Clare, a direct-to-consumer paint company, had its original 55-color palette of eco-friendly products (the formula is certified Zero VOC and GREENGUARD Gold, with no toxic air contaminants or hazardous air pollutants), since launching in July 2018. The new paint color is the first addition to the original collection — and the company went about picking it in an interactive way.
To incorporate its customers into the process, Clare launched a crowdsourcing campaign (#createwithclare) where people voted for their favorite colors and submitted their most creative name for each one.
The pool was eventually narrowed down to two colors — the winner, Frozen (whose alternate name was Ice Ice Baby), and a teal hue.
Starting today, Frozen will be available to purchase at clare.com.
Stefanie is a New York–based writer and editor. She has served on the editorial staffs of Architectural Digest, ARTnews, and Oyster.com, a TripAdvisor company, before setting out on her own as a freelancer. Her beats include architecture, design, art, travel, science, and history, and her words have appeared in Architectural Digest, Condé Nast Traveler, Popular Science, Mental Floss, Galerie, Jetsetter, and History.com, among others. In another life, she'd be a real estate broker since she loves searching for apartments and homes.