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Dulux celebrates 90th birthday with charity book charting changing color tastes


By John Glenday, Reporter

July 22, 2021 | 3 min read

Dulux is cementing a 90-year association with its shaggy Old English Sheepdog mascot by releasing a coffee-table tome illustrating how interior design trends may have come and gone over the years, but its sheepdog ambassador has remained constant.

Venerable Dulux dog brushes up well for 90th-anniversary puppy party

The success of Dulux over 90 years is not just a shaggy dog story


Dulux 90 marks the brand’s 90th year in business, with all proceeds from the £45 book earmarked for The Outward Bound Trust, Rainy Day Trust and Old English Sheepdog Rescue & Welfare charities.

Contributions from interior designers such as Laurence Llewelyn-Bowen show how tastes have transformed from the 1930s to the present day, with electric blues in the 1950s giving way to warmer oranges and browns in the 1970s and all-pervasive beige in the 2000s.

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Going back to its roots, Dulux celebrates its origins as a partnership between a London varnish maker and an explosives firm in 1920s London, with an entire chapter devoted to the Dulux Dog.

Nuno Pena, marketing director UK&I at Dulux, said: “Our innovations – from the first synthetic paints for professional decorators in the 1930s through to the first formulations for DIYers in the 1950s, and the first high street tinting machines in the 1960s – established us as a brand that has gone on to be trusted by millions to help them transform their homes.”

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Dulux has transferred this colorful approach to its marketing efforts in recent years, notably with a tongue-in-cheek ‘apology’ to Tottenham Hotspur for denigrating remarks after being named club sponsor.

Dulux: Dulux 90th Birthday

By Dulux

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