Valspar To Rename Pink Paint Shades

Paint brand, Valspar, has confirmed it will be renaming its pink paint shades to move away from traditional gender stereotypes in a campaign called #RethinkPink. 

On its Instagram page, Valspar UK posted the following statement: 

"We’re holding our hands up; we got this wrong. Words can be powerful, and it’s important to us that this time, we get it right. We want to make a change, to how we think, but also how we speak.

"So this International Women’s Day, we’re going to #RethinkPink, and rename our outdated pink shades."

The shades which Valspar has identified for change include Dainty Delight, Dollface, Dolled Up, Girly Girl, Ladylike, Shy Girl and Sweet Angel.

New, gender-neutral shade names will include Woke Up Like This, Anything You Can Do, and Like a Boss.

Dr Jane Sunderland, an academic from Lancaster University whose research focuses on gender, language and discourse, was brought in by Valspar to support the renaming project.

Dr Sunderland said: ”Traditional ideas such as ‘pink is for girls’ often contain stereotypes about gender that restrict aspirations and opportunities.

“These stereotypes are out of place in the 21st century where gender equality is expected. The language we use matters. It not only reflects the world around us, it also helps us construct it.”

She added: “The term Dollface suggests both an object and a possession, whereas Girly Girly implies someone who can’t really be taken seriously,” 

“This is a hugely positive move by a mainstream brand. Valspar is taking responsibility and driving change which is a step in the right direction.”

Jane Ryder, European marketing director at Valspar said: "We might have given pink a bad name up until now, but we want to change that.

‘With International Women’s Day approaching, we’re asking the nation to get involved and help us bring our names up-to-date so they can proudly choose them for their homes.’

The new names will be revealed on Valspar's website in April 2020 and in B&Q stores later this year.

Source : Insight DIY Team

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