Smart hardwood flooring with Pure Genius technology

Pure Genius: A smart hardwood floor that purifies the air in your home

Flooring Trends | April 10, 2014

Always striving to innovate, Lauzon introduces the world’s first smart hardwood floor. Pure Genius, Lauzon’s latest exclusive innovation, improves indoor air quality of your home without compromising the quality and appearance of your hardwood flooring. 


PURE GENIUS is a natural purifying agent made of titanium dioxide (TiO2) integrated into Lauzon’s TITANIUM floor finish. Activated by natural or artificial light, it breaks down toxic contaminants on contact and transforms them into harmless molecules. Its constant and consistent action is so effective that over time, it makes indoor air up to 85% cleaner.

What does PURE GENIUS do?
– Pure Genius cleans the air of Volatile Organic Compounds (VOCs), contributing to a healthier home environment.
– Pure Genius removes odour-causing airborne compounds making your house smell clean and fresh.
– Pure Genius eliminates bacteria and micro-organisms from your floors, making for a healthier living.
– Pure Genius renders the surface of your floor hydrophilic, making your floor look cleaner.

Why is indoor air quality so important?
Because we spend so much of our time indoors (up to 90% according to Building Efficiency / Green Building) it is important that indoor air be free of harmful toxins. The United States Environmental Protection Agency (EPA) found levels of about a dozen common organic pollutants to be 5 to 10 times higher inside homes than outside, regardless of whether the homes were located in rural or highly industrial areas. Most of these pollutants enter homes unsuspectingly through certain furniture varnishes, paint strippers and inexpensive flooring products. However, hardwood floors treated with the PURE GENIUS technology can help you to remove these pollutants as well as other toxins that may be present from any number of common household sources such as pressed wood (in your cabinets), exhaust fumes from a connecting garage, paint, adhesives and varnishes, tobacco smoke, smoke from fireplaces and even smoke from wood-burning stoves.

What about fresh air from outside?
Pure Genius will never replace the natural benefits of getting fresh air into your home. However, there may be times of the year when the weather would impede you from letting fresh air in on a regular basis. There are also many dwellings and residential buildings that suffer from sick building syndrome (or that are exposed to a bad indoor climate) that could greatly benefit from the Pure Genius patented technology.

How is having a floor with PURE GENIUS like having 3 trees in my home?
All plants including trees, have the ability to absorb and break down harmful airborne toxins such as NOx (Nitrous oxides coming from car exhausts) and formaldehyde. Third party scientific studies have demonstrated that under normal lighting conditions, 10,000 square feet of hardwood flooring with PURE GENIUS has the equivalent purifying effect of 22 deciduous trees! This translates to 1 full-grown mature tree for every 454 square feet of hardwood flooring. This means that an average house (measuring 1,377 square feet) will benefit from the air purifying capabilities of 3 mature trees.

Lauzon flooring Pure Genius hardwood flooring

Lauzon flooring Pure Genius hardwood flooring

How long does it take for PURE GENIUS to start working? And how long will it last?
Under normal lighting conditions (either artificial or sunlight), it takes approximately 30 to 60 days for hardwood floors with PURE GENIUS to degrade contaminants and establish an air purification equilibrium in your home. Hardwood floors enhanced with PURE GENIUS effectively purify the air for as long as the surface finish lasts.

What if the finish is scratched?
Small scratches will not affect the overall effect of Pure Genius because the action will only be diminished in proportion to the area where the coating is affected, which will most likely be less than a fraction of a percent. Hardwood floors enhanced with PURE GENIUS effectively purify the air for as long as the surface finish lasts. Sanding, on-site refinishing, or staining will nullify the air purifying effects; however, normal usage and wear and tear will only slightly affect the process, leaving it efficient for as long as the original floor surface is intact.

Do PURE GENIUS hardwood products carry a warranty?
Because every living environment is unique, Lauzon Flooring cannot guarantee the air purifying effect and impact that their PURE GENIUS hardwood flooring will have in your house. The efficiency of the PURE GENIUS technology will depend on the amount of light, air circulation and the quantity and concentration of contaminants that are present in any given household. PURE GENIUS requires lighting to work optimally, so the more the floor is covered with objects, the less surface area there is to work on air purification. Conversely, the more surface area covered with PURE GENIUS hardwood products, the more air it will clean in your home. So be creative! dare to use hardwood products enhanced with PURE GENIUS beyond your floors.  Use it to create an interesting accent wall, a cozy ceiling, or simply incorporate it into a DIY project such as a book shelf or a contemporary headboard. 

What about cleaning?
Always use hardwood flooring rated cleaning products and follow the manufacturer’s instructions. Also, avoid waxing or washing your hardwood floors with soapy or oily products. If you have already washed your floors inadequately, an oily residue will be formed on the surface. While this will slow down the Pure Genius process, rest assured that it will come back to its full capacity once that residue has been removed.

What products are available with PURE GENIUS?
There are two new Lauzon hardwood series Organik and Authentik that come standard with the PURE GENIUS technology. A substantial selection of products in the Designer and Ambiance hardwood collections are also available with PURE GENIUS as an option.

For more information, please visit our Hardwood section or contact us here.

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