Oxygen Launches “WE CARE” Campaign, Inviting Benjamin Moore Store Owners to Make Health the New Benchmark in Paint

A new movement encourages independent paint retailers across Canada and the United States to expand the customer conversation beyond color, price and performance—and toward healthier indoor spaces.

TORONTO, ON — Creative Oxygen Labs, has announced the launch of the WE CARE Campaign, an initiative inviting Benjamin Moore store owners across Canada and the United States to join a growing movement focused on a simple idea:

When you care about your customers’ homes, you should also care about the environment they live and breathe in every day.

For generations, paint retailers have helped enhance homes with wall coloring. Store owners have become trusted advisors on color, finishes, durability, application and value. The WE CARE Campaign asks retailers to take that trusted relationship one step further.

It’s time to change the conversation from paint to health.

A New Conversation.

Customers still care about beautiful colors. They still care about quality, coverage and getting good value for their money.

But increasingly, homeowners are also thinking about what makes a home “healthier”.

They are thinking about indoor air. Odors. Mold. Allergens. Bacteria. VOCs. Children. Pets. Aging parents. And ultimately, the quality of the environment in which their families spend so much of their lives.

Oxygen believes paint stores have an opportunity to become part of that conversation.

Oxygen Paint Additive that’s made up of earth minerals, zinc oxide and silver, is designed to be mixed into conventional paint, creating an additional “functional” layer while allowing customers to continue using the paint brands, colors and finishes they already know and trust.

For the store owner, that creates a remarkably simple opportunity.

Instead of asking only:

“What color are you looking for?”

The conversation can begin to include:

“Would you also like to make this a healthier room?”

That single question changes the meaning of the transaction.

To Every Paint Store Owner: Show Your Customers You Care

The WE CARE Campaign isn’t simply about putting another product on your counter.

It is about what your store stands for.

When customers walk through your doors, they are trusting you with something deeply personal, their homes. The bedrooms where their children sleep. The kitchens where families gather. The living rooms where pets play. The offices where people work. The spaces where people may spend years of their lives.

You already help those customers make those spaces more beautiful.

Now you have an opportunity to help them think about making those spaces healthier, too.

That is what WE CARE represents.

It tells your community:

We care about more than selling you paint.
We care about your home.
We care about your family.
We care about the air you breathe.
We care about a healthier tomorrow.

Health Is the New Benchmark

The paint industry has continually evolved.

Consumers moved from choosing paint primarily by color to considering washability, durability, VOC content, environmental impact and increasingly sophisticated performance characteristics.

The next conversation can be about health and wellness in the built environment.

Oxygen’s vision is straightforward:

Paint should no longer be viewed only as decoration. The walls surrounding us represent an enormous surface area inside our homes. Technology gives us an opportunity to ask what else those surfaces can do.

The WE CARE Campaign encourages retailers to introduce that idea at the point where homeowners are already making decisions about their walls.

No complicated change in the way customers shop for paint is required.

Choose your paint. Choose your color. Add Oxygen.

One small pouch can introduce an entirely new conversation.

Why WE CARE Matters for Independent Retailers

Independent paint stores have something that large online marketplaces cannot easily replicate: human relationships and local trust.

Your customers ask for your advice because they believe you know paint.

WE CARE gives you another reason for them to remember why they came to you.

It can help differentiate your store, create a new value-added conversation at the counter, introduce customers to innovation, support repeat relationships and position your business around something much larger than another gallon of paint.

Most importantly, it gives you an opportunity to demonstrate that your relationship with customers doesn’t end when the paint leaves the store.

Their well-being matters too.

From Selling Paint to Helping Create Healthier Homes

Imagine thousands of independent paint retailers asking customers one additional question:

“Have you thought about the health of the room you’re painting?”

That is how a movement begins.

One store.
One painter.
One homeowner.
One room at a time.

Creative Oxygen Labs is inviting Benjamin Moore retailers across Canada and the United States to become part of the Oxygen WE CARE Campaign and help establish a new benchmark for the industry.

Not just beautiful walls.

Not just better colors.

Not just better prices.

Healthier spaces for the people who live between those walls.

Because the future of paint shouldn’t only be about what we see.

It should also be about how we live.

Join the Oxygen WE CARE Movement

STORE OWNERS WHO CARE MAKE A HEALTHIER TOMORROW.

Let’s change the conversation from paint to Health to Cleaner Air to Healthier Homes.