ABOUT

Four years ago, while working on the graphics of Valspar’s spray-paint portfolio, we learned that spray paint is not a male dominated category, women use spray paints for craft and interiors. Secondly, color is the first moment of truth at Point of Sale. And lastly, the barrier to purchase is often related to the very uncomfortable experience of pressing your finger on the actuator.

We took the initiative and went to work. Cross-fertilizing our experience from the beauty care and personal care category, we developed a two-piece actuator that changed the game in spray paints. Since color is the primary focus, we eliminated the boring over-cap (for which you needed a screw driver to prise off) and replaced it with a beautifully sculpted exterior that immediately signals to the consumer that this spray paint is higher value and easier to use.

In return for royalties, we sold Valspar the intellectual property pertaining to both a tamper-resistant security locking mechanism and unique assembly geometry that gives them a protectable point of difference for the foreseeable future. The tooling and capital investments are being directly amortized through an increase in price-point, reduction in unit cost and improved assembly times.

Consumers have given us the feedback that the new comfortable finger pad makes it much easier to use spray paints. This has triggered many other positive responses that include better paint and coverage quality, improved value perceptions and higher brand awareness.