16.09.11
PAINTING THE TOWN RED
Individual style, mixed with budget-conscious decorating, is driving paint colour trends into the red, as consumers succumb to the “Lipstick Effect”.
According to B&Q, the UK’s largest home improvement retailer,
red paint is the hot choice for home decorating. Sales of its Colours standard
matt and silk 2.5L emulsions show the Classic Red shade knocking Magnolia,
a perennial favourite, into ninth place.
The Classic Red shade in B&Q’s Colours paint range now sells double
the amount of Magnolia. With people staying put rather than selling up,
there has been an increasing desire amongst homeowners to create individual
colour schemes in their homes and bold colour choices have become the new
trend. In contrast to the bright, hot red B&Q has also seen demand for
hues in grey rise in the past year.
B&Q’s top five best-selling paints in its Colours standard range
(2.5L) this year are: Classic Red followed by Light Rain (pale grey), Ivory,
Grey Slate and Antique White. In contrast, back in 2007, neutrals and earthy
colours ruled, like ivory and moss, followed by caramel, vanilla and cappuccino
by 2008.
Consumers want to feel good but are eschewing major purchases, like cars,
homes and luxury items and opting for quick pick-me-ups, like lipstick,
or practical items that can be justified, such as paint. This is the 'Lipstick
Effect’, which was first coined during the Great Depression in the
early 30s.
Alistair Wilson, Buyer for Decorative Paints at B&Q says: “Don't
be surprised to see spaces such as hallways and living areas painted in
such an indulgent red. Classic Red serves as a mood enhancer for consumers
in today's economy. Plus, rather than diving into large-scale renovation
projects, our customers have been searching for inexpensive ways to freshen
and update their homes.”
Brits are embracing scarlet in other ways too by adding red features and
accents in the home. Soft furnishings and wallpaper in the red shade have
also become best sellers in store.
Sebastian Krysiak, Director of Decorative at B&Q, says: “People
are taking time out to enjoy their home, fix it up to suit their personality,
rather than to sell on, and in doing so are becoming more adventurous in
their style choices.”