This paint brand is renaming its pink hues for a more feminist world

Valspar is inviting the public to come up with new names for shades like 'dolled up' and 'shy girl'

Published On
Mar 11, 2020

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Valspar, the Sherwin Williams-owned paint brand, made a stand for feminism on International Women's Day by changing the old-fashioned, stereotyped names of some of its shades of pink.

In a U.K. campaign by FCB Inferno, it renamed shades that were (still somewhat shockingly) called "Dollface," "Girly Girl," "Sweet Angel" and "Ladylike" as, respectively, "Woke Up Like This," "Anything You Can Do," "Fearless" and "Like a Boss." The changes were promoted in an Instagram post that also invites the public to think up new names for four other shades, "Shy Girl," "Dolled Up," "Faint of Heart" and "Dainty Delight."

People can make suggestions via the brand's Facebook or Instagram pages, and the new color names will appear on Valspar’s website in April 2020 and in-store later this year. The work was conceived by FCB Inferno creative team Kris Wheater and Jono Owens, with press and social media support from Clarion Comms and Born Social respectively.

"We understand the power of words and we could see that some of the color names in our pink range were using stereotypes that felt outdated," said Valspar's European marketing director Jane Ryder in a statement. “With our customers’ involvement, we’re committed to ensuring the labels on our paints don’t put labels on people.”



Mar 11, 2020
Client :
Agency :
Head of Account Management :
Katy Wright
Senior Account Director :
Kirsten Barnes
Account Executive :
Charlotte Fitzpatrick
Strategy Director :
Marcus Richardson
EVP Communications EMEA :
CC Clark
Senior Copywriter :
Kris Wheater
Senior Art Director :
Jono Owens
Media :
Havas Media
Business Director :
Patrick Blackman
Account Manager :
Tash Reade
Account Executive :
Elliot Murray
European Marketing Director of Consumer Brands :
Jane Ryder
Brand and Digital Marketing Manager of Consumer Brands :
Jonathan Greeno
Senior Brand Manager Valspar :
Laura Harrison
Social :
Born Social
Account Director :
Sarah Rainford
Social Media Manager :
Isobel Lynam
Social Media Manager :
Jaz Singh
PR :
Managing Partner :
Sue Roberts
Senior Account Director :
Kathryn Platt
Senior Associate Director :
Flora Neeson

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