In an on-demand world where convenience and immediacy are key, consumers still saw achieving a dream living space through the world of DIY and painting as an unwelcome slog – 28% who started a project dropped out before completion.
As a market leader, Dulux had a tremendous opportunity to challenge these conventions and redefine how people think about decorating. What if they could actually reinvent the paint buying experience around the consumer, making it easier and encouraging people to decorate more often?
Reinvent the entire ‘paint experience’ around the user. Creating a digitally led experience that was convenient, stress free and personal.
Amazing Space Paint: An entirely new platform that fundamentally challenges the way we find, buy and use paint.
The first step in reinvesting the ‘paint experience’ was to help consumers choose the right paint for the job. We simplified colour choice and improved in-room visualisation.