A Celebration of Colour, Creativity, and Partnership
Colour has the power to shape spaces, influence emotions, and define trends for the future. On 24 January 2025, Dulux introduced True Joy™, its highly anticipated Colour of the Year 2025, at an immersive event at Hotel Mulia Senayan, Jakarta. Following this successful launch, Dulux continued the momentum with the True Joy™ Store Gathering, a dedicated event to celebrate its key store partners and reinforce shared goals for the year ahead.
Organised by FAV, a leading activation agency and part of the FAB Indonesia group, the gathering brought together key industry leaders and retail partners for an experience that blended inspiration, appreciation, and strategic collaboration.
A Colour That Reflects Optimism and Connection
Each year, Dulux’s global colour experts select a shade that captures the collective mood of the moment. For 2025, that colour is True Joy™, a warm, uplifting yellow designed to instill positivity, pride, and vibrancy in any environment. More than just a colour trend, True Joy™ serves as an invitation to embrace creativity and reimagine spaces with a renewed sense of optimism.
At the heart of the Store Gathering, Dulux encouraged its partners and retailers to take part in this vision, ensuring they are equipped to bring True Joy™ into homes, workplaces, and commercial spaces in ways that feel both inspiring and accessible.
Strengthening Partnerships with Industry Leaders
The True Joy™ Store Gathering was more than a product showcase—it was an opportunity for Dulux to honour its key retail partners and industry stakeholders, recognising their pivotal role in strengthening the brand’s market presence. The event welcomed:
Blue Store Representatives, who lead Dulux’s flagship stores and are instrumental in showcasing and promoting its products to consumers. MTI Representatives, representing major modern retail chains and hypermarkets, ensure Dulux remains highly visible in high-traffic retail spaces. Super Pareto Stores, Dulux’s top-performing independent retailers, recognised for their entrepreneurial spirit and strong community connections.
Bringing these partners together reinforced Dulux’s commitment to innovation, customer satisfaction, and long-term collaboration, setting the stage for shared success in 2025.
A Journey Through True Joy™ in Bandung and Jakarta
Held in two key cities, Bandung and Jakarta, from 3–5 February 2025, the Store Gathering welcomed 250 participants to a curated experience that blended business engagement with creativity, capturing the essence of True Joy™.
Taking place at Plataran Bandung and Hotel Tentrem Jakarta, Alam Sutera, the event provided an inspiring setting for insightful discussions, networking, and immersive brand experiences. These sessions allowed Dulux and its partners to explore how True Joy™ will shape the future of interior design, retail strategies, and consumer engagement.
Introducing Dulux Weathershield Dirt Resistance
As part of the Gala Dinner, Dulux unveiled Dulux Weathershield Dirt Resistance, a breakthrough in exterior paint technology designed to offer superior protection and longevity. Engineered with 3x Superior Anti-Dust Protection, it creates a strong barrier that prevents dust and dirt from settling on walls, ensuring a cleaner, well-maintained appearance for longer. Additionally, its 3x Superior Anti-Dirt Streak technology minimises the formation of unsightly streak marks caused by pollution and rain, preserving the home's exterior aesthetics. To further enhance durability, the formula includes 3x Superior Anti-Alkali Protection, shielding walls from alkali salt attacks, which can compromise structural integrity over time. This latest innovation underscores Dulux’s commitment to providing cutting-edge paint solutions, seamlessly combining design, durability, and long-lasting protection for modern homes.
Innovation, Partnership, and Inspiration
The unveiling of True Joy™, the latest Weathershield Dirt Resistance line, and its accompanying Store Gathering were more than just events—they were a reflection of Dulux’s ongoing commitment to design innovation, customer engagement, and creative transformation. As Dulux moves forward into 2025, the gathering reaffirmed the power of collaboration, creativity, and colour in shaping a more vibrant future. With the expertise of FAV in activation and experiential marketing, True Joy™ is set to leave a lasting impact—not just as a colour trend, but as a meaningful expression of optimism, design, and transformation.
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About FAV:
Based in Jakarta, FAV is an innovation-led and tech-driven activation agency. With services spanning from corporate and sponsorship events, PR & roadshow activities, and virtual experiences, the agency has worked with a multitude of clients namely Heineken, Hyundai, Mead Johnson Nutrition, Samsung, LG, Grab, and Gudang Garam, among others.
FAV is part of FAB Indonesia, one of the largest and fastest growing creative business platforms in the region, comprising more than 40+ companies and 1000+ best talents across the creative industry in Indonesia.
Learn more about Fav: https://www.instagram.com/fav.indonesia/
For more information, please contact:
Pricillya Gracia
Business Director - FAV Indonesia
e: pricillya.claudia@favum-id.com
p: +62 877-7179-7765