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Dulux

 

Dulux

Company: Akzo Nobel NV

Brand value: US$1,256 million

Headquarter city: Slough         

Industry: Paints

Year formed: 1931

 

The name Dulux is a combination of the words “durable” and “luxury”, and while the brand’s first alkyd-based synthetic finish was produced in 1931, it wasn’t until post-World War II when the quality of its products compared to other paints came to public notice. Dulux really took off in the home-decorating boom of the 1950s. There are 188 Dulux Decorator Centres around the UK, and Dulux sells its products online. In 2016, the Dulux Academy opened, offering courses in painting and decorating. Over the years, Dulux has developed new kinds of paint, including the highly reflective Light & Space range, launched in 2006. In 2017, the focus of advertising is the new “Dulux Easycare” wipeable paint, which can “Wash away the worry of spills”. Dulux was the first paint brand to advertise on TV, and the famous Old English Sheepdog, known as the “Dulux dog” has featured in its campaigns for decades. The story goes that the original dog was owned by the director of the early Dulux TV ads and kept running on to the set to play with child actors. His scenes looked so good, he became the star. The Dulux dog and his muddy paws feature in the 2017 Easycare TV commercial. 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”; this year’s is Denim Drift, endorsed by pop singer-turned-presenter Rochelle Humes. The “Let’s Colour” campaign includes help for communities to brighten up grey spaces, with donations to schools and nurseries, charities and community centres. Parent company AkzoNobel, listed on the Amsterdam Stock Exchange, has been the target of a merger offer from American paint maker PPG, though Akzo has rejected PPG’s offer. Dulux makes paint in 26 different countries in four continents.