Over the past year, Dulux Paints Ireland has been very focused on the continually changing landscape of the paint business in Ireland. As consumer shopping patterns have continued to change and evolve, Dulux
has focused on these changing trends and opportunities so that when consumers step into store they are ready to make the right colour and product choices.
Giving consumers the additional reassurance they need when purchasing paint for their home projects, the Dulux Promise campaign launched in March and will be supported on TV and radio throughout the year. The Dulux Promise means that if a customer is not happy with the colour, coverage or finish of any Dulux branded product we will replace it. Dulux will handle all queries directly so if you get any enquires in store please direct people to visit www.dulux.ie/promise.
Inside the Home
Launched earlier this year, the new simplified retail colour card featuring the Dulux core range of colours across key finishes in both a ready mix and colour mixing format is a must have tool to help shoppers on their paint choice journey. Choosing colour can be a struggle, but with the new format colour card and colour layout Dulux can help consumers overcome this barrier.
New for 2021, the Dulux Colour of the Year, Brave Ground is now available in Easycare Washable Matt along with Tranquil Dawn (Colour of the Year 2020). Both colours feature in the Easycare Colour of the Year palette of five colours which work beautifully together and makes colour choice even easier for consumers.
MODA has redesigned its five new palettes that introduce seven new colours to its capsule collections. Launched in Q4 last year, this luxury washable matt paint allows consumers to bring harmony to their homes. Made in Cork, MODA has a blended clay formulation with a soft-to-touch smooth finish. Its five capsule collections are designed to make navigating colour easier with each one offering a cohesive look that gives consumers complete colour confidence.
Dulux Trade Diamond Satinwood bases are now available so your customers can choose from over 2,000 colours for their woodwork. With advanced stain and grease resistant technology, this water based product is Dulux’s toughest satinwood finish yet.
The Dulux Visualizer app is a helpful tool to help consumers make the right colour choice. The new and improved version launched earlier this year has improved colour picker technology allowing consumers to take inspiration from everything around them. It also allows consumers to see the colours live in their living space and can save the visualisation as a video or photo.
Outside the Home
When it comes to exteriors, Dulux continues to make things easy for your customers for both colour and product selection. Dulux have brought all their exteriors brands, Weathershield, Cuprinol and Hammerite together in one category – Dulux Exteriors – to simplify the customer journey. Dulux Exteriors reminds them that the outside of their home isn’t just about one surface, it’s all the surfaces and Dulux has a product solution for them all.
The new format Dulux Weathershield Colour card has lots of exciting changes for 2021. To help make outdoor colour choice and colour scheming as easy as possible for the customer, this years card groups exterior colours into complementary trios that work together across four themes developed for the Irish home by expert colour consultant, Cora Collins.
As consumers continue to invest in their gardens, Cuprinol is a must stock brand for retailers. Cuprinol Ducksback, with its advanced, wax enriched formula is ideal for fences and sheds. Cuprinol Garden Shades has been specially developed to colour and protect sheds, fences and other garden wood. Garden Shades can also be applied on terracotta, brick and stone to bring beautiful colours to the rest of the garden.
The Dulux Academy is committed to helping your teams with queries and with continued support for training with the ‘Academy Live’ online platform. Over the past few months, the Academy Live has been particularly focused on courses aimed at directly helping retailers and staff guide consumers during the peak season. Online training sessions have focused on the new format colour card tools launched this year and how to best use these in-store. Dulux look forward to welcoming store teams back o the Academy in Cork when the time is right and until then they will continue to add colour virtually through Academy live sessions
If you have any queries on the Academy or would like to find out more please just email DuluxAcademyIreland@Akzonobel.com where the team are happy to help!
Retailers looking for support can contact their Dulux Sales Representative or the Dulux Technical Advice Centre on 021 422 0222.