A process for coating a product by ion exchange including: a) providing a product that contains a surface segregating species (SSS) having a low surface energy component and an ionic component wherein the SSS has segregated to an outer surface of the product to form an activated surface; and b) treating the activated surface of the product with a liquid containing a surface modifying agent comprising one or more polyionic species, wherein the polyionic species is attracted to and deposits on the activated surface through a process of ion exchange.