Pantone has made waves in the beauty industry partnering with Sephora on products inspired by the color of the year. In the past few years we have seen products colored with Marsala, Radiant Orchid, Rose Quartz and Serenity hues hit the shelves. Although heralded as the golden standard when it comes to color, Pantone isn’t the only one calling the shots when it comes to color of the year. An influx of other paint companies, interior design brands, and even clothing companies have decided to take a gamble on predicting the hottest hues of 2018.
Marketing can be blamed for the fact that brands are coming forward with their own picks for the color of the year. Announcing a color of the year is an easy and effective way to get attention as well as push product. Selecting a color of the year can establish a brand as a tastemaker, and can elevate a brand from utilitarian status to designer. Choosing a singular hue also gives brands a touchpoint to continue to push all year and around which to plan other marketing efforts. For example, this fall Behr Paint built a pop-up shop in Grand Central Station complete with a virtual-reality experience in order to promote their 2018 color of the year—an underwhelming green.
Behr predicts “In the Moment,” Benjamin Moore’s money is on “Caliente,” and Sherwin Williams says “Oceanside”—with all of these brands telling consumers that a different color will be THE color of 2018, does the initiative lose validity? According to Pantone Color Institute Executive Director Lee Eiseman, it is less about the color itself, and more about connecting with consumers. She suggests color of the year “addresses the zeitgeist . . . a suggestion of where to go. It gives creatives a challenge: How would you use this color, combine it, what’s your take on it?”
Photo: Pantone via Instagram