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Building on strong brands in key markets with Decorative Paints

By Ruud Joosten, Member of the Executive Committee responsible for Decorative Paints

To help make people’s lives more liveable and inspiring, AkzoNobel’s Decorative Paints business continues to develop and launch distinctive new offerings that excite our customers and also help grow our business.

In recent months, we have dedicated ourselves to building strong brands which can be leveraged locally. As we reflect on our performance during the first half of the year, I would like to share with you some recent milestones that show that our knowledge and expertise of paint extends beyond color, with much of our growth driven by new technologies whose benefits have been cleverly translated to address local market needs. 

Building on strong brands in key markets with Decorative Paints
Ruud Joosten, Member of the Executive Committee responsible for Decorative Paints
 

Growing with the market in China and Latin America

We launched our high-end paint brand, Levis, to meet the changing demands of today’s customers in China. This launch will help meet the country’s growing demand for premium coatings solutions, and by broadening our portfolio it will boost the ongoing development of AkzoNobel in China.

We also launched products in Latin America, including a renewed local proposition for Super Lavável in Brazil. Yet another successful adaptation of our EasyCare range of paints for a regional market, Super Lavável’s innovative stain repellent technology repels liquid spills, making them easier to wash away.

Building on strong brands in key markets with Decorative Paints

Growing through innovation in Europe

In Europe, we successfully launched Sikkens Alpha Rezisto across six markets, with a common proposition, packaging and technological platform. Not only is this a unique case of building a global proposition in the professional channel, but also of fabulous teamwork between functions and across global, regional and local teams. We see growth in sales in all markets, with market share gain in Belgium and the Netherlands.

Building on strong brands in key markets with Decorative Paints

In addition, we launched Dulux EasyCare in the United Kingdom. This launch is the latest chapter in the success story of EasyCare, which was launched previously in several European countries, where we have seen strong growth of the product in all markets. Further strengthening our Dulux brand, our team in Russia managed a successful nationwide Dulux campaign as well as a portfolio review to optimize their offering for the Russian market.