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50 Dulux


Company: Akzo Nobel NV

Brand value: US$1,479 million

Headquarter city: Slough

Change since 2017: 18%        

Industry: Paints

Year formed: 1931 

Dulux is a paint brand that is seen as something of an innovator in the sector, and recently launched the Dulux Colour Visualiser app, which allows mobile and tablet users to see via augmented reality what their rooms would look like decorated in different colours and shades. The brand is also working with home furnishings e-tailer Houzz.co.uk and has launched a colour selection tool. It helps shoppers find the closest-matching Dulux colours to those in more than 15 million home design photos. Behind-the-scenes innovations include the launch in September last year of what the business calls the world’s most advanced and sustainable paint factory. The production centre, in Ashington, will enable Dulux to double its levels of UK production, and at the same time reduce the carbon footprint of every litre of paint produced by 50 percent. There are 188 Dulux Decorator Centres around the UK, and Dulux sells its products online. Over the years, Dulux has developed new kinds of paint, including the “Dulux Easycare” wipeable paint, launched last year to “Wash away the worry of spills”. The brand’s main slogan is “Let’s Colour”, and since 2013 campaigns have focused on the emotional benefits of adding and changing colour, combatting the blandness of a world without colour. Dulux also announces an annual “Colour of the Year”; in 2018, the selected colour is Heart Wood, a warm shade of pink.