CAP Launches Spruce Paint Brand to Broaden Access to Affordable, High‑Quality Paints

Funmi Ogundare 

Chemical and Allied Products Plc (CAP Plc) launched Spruce on Tuesday, a new mid‑tier paint brand that falls under its Dulux portfolio. The move is part of the company’s effort to meet Nigeria’s growing demand for affordable, durable, high‑quality paint solutions.

The unveiling took place during a media and partner parley in Lagos, where architects, interior designers, real‑estate developers, trade partners, influencers, government representatives and professional bodies from the built‑environment sector were in attendance.

Spruce represents a key milestone in CAP Plc’s strategy to broaden its presence across diverse consumer segments while extending access to trusted paint products that carry the more than 60‑year heritage of the Dulux brand in Nigeria.

At the event, CAP Plc’s Managing Director, Mrs. Bolarin Okunowo, described the new brand as a strategic response to changing consumer preferences and the rising demand in the mid‑tier paint market.

She noted that consumers are becoming more deliberate about value while still seeking quality, durability and aesthetically appealing finishes.

“Today’s consumers are more intentional about value, but they still desire quality, durability and beautiful finishes that elevate their spaces. Spruce was developed to meet that need by offering a solution that combines performance, affordability and style while remaining backed by the trusted Dulux heritage,” she said.

“For us at CAP Plc, this is about expanding access. We are ensuring that more Nigerians can enjoy reliable, high‑quality paint solutions that help them transform their homes and spaces with confidence,” she added.

Designed for aspirational and value‑conscious consumers, Spruce delivers strong coverage, durability, modern aesthetics and affordability. It is suitable for homeowners, property developers, painters and contractors who need dependable quality at a more accessible price point.

Mrs. Aramide Nwokediuko, Head of Corporate Services at CAP Plc, also spoke at the launch, saying the new brand will strengthen the company’s competitiveness in Nigeria’s evolving paints market.

She highlighted that Spruce reflects CAP Plc’s commitment to innovation, accessibility and responsiveness to consumer needs.

“The launch of Spruce reflects CAP Plc’s continued commitment to innovation, accessibility and consumer responsiveness. By expanding the Dulux portfolio into the mid‑tier segment, we are creating stronger value for consumers while equipping our trade partners with a more competitive offering tailored to today’s market realities,” she stated.

Spruce is available in four variants—Acrylic Satin, Emulsion, Textured and Gloss—and offers a palette of 100 standard colours plus 10 culturally inspired campaign colours, including Idan Black, Steeze White, Old Money Green, Odogwu Red, Ajebo Yellow, IJBG Orange, Sarki Brown, Soft Life Blue, Baddie Pink and Shakara Purple.

The launch also coincided with the introduction of the “Show Your True Colours” campaign, a consumer engagement platform that celebrates individuality, self‑expression and the emotional connection people have with their living spaces.

According to Nwokediuko, the campaign is inspired by a younger generation redefining modern living and positions colour as an extension of identity, personality and lifestyle.