Dulux Perfect accessories

Dulux, market leader in the UK paint market, wanted to leverage its position by launching a range of brushes and other painting accessories to provide consumers with a complete home decorating system.

Dulux Perfect accessories

Agency: Webb deVlamClient: ICI Paints Akzo Nobel - DuluxCategory: 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands