• by Larissa Faw , May 1, 2014

Ace Hardware is borrowing inspiration from the cosmetics industry to launch the largest ad campaign in the company’s history.

The “Helpful is Beautiful” campaign, which was jointly developed by Ace and Valspar with FCB Chicago, includes television, radio, print, social, digital and point-of-sale materials. Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, handles media. 

The spots, along with the campaign’s other elements, play off of language commonly used in cosmetics commercials and highlight the natural connection of beauty and fashion to the home decor space.

To complement this campaign, Ace launched a brand new paint-focused Web site, thepaintstudio.com, designed to provide consumers with an online hub to find inspiration, explore color and obtain helpful painting tips and how-to advice. Participating Ace Hardware stores will be offering a series of discounts and promotions throughout the month of May. 

Launching nationally in over 3,200 locally owned Ace Hardware stores, The Paint Studio was designed around the insight that consumers seek a more style-inspired and personal paint shopping experience rather than a traditional trip to the hardware store. Although the campaign is not solely aimed at women, the campaign does primarily address their desires. 

“For years, women have expressed loyalty to their favorite cosmetics brands and the inspiring shopping experience that comes along with it,” said John Surane, executive vice president, marketing, merchandising and sales, Ace Hardware. “Ace and Valspar recognize the emotional response evoked by color and built the ‘Helpful is Beautiful’ campaign and The Paint Studio at Ace around this connection as a way to offer consumers a differentiating paint shopping experience featuring the brands they know and trust."