True Value updates its paint offering

Atlanta -- New paint in new packaging is in the works at True Value Co., as its interior and exterior paint lines are getting a makeover.

The latest iterations of EasyCare and WeatherAll paint were on display at the True Value Spring Market here, along with a new color display and collateral selling tools. One of the most notable changes on the cans of True Value paint are icons indicating the attributes of the product -- mold- and mildew-resistance, extra-rich colors and low VOC.

"People want information right away," said Dawn Garrett, product manager of color collateral and design for True Value. The last time the packaging underwent a similar upgrade was seven years ago, when a simpler design scheme was popular, she said.

Richard Wright, manager of paint marketing and business development, said the offering represents the latest advances in environmentally friendly products, and also adds performance benefits.

The co-op encourages the branches to stock the True Value brands in addition to a national paint brand, he said. Doing so creates relevance in a market where the big boxes -- Home Depot, Lowe's and Menards -- have about 62% of the market share for paint, Wright said.