Research and consumer insight revealed that painting and repainting occasions always occur at key family milestones, usually involving children. In China, parents seek every advantage possible to give their children an edge in the country’s ultra-competitive environment. So having discovered vibrant colours spark imagination and intelligence in kids, Dulux launched a campaign on Children’s Day targeted at parents and encouraged them to explore a wider colour palette to help with children development. During the campaign period, Dulux Easy Painting Service online leads uplifted 28% while got 15% sales value increase.