Dulux targets mid-tier paint market

Chemical and Allied Products Plc (CAP Plc) has introduced Spruce, a new mid-tier paint brand within the Dulux portfolio, signaling its strategic move to strengthen its position in Nigeria's expanding affordable paints segment. The launch in Lagos, attended by architects, interior designers, developers, and trade partners, highlighted the company's response to increasing demand for cost-effective yet high-quality paint solutions.

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Today’s consumers are more intentional about value, but they still desire quality, durability, and beautiful finishes that elevate their spaces.

Bolarin Okunowo, Managing Director of CAP Plc, stated that the launch reflects evolving consumer preferences, emphasizing the desire for value without compromising on quality, durability, and aesthetic appeal. "Spruce was developed to meet that need by offering a solution that combines performance, affordability, and style while remaining backed by the trusted Dulux heritage," Okunowo explained. She added that the initiative aims to broaden access, enabling more Nigerians to confidently transform their spaces with reliable, high-quality paint.

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Spruce was developed to meet that need by offering a solution that combines performance, affordability, and style while remaining backed by the trusted Dulux heritage.

The Spruce brand is specifically designed for aspirational consumers, homeowners, contractors, and developers seeking dependable paint options within a more accessible price range. It features four variants: Acrylic Satin, Emulsion, Textured, and Gloss. The product line boasts a palette of 100 standard colors, complemented by 10 unique, culturally inspired campaign colors such as "Idan Black," "Steeze White," and "Odogwu Red."

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For us at CAP PLC, this is about expanding access. We are ensuring that more Nigerians can enjoy reliable, high-quality paint solutions that help them transform their homes and spaces with confidence.

CAP Plc also unveiled a consumer campaign titled 'Show Your True Colours,' intended to foster individuality and self-expression, particularly among younger consumers. Head of Corporate Services at CAP Plc, Aramide Nwokediuko, believes Spruce will enhance the company's market competitiveness. "By expanding the Dulux portfolio into the mid-tier segment, we are creating stronger value for consumers while equipping our trade partners with a more competitive offering tailored to today’s market realities," Nwokediuko stated. This launch is part of CAP Plc's broader strategy to diversify the Dulux brand across premium, mid-tier, and standard market segments, building on Dulux's six-decade presence in Nigeria and CAP Plc's over 65 years in the paints and coatings industry.

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The launch of Spruce reflects CAP PLC’s continued commitment to innovation, accessibility, and consumer responsiveness.