When Mercier officially took the wraps off its next-level Generation+ finish in early 2025, the company realized it had the potential to be a winner. After all, the finish was proven to provide 10X greater scratch resistance than its predecessor, while still offering higher visual clarity and relatively easy maintenance.
But the reaction to the breakthrough finish innovation—which has since been rebranded as liv and livUP—has exceeded even the company’s already high expectations given the feedback the product has generated in the field.
“After one year on the market with our enhanced finish formula, the results are unequivocal: our laboratory tests confirm outstanding performance, and consumer testimonials consistently highlight their satisfaction with the ease of maintenance and exceptional durability,’’ said Karyne Tremblay, director of product development and quality.
More importantly, according to Mercier, the new liv and livUP finishes aim to dispel common misperceptions about today’s hardwood flooring products. According to the company, many consumers mistakenly believe that hardwood flooring isn’t compatible with active households. Mercier’s liv and livUP surface finishes counter those misperceptions.
“We’ve just refreshed the name and visual identity of our finishes, and now it’s time to break the myths and let more people know that a well-protected hardwood floor is suitable for any lifestyle,’’ said Jean-Philippe Dumas, co—owner and vice president of sales and marketing, Mercier.
Distributors, retailers and contractors that have had an opportunity to test-drive the new finishes agreed wholeheartedly. “My initial thoughts on the LivUp finish is, ‘Wow!’ said Remiah Newton, vice president of Bast Floors & Staircases, Tampa, Fla. “This is a great product for a commercial setting, a residential home with dogs, small children, etc.”
What really sold Newton on livUp were the product demos. “Everyone has seen demonstrations—you always get a little skeptical after demonstrations regardless of what business you are in,” he explained. “But to test the finish and see the finish ‘live up’ (no pun intended) to expectations for the customer makes it an easy and confident sell. I have not seen a more durable finish on the market.”
Newton is not alone. David Howard, owner of Oregon-based Simple Floors of Portland, is similarly impressed with the new liv/livUp finishes. “Seventy-five percent of my businesses sales come from solid and engineered hardwood, so I’m excited that Mercier is going on the offensive regarding finish durability,” he told FCNews. “With the rise in luxury vinyl plank sales over the past five to 10 years, many consumers have lost sight of just how durable and long-lasting hardwood can be. Mercier’s liv finish helps bring that conversation back by offering an option that addresses some of the biggest concerns homeowners have today: durability, scratch and water resistance. For consumers who may have been hesitant to choose hardwood because of wear, moisture or day-to-day durability concerns, it creates a much more compelling case.”
Stephanie Schuler, who manages Sterling Carpet One in Grand Forks, N.D., is already a big fan of Mercier, noting: “It’s the only hardwood we have in our showroom where you can pick your species, sizes and color.” Now, with the added protection the livUp finishes provide, it’s a no-brainer. “It’s an incredible floor and finish for young families and pet owners, especially when they want a real hardwood floor,” she added. “It’s a finish that checks all the boxes—it reduces the adherence of dirt, its 10x more scratch resistant and has the ultimate performance. It truly lets families ‘liv’ in their home.”
In virtually every case, Mercier customers see the new finish as a game changer. “Whenever the needle moves forward, it just makes others want to be better and more innovative,” BAST’s Newton said. “In our store, livUp is not an option—it is the standard when selling Mercier. Why would you not give your customers the best?”
Simple Floors’ Howard concurred. “Mercier has always had one of the best finishes in the industry. With the rollout of the liv finish, I think that puts them on a different level. It’s a finish that offers significantly better scratch resistance, water resistance and GreenGuard Gold Certification—all without sacrificing finish clarity. As a retailer I couldn’t ask for more.”
