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The Brampton Guardian
Para Paints introduces new high-tech lifestyles paints
The Brampton Guardian
Sunday June 22 2008
By Peter Criscione, Staff Writer
 
BRAMPTON - After nearly a decade of dressing walls the same old way, Brampton-based manufacturer Para Paints has decided it is time to make a very important change.
The company unveiled its latest line of paint products that includes 2,000 brand new hues.
A complete overhaul of the colour palette is part of a larger marketing and rebranding strategy, said officials at an event held recently at the company's facility, 11 Kenview Boulevard, near Goreway Drive and Steeles Avenue East.
"Para is really experiencing a rebirth and the new colour system is part of that rebirth," said Johanna McLellan, Para assistant brand manager. "It's been nine years since we've updated our colour system."  
Typically, companies update colour systems every five years. But with Para paints bought up by SICO, it took time for the company to get "everything sorted out," said McLellan noting the rebranding and new marketing strategy was initiated roughly two years ago.
McLellan explained the new colour system is divided into six collections that in addition to new shades, encompasses popular heritage colours and classic design favorites.   
The new system allows customers to select paint based on personal lifestyle, McLellan said.  
For instance, for a subtle, soothing palette customers can look to the Retreat and Rewind collection, while those looking to paint their homes in vibrant colours can look to the Escape to the Tropics collection.
Those wanting a more luxurious look can check out the section marked Night on the Town.  
Colours include names like Guilty Pleasure, Who needs the Headache, Lodge Retreat, Deep Breath and Spiked Heels.  
"We buy our cars, clothes, shoes and furnishings according to our lifestyles, so why not paint? Para's new colour collection makes it easier than ever for consumers to create a mood they're after simply by picking up a colour card and getting an instant feel for the colours that best match their way of life,” said Melanie Rice, Para's colour advisor.   
When designing the new system, designers wanted to make sure customers find choosing colours easy.
"We really made sure we took into consideration what the consumer wanted," McLellan explained. "We have bigger paint chips for them, we have all new colour names, which are all really exciting and very much play on our fashion positioning. And we also have a lot of single-colour paint chips, which that is what they wanted. They wanted more colour to be able to go home with and stick on the wall and decide 'do I really want this?'"
The "rebirth" of the brand also includes a new logo and packaging for paint cans and updated Web site, McLellan said.  
The new colour system will be available at Para Paint dealer locations starting in July.
For more information, visit www.para.com.