The name "Chalky Look" refers to the very matt finish, as this paint offers a sheen level below 2%.
This is an acrylic paint containing silicates and fine minerals. It is these elements that when the light hits the surface gives the intense vibrancy of colour that you would not otherwise see in a matt paint.
Chalky Look is not an open paint the same as chalk paint, it just appears chalky. Unlike chalk paint, Chalky Look is sealed and so doesn't require a wax or varnish to make it stick to the substrate. You can apply a varnish for added protection if desired: I would recommend a matt varnish to retain the chalky look.
Coverage is approx. 12m²/L on non-absorbing or primed surfaces.