Thompson Minwax has launched a new line of products targeting the female segment of the growing do-it-yourself category.

Minwax Home Decor is a 44-product line of base paints, faux-finish glazes, specialty finishes and decorative accents (including detail pens in gold, copper and silver, together with blocking patterns) specifically created for wood furniture.

In November, the line will be extended with the addition of more design tools, such as sponges, graining tools and brushes.

Research indicated that the company’s basic line – consisting mainly of indoor wood stains – weren’t of interest to most women, who prefer to add color, design or texture rather than simply stain wood, says Kristine Fisher, product manager for the Richmond Hill, Ont.-based company.

Yet women had to comb both hardware stores and craft centres to get paints and tools for their decorative needs, she adds. So the company’s Canadian division developed a full line to be sold in hardware stores across the country.

‘It’s a really great fit for retailers,’ says Fisher, adding that the hardware store is invariably the first stop for women looking for decorating ideas.

A 30-sec. spot, created by Cossette Communication-Marketing of Toronto, is airing late this month on diy shows. A full-page magazine ad will appear in women’s publications in February.