Pittsburgh Targets Green Consumers With New Paint Hues

October 26, 2007

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Pittsburgh Paints is launching a new line of paint hues. The EcoEcho color palettes, part of Pittsburgh Paints’ The Voice of Color program, are designed to echo the growing interest in the ecological/environmental movement.

Eco-consciousness is being broadcast from every angle-spanning fashion, home decor, automobile design, even food trends, according to Josette Buisson, artistic director of Pittsburgh Paints. “From paint to cosmetics, jeans to kitchen flooring, our preference for greener options makes a statement about who we are, and our new way of life,” said Buisson.

Here are the company’s descriptions of the four emerging color trends within EcoEcho for 2008-2009:

Fair Trade – Warm, natural, organic colors comprise this trend that is deeply attached to a respect for nature and for fundamental human values. It jostles attitudes of ultra-consumerism as it restores esteem for the handmade and the carefully crafted. Fair Trade, reminiscent of the fashion colors of ’70s, epitomizes the necessity of socially responsible actions in design and sustainability.

EcoTechno – Basic core colors and essential neutrals achieve harmony when confronted with today’s technology. The colors symbolize balance between rigor and innovation-the grounding beige and white contrast the more assertive red, green and blue. Aligned with the concepts of simplicity and innovation, EcoTechno style is measured, well-balanced, and efficient-at home in a space equipped with intelligent products that have multiple functionalities and reduced energy consumption.

EcoLoco – Bold, beautiful pink, orange, and blue share the stage with acidic green in this trend born of freedom and new possibilities. EcoLoco stems from a strong belief in the capacity of the human mind to create change. This trend is audacious, humorous, and exuberant at heart, combining glamour and eccentricity and revisiting the classics with irreverence.

Vintage – Soft, nuanced colors lend a nostalgic charm to this trend inspired by authenticity and sensibility. It mixes personal memories, the noble patina of time, and a fascination with the beautiful objects of the past. Eschewing sharp contrasts, this quietly wintry palette captures colors touched by a gentle dusting of time-from pale, spidery blue to paper turned creamy-yellow with age.

Dee Schlotter, marketing communications manager for Pittsburgh Paints, told MediaPost that Pittsburgh will support the EcoEcho color trends – which are part of Pittsburgh Paints’ existing lines – through trade advertising, PR, the Voice of Color Web site, and in-store displays, as well as with two-ounce samples that will be available in January.

Pittsburgh Paints does offer Pure Performance Paints, an environmentally friendly paint line with zero VOCs.

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Reader Comments

Our organization is working with PPG and other paint manufacturers to collect leftover paint from consumers. We are also promoting recycled paint. this new paint line says nothing about how Pittsburgh Paints “green” paint line is environmentally preferable. The color has nothing to do with it. The contents of the paint is what matters.

Scott Cassel | October 26th, 2007

So, what is the content of the paint? Are they low/no VOC? This release doesn’t give any indication.

Mike | October 26th, 2007

I wonder if they have a color called “green washing”. This paint is for consumers who want to join the trend of appearing environmentally friendly and has nothing to do with helping the environment. Approximately 34 million gallons of unwanted leftover paint is generated by consumers every year.If consumers want to really make environmentally preferrable paint choices they should seek out reblended or recycled paints such as Local Color paint made by the Chittenden Solid Waste Distrcit in Vermont, Metro Paint in Oregon or Kelly-Moore e-coat paint. It would be nice if manufacturers offered more recycled content latex paint instead of just using the environmental movement as a marketing tool with no environmental benefits behind the product.

Jen Holliday | October 26th, 2007

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