alt Hacker NewsThis concept is used all over India to cool down homes that are on the top floors.
https://www.amazon.in/EXCEL-CoolCoat%C2%AE-Reflective-Coatin...
Basically, have a highly reflective white coat on your roof, to reduce temperatures by about 3 Degrees Celsius.
Almost all homes in Urban India are made from concrete and bricks, which can hold a lot of heat.
I myself have been in houses that use this to cover only some rooms of the house (mainly the bedroom), and the temperature difference is definitely noticeable. It also makes the room livable in the extreme hot summers in India.
This is the opposite. It says, "Refelects [sic] 90% of solar infrared rays," because of its "High IR reflective Pigments [sic]," so its emissivity in the infrared is 0.1, but the IR-selective paints we're talking about here are optimized for high infrared emissivity, which means they absorb a lot of infrared.
Maybe there's some wiggle room here because solar infrared is mostly near IR and MWIR, and the place where we want high emissivity (absorptivity) is longwave IR, but to the extent that the advertisement makes any claims about infrared emissivity, it claims very low infrared emissivity, not high.
A paint with low emissivity across the spectrum will slow down the temperature rise when the sun is up, but also slow down the temperature drop when the sun is down. This can still make rooms livable, but it isn't the same as what you get with regular whitewash, where the temperature of the roof is actually lower than the temperature of the air around it.