Dulux Heritage – a premium offer for your clients

Dulux Creative Director Marianne Shillingford speaks to Painting & Decorating News about the new Dulux Heritage range, why they have launched a premium color brand and how decorators can present the range to their customers.

Since Dulux was founded in the 1930s, the UK has gone through a period of immense change, which is also reflected in interior design. In the past year in particular, the demand for classic and proven colors has increased significantly.

It is one of the inspirations for the launch of the new Dulux Heritage series – our most luxurious collection to date.

Both colors and their names were chosen to reflect the palette’s rich origins, rooted in a quintessentially British consciousness. Inspiration from famous landscapes, precious materials and delicious tastes have inspired favorite colors like Chiltern White, Masters Gold and Cherry Truffle, creating a palette that has a story to tell on our walls.

The series is characterized by a velvety smooth surface, but is robust enough to withstand the rigors and practical requirements of modern living.

It is available in two formulations. Dulux Heritage Velvet Matt for walls and ceilings is formulated with high-quality pigments that give an extraordinary depth of color with a durable, soft surface. Meanwhile, Dulux Heritage Eggshell offers a smooth, low-gloss and quick-drying finish for wood and metalwork.

The extensive palette of 112 colors is suitable for a wide variety of applications from dining rooms, bedrooms and living rooms to high-quality commercial interiors such as hotels.

Application of the product

As a decorator myself, I know how selective professionals are when it comes to painting. We not only wanted to offer our customers a premium product in a wide variety of colors, but also wanted to create a product that was easy and pleasant to apply. In developing the Heritage range, we worked closely with professional decorators to ensure that the paint would run smoothly and function at its highest level even after it was applied.

Dulux Heritage uses binder technology to create a durable product that can be washed and wiped repeatedly. It also makes cutting and rolling easier, resulting in a flatter and smoother finish.

We recommend using a short pile microfiber roller when applying Velvet Matt to the walls. However, the thick, viscous formulation of the paint creates an even finish, whether applied with a roller or a brush, as the brush marks fade as it flows out.

Introducing the Dulux Heritage range to customers and helping them choose the right system is easy. The collection has been organized into familiar color families, with a flow starting with the most popular new neutral colors. The colors are arranged in columns, with light, medium and deep shades to choose from, which complement each other. To make life even easier, at the end of each column there is the perfect white for the colors above.

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