55 Million litres of paint waste are generated each year in the UK and YesColours, the new feelgood eco-conscious paint brand for the new generation of DIYers, has launched fully recyclable packaging that aims to cut consumer waste and stop tricky-to-recycle paint tins going to straight to landfill.
Date: 1st December 2021
Location: London, UK.
How many half-empty tins of paint do you have at home right now? No judgement, we’ve all got them. The UK average is 17 per household. The key reasons for this are:
- Customers over-ordering paint
- Only 1/3 of recycling centres accept paint and tins for recycling, with only 2% making it through the recycling process
YesColours intention is to provide an alternative packaging solution, taking a nod from the beauty and cosmetic industry, that tackles both of these issues along with a number of other clever environmental benefits:
- 1 litre sizes so customers can more accurately order what they need
- Packaging that is more widely and easily recyclable than the standard paint tin.
YesColours, founded by John Stubbs (NewTerritory, Mary Portas), and Creative Partner, Emma Bestley (MoveOverMagnolia, ClearChannel) in 2020, looks to tackle the UK waste paint issue head-on by introducing radical new packaging that aims to flip the industry on its head by removing the traditional paint tin in favour of a fully recyclable pouch; which are more commonly used for food and cosmetic products.
YesColours’ paint pouch alone uses 16% less fossil fuel, generates 21% less greenhouse gas emissions and uses 26% less water throughout its production than traditional rigid packaging – giving consumers the opportunity to help protect the environment before they’ve even started painting.
The pouch can be placed in local store or supermarket recycling points – far better than leaving tins in sheds degrading over time and waiting to be taken to the tip where they’ll be landfilled or incinerated. As UK collection services improve kerb-side recycling, customers will be able to recycle in their homes as well.
Already picked up by notable UK designers and influencers, YesColours is also introducing colours that are focused on your wellbeing. They have mindfully curated their colour palette into collections that are purposefully simple and easy-to-use by naming groups and colours based on the feelings they evoke.
Not only do they boast their paints are deeper, richer and more vibrant (due to 40-60% more pigment and innovative colourant technology) they have also been chosen for how colour can positively impact mental and physical health. YesColours aims to make us feel better in our homes that have more recently also become our offices, gyms, nurseries and even our schools.
YesColours paints are 0% added VOCs and are free from Azo-dyes and harmful surfactants found in some other decorative paints (APE and NPEs); which can harm marine life, the environment and potentially unborn babies.
In a statement, John Stubbs, Founder, said:
“We are launching YesColours with a packaging solution in the hope that we kick-start a radical change in how paint is packaged for DIY customers in order to allow for easier recycling – a common problem for many UK households. This represents our first step in taking an innovative approach to environmental issues, whilst also providing customers with premium quality paint in colours that promote wellbeing, whilst also helping protect the world around us.“
Find YesColours on Instagram @yes.colours
Download media pack here: https://we.tl/t-q5206WNM7e
Explainer video: https://vimeo.com/650852202