New Lifetime Exterior Paint Products at Home Shows & Coupon Books
When you visit a home show, you’ll often see many new “Lifetime Paint Companies” pop up with catchy names like Gorilla Coat, Turtle Coat, Armadillo Coat, Dog Coat, Shark Coat, or any other “random animal” Coat. These companies usually don’t last long—often surviving only a year or two, if they’re lucky. They introduce mysterious products that leave customers wondering what they’ll actually get. Despite their promises of lifetime transferable warranties, their lack of experience and short business history make it hard for them to back up these claims or to be taken seriously.
The Reality of Bargain Lifetime Exterior Paint Companies
Most discount coating companies at home shows or in local coupon books are selling standard acrylic paint. Modern paints typically last 3 to 5 years manufacturers design them that way to encourage repeat business. Just because you call paint a coating, it doesn’t mean it will last longer. You can call your Prius a Porsche, but it won’t go any faster.
Are Lifetime Paints Worth the Money?
The value of permanent coatings or lifetime paints depends on the contractor and the product they use. Important factors include:
- Preparation: Proper preparation is key.
- Proven Experience: Choose companies with a proven track record.
- Product History: Make sure the product has a successful history.
Be careful about being one of the first projects the new local “Armadillo Coating” dealer does.
What to Look for When Hiring a Lifetime Exterior Paint Company?
- Physical Business Location: Make sure they have an office you can visit.
- BBB Membership: Check if they’re members of the Better Business Bureau.
- Local Business License: Verify they have a local business license.
- Insurance: Confirm they have insurance.
- Warranty: Read warranty carefully find out for how long LABOR is covered.
- Product Data Sheet: Ask for the product data sheet.
- Product Verification: Ensure the product you’re purchasing is on-site by checking the labels.
- Research: Google the company name followed by “reviews” or “lawsuits” and look beyond the first page of results.
- Honest Pricing: Avoid high pressure “time share” sales tactics offering 20% to 50% discounts if you buy today.
- Honest Expectations: Avoid companies claiming R-Values and 30% to 50% Reduction in Energy Bills. According to the Federal Trade Commission these claims are both false and illegal.
Avoid companies operating out of an apartment or home. A legitimate coating business should have a warehouse for storing, tinting, and preparing coatings before sending them to job sites. If a company relies on local big box stores or paint shops, they’re not using a specialized coating system for your property.
Home Shield Coating® vs Rhino Shield vs Tex Cote Warranties Compared.
What’s the Difference Between Home Shield Coating®, Tex Cote and Rhino Shield?
Everything! different products and different warranties. Let’s compare our warranty to Tex-Cote Paint and Rhino Shield Paint. We have nothing to hide and are happy to explain our warranty and our competitors’ warranties as well. We’re so confident in our experience, product, application methods, and warranty. That we encourage you to schedule an estimate with both Tex-Cote and Rhino Shield as well.
Home Shield Coating’s Best-in-Class Warranty
Since 1999, Home Shield Coating® has been the trusted name in permanent wall coatings. We got our start in Chicago, IL, where our product proved itself against some of the toughest weather in the country.
Our coating isn’t just talk it’s backed by real third-party ASTM testing. You can find these results proudly listed at the bottom of our product data sheet. While lab tests are important, nothing beats the real-world test of time, weather, and experience. That’s why at Home Shield Coating® we have spent over 25 years fine-tuning our product and application methods to make sure our customers get the very best.
Our coating is a two-part, three-coat permanent coating system that includes:
- Part A: Bonding Agent Primer (Pink Primer)
- Part B: HSC Topcoat, available in any color of your choice
Home Shield Coating® offers a 30-Year Combined Warranty:
- First 10 Years: Covers Labor and Material
- After 10 Years: 20-Year Material Warranty
Protect Your Home for Decades with Home Shield Coating®
Home Shield Coating® is a two-part, commercial-grade permanent exterior wall coating system designed to be a long-lasting, cost-effective alternative to traditional exterior house paint.
The application process involves 11 detailed steps, including three coats. The first is a waterproof, surface-penetrating Bonding Agent Pink Primer, followed by two coats of the Home Shield Coating® Topcoat, available in any color. Home Shield Coating® is 17 times thicker than standard paint and lasts 6 times longer.
Home Shield Coating® is engineered to be durable, flexible, and breathable, and comes with the assurance of a 30-Year Transferable Warranty.
Why Choose Home Shield Coating®?
✅ Topcoat Available in Any Color!
✅ Mold and Mildew Resistant.
✅ Stay Clean Technology.
✅ 30 Year Transferrable Warranty!
✅ ASTM Lab Test! Backed by Over 25Yrs Of Real World Extreme Weather Testing!
✅ Ideal for Residential, Commercial, and Industrial!
✅ Ceramic Infused!
✅ Color Stable Technology!
✅ Surface Penetrating Bonding Agent! (Pink Primer)
✅ Three Coat System.
✅ Protects Walls 17x Times Better Than Paint!
✅ Last 6x Longer than Paint!
✅ Proprietary Coating Not Sold in Stores!
✅ Breathable, Flexible & Durable.
Home Shield Coating® is ideal for Stucco, Hardie Board, Cedar Siding, Aluminum Siding, Dryvit and Brick.
Looks Like Paint Protects Like Armor!
Tex Cote Paint Warranty Explained
Tex-Cote’s Lifetime Warranty What It Really Means
Tex-Cote manufactures and sells a product called Cool Wall through their dealer network. They offer a lifetime warranty on the product but exclude labor. Tex-Cote is upfront about this labor exclusion. The fact that they exclude labor doesn’t mean their coating doesn’t work or is inferior. Tex-Cote has been around for a long time and has contributed a lot to the coating industry. With Tex-Cote, it’s all about the dealer’s expertise. If you have a local dealer who knows what they’re doing, you can expect a long-lasting exterior finish that will look great for decades. Avoid dealers with less than five years’ experience. Google Tex-Cote Paint Reviews to get an idea of the quality of work your local dealer does.
Cool Wall Coatings Insulation Properties – What the FTC Says
When you shop for permanent wall coatings, you’ll often see companies like Tex-Cote promoting “Cool Wall” technology or claiming their product can significantly cut your energy bills. But according to the Federal Trade Commission (FTC), these claims are misleading.
FTC Action Against False Energy-Saving Claims
The FTC has taken legal action against several paint and wall coating companies for making deceptive claims about R-Value and energy savings. The agency has determined that these marketing practices are both illegal and fraudulent.
In federal court, the FTC charged four companies with misleading consumers by:
Exaggerating R-Value Ratings – claiming their coatings were equal to R-19 insulation.
Making False Energy-Savings Claims – advertising reductions in energy bills of 30%–50%.
Ceramic Wall Coating What Testing Actually Showed
Independent testing revealed that these coatings had R-values below R-1 which means they provide almost no measurable insulation benefit. The FTC also stated that the so-called “cool wall” effect offers only minimal benefit and cannot produce drastic energy savings. An R-value under -1 is basically the same as a layer of regular paint. It does not significantly resist heat flow and cannot be compared to actual insulation products.
Tex Cote’s Cool Wall Bottom Line for Homeowners
No matter what Tex-Cote, Rhino Shield, or any other wall coating company claims, the FTC has made it clear. High-quality wall coatings like Home Shield Coating® are still a smart investment for weather protection, durability, and long-term exterior maintenance savings, but they are not a replacement for insulation.
Awa Coatings LLC New Tex-Cote Dealer in Orlando, FL
The new local Tex-Cote dealer in Orlando, FL—AWA Coatings LLC was so impressed with our before and after photos that he not only used one of them on his own website but also copied our entire website design. We have a copy of the cease-and-desist letter our attorney sent him, along with screenshots of his cloned website shown below, which displays a big, beautiful cedar home that was coated by Home Shield Coating in Milwaukee, WI. He misleadingly presented this picture as his own work done in Orlando, FL. 🚩
He claims to be a veteran and advertises he’s been in business since 1961. The reality is that AWA Coatings LLC has only been in business for a couple of years now. Its owner, Mr. Gene Pierson, previously operated a company called Master Shield Ceramic Coatings LLC, which he shut down after encountering problems and developing a negative reputation in Central Florida. Several former Master Shield Coatings Customers have contacted our office for help with issues caused by Mr. Gene Pierson. Let’s just say they aren’t very happy with Mr. Gene Pierson or his new business venture Awa Coatings LLC.
Unfortunately, not all veterans conduct themselves honorably. This New Tex Cote Dealer is off to a troubling start. What he did is deceptive and shows poor judgment. We would never claim someone else’s work as our own.
They say imitation is the sincerest form of flattery and while we appreciate the compliment, AWA Coatings LLC took it too far. It’s unfortunate that Mr. Gene Pierson had to meet one of our attorneys during his very first year in business as Awa Coatings LLC.
Rhino Shield Paint Warranty Explained
Rhino Shield’s 25-Year Warranty: What It Really Means
Rhino Shield started in Indiana and was incorporated in Florida in December 2001. They sell and distribute Rhino Shield, a product private-labeled for them by Nationwide Coatings, through their dealer network. Rhino Shield offers a 25-year warranty but only covers labor for one year.
Many customers have expressed frustration upon discovering the 1-Year Labor Warranty, especially since all of Rhino Shield’s marketing highlights a 25-Year Warranty. One of those unhappy customers contacted the local news in Orlando, FL, after the local Rhino Shield dealer went out of business.
Rhino Shield’s One-Year Labor Warranty
According to the investigative report linked above, responsibility for warranty claims falls on the local dealers, not corporate. These local dealers may no longer be in business. New dealers are not responsible for warranty claims made by previous dealers and are allowed to “start fresh,” often turning past issues into new revenue opportunities.
Unfortunately, this has happened in multiple markets across the country. For example, the Rhino Shield office in Milwaukee, WI, has had three different owners. Due to this turnover, it’s wise to avoid new Rhino Shield dealers until they’ve proven themselves over time.
Rhino Shield’s New Dealers Offer “Special Warranties”
New dealers often offer potential customers a whatever they need to hear to secure a sale warranty, but previous customers are still stuck with the standard 1-year labor warranty. The new Rhino Shield dealers typically blame issues and negative online reviews on the previous owners (dealers) and promise to make things right. The new dealer will not honor a previous dealer’s warranty. They may make repairs at a discounted price but have no obligation to repair a previous dealer’s warranty issue. The problem with this “new dealer good, old dealer bad” logic is that the new dealer and the previous three before him are all using the same product and business model.
Rhino Shield’s ASTM Testing
New Rhino Shield dealers highlight third-party testing and share ASTM test results. This is primarily because they’ve been in business for a short period of time and can’t show customers a house they’ve done two years ago. So they push heavily on the third-party ASTM testing narrative instead.
While third-party lab tests are great they will never be able to replicate Mother Nature’s fury or good old-fashioned knowledge and experience. Even with all their ASTM test results Rhino Shield Paint currently leads the coatings industry in customer complaints. Nobody has more unhappy customers across the country than Rhino Shield.
Rhino Shield’s 30% Energy Savings Claims What the FTC Says
Some wall coating companies, including Rhino Shield, advertise that their coatings can cut utility bills by 30% or more and perform like insulation. While these claims sound appealing, the Federal Trade Commission (FTC) has made it clear that such marketing is misleading and, in some cases, illegal.
FTC Action Against Wall Coatings False R-Value Claims
The FTC has sued multiple wall coating and paint companies for making false claims about R-value and energy savings. These lawsuits accused the companies of:
-
Exaggerating R-Value Ratings – claiming coatings were equal to R-19 insulation.
-
Overstating Energy Savings – promising reductions in utility bills of 30%–50%.
According to the FTC, these companies could not provide proof for their claims. Independent testing revealed that their coatings had R-values below R-1 providing virtually no measurable insulation benefit.
What Rhino Shield’s R-Value Really Means
An R-value under -1 is about the same as a layer of ordinary paint. It does not significantly slow heat flow or make a home more energy efficient. While some coatings may slightly lower wall surface temperatures by reflecting sunlight, the FTC says this “cool wall” effect is minimal and does not deliver large, measurable savings on heating and cooling costs.
Ceramic Wall Coatings The Bottom Line
Whether it’s Rhino Shield, Tex-Cote, or any other wall coating brand, the FTC has made one thing clear: Wall coatings do not provide real insulation value or major utility bill reductions. High-quality wall coatings can still be a great investment — protecting your home’s exterior from cracking, peeling, and weather damage — but they should never be confused with real insulation products.
Rhino Shield’s Unhappy Customers
Rhino Shield Problems: Customers in Wisconsin, Minnesota, Louisiana, California, Florida, and several other states have voiced serious complaints some even calling for a class action lawsuit. A quick Google search using the phrase “Rhino Shield Lawsuits” reveals some eye-opening stories.
At Home Shield Coating®, we’ve made it crystal clear that we have absolutely nothing to do with Rhino Shield. Our products, processes, and business models are completely different. The only similarity is the word “Shield” in our names.
Every business will have some unhappy customers it’s inevitable. But what really matters is how a company handles those issues. If you’re considering Rhino Shield, we strongly recommend Googling “Rhino Shield Reviews” to see how your local dealer stacks up
Lifetime Paint Common Questions & Answers
How Much Should a Lifetime Paint (Permanent Wall Coating System) Cost?
A good-quality lifetime paint—also known as a permanent wall coating system—should cost between $5.50 and $8.50 per square foot, depending on the material being coated and the complexity of the job. If you’re being quoted more than this range, you may be experiencing price gouging and should consider getting additional bids. In some markets, we’ve seen extreme overpricing from certain contractors.
How Much Does Home Shield Coating® Cost?
Home Shield Coating® ranges between $6.50 and $8.50 per square foot. We get factory direct pricing no middle men here so we pass the savings directly to you the consumer. We will also beat any competitors pricing from anyone! Our CEO said if we can make a dollar profit on a job I’m happy!
How Much Does Tex-Cote Paint Cost?
We’ve seen Tex-Cote paint priced between $6.50 and $11.50 per square foot.
How Much Does Rhino Shield Paint Cost?
We’ve seen Rhino Shield paint priced between $6.50 and $12.50 per square foot.
If A Rhino Shield or Tex Cote Dealer Go Out of Business, Who Backs the Warranty?
Short answer: Not corporate. If the dealer closes or changes ownership, your warranty becomes void.
Is Fading Covered by an Exterior Wall Coating Warranty?
No. Most coatings are fade-resistant, not fade-proof.
How Much Should Rhino Shield Paint or Tex-Cote Paint Cost Per Square Foot?
A high-quality professional exterior paint job from a reputable local franchise should cost between $3.50 and $4.75 per square foot.
By comparison, a permanent wall coating system like Rhino Shield or Tex-Cote typically ranges from $6.50 to $12.50 per square foot.
If you’re being quoted more than $8.50 per square foot, you’re likely overpaying. Some coating companies are known to inflate pricing—sometimes adding 30%, to 40% then offer a 30% to 40% “discount” if you commit to buying the same day. This tactic traces back to old 1950’s Sears Siding Sales Techniques.
Pro Tip:
Get multiple quotes
Read the warranty carefully
Know your property’s square footage
Ask directly how much you’re paying per square foot
Do I Have to Keep the Same Color Forever?
No. Changing colors later is simple and affordable.
Do Ceramic Wall Coatings Provide Any Type of R-Value?
No. While ceramic particles in coatings can help reduce exterior wall temperatures, they do not provide a measurable R-Value. The actual R-Value of your walls depends on factors such as insulation type, wall structure, and the year your property was built. The Federal Trade Commission (FTC) has taken action against several wall coating companies for falsely claiming R-Values and promoting 30% to 50% utility bill reductions. These claims are misleading and have been deemed false and illegal by the FTC. Ceramic Wall Coatings should not be relied upon to create any type of measurable insulation value.
Disclaimer: This blog is intended for warranty comparison purposes only. All product and company names mentioned are registered® trademarks of their respective holders. Their use does not imply any affiliation with or endorsement by these entities. TEX•COTE® is a registered trademark of Textured Coatings of America, Inc. RHINO SHIELD® is a registered trademark of AmCoat Industrials LLC. We recommend that consumers obtain at least three estimates before making a decision. Exploring exterior permanent wall coatings can be a valuable investment if you ask the right questions and select a reputable company. If you plan to own a property for more than three years, investing in a high-quality coating system installed by a trusted company is a smart choice and can provide a strong return on investment. To learn more about exterior wall coatings, schedule an estimate today!
