Farrow & Ball: How Farrow & Ball found success by calming the nerves of the paint paranoid

Farrow & Ball, a paint brand, gently mocked UK consumers' 'paint paranoia' and presented its wipeable Modern Emulsion paint as the ideal wall paint for paranoid people.


During the pandemic, the home decor market in the UK was booming. But luxury paint brand Farrow & Ball had both brand and product perception issues to overcome if they were going to persuade a sceptical audience and reap their share.

This is the story of how Farrow & Ball switched their attention to an unsung 'sub-brand', sold 79% more of it year-on-year and in doing so, changed the way a new audience viewed them as a whole.

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