Behr launches program for Hispanic pros

Behr Paint has introduced a Spanish-language version of its “Direct to Pros” program in order to serve its customer base of Hispanic general contractors, remodelers, paint and wall-covering professionals.

The new site,, provides Hispanic professionals with information on Behr interior, exterior and specialty products; business management and networking advice; useful project tips and tools; and information on a range of Behr solutions to help professionals better build their businesses.

An online technical library with downloadable usage guides, information on product prep and dry time, application guidelines, and cleanup and storage instructions will also be available for Behr products, as well as an overview of Behr’s “Direct to Pro” services, such as factory tinting and volume pricing.

Behr is a subsidiary of Masco Corp. and is headquartered in Santa Ana, Calif.

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