{"success":true,"data":{"pressRelease":{"id":"128284","rtpr_id":"nPn2tQ47Fa","ticker":"MAS","exchange":"NYSE","all_tickers":["MAS"],"title":"Behr Paint Company Announces 2027 Color of the Year: Grounded, an Earthy Olive Green Inspired by Nature and Rooted in Renewal","author":"PR Newswire","published_at":"2026-08-26T13:00:03.235Z","article_body":"Behr Paint Company Announces 2027 Color of the Year: Grounded, an Earthy Olive Green Inspired by Nature and Rooted in Renewal\n\nPR Newswire\n\nSANTA ANA, Calif., Aug. 26, 2026\n\nBEHR(®) marks the 10th anniversary of its Color of the Year with a new hue\nthat defines the next era of elevated comfort.\n\nSANTA ANA, Calif., Aug. 26, 2026 /PRNewswire/ -- Today, Behr Paint Company\nunveiled a new color, Grounded, (T27-01) as its 2027 Color of the Year. An\nearthy olive green that captures restorative essence and quiet energy, this\nnatural shade moves effortlessly between olive and moss, anchored by subtle\nbrown undertones that bring the outdoors in.\n\n\"Grounded is a reminder that the most meaningful spaces are the ones that help\nus connect with the rhythms of everyday life,\" said Kayla Kratz, Head of Color\nat Behr Paint Company. \"The shade's organic warmth creates a sense of calm and\nrenewal, making every room feel inviting and effortlessly livable.\"\n\nAs consumers seek greater comfort and stability, Grounded reflects a shift\ntoward homes that restore and reconnect us with nature. In fact, 77% of\nAmericans say they turn to nature when life feels chaotic^. Grounded is a\nnuanced blend of moss and olive tones that bring natural vitality to a space,\ncreating an atmosphere that feels intentional, inviting, and connected.\n\nNew research conducted by Behr Paint also shows^:\n\n * A majority of Americans say home DIY and design projects help them feel\ngrounded by allowing them to build a safe, comforting haven where they can\nfully retreat and recharge (86%).\n * This desire for a home that feels like a true sanctuary extends to color, with\n84% of Americans agreeing that the right paint color is a critical factor in\nmaking a space feel like home.\nTo help consumers confidently navigate choosing color, Grounded anchors the\nBEHR(®) 2027 Color Trends Palette, a curated collection of complementary hues\ninspired by the beauty and balance of the natural world. Spanning warm\nneutrals, earthy tones, muted pinks, clay hues, and airy blues, the palette\noffers endless versatility for creating layered, harmonious spaces. The\npalette also reintroduces seven legacy colors – Coastal Beige, Wheat Grass,\nEnvironmental, Denim Light, Smokey Claret, Sarsaparilla and Mozart –\ndesigned to work beautifully with Grounded.\n\nThe unveiling of Grounded also marks the 10th anniversary of Behr Paint's\nColor of the Year program, celebrating a decade of color leadership and design\ninfluence. Over the past 10 years, the program has evolved from forecasting\ncolor trends to shaping the conversation around how color transforms the way\npeople live, work, and feel in their spaces.\n\n\"For the past decade, our Color of the Year has done more than identify a\ndefining color. It has helped people translate shifts in culture and design\ninto inspiration they can confidently make their own,\" said Andy Lopez, Chief\nMarketing Officer at Behr Paint Company. \"Ten years has given us a unique\nperspective on how the role of color continues to evolve in people's lives. As\nwe look ahead, we're committed to delivering the colors, inspiration, and\nexpertise that help DIYers and professionals create spaces that reflect how\npeople live today – and into the future.\"\n\nA Comforting Place to Call Home\nTo mark the 10th anniversary of its Color of the Year, Behr Paint is donating\n$250,000 to Habitat for Humanity to support their affordable homeownership\nprograms with construction materials and other needs to help families create\nhomes that foster comfort, stability, and a sense of belonging. And starting\nAugust 27(th), you can nominate a deserving friend or family member to receive\n$5,000 toward transforming their own space into a comforting sanctuary. To\nenter, visit @behrpaint on Instagram or TikTok and follow the instructions in\nthe pinned sweepstakes entry post.\n\n\"We're grateful to be a part of Behr Paint's 2027 Color of the Year initiative\nand look forward to working together to bring more families home,\" said\nCharlita Stephens Walker, Vice President Strategic Partnerships at Habitat for\nHumanity International. \"At Habitat, we remain grounded in our vision of a\nworld where everyone has a decent place to live, and this partnership\nillustrates our shared commitment to that goal. This support will directly\nhelp more families achieve homeownership in more communities across North\nAmerica.\"\n\nBEHR(®) products, including the BEHR(®) 2027 Color of the Year, Grounded,\nand the full 2027 Color Trends Palette, are available in top-rated, one-coat\nhide guaranteed* BEHR DYNASTY(®) and BEHR MARQUEE(®), as well as BEHR\nULTRA(®) and BEHR PREMIUM PLUS(®), sold exclusively online and nationwide\nat The Home Depot.\n\nTo learn more about Grounded and explore the BEHR(®) 2027 Color Trends\nPalette, visit behr.com/2027coty\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4759534-1&h=2706750498&u=http%3A%2F%2Fbehr.com%2F2027coty&a=behr.com%2F2027coty)\n.\n\n*Valid only when tinted to colors from the BEHR DYNASTY(®) & BEHR\nMARQUEE(®) Interior One-Coat Hide Color Collection.\n\n^Behr Paint commissioned an online survey among n=1,000 general population\nAmericans. The sample was balanced based on age, gender, race/ethnicity, and\nregion. The survey was fielded between June 23rd to July 2nd, 2026. The margin\nof error (MOE) for the total sample at a 95% confidence interval is +/- 3\npercentage points (p.pts).\n\nFrequently Asked Questions\n\nQ: Why did BEHR select Grounded for Color of the Year?\nA: Behr Paint selected Grounded as the 2027 Color of the Year because it\nreflects a shift in how people want their homes to feel – rooted, lived-in,\nand real. It transcends aesthetics, creating spaces that invite a true sense\nof ease and retreat.\n\nQ: What colors does Grounded pair well with?\nA: Grounded pairs well with a range of colors from the BEHR(®) 2027 Color\nTrends Palette, a thoughtfully curated collection that celebrates natural\nbeauty and timeless style. Spanning warm, sunlit neutrals to deeper,\nforest-inspired hues, the palette is designed to create a balanced and\ncohesive look throughout the home.\n\nQ: What types of projects can you use Grounded for?\nA: Grounded is versatile enough for both interior and exterior projects.\nOutdoors, it brings a natural presence that helps a home blend with its\nsurroundings. Indoors, it shines in living rooms, where its rich tones shift\nbeautifully with natural light, and in kitchens, where it creates a warm,\ncalming backdrop for everyday living.\n\nQ: Is Grounded a new color from BEHR?\nA: Grounded is a new color from BEHR. It's a refined hue that moves between\nolive and moss, anchored by subtle brown undertones. The name reflects the\nintent of the color, to capture the calm, restorative energy of nature.\n\nQ: Where is Grounded by BEHR available?\nA: Grounded is available in top-rated, BEHR DYNASTY(® )and BEHR MARQUEE(®),\nas well as BEHR ULTRA(®) and BEHR PREMIUM PLUS® Paint sold exclusively at\nThe Home Depot nationwide.\n\nQ: Where can I find a sample of Grounded?\nA: Visit your local The Home Depot to pick up a free color chip or an 8 oz.\npaint sample of Grounded. You can also order a 9\" x 15\" peel-and-stick sample\nfrom Samplize.com\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4759534-1&h=1436486071&u=https%3A%2F%2Fsamplize.com%2Fcollections%2Fbehr&a=Samplize.com)\n. And starting August 26th through September 27th, if you order two or more\nsamples from Samplize.com, you can use code \"GROUNDED\" at checkout to get your\nBEHR(®) 2027 Color of the Year sample for free.\n\nAbout Behr Paint Company\nHeadquartered in Santa Ana, California, Behr Paint Company is one of the\nlargest manufacturers of architectural paints and stains in the United States\nand Canada. The company offers a full line of products for the professional\nand do-it-yourself user, including BEHR PREMIUM PLUS(®), BEHR DYNASTY(®),\nBEHR MARQUEE(®), BEHR ULTRA(®), BEHR DeckOver(®) and KILZ(®) Primers. Behr\nPaint Company is a subsidiary of Masco Corporation (NYSE: MAS). For more\ninformation, visit behr.com. Professional contractors can learn more at\nbehrpro.com.\n\nBEHR and the BEHR logo are registered trademarks of BEHR Process LLC.\n\nCONTACT: M Booth, behrdiy@mbooth.com (mailto:behrdiy@mbooth.com)\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/behr-paint-company-announces-2027-color-of-the-year-grounded-an-earthy-olive-green-inspired-by-nature-and-rooted-in-renewal-302859835.html\n(https://www.prnewswire.com/news-releases/behr-paint-company-announces-2027-color-of-the-year-grounded-an-earthy-olive-green-inspired-by-nature-and-rooted-in-renewal-302859835.html)\n\nSOURCE Behr Paint Company\n\n\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS1975525/Behr-Paint-Company-COTY-2027.jpg?id=OA2911003\nhttps://mmx.prnewswire.com/media/MS1975526/Behr-Paint-Company-new-color-Grounded-Paint-Drop.jpg?id=OA2911004\nhttps://mmx.prnewswire.com/media/MS604925/Behr-Paint-Company-Logo-V1.jpg?id=OA2911067\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn2tQ47Fa","title":"Behr Paint Company Announces 2027 Color of the Year: Grounded, an Earthy Olive Green Inspired by Nature and Rooted in Renewal","author":"PR Newswire","ticker":"MAS","created":"2026-08-26T13:00:03.235Z","tickers":["MAS"],"exchange":"NYSE","article_body":"Behr Paint Company Announces 2027 Color of the Year: Grounded, an Earthy Olive Green Inspired by Nature and Rooted in Renewal\n\nPR Newswire\n\nSANTA ANA, Calif., Aug. 26, 2026\n\nBEHR(®) marks the 10th anniversary of its Color of the Year with a new hue\nthat defines the next era of elevated comfort.\n\nSANTA ANA, Calif., Aug. 26, 2026 /PRNewswire/ -- Today, Behr Paint Company\nunveiled a new color, Grounded, (T27-01) as its 2027 Color of the Year. An\nearthy olive green that captures restorative essence and quiet energy, this\nnatural shade moves effortlessly between olive and moss, anchored by subtle\nbrown undertones that bring the outdoors in.\n\n\"Grounded is a reminder that the most meaningful spaces are the ones that help\nus connect with the rhythms of everyday life,\" said Kayla Kratz, Head of Color\nat Behr Paint Company. \"The shade's organic warmth creates a sense of calm and\nrenewal, making every room feel inviting and effortlessly livable.\"\n\nAs consumers seek greater comfort and stability, Grounded reflects a shift\ntoward homes that restore and reconnect us with nature. In fact, 77% of\nAmericans say they turn to nature when life feels chaotic^. Grounded is a\nnuanced blend of moss and olive tones that bring natural vitality to a space,\ncreating an atmosphere that feels intentional, inviting, and connected.\n\nNew research conducted by Behr Paint also shows^:\n\n * A majority of Americans say home DIY and design projects help them feel\ngrounded by allowing them to build a safe, comforting haven where they can\nfully retreat and recharge (86%).\n * This desire for a home that feels like a true sanctuary extends to color, with\n84% of Americans agreeing that the right paint color is a critical factor in\nmaking a space feel like home.\nTo help consumers confidently navigate choosing color, Grounded anchors the\nBEHR(®) 2027 Color Trends Palette, a curated collection of complementary hues\ninspired by the beauty and balance of the natural world. Spanning warm\nneutrals, earthy tones, muted pinks, clay hues, and airy blues, the palette\noffers endless versatility for creating layered, harmonious spaces. The\npalette also reintroduces seven legacy colors – Coastal Beige, Wheat Grass,\nEnvironmental, Denim Light, Smokey Claret, Sarsaparilla and Mozart –\ndesigned to work beautifully with Grounded.\n\nThe unveiling of Grounded also marks the 10th anniversary of Behr Paint's\nColor of the Year program, celebrating a decade of color leadership and design\ninfluence. Over the past 10 years, the program has evolved from forecasting\ncolor trends to shaping the conversation around how color transforms the way\npeople live, work, and feel in their spaces.\n\n\"For the past decade, our Color of the Year has done more than identify a\ndefining color. It has helped people translate shifts in culture and design\ninto inspiration they can confidently make their own,\" said Andy Lopez, Chief\nMarketing Officer at Behr Paint Company. \"Ten years has given us a unique\nperspective on how the role of color continues to evolve in people's lives. As\nwe look ahead, we're committed to delivering the colors, inspiration, and\nexpertise that help DIYers and professionals create spaces that reflect how\npeople live today – and into the future.\"\n\nA Comforting Place to Call Home\nTo mark the 10th anniversary of its Color of the Year, Behr Paint is donating\n$250,000 to Habitat for Humanity to support their affordable homeownership\nprograms with construction materials and other needs to help families create\nhomes that foster comfort, stability, and a sense of belonging. And starting\nAugust 27(th), you can nominate a deserving friend or family member to receive\n$5,000 toward transforming their own space into a comforting sanctuary. To\nenter, visit @behrpaint on Instagram or TikTok and follow the instructions in\nthe pinned sweepstakes entry post.\n\n\"We're grateful to be a part of Behr Paint's 2027 Color of the Year initiative\nand look forward to working together to bring more families home,\" said\nCharlita Stephens Walker, Vice President Strategic Partnerships at Habitat for\nHumanity International. \"At Habitat, we remain grounded in our vision of a\nworld where everyone has a decent place to live, and this partnership\nillustrates our shared commitment to that goal. This support will directly\nhelp more families achieve homeownership in more communities across North\nAmerica.\"\n\nBEHR(®) products, including the BEHR(®) 2027 Color of the Year, Grounded,\nand the full 2027 Color Trends Palette, are available in top-rated, one-coat\nhide guaranteed* BEHR DYNASTY(®) and BEHR MARQUEE(®), as well as BEHR\nULTRA(®) and BEHR PREMIUM PLUS(®), sold exclusively online and nationwide\nat The Home Depot.\n\nTo learn more about Grounded and explore the BEHR(®) 2027 Color Trends\nPalette, visit behr.com/2027coty\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4759534-1&h=2706750498&u=http%3A%2F%2Fbehr.com%2F2027coty&a=behr.com%2F2027coty)\n.\n\n*Valid only when tinted to colors from the BEHR DYNASTY(®) & BEHR\nMARQUEE(®) Interior One-Coat Hide Color Collection.\n\n^Behr Paint commissioned an online survey among n=1,000 general population\nAmericans. The sample was balanced based on age, gender, race/ethnicity, and\nregion. The survey was fielded between June 23rd to July 2nd, 2026. The margin\nof error (MOE) for the total sample at a 95% confidence interval is +/- 3\npercentage points (p.pts).\n\nFrequently Asked Questions\n\nQ: Why did BEHR select Grounded for Color of the Year?\nA: Behr Paint selected Grounded as the 2027 Color of the Year because it\nreflects a shift in how people want their homes to feel – rooted, lived-in,\nand real. It transcends aesthetics, creating spaces that invite a true sense\nof ease and retreat.\n\nQ: What colors does Grounded pair well with?\nA: Grounded pairs well with a range of colors from the BEHR(®) 2027 Color\nTrends Palette, a thoughtfully curated collection that celebrates natural\nbeauty and timeless style. Spanning warm, sunlit neutrals to deeper,\nforest-inspired hues, the palette is designed to create a balanced and\ncohesive look throughout the home.\n\nQ: What types of projects can you use Grounded for?\nA: Grounded is versatile enough for both interior and exterior projects.\nOutdoors, it brings a natural presence that helps a home blend with its\nsurroundings. Indoors, it shines in living rooms, where its rich tones shift\nbeautifully with natural light, and in kitchens, where it creates a warm,\ncalming backdrop for everyday living.\n\nQ: Is Grounded a new color from BEHR?\nA: Grounded is a new color from BEHR. It's a refined hue that moves between\nolive and moss, anchored by subtle brown undertones. The name reflects the\nintent of the color, to capture the calm, restorative energy of nature.\n\nQ: Where is Grounded by BEHR available?\nA: Grounded is available in top-rated, BEHR DYNASTY(® )and BEHR MARQUEE(®),\nas well as BEHR ULTRA(®) and BEHR PREMIUM PLUS® Paint sold exclusively at\nThe Home Depot nationwide.\n\nQ: Where can I find a sample of Grounded?\nA: Visit your local The Home Depot to pick up a free color chip or an 8 oz.\npaint sample of Grounded. You can also order a 9\" x 15\" peel-and-stick sample\nfrom Samplize.com\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4759534-1&h=1436486071&u=https%3A%2F%2Fsamplize.com%2Fcollections%2Fbehr&a=Samplize.com)\n. And starting August 26th through September 27th, if you order two or more\nsamples from Samplize.com, you can use code \"GROUNDED\" at checkout to get your\nBEHR(®) 2027 Color of the Year sample for free.\n\nAbout Behr Paint Company\nHeadquartered in Santa Ana, California, Behr Paint Company is one of the\nlargest manufacturers of architectural paints and stains in the United States\nand Canada. The company offers a full line of products for the professional\nand do-it-yourself user, including BEHR PREMIUM PLUS(®), BEHR DYNASTY(®),\nBEHR MARQUEE(®), BEHR ULTRA(®), BEHR DeckOver(®) and KILZ(®) Primers. Behr\nPaint Company is a subsidiary of Masco Corporation (NYSE: MAS). For more\ninformation, visit behr.com. Professional contractors can learn more at\nbehrpro.com.\n\nBEHR and the BEHR logo are registered trademarks of BEHR Process LLC.\n\nCONTACT: M Booth, behrdiy@mbooth.com (mailto:behrdiy@mbooth.com)\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/behr-paint-company-announces-2027-color-of-the-year-grounded-an-earthy-olive-green-inspired-by-nature-and-rooted-in-renewal-302859835.html\n(https://www.prnewswire.com/news-releases/behr-paint-company-announces-2027-color-of-the-year-grounded-an-earthy-olive-green-inspired-by-nature-and-rooted-in-renewal-302859835.html)\n\nSOURCE Behr Paint Company\n\n\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS1975525/Behr-Paint-Company-COTY-2027.jpg?id=OA2911003\nhttps://mmx.prnewswire.com/media/MS1975526/Behr-Paint-Company-new-color-Grounded-Paint-Drop.jpg?id=OA2911004\nhttps://mmx.prnewswire.com/media/MS604925/Behr-Paint-Company-Logo-V1.jpg?id=OA2911067\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-08-26T13:00:05.007108724Z","server_sent_at_ms":1787749205007},"received_at":"2026-08-26T13:00:05.058Z","source_url":"https://www.prnewswire.com/news-releases/behr-paint-company-announces-2027-color-of-the-year-grounded-an-earthy-olive-green-inspired-by-nature-and-rooted-in-renewal-302859835.html"},"analysis":{"id":"117203","press_release_id":"128284","analysis_json":{"industry":{"label":"Building Products","sector":"Industrials"},"redFlags":[],"eventType":"product_launch","narrative":"Behr Paint Company, a subsidiary of Masco, unveiled 'Grounded' as its 2027 Color of the Year, marking the 10th anniversary of the program.\n\nTo support the launch, the company is donating $250,000 to Habitat for Humanity and launching a sweepstakes awarding $5,000 for home transformations.\n\nThe new color and the accompanying 2027 Color Trends Palette are available exclusively at The Home Depot across Behr's premium paint lines.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Behr announces 2027 Color of the Year; routine marketing update."},"keyFigures":{"customDimensions":{"donation_usd":250000,"sweepstakes_prize_usd":5000}},"quotedText":"Grounded is a reminder that the most meaningful spaces are the ones that help us connect with the rhythms of everyday life,","namedEntities":{"people":[{"name":"Kayla Kratz","role":"Head of Color"},{"name":"Andy Lopez","role":"Chief Marketing Officer"},{"name":"Charlita Stephens Walker","role":"Vice President Strategic Partnerships"}],"products":["Grounded","BEHR DYNASTY","BEHR MARQUEE","BEHR ULTRA","BEHR PREMIUM PLUS","BEHR DeckOver","KILZ Primers","Coastal Beige","Wheat Grass","Environmental","Denim Light","Smokey Claret","Sarsaparilla","Mozart"],"companies":[{"name":"Behr Paint Company","relationship":"subsidiary"},{"name":"Habitat for Humanity International","relationship":"partner"},{"name":"The Home Depot","relationship":"retailer"},{"name":"Samplize.com","relationship":"partner"},{"name":"M Booth","relationship":"public relations"}],"dollarAmounts":[{"amount":"$250,000","context":"donation to Habitat for Humanity"},{"amount":"$5,000","context":"sweepstakes prize for home transformation"}]},"materialImpact":{"score":1,"reasoning":"Routine annual marketing announcement from a subsidiary (Behr) regarding its Color of the Year. The release includes marketing partnership details and donations but contains no financial figures, guidance, or material business updates affecting Masco's operations."},"tickerRelevance":{"others":[],"primary":"MAS"},"globalImportance":10,"audienceRelevance":15,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"large-cap","eventGravity":"marketing_campaign","householdBrandBoost":0}},"event_type":"product_launch","event_type_secondary":null,"sentiment":"neutral","material_impact_score":1,"narrative":"Behr Paint Company, a subsidiary of Masco, unveiled 'Grounded' as its 2027 Color of the Year, marking the 10th anniversary of the program.\n\nTo support the launch, the company is donating $250,000 to Habitat for Humanity and launching a sweepstakes awarding $5,000 for home transformations.\n\nThe new color and the accompanying 2027 Color Trends Palette are available exclusively at The Home Depot across Behr's premium paint lines.","key_figures":{"customDimensions":{"donation_usd":250000,"sweepstakes_prize_usd":5000}},"named_entities":{"people":[{"name":"Kayla Kratz","role":"Head of Color"},{"name":"Andy Lopez","role":"Chief Marketing Officer"},{"name":"Charlita Stephens Walker","role":"Vice President Strategic Partnerships"}],"products":["Grounded","BEHR DYNASTY","BEHR MARQUEE","BEHR ULTRA","BEHR PREMIUM PLUS","BEHR DeckOver","KILZ Primers","Coastal Beige","Wheat Grass","Environmental","Denim Light","Smokey Claret","Sarsaparilla","Mozart"],"companies":[{"name":"Behr Paint Company","relationship":"subsidiary"},{"name":"Habitat for Humanity International","relationship":"partner"},{"name":"The Home Depot","relationship":"retailer"},{"name":"Samplize.com","relationship":"partner"},{"name":"M Booth","relationship":"public relations"}],"dollarAmounts":[{"amount":"$250,000","context":"donation to Habitat for Humanity"},{"amount":"$5,000","context":"sweepstakes prize for home transformation"}]},"model_name":"glm-4.7","prompt_hash":"sha256:727b4b9429a443af","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-08-26T14:41:09.234Z","global_importance":10,"audience_relevance":15,"importance_components":{"tickerTier":"large-cap","eventGravity":"marketing_campaign","householdBrandBoost":0}},"durationMs":427812,"modelName":"glm-4.7"}}