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Brief Published: 15 Aug 2018

Clare: the Paint Brand Empowering DIY Home Renovators


As explored in Here Come the Homebodies, consumers are spending more time and money on home improvements. In the US alone, annual spending is expected to reach $350bn by 2019 (JCHS, 2018). Building on this momentum is Clare – a new online paint company adopting algorithms and a ‘less is more’ approach to empower DIYers.

Clare is the new project from US interior designer and TV personality Nicole Gibbons, who realised the frustration that homeowners feel when trying to navigate endless colour charts and uninspiring home retail stores. “With little guidance, it’s always been a confusing, overwhelming and cumbersome process,” says Gibbons. “It was obvious that the paint industry wasn’t evolving to fit the needs of today’s consumer.”

Clare offers a decluttered colour palette of 55 low-chemical, low-pollutant shades, with the range selected to suit a diversity of spaces and individual tastes. For consumers needing a little extra help, the Colour Genius – an algorithmically sorted colour consultant – suggests a personalised shade based on eight questions about the user and their space.

Consumers can also try before they buy with colour-swatch stickers that can be wiped on, peeled off and repositioned for an instant, mess-free means of testing and comparing paints within the home. Meanwhile, Clare’s blog keeps consumers engaged with a growing database of tips and inspirational case studies to help guide them with their decorating.

In the US, more than 60% of consumers prefer to take on DIY projects rather than hire professionals or opt for pre-made product, with 58% choosing to go it alone because they enjoy it and feel they can handle the job (Venveo, 2015). Brands need to cater to these motivated homemakers by reframing their services as enablers of action and creativity.