Remember when millennials couldn’t afford homes because they spent so much money on avocado toast? Well, now they can paint those non-existent home the colour of avocado!
Benjamin Moore offers consumers a choice of more than 3,500 paint colours. Sherwin-Williams, a competitor, sells a more limited but still substantial palette of 1,500 hues. To buy either brand, you generally have to visit a hardware store or big-box retailer, select from an array of colour chips and wait while the paint is mixed by an employee.
Two new brands — Clare and Backdrop — have emerged in the past eight months, selling paint through their websites. Convenience and a friction-free life, ideally one in which any desire can be fulfilled through clicking and swiping, is the millennial consumer’s utopia, and now that utopia has colours of its own, with generationally appropriate names like Clare’s “No Filter” .
“I felt it was about time somebody looked at disrupting this industry,” Sherman said. “The branding, the repackaging of the paint can, the tools. Looking at chips, the colour is never accurate.” First-mover advantage, however, goes to Clare, which debuted last July, four months before Backdrop. With its uncluttered design and simple navigation, Clare’s website is perhaps better at conveying the mood of domestic ease, while the brand’s colours “seem to be a little brighter, a littler clearer,” than Backdrop’s, said Annie Elliott, an interior designer and blogger in Washington, D.C., who goes by the nom de plume Bossy Color.
Taking a “hyper-curated” approach, Gibbons offered only three whites with Clare, one paint finish for walls and one finish for trim . She also developed a “color genius” tool that asks questions about your space and spits out a recommended hue. The Ebels, both in their early 30s, have no background in design or color theory. Natalie Ebel worked in marketing and branding for an education nonprofit, while Caleb Ebel, who has a finance degree, touts his early experience at Warby Parker . With Backdrop, the Ebels have applied personal branding and style signifiers to a business “void of any emotion,” Caleb Ebel said.
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