Will ‘Manly’ Paint Colors Encourage Men to Decorate?

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Real men don’t buy paint with enticing names like Fairytale Green or Butterscotch. They prefer colors dubbed Mo Money and Beer Time instead.

Such is the logic at Canada’s CIL Paints, which last week renamed 27 of its paint colors in a bid to boost their appeal to men. Pumpkin Face has given way to Peanut Butter Punch. Bone White is now Beer Foam. And Cloud Nine—that’s a grayish duck egg, for all you ladies—is now Iced Vodka.

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“When it comes to paint names, it’s all about the emotional connection and our research shows that men and women tend to relate to paint names differently,” Alison Goldman, a spokeswoman for CIL Paints, told the National Post. ‘‘Studies show that while a larger percentage of women tend to choose paint colors for their home, it’s often men who give the colors a final nod.”

Unfortunately for CIL, some of the supposedly masculine names may turn women off, potentially stopping them from putting the paint in the family shopping cart to begin with. There’s the rather odious Dirty Socks (previously Lexington Park) and the curiously named Pimpin’ The Trans-Am (previously Peacock’s Plume).

Here are some of the other new colors, with their original names in parentheses:

5 O’Clock Shadow (Plateau Grey)

Porcelain Throne (Pillar)

Wingman (Stormy Seas)

Bromance (Romance)

Midlife Crisis (Silver Lace Vine)

Zombie Apocalypse (Juliet’s Potion)

Top Gun (Mystery Sound)

Brute Force (Great Grey)

Down & Dirty (Twilight Zone)

Bro Code (Venetian Turquoise)

Sucker Punch (Plum Escape)

Rust on my Truck (Classic Liberty Red)

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William Lee Adams is a staff writer at the London bureau of TIME. Find him on Twitter at @willyleeadams or on Facebook. You can also continue the discussion on TIME‘s Facebook page and on Twitter at @TIME.

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joolyer
joolyer

Well, heaven forfend that either I or my husband should buy paint because we like the colour! (FWIW, we never look at the names unless we have to buy more ....)