Selling Strategies Matrix:

7/31/2017
Ceiling Performance Comparison Chart:
Armstrong Cirrus
Performance and
Physical Data
Armstrong
Cirrus
USG
Eclipse
Celotex
Cashmere
fine
fine
light
Surface texture
Ceiling Panel
Thickness
¾”
Panel
Sizes

Edge
Detail
Options






¾”
12” x 12”
24” x 24”
24” x 48”

K4C4 tile
sq. lay-in
ang. tegular
bev. tegular






¾”
12” x 12”
24” x 24”
24” x 48”

K4C4 tile
sq. lay-in
sq. tegular
ang. tegular






12” x 12”
24” x 24”
24” x 48”
K4C4 tile
sq. lay-in
ang. tegular
bev. tegular
NRC
0.70
0.70
0.60
CAC
35
35
33
0.86
0.84
0.82
78-82%
78%
82-88%
YES
NO
YES?
BioBlock
Aegis
BioShield
Humidity
Resistance
HumiGuard
Plus
Clima
Plus
Sag
Warranty
Guaranteed
Availability
10-years
none
none
available
available
available
i-ceilings
compatibility
YES
NO
NO
Single Source
of Supply
YES
YES
YES?
Light
Reflectance
Recycled
Content
Recycling
Program
Antimicrobial
Treatment
Color /
Design
Options
Observations
All smoother textured visuals.
All products are the same, however
formulation affects durability measures
[see selling strategies for details].
Similar module sizes offered by most
manufacturers.
Armstrong offers a systems warranty by
providing panels and a diverse selection of
suspension systems.
Celotex performance significantly below
other manufacturers. Not equivalent.
This measurement is key for closed
spaces. Celotex performance is lower.
When choosing indirect lighting systems,
Armstrong outperforms other options.
Armstrong has a proven track record
when sustainable solutions are needed.
Where LEED criteria might be driving
ceiling selections, our products can be
reclaimed at the end of their useful life.
Available on the majority of our line.
Only available on limited items for others.
Armstrong does not suggest upper RH
limits; up to contact with standing water.
Many options available over 10-years,
eliminating owner hassle associated with
discontinued items and pattern availability.
Armstrong offers design flexibility with the
Cirrus family by offering many carved
panel options and edge profiles – to
maintain pattern consistency on projects.
Wireless connectivity possible with
embedded antennas on back of panels.
Wireless solutions are becoming more
commonplace in healthcare and higher ed.
Single source of supply for wood, metal,
accent canopies, mineral fiber, fiberglass
and suspension systems from Armstrong.
Armstrong Commercial Ceilings
Cirrus Competitive Selling Information
7/31/2017
Selling Strategies
1. Acoustics: Celotex still underperforms on both measures – NRC and CAC. USG and
Celotex do have UL classified acoustics on these two measures [note on both Eclipse and
Cashmere data pages]. Celotex should not be included as “an equal” in specifications given
their lower performance.
2. Edge Detail Options: A beveled edge resists damage better than angled or square tegular
edges. Angled tegular and square tegular edges call more attention to the grid – harsher
interface. A beveled edge is considered an “edge of forgiveness” since it resists more
damage around the perimeter of panels [edge less likely to get caught on the grid during
panel removal].
USG does not offer a beveled tegular edge on Eclipse. Specifier must choose the Millennia
family for a beveled edge. Millennia is a softer, more fragile product that does not resist
surface damage. Demonstrate with the thumb imprint test. Also, Millennia typically sells at
a higher price point than Eclipse.
3. Durability Issues: We tested Cirrus for surface scratch performance versus Eclipse and
Cashmere. Cirrus still outperforms Eclipse where surface indent resistance is concerned.
Here is a summary of the test data which is also available from TechLine:

Indent resistance: The Ball Hardness test indicates we are 50% better than Eclipse.
Translation – it’s still easier to push your thumb through the surface of Eclipse than
Cirrus. Be aware we are at parity with Cashmere, which makes sense since its NRC
is 10 points lower.

Scratch resistance: The Hess Rake test indicates we are at parity with Eclipse, but
40% less than the old Cirrus formulation. Because the new formulation creates more
surface texture, the steel shims of the rake were able to remove more of the surface
paint on the first pass. Bottomline, Cirrus is not promoted as a highly durable
product like Ultima. If a specifier wants ceilings that resist more surface damage, we
have other solutions to meet their needs. The issue is always what durability
measure is important to them based on their application.
4. Recycled Content: Note on the attached Eclipse data page [revised 6-04] that published
values have gone down – from 82% to 78%. While Celotex does not publish recycled
content on their data pages, they do include this information on their website in a “Related
Items/Downloads” table. Of course Armstrong can reclaim any of these products as part of
our Recycling Program.
5. Recycling Program: See the enclosed BPB Celotex Technical Update from November 24,
2003 regarding their program marketed specifically to architects regarding LEED. Neither
Anita nor many of your peers have heard anything about this program. Please forward
details as you hear about this in the marketplace.
Armstrong Commercial Ceilings
Cirrus Competitive Selling Information