Crown Easyclean Emulsion Paint

Am I doing something wrong?

Have sanded primed and painted my cupboard with crown easycleam matt emulsion for a durable finish but now that it is fully dried, if you rub it (or certainly scrub it) with a wet cloth the paint comes off! Sounds to sense as it is waterbased I suppose but how can they make these claims about it being scrubbable?

Anyone else having the same problem?

Crown easyclean matt emulsion.

The 'convenient' container with the built-in handle was far too decorative (and costly no doubt)& was actually inconvenient as the neck is too narrow for a the brush, i know most people use a roller but i only had a small area to do, so that wasted time pouring into a container.

The instructions said stir well, which i did-or thought i had, but after stirring for absolutely ages (aren't most emulsion paints, non-drip & therefore don't need stirring?)i began to paint. The paint covered well-hence the 1 star,but as it dried it was nothing like the match pot i had bought.

Anyway i decided to paint it again & add some white but on pouring it i noticed it was a totally different colour, so i'd obviously not stirred enough, so i had to re-do it, which took twice as long as i'd intended, this time, the colour was fine, but i've never had to stir paint for so long, so a a busy person i would not recommend it