Owens Corning Sales, LLC (Owens Corning) has introduced a new line of colored, dimensional, premium cool roof shingles at the International Builders' Show in Las Vegas. These shingles meet the California Title 24 Cool Roof and initial ENERGY STAR reflective requirements. The shingles are part of the company's Duration Series Shingles with SureNail technology that decrease roof temperatures by up to 10 degrees in warm weather, lower energy bills and decrease wear and tear on the air conditioners.

Duration® Premium Cool roof shingles are designed to help our customers meet increasing demand for green products. They offer more vivid color choice versus other cool shingles introduced to date and further enhance the value of our Duration line, which has been one of our most popular roofing introductions in history, said Sue Burkett, marketing manager for Owens Corning Residential Roofing.

To develop initial color palette, Burkett explained that the company’s product development teams used solar reflective granules in a new brighter, richer color range than would normally be anticipated for a solar reflective roof.

Consumer research told us the general perception was that a cool roof had to look washed out (be very light) to be effective — and our studies proved that to be false, said Burkett. Homeowners looking to have green solutions and beautiful homes can now have both.

With the initial launch, Duration Premium Cool roof shingles will be provided in Sage, Sunrise, Harbor Fog and Frosted Oak and available in the California to meet Title 24 Cool Roof requirements that go into effect from August 1, 2009. The distribution will be expanded to additional regions to meet the market demand.

This launch continues our 70-year history of innovation. It is one more solution we are providing to enhance the energy efficiency of buildings, which consume 40 percent of the energy in the U.S. That is more than industry and more than transportation, said Frank O’Brien-Bernini, chief sustainability officer for Owens Corning. By combining building science with aesthetics, we are enhancing the beauty of the energy efficiency solutions we bring to market. Products that deliver improved energy efficiency while boosting curb appeal are more broadly embraced, enhancing the livability of our communities, which is a key tenet of sustainability and our company’s focus on greening our products.

In challenging economic conditions, added Burkett, giving our customers additional options like Duration® Premium Cool shingles is a key example of our commitment to continuing to deliver differentiated value. The product helps improve the ease and accuracy of installation and provides performance benefits while offering a beautiful, greener, more energy efficient solution — which is key to helping our customers stand out in a slowing market.