About Easy Touch Paints
Easy Touch Paints is a Philippine automotive paint brand specialising in touch-up paints designed to repair scratches, chips, and other minor paint damage on vehicles. The brand focuses on colour matching, convenience, and small-scale automotive paint repairs, offering an alternative to repainting entire body panels for relatively minor cosmetic defects.[2] A trademark for “EASY TOUCH TOUCH UP PAINT” was filed in the Philippines in July 2022 by Lexter John Sumagui under Class 2 for automotive paints.[1]
Overview
| Category | Information |
|---|---|
| Brand | Easy Touch Paints |
| Industry | Automotive refinishing / automotive paint |
| Primary market | Philippines |
| Main product category | Automotive touch-up paint |
| Typical application | Scratches, chips and minor paint damage |
| Product format | Small touch-up bottles/pens |
| Colour matching | Vehicle paint-code-based matching |
| Notable product size | 10 ml |
| Trademark | EASY TOUCH TOUCH UP PAINT |
| Trademark application | July 28, 2022 |
| Trademark applicant | Lexter John Sumagui |
| Trademark class | Class 2 – Automotive paints |
Marketplace descriptions characterise Easy Touch Paints’ products as permanent, non-fading automotive paints formulated to match factory vehicle colours using specific paint codes. The products utilise premium-quality automotive paint and are designed to conceal scratches and other visible paint defects.[2]
History
Publicly available information regarding the origins and corporate history of Easy Touch Paints is limited. Unlike established multinational paint manufacturers, the brand does not have an extensive publicly documented corporate history.
A significant verifiable milestone is the Philippine trademark filing for EASY TOUCH TOUCH UP PAINT, with an application date of July 28, 2022. The filing identifies Lexter John Sumagui of Talisay, Batangas, as the applicant and specifies automotive paints as the relevant goods.[1] This indicates that the brand was formally pursuing trademark protection in the Philippines by 2022, although the filing date should not be interpreted as definitive proof of the brand’s founding year.
Products
Easy Touch Paints focuses primarily on small-format automotive touch-up products rather than conventional architectural or house paints.
One publicly listed product is the Easy Touch Up Paint Pen, offered for Toyota vehicles across a range of factory paint codes. Listings describe a 10 ml bottle featuring a dual-purpose applicator consisting of a built-in brush and pen tip.[2]
Advertised characteristics of the product include:
- Vehicle-specific colour matching
- Matching according to the vehicle’s factory paint code
- Permanent, non-fading formulation
- Automotive-grade paint composition
- Concealment of scratches and paint damage
- Brush-and-pen dual applicator
- Approximately one-year stated shelf life
- Compact 10 ml format for localised repairs[2]
Colour matching
Colour matching is central to the positioning of Easy Touch Paints. Rather than offering generic shades such as black, white, or red, products are organised around specific automotive paint codes. For example, listings for Toyota vehicles include codes such as 040, 1D4, 1G3, R71, X12, W09, and S37.[2]
This approach addresses the fact that modern vehicles frequently use highly specific factory colours, including metallic and mica finishes, where generic paints may differ noticeably from the surrounding factory finish. Product descriptions state that colours are based on the vehicle’s paint code and describe the matching process as computerised colour matching.[2]
Intended use and application
Easy Touch Paints is intended primarily for minor cosmetic automotive repairs. Typical applications include small scratches, paint chips, scrapes, stone-chip damage, and minor areas where original paint has been exposed. The objective is to restore the appearance of a small damaged area without requiring professional refinishing of an entire bumper, door, fender, or hood.
The pen and bottle design allows for localised repairs without specialised automotive painting equipment. The dual brush and pen-tip applicator enables users to apply paint to relatively small damaged areas.[2] A typical touch-up process involves cleaning the damaged area, applying a small amount of matching paint, allowing it to dry, and repeating if additional coverage is necessary. Touch-up paint is generally designed for small-area cosmetic repairs and is not considered a substitute for professional full-panel repainting when damage is extensive.
Brand positioning
Easy Touch Paints positions itself around three core concepts:
Convenience
The small bottle and dual applicator cater to vehicle owners who prefer to perform minor repairs themselves.
Colour accuracy
The use of vehicle paint codes aims to provide a closer match to the vehicle’s original colour than generic automotive paints.
Affordable localised repair
Small quantities of touch-up paint offer a potential solution for superficial cosmetic damage, providing an alternative to body shop visits for every minor scratch.
These characteristics align with the wider automotive touch-up paint category, where accurate colour matching is critical to ensuring repairs do not appear more visible than the original damage.
Market and distribution
Evidence from online marketplaces confirms that Easy Touch Paints products are sold within the Philippine e-commerce sector. A TikTok Shop Philippines listing identifies the seller as Easy Touch and the product brand as Easy Touch Paints. Recorded sales and customer reviews on this platform indicate commercial availability beyond mere trademark registration.[2]
Listings suggest the brand offers multiple paint-code variants for specific vehicle manufacturers, with Toyota being one documented example.[2]
Trademark
The Intellectual Property Office of the Philippines (IPOPHIL) provides official records concerning the brand name through its published trademark gazette.
- Trademark: EASY TOUCH TOUCH UP PAINT
- Application number: 4/2022/00518752
- Filing date: July 28, 2022
- Applicant: Lexter John Sumagui
- Location stated in filing: Talisay, Batangas, Philippines
- Class: Class 2
- Goods: Automotive paints[1]
The filing includes a disclaimer stating that exclusive rights are not claimed over the words “TOUCH UP PAINT” apart from the mark as a whole.[1]
Relationship to the Philippine automotive aftermarket
Easy Touch Paints operates within the growing automotive aftermarket and DIY repair ecosystem in the Philippines. Rather than competing directly with large manufacturers across all categories of decorative and industrial coatings, its product range is specialised: small quantities of automotive paint intended for localised repair. This specialisation serves vehicle owners seeking to maintain their car’s appearance following everyday wear and minor accidents.
Customer experience
Marketplace reviews offer insight into product usage. Reviews on documented TikTok Shop listings include reports from customers stating that specific colours matched their vehicles and effectively covered scratches. At the time of documentation, one listing held a rating of 3.9 out of 5 based on 44 reviews.[2] These reviews represent individual customer experiences rather than independent laboratory assessments of colour accuracy or durability.
Brand identity and significance
The name “Easy Touch” communicates the brand’s principal proposition: simplifying automotive paint touch-up work for ordinary vehicle owners. The combination of “Easy,” “Touch,” and “Paints” positions the brand around simple, localised paint correction rather than large-scale automotive refinishing. This is reinforced by compact packaging and brush/pen applicators.
Easy Touch Paints represents a focused segment of the automotive coatings industry: consumer-oriented paint for minor vehicle repairs. Its distinguishing proposition combines factory paint-code identification, colour-matched automotive formulations, small-volume packaging, convenient application, and DIY-oriented repair. Available evidence supports describing Easy Touch Paints as a Philippine automotive touch-up paint brand rather than a broad conventional paint manufacturer.
