The product, called Pure Genius, is activated by natural or artificial light and by the movement of air, Lauzon said.
The technology continuously breaks down airborne toxins, creating a constant supply of pure air in the home.
Lauzon said its studies show that the air in rooms installed with Pure Genius is up to 85% cleaner than spaces without the flooring.
“Many people don’t realize the extent to which the air-tight environments in today’s homes contain pollutants and toxic contaminants, such as formaldehyde emitted from furniture, building materials and common household products,” said Priscilla Bergeron, communication manager at Lauzon.
Pure Genius is contains a patented titanium dioxide technology that decomposes bacteria, viruses and moulds, and reduces potential carcinogens by constantly transforming toxic airborne particles into harmless water and carbon dioxide molecules, the company said.
After 30 days, rooms installed with Pure Genius flooring have been shown to have a formaldehyde level of only five parts per billion, compared to 16-32 parts per billion in a typical home, Lauzon said.
In addition, the company said, Pure Genius helps reduce household odors such as cigarette smoke, pet urine and lingering cooking smells.