The History of Dulux
Dulux is an internationally available brand of architectural paint. The brand name Dulux has been used by both Imperial Chemical Industries (ICI) and DuPont since 1931 and was one of the first alkyd-based paints. It is produced by AkzoNobel (originally produced by ICI prior to 2008) although the United States markets are now served by PPG Industries.fx
In Australia and New Zealand, Dulux has been involved with the manufacture and marketing of paint and related products since 1904 and is the largest manufacturer of paint products in Australia. In 2019, it was acquired by Nippon Paint.
In 1988, Dulux acquired both British and Berger Paints. By 1996, it had also acquired Cabot's. The Australian paint market was then dominated by Wattyl, Taubmans and Dulux. Until 1997, Dulux Australia was a key player in the ICI Paints World Group, after which ICI PLC informed ICI Australia of its intention to sell its 62% share in the company as part of raising the capital needed for acquisition of part of Unilever.
The former ICI Australia became an independent company on 2 February 1998 and was named Orica Limited. In Australia and New Zealand, Dulux was wholly owned by Orica until July 2010, when DuluxGroup (ASX: DLX) was spun off as a separate company. Fairground Attraction's song "Perfect" was used for an advertisement on television.
Dulux Australia was formerly a major player in all paint markets (decorative, automotive, refinish, industrial, powder coatings), but sold off the technical markets (and the Clayton site) to PPG Industries Inc., concentrating on decorative, woodcare and powder coatings, and moving to a new site on Dandenong Road, Clayton, previously owned by Chesebrough-Ponds.
What does Dulux offer?
Premium brands and marketing
DuluxGroup is home to some of the most trusted brands in Australia and New Zealand, including Dulux, Selleys, Yates, B&D, Cabot’s, and more.
Innovation and technology
Innovation and new product development underpin Dulux’s premium brand positions. They combine science and imagination to create the best products available. Their focus is on engaging directly with customers to ensure they can meet evolving lifestyle trends and customer needs. Dulux employs approximately 140 chemists and technologists who are always working to create the best products.
Strong customer focus
Dulux Paint works in partnership with their extensive network of retail and trade customers to meet the expectations of their consumers. Their long-standing, loyal and growing customer base reflect their strong focus on customer satisfaction.
Broad range of products
Whatever product you need, Dulux will have something just for you. Their diverse range of products includes retail paints, stains and varnishes, protective coatings, decorative concrete, and far more.
The Dulux Mascot
Did you know that Dulux has its own mascot? If you’re familiar with Dulux’s print or television adverts, you’ve probably noticed the Dulux dog! What breed is the Dulux dog, you may be wondering? The Old English Sheepdog is their brand mascot, first introduced in advertising campaigns in 1961. Different dogs have appeared in the adverts over the years, but thanks to a careful selection process, they all look very similar. Many of the Dulux dogs have been show dogs and won Best in Show prizes. In fact the association between the Old English Sheepdog and the Dulux Paint brand has become so strong that “Dulux dog” has turned into a popular name for the breed.
Popular Dulux Paints
Dulux 1Step Oil Based Primer, Sealer & Undercoat
Dulux Prepcoat 1Step Oil Based Primer, Sealer & Undercoat is a Fast Dry prepcoat suitable for the complete preparation of interior and exterior surfaces.
- Multi-surface preparation
- Interior and exterior suitable
- Superior tannin blocking
- Available in 500ml, 1L, 4L, 10L
- Available in White base
- Excellent adhesion
- Excellent stain blocking, ideal for locking in water based stains
- Fast drying, 30 minutes touch dry, 1 hour recoat
- Can be used under Dulux topcoat (water or oil based)
- Good sanding properties
Dulux Wash & Wear gives your walls the ultimate protection. Through rigorous testing, Dulux has developed a product with durable stain resistance, keeping your walls looking freshly painted for longer. In the old days, you had to choose between a matt finish and washability, but Dulux solves this issue by offering both. You don’t have to worry about bacteria accumulating on your walls either - Wash & Wear PLUS Anti Bac helps protect your home against mould and bacteria while keeping it clean.
Sometimes, you may decide you’ve grown tired of the current shade of your walls and want to repaint them in a new colour. Dulux Wash & Wear PLUS Super Hide features leading hiding power with high levels of concentrated pigment, allowing you to cover your walls in just two coats.
Dulux Wash&Wear +Plus Kitchen & Bathroom Low Sheen is made with the hard wearing, stain and mark resistant 101 Barrier Technology, fortified with a powerful mould-inhibitor. This gives ultimate washability and lasting protection to rooms with damp and humid conditions such as kitchens, bathrooms and laundries. Vivid White only.
- 10 year guarantee against mould growth
- The 101 Barrier Technology provides superior washability
- Low Odour and Low VOC
- Water-based (Acrylic)
- Resists the growth of mould
- Can endure frequent cleaning
- Walls look fresh for years
- Easy application
- Fast drying
Dulux WeatherShield is specially formulated to expand and contract with the surface so you won’t have to worry about peeling, blistering, or cracking. Weathershield paints also feature strong adhesion, mold, dirt and stain resistance, and self-priming. Self-priming is a particularly handy feature as it means you don’t have to go out and buy a separate primer - saving you time and money! Whether you’re looking for semi-gloss, low-sheen, or matt...WeatherShield has an option for you. Weathershield uses MaxiFlex stretch technology to create a tough and flexible finish, giving it long lasting protection against the harsh Australian weather conditions.
- Self-priming on most surfaces
- 100% acrylic paint with MaxiFlex technology
- Tannin resistant
- Please note: Chromamax bases are not self priming
- Apply direct to most bare surfaces
- 2 hour recoat and easy clean up
- Long-lasting durability - expands & contracts with climate changes
- No primer required to prevent staining on bare timber
- Easy to apply by sprayer, brush or roller
EnvirO2 Sustainable Solution
Dulux Paint is committed to providing more eco-conscious and sustainable products which is demonstrated in their new formula, Dulux envirO2.
Why choose EnirO2?
Dulux envirO2 Interior Low Sheen is a low VOC and low odour premium paint. It is specially formulated with mould protection ingredients to help prevent mould growth. It produces a washable, stain resistant and hard wearing finish suitable for all interior living areas.
- Very low VOC
- Low odour
- Stain resistant
- Helps prevent mould growth
- Hard wearing finish suitable for all living areas
Renovation has never been easier with Dulux’s Renovation Range. Their range of coatings are water-based and ideal for all surfaces in the kitchen, bathroom, or laundry. Their Cabinent Doors range provides a beautiful, durable and chip-resistant finish. The Tiles and Benchtop selection is an easy way to rejuvenate laminate benchtops as well as ceramic and glass tiles.
With Dulux’s Metalshield range, you can effectively refurbish, protect, and decorate metal surfaces. Whether you’re painting a wrought iron fence, letterbox, or detailed metal trim, you can count on Dulux for a range of easy to apply products with a glossy, polished finish that lasts.
Dulux Metalshield Premium
Dulux Metalshield Premium is a UV resistant silicone modified enamel topcoat with superior weathering properties when compared to conventional alkyd enamels.
Dulux Metalshield Epoxy Enamel Gloss
Dulux Metalshield Epoxy Enamel Gloss protects against rust and corrosion.
- Protects against rust and corrosion
- Available in 500mL, 1L, 4L
- Available in a wide range of gloss colours
- No primer required for new bare steel, wrought iron or pre-painted metal surfaces
- Ideal for metal gates, trailers, fences, outdoor furniture, gutters, downpipes and railings
Dulux Metalshield All Surface Primer
Effective and fast-drying thin film zinc phosphate suitable for all metal surfaces.
- Formulated with zinc phosphate
- Very good corrosion protection
- Fast drying
- Excellent adhesion
Dulux Paint Colours
Dulux has a wide range of colours for you to choose from, ranging from whites & neutrals, greys, reds, and everything in between. Since there’s so many options, choosing a colour may be difficult. To make things easier, Dulux offers a Colour Design Service where you can get the help of a Colour Consultant. You can request either an Interior Consultant or Exterior Consultant depending on your needs.
How do Dulux Colour Consultations work?
You can get a colour consultation in just three easy steps.
- Request an appointment. You will be matched with a qualified Dulux designer in your area who will contact you and arrange a convenient time to visit.
- Your designer will then come to you to discuss your project in person. You’ll discuss all the unique aspects of your space.
- You will then receive a comprehensive Dulux Colour and Product Specification document. No matter whether you’re partnering with a professional painter or doing it yourself, you’ll have everything you need to get the job done.
Dulux Colour App
Dulux also provides an easy way to visualise colour in your home. With the Dulux Colour App, all you have to do is select a photo of your room and use the app to virtually paint the area. By doing this, you can get an idea of what the finished project will look like before you get out the paint! If you’re not sure where to start, the app provides preloaded pallets of the most popular Dulux colours for you to browse. When using the app, you should consider the lighting, avoid shadows, and try to use natural light in order to get the best results. With the app, you can also sample part of a photo and find the closest digital match from over 1000 colours in the range. If you find a good match, you can save it and use it in your colour schemes.
Colour Design Services
In-Home Colour Consultation
Dulux offers an In-Home Colour Consultation where a qualified Dulux Designer will help you review the unique light conditions and how to harmonise your home with the right colour and finishing options. They will also provide you with A4 colour swatches so you can see your colour options. This service is recommended for full house repaints, renovations, new builds, and larger complex jobs.
Online Colour Consultation
Dulux also offers an online version of their consultation service either via video or phone. You can share your vision through photos and virtual walkthrough. This service is ideal for smaller projects, investment properties, and when a Dulux designer cannot physically join you onsite.
Who sells Dulux paint?
Dulux paint is available at branded Dulux centres. Prefer shopping online? Dulux is also available online through retailers such as Inspirations Paints, Mitre 10, PaintAccess, and Bunnings.
Dulux is Australia’s leading and most trusted paint brand. Worth doing, worth Dulux.
Dulux AcraTex provides a leading range of architectural texture finishes, protective membranes and roofing finishing solutions.
Dulux Powder & Industrial Coatings is ANZ’s largest provider of premium powder coatings, backed by extensive testing.
Dulux Protective Coatings has been a leading manufacturer and supplier of quality protective coatings for Australia, New Zealand, Papua New Guinea and Fiji for over 80 years.
Envirosolutions provides you with responsible solutions when it comes to paint clean-up, helping reduce environmental impact.
Cabot’s comprehensive woodcare range and expert advice helps you easily achieve a premium finish for timber projects around your home.
Feast Watson offers a wide variety of unique premium woodcare finishes to help you achieve the look you love for your timber.
Intergrain offers a range of high-performance timber finishes designed to give long lasting, professional grade protection to your timber.
British Paints provides high quality products that make any wall, door, deck, ceiling or trim look its best.
Porter’s combines the latest in paint technology with time-honoured traditional methods and the finest raw materials for a superior finish.
Berger - If you care for it, keep it with Berger, cause Berger paint Keeps On Keeping On®.
Walpamur provides a wide range of exterior, fence and interior paints.
But that’s not all! DuluxGroup also incorporates other well-known trusted brands, Selleys, Parchem, B&D Group, Yates, Lincoln, Sentry, and DGL International.
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