The team at Dulux is launching the Dulux Promise to all its customers, setting out under one simple proposition, the many qualities that set Dulux apart as the category champion.
A new Dulux Promise icon will appear on cans of Dulux paint in trade and retail accounts nationwide from June, but the icon will mean different things to different customers.
For professionals, the Dulux Promise will instil confidence for professionals, knowing their customers will be happy with their work for years to come.
In practicse, the Dulux Promise is a commitment to professionals that Dulux products will deliver perfect colour, a uniform finish and the stated coverage, or else they will receive a voucher for a replacement product.
The launch represents a substantial commitment from the paints and coatings brand which has been manufacturing in the UK for more than 80 years.
For professional painters and decorators, the Dulux Promise brings together commitments across five key pillars:
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Quality products that meet the needs of today’s trades professionals, across coverage, colour matching and consistency
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A firm commitment to investing in science and innovation, developing new coatings that will meet the future needs of trades professionals
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Best in class product and advice teams with market leading insight into changes in professional requirements, and an agile approach to solving challenges efficiently, to provide the right products for every job
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Responsibility for each other and the environment. Investing in the training and development of trades professionals and supporting initiatives that allow Dulux to add colour to the lives of the communities it works in
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Investment in Colour Leadership with a colour delivery programme due to launch in September 2019, to ensure every customer is satisfied with the resulting colour
The new initiative will apply to Dulux Trade Vinyl Matt and Flat Matt, as well as Diamond Matt and Diamond Eggshell products over 500ml.
The launch of the Dulux Promise to trade professionals will be supported in merchants with new point of sale materials in-store and dedicated communications across social and digital channels – including a TV advertising campaign launched at the end of June 2019.
Kathryn Ledson, Marketing Director, Dulux UK, said: “The introduction of the Dulux Promise follows a significant period of investment in making improvements across the business to best support the professional market.
“Our production site in Ashington has delivered significant improvements in product quality with rigorous testing of colour, consistency and coverage. All of our sites are committed to the highest standards of quality control, through regular on-site testing. What’s more, every year we undertake more than 100,000 quality tests on over 150 million litres of paint to ensure that our products meet the standards expected of us.
“The technical and innovation teams have also redeveloped the Dulux Trade Diamond Matt and Eggshell range and independent tests show it is now 50 times more durable than a standard trade emulsion. The team invest, on average, three years in bringing a new coating to market and the innovation pipeline is bursting with opportunities.
“More than 5,000 trades professionals have now attended a course at our Dulux Academy and last year our Community Repaint project helped to divert 300,000 litres of paint out of landfill and towards local good causes.
“Our Colour Leadership Programme is also unrivalled. It will enable pinpoint accuracy in colour matching to give confidence to trades professionals when consulting with customers.”
All Dulux products are developed through extensive testing in the world-class AkzoNobel research and development centres, including its Slough site, with experts running more than 1,000 tests on the paints to ensure that they perform as effectively as possible.
Kathryn Ledson continues: “We are constantly exploring new ways to give every professional decorator a brilliant finish that lasts, and we’re so confident in our quality that the launch of the Dulux Promise™ is another way in which we’re putting our name and products to the test.
“The Dulux Promise is designed so that decorators can be confident in customer satisfaction, so they don’t need to return to the same job. With the right application, professionals can use Dulux Trade products safe in the knowledge that their work is protected, and of the quality that we know is so important for their reputation.
“The Dulux Promise is a firm commitment from Dulux to deliver on the high expectations of our professional partners today and in the future. It spurs us on to achieve the very best in product, innovation and colour leadership and it challenges our people to ensure that their relationships with the trade are stronger than ever.”
Professional decorators can submit a claim under the Dulux Promise by contacting the product experts at the AkzoNobel Customer Advice Centre, providing proof of purchase, description of the issue, photographs of product on the surface and a batch number. The products will not normally need to be returned as part of a claim.
