takes measures designed to protect Personal Information collected through the Services against unauthorized access, disclosure, alteration or destruction. Unfortunately, however, no security system or system of transmitting data over the Internet can be guaranteed to be entirely secure. If you have reason to believe that your interaction with us is no longer secure (for example, if you feel that the security of any account you might have with us has been compromised), please immediately notify us in accordance with the “Questions” section below.
For your own protection, we encourage you not to include sensitive personal information, such as payment card information, in any emails you may send to us. BEHR will not request sensitive Personal Information in our emails to you.
Your Personal Information may be stored and processed in any country where we have facilities, where our Affiliated Entities are located, or in which we engage service providers, and by using the Services you understand that your information will be transferred to countries outside of your country of residence, which may have data protection rules that are different from those of your country. In certain circumstances, courts, law enforcement agencies, regulatory agencies or security authorities in those other countries may be entitled to access your personal information.
The following chart details which categories of Personal Information we collect and process, as well as which categories of Personal Information we disclose to third parties for our operational business purposes, including within the 12 months preceding the date this Privacy Policy was last updated. The chart also details the categories of Personal Information we “share” for purposes of cross-context behavioral or targeted advertising, including within the 12 months preceding the date this Privacy Policy was last updated.
Categories of Personal Information | Disclosed to Which Categories of Third Parties for Operational Business Purposes | Sold to Which Categories of Third Parties | Shared with Which Categories of Third Parties for Cross-Context Behavioral or Targeted Advertising |
Identifiers, such as name, contact information, and online identifiers (ex. IP address) | Affiliated entities service providers; dealers and retailers; ad networks; social networks; business partners; marketing partners; other businesses; contest sponsors | N/A | Ad networks |
Personal information as defined in the California customer records law, such as name, address, telephone number, email, social media account ID, date of birth, passwords, and information related to employment, education and experiences, preferences and interests | Affiliated entities service providers; dealers and retailers; ad networks; social networks; business partners; marketing partners; other businesses; contest sponsors; legal authorities; other parties in litigation | N/A | Ad networks |
Protected Class Information, such as sex and age | Affiliated entities; service providers | N/A | None |
Commercial Information, such as transaction information and purchase history | Affiliated entities service providers; dealers and retailers; ad networks; social networks; business partners; marketing partners; other businesses; contest sponsors | N/A | Ad networks |
Internet or network activity information, such as browsing history, online behavior, interest data, and interactions with our and other websites, applications, systems and advertisements | Affiliated entities; service providers | N/A | Ad networks |
Geolocation Data, such as device location and IP location | Affiliated entities; service providers; contest sponsors | N/A | Ad networks |
Audio/Video Data. Audio, electronic, visual, and similar information, such as images, audio, and video created in connection with our business activities | Affiliated entities; service providers | N/A | None |
Employment Information. Professional or employment-related information, skills and experience | Affiliated entities; service providers | N/A | None |
Inferences drawn from any of the Personal Information listed above to create a profile or summary about, for example, an individual’s preferences and characteristics | Affiliated entities; service providers | N/A | Ad networks |
We do not sell Personal Information as defined under applicable law. We have not engaged in such activities in the 12 months preceding the date this Privacy Policy was last updated. Without limiting the foregoing, we do not knowingly sell or share the Personal Information of minors under 16 years of age.
Subject to your consent where required by applicable law, we may use Sensitive Personal Information for purposes of providing goods or services as requested by you; ensuring security and integrity; short term transient use such as displaying first party, non-personalized advertising; performing services for our business, including maintaining and servicing accounts, providing customer service, processing or fulfilling orders and transactions, verifying customer information, processing payments, providing financing, providing analytic services, providing storage, or providing similar services on behalf of our business; and activities relating to quality and safety control or product improvement.
Subject to applicable law, you may make the following requests
We will not unlawfully discriminate against you exercising your rights applicable privacy law. To make a privacy request, please contact us at:
We will verify and respond to your request consistent with applicable law, taking into account the type and sensitivity of the Personal Information subject to the request. In some instances, we may decline to honor your request where the law or right you are invoking does not apply or where an exception applies. We may need to request additional Personal Information from you, such as name, email address, postal address, and purchase history to verify your identity and protect against fraudulent requests. You may make a request on behalf of a child who is under 13 years old if you are the child’s parent or legal guardian. If you make a request to delete, we may ask you to confirm your request before we delete your Personal Information.
We use services to help deliver targeted advertisements to you as described above. Applicable privacy laws may classify our use of some of these services as “sharing” your personal information with the advertising partners that provide the services, from which you have the right to opt-out. You can submit requests to opt-out of tracking for advertising by selecting the “Do Not Share My Personal Information” link at the footer of the website in which you want to opt out of targeting. Your request to opt-out will apply only to the browser and the device from which you submit the request. You can also broadcast the Global Privacy Control (GPC) to opt-out of targeted advertising for each participating browser you use. To learn more about GPC, visit https://globalprivacycontrol.org.
If we refuse to take action on your request, you may appeal this refusal within a reasonable period after you have received notice of the refusal. You may file an appeal by contacting us via:
If an agent would like to make a request on your behalf as permitted under applicable law, the agent may use the submission methods noted in the section entitled “Individual Requests.” Not all kinds of requests can be made by authorized agents in all states. As part of our verification process, we may request that the agent provide, as applicable, proof concerning his or her status as an authorized agent. In addition, we may require that you verify your identity as described in the section entitled “Individual Requests” or confirm that you provided the agent permission to submit the request.
Where we maintain or use de-identified or aggregated data, we will continue to maintain and use the de-identified or aggregated data only in a de-identified or aggregated fashion and will not attempt to re-identify the data.
If you would like to exercise your privacy rights under the laws applicable to your place of residence, please see ADDITIONAL INFORMATION UNDER THE LAWS OF CALIFORNIA AND OTHER JURISDICTIONS below. If you have questions about this Policy or how BEHR processes your personal information, you may contact Kevin Edwards, Director of Data Analytics and Privacy at Masco Corporation, our parent company, whom is responsible for overseeing our privacy program, by emailing consumerprivacy@mascohq.com or calling 1-833-724-0948.
6 Gallons
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Behr makes highly rated, award-winning paints, stains, and more that deliver superior value at every price point so everyone can transform their space into the look they want with the colors they love.
Two coats
250-400 sq. ft. per gallon
Starting at $30.98
This paint and primer◊ offers exceptional durability and hide with a finish that resists mildew and stains.
Paint & Primer◊
GREENGUARD® Gold Certified*
Zero VOC**
◊A primer coat may be needed on some surfaces. See label for details.
**ZERO VOC: This product, like most Zero VOC paints, emits very low amounts of VOCs. Most emissions occur during painting and for 48 hours after. Some continue for two weeks or longer. While VOC emissions are very low, sensitive groups such as babies and asthma/allergy sufferers should minimize exposure.
Two coats
250-400 sq. ft. per gallon
Starting at $39.98
A stain-blocking paint and primer◊ that delivers advanced burnish, scuff and mar resistance along with hide in fewer coats.
Stain-Blocking Paint & Primer◊
Extra Durable Finish
GREENGUARD® Gold Certified*
◊A primer coat may be needed on some surfaces. See back label copy for details.
One-Coat Hide◆
Up to 400 sq. ft. per gallon
Starting at $49.98
An advanced stain-blocking paint & primer◊ that delivers exceptional durability and one-coat hide guaranteed in over 1000 colors.
One-Coat Hide◆
Exceptional Durability & Stain Resistance
GREENGUARD® Gold Certified*
◊A primer coat may be needed on some surfaces. See back label copy for details.
◆Valid only when tinted to colors from the BEHR DYNASTY™ & MARQUEE® Interior & Exterior One-Coat Hide Color Collection. Learn more.
One-Coat Hide◆
Up to 400 sq. ft. per gallon
Starting at $59.98
This revolutionary paint delivers on all of your painting needs. It’s our most stain repellent, scuff resistant, fast-drying, one-coat coverage paint & primer◊, ever.
Advanced Stain Repellency
One-Coat Hide◆
GREENGUARD® Gold Certified*
◊A primer coat may be needed on some surfaces. See back label copy for details.
◆Valid only when tinted to colors from the BEHR DYNASTY™ & MARQUEE® Interior & Exterior One-Coat Hide Color Collection. Learn more.
*GREENGUARD Certified products are certified to GREENGUARD standards for low chemical emissions into indoor air during product usage. For more information, visit ul.com/gg.
Behr manufactures highly rated paints, primers and stains that offer premium quality at a range of price points.
Each exterior product is available in a spectrum of colors to help you transform the look of your home.
Two Coats
250 - 400 sq. ft. per gallon
Starting at $43.98
Delivers exceptional hide and excellent touch-up while also providing comprehensive all-climate protection.
Paint & Primer◊
Mildew Resistance Finish
GREENGUARD® Gold Certified*
◊A primer coat may be needed on some surfaces. See label for details.
Two Coats
250 - 400 sq. ft. per gallon
Starting at $51.98
A stain-blocking paint and primer that will paint, prime and protect with excellent durability and hide in fewer coats.
Stain-Blocking Paint & Primer◊
All-Weather Protection
GREENGUARD® Gold Certified*
◊A primer coat may be needed on some surfaces. See label for details.
One-Coat Hide◆
250 - 400 sq. ft. per gallon
Starting at $64.98
With enhanced durability and adhesion, BEHR Marquee paint is available with One Coat Coverage in over 700 colors◆ that can be enjoyed for years to come.
One-Coat Hide◆
Exceptional Fade & Dirt Resistance
GREENGUARD® Gold Certified*
◆Valid only when tinted to colors from the BEHR DYNASTY™ & MARQUEE® Interior & Exterior One-Coat Hide Color Collection. Learn more.
Two Coats
250 - 400 sq. ft. per gallon
Starting at $75.98
This revolutionary paint takes exterior performance to the next level. It’s our most fade-resistant, long-lasting paint to keep your color and exterior looking its absolute best for longer than Behr Paint has ever delivered before.
10-Year Color Fade Protection**
Quick Return To Service (Doors/Trim/Window)
GREENGUARD® Gold Certified*
**Valid only when tinted to colors from the BEHR DYNASTY® specially curated Exterior Color Fade Protection Palette. Based on predictive lab testing with a color shift less than Delta E of 5 as measured by CieLAB. A primer coat may be needed. Two coats of BEHR DYNASTY® Exterior Paint are recommended for optimal durability. Individual results may vary. See back label instructions for details and warranty limitations.
*GREENGUARD Certified products are certified to GREENGUARD standards for low chemical emissions into indoor air during product usage. For more information, visit ul.com/gg.
* Important Disclaimer: Coverage calculator results are to be used only as estimates. Behr Process LLC cannot guarantee that you will achieve proper results without verifying your measurements and assumptions.
Get the look you want and the protection you need for any room in your home.
A flat sheen has a non-reflective finish that touches up well and hides minor surface imperfections.
Low-traffic areas; interior walls and ceilings
Ceilings
Medium-Low
A matte sheen has a low-luster, reflective finish that is durable, easy to clean, touches up well and also hides minor surface imperfections.
Low-traffic areas; interior walls
Family rooms, living rooms, kids' rooms, bathrooms, dining rooms, ceilings
Medium
An eggshell enamel sheen has a soft, velvety appearance that resists dirt and grime, as well as mildew.
Moderate-traffic areas
Family rooms, living rooms, bedrooms, kids' rooms, hallways, dining rooms
Medium
A satin enamel sheen has a pearl-like finish that's easy to clean.
All interior surfaces; moderate- to high-traffic areas
Family rooms, living rooms, bedrooms, kids' rooms, hallways, kitchens, bathrooms, doors, windows, trim, cabinets, shutters, interior furniture
Medium-High
A semi-gloss enamel sheen is sleek and radiant resisting mildew, moisture and wear.
Cabinets and trim; high-traffic, high-moisture areas
Kids' rooms, hallways, kitchens, bathrooms, doors, windows, trim, cabinets, shutters
High
Hi-Gloss enamel sheens provide have a brilliant, shiny appearance and a durable, glass-like finish that allows dirt and grime to be wiped clean.
High-use surfaces
Kitchens, bathrooms, doors, windows, trim, cabinets, shutters, interior furniture
High
Set the right curb appeal with exterior painting efforts that last.
A flat sheen is non-reflective, and easy to apply and touch up. It will minimize the appearance of minor surface imperfections.
Wood and vinyl walls and siding; brick and other masonry; fences
Medium-Low
A satin enamel sheen creates a pearl-like finish that's durable and dirt-resistant. It will also resist moisture, fading and stains.
Virtually all exterior surfaces
Medium-High
A semi-gloss enamel sheen is sleek and radiant with a hard, durable finish. It is formulated to withstand wear, and will also resist moisture, fading and stains.
Doors, trim and shutters; Exterior furniture
High
Hi-Gloss enamel sheen have a brilliant, shiny appearance and a durable, glass-like finish that allows dirt and grime to be wiped clean.
High-use surfaces
High
Set the right curb appeal with exterior painting efforts that last.
A flat sheen is non-reflective, and easy to apply and touch up. It will minimize the appearance of minor surface imperfections.
Wood and vinyl walls and siding; brick and other masonry; fences
Medium-Low
A satin enamel sheen creates a pearl-like finish that's durable and dirt-resistant. It will also resist moisture, fading and stains.
Virtually all exterior surfaces
Medium-High
A semi-gloss enamel sheen is sleek and radiant with a hard, durable finish. It is formulated to withstand wear, and will also resist moisture, fading and stains.
Doors, trim and shutters; Exterior furniture
High
Hi-Gloss enamel sheen have a brilliant, shiny appearance and a durable, glass-like finish that allows dirt and grime to be wiped clean.
High-use surfaces
High
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