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Dulux Heritage – a premium offer for your clients

Dulux Creative Director Marianne Shillingford talks to Painting & Decorating News about the new Dulux Heritage range, why they launched a premium paint brand, and how decorators can introduce the range to their clients.

Since Dulux was established in the 1930s, Britain has gone through a period of immense change, which has been mirrored in its interior design. Over the past year in particular, the demand for classic colours that stand the test of time has risen significantly.

It’s one of the inspirations for launching the new Dulux Heritage range – our most luxurious collection yet.

Both colours and their names have been chosen to reflect the palette’s rich origins which are rooted in a quintessential UK consciousness. Inspiration from famous landscapes, precious materials and delicious tastes have inspired favourite shades like Chiltern White, Masters Gold and Cherry Truffle which create a palette that has a story to tell on our walls.

The range features a velvety smooth finish but is tough enough to stand up to the rigours and practicalities of modern living. 

It is available in two formulations. Dulux Heritage Velvet Matt for walls and ceilings is formulated with premium quality pigments that give an outstanding depth of colour with a durable, soft-to-touch finish. Meanwhile, Dulux Heritage Eggshell offers a smooth, low-sheen and quick-drying finish for wood and metalwork. 

The extensive range of 112 colours are suitable for a wide variety of applications from dining rooms, bedrooms and living rooms, or high end commercial interiors such as hotels.

Applying the product

As a decorator myself, I know how selective professionals are when it comes to paint. Not only did we want to offer customers a premium product in a large variety of colours, we also wanted to create a product that is simple and enjoyable to apply. When developing the Heritage range, we worked closely with professional decorators to ensure the paint goes on smoothly and continues to perform at the highest standard once it’s been applied. 

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

We’d recommend using a short pile, microfibre roller when applying Velvet Matt to the walls. However, the paint’s thick, viscous formulation creates an even finish whether it has been applied using a roller or a brush, as brush marks will fade as it flows out.

Introducing the Dulux Heritage range to customers and helping them choose the right scheme is simple. The collection has been arranged in familiar colour families with a  flow starting with the most popular new neutrals. Colours are arranged in columns, each with pale, mid and deep shades to choose from that complement each other. To make life even easier, at the bottom of every column is the perfect white for the colours above it. 

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