Dulux Perfect accessories

Agency: Webb deVlam
Client: ICI Paints Akzo Nobel - Dulux
Category: Product, Consumer - with design fees over £30,000

Executive summary

The launch of the Dulux Perfect accessories range is a great success story as it not only launched Dulux into a new arena that complements the paint business, but has managed to deliver incremental sales, increased basket spend and broken into new distribution channels. A great example of how design can deliver for the business, brand and consumer.

  • 5% share of the £160 million home decorating accessories market after initial launch in 2009.

  • The launch of the extended range in March 2010 generated continued success and annual sales have since increased 36.49% and are still growing.