Dulux Consolidates Professional Paints Portfolio For Trade Customers

Date: 2 June 2016
Company Name: Akzo Nobel Paints (Malaysia) Sdn Bhd

AkzoNobel—a leading global paints and coatings company and a major producer of specialty chemicals—launched Dulux Professional on 2 June 2016 to provide professional solutions for trade customers.

Dulux Professional now offers a one-stop paints and coatings contact point for trade professionals, which encompasses customisable solutions, specification consulting across sectors, and a more comprehensible product categorisation for Dulux Professional paints.

“Dulux is equipped with an extensive knowledge of sector specifications and regulations around the region. And with the newly integrated Dulux Professional platform, customers across markets can now tap on this shared knowledge for an optimum customised solution,” said Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East.

A complete and customisable coatings solution
Dulux Professional’s portfolio of 36 products offers a full range that covers all paintable surfaces, including interior, exterior, metal and wood. Based on the customer’s functional proposition, budget and sustainability targets, the solution will now be specification-driven to match the requirements of each individual project. Trade partners will also be able to tap on Dulux Professional’s pan-regional portfolio, which enables them to select products that are not readily available locally to meet the project’s objectives. Products from AkzoNobel, Dulux’s parent company, are also at their disposal.

Advanced Dulux Professional products, such as the Singapore Green Label and SIRIM Eco Label certified Weathershield and Diamond ranges, offer long-term cost savings. Their enhanced durability points to extended maintenance cycles, and the ranges’ outstanding opacity require smaller quantities of paint.

The brand is also committed to Planet Possible, a global initiative of AkzoNobel, to create a brighter vision for the future by driving innovation and delivering more value from fewer resources. Sustainability is at the core of AkzoNobel’s business strategy, and the company has been ranked number one on the Dow Jones Sustainability Index (DJSI) for the fourth consecutive year.

Dulux Professional paint cans now come with a new livery to enable customers to easily identify the functionality, characteristic and tier of products. The range is grouped into segments (interior, exterior, wood and metal); characteristic pillars (standard performance, enhanced performance, productivity, aesthetics, specialist, health and well-being, as well as pre-deco); and price-quality tiers (good, better and best). The new design is also colour-coded accordingly for quicker identification on-site.

Value-added consultation for major sectors
The brand is also familiar with the specifications tied to each country and industry. Professional partners in the region can therefore benefit from its ability to migrate and adapt its expertise in these major markets across borders. Its customer service representatives and specifiers also go through intensive specification and colour training, which enables them to provide valuable coating advice on solutions for the commercial, education, healthcare, repainting, residential and leisure sectors.

The colour concepts for the various types of developments are supported by extensive research on colour psychology. For example, the company facilitated a research in the United Kingdom on Best Practice for Education Design, which allowed them to translate the results from the study into effective colour palettes for the education sector. The annual ColourFutures trends report also guides and inspires trade professionals across various disciplines of design with forward-looking colour trends.

One of the company’s commitments is to help create more ‘human cities’ around the world with the use of three key strengths—essential ingredients, essential protection and essential colour—to energise communities and make them more liveable and inspiring.