Renters Get A Helping Hand From Benjamin Moore

In our current economic climate, more Canadians are opting to rent their home, and many of these renters fear losing their hefty rent deposit if they choose to paint their space. Instead of feeling free to decorate as they wish, and create a warm and comfy environment, they’re resigning themselves to simple interiors. That’s why, throughout August, Benjamin Moore is helping up to 10,000 renters across Canada, the U.S. and the U.K. protect their hard-earned rent deposits while feeling right at home. When customers purchase one gallon of Benjamin Moore Regal Select Interior (in any of the brand’s 3,500-plus colours) this month, they can use their receipt to redeem a complimentary gallon of Regal Select Interior in Ready-Mix White between July 15 and September 15, 2025, to repaint their walls before moving out of their rental space. We chatted with Harriette Martins, senior vice-president, marketing at Benjamin Moore, to learn more. —Vita Daily

What inspired Benjamin Moore to launch this initiative to help renters transform their spaces without fearing the loss of their security deposits?

Despite the desire for more personalized living spaces, renters often hesitate to paint due to concerns around returning the rental back to its original form at the end of the lease. Through this initiative, we sought to inspire and empower renters to lean into the transformative power of paint to help bring their personal aesthetic to life and make their space feel like home. This month, up to 10,000 renters who purchase a gallon of Regal Select Interior in any of Benjamin Moore’s 3,500+ colours will be eligible to redeem a complimentary gallon of white paint to help ensure they are able to reset their rentals upon lease-end.   

Can you share more about the feedback you’ve received from renters about this initiative? How do they feel about having the opportunity to personalize their homes?

Anecdotally, we have been seeing a lot of excitement from renters since announcing the initiative on August 1^st. There has been a growing trend of renters electing to paint their spaces, and we encourage them to use premium quality paints like Benjamin Moore Regal Select, that provide them the confidence to transform any room – from the first colour application through to restoring the space back to its traditional white walls.

How does Benjamin Moore’s Regal Select Interior paint line stand out in terms of quality and durability, especially for renters who might be concerned about wear and tear in high-traffic areas?

Benjamin Moore Regal Select Interior has been trusted for generations as the standard for excellence. Regal Select features proprietary stain-release technology and scuff-resistance, delivering excellent durability and washability in any finish. These properties make it ideal for high-traffic areas of the home such as living rooms, dining rooms, kitchens and hallways.

With over 3,500 colours available in the Regal Select Interior line, what advice would you give to renters looking to choose the perfect colour for their space?

Paint is one of the easier and more cost-effective ways to transform a space and bring your design style to life. Colour choice is subjective and can be very personal – we encourage renters to choose one they love, or that they feel best expresses their individual style; and with 3,500+ colours to choose from, there is sure to be a perfect choice for everyone.

What role do you see this initiative playing in empowering renters to feel more at home in their spaces, and how do you hope it will impact the perception of Benjamin Moore among renters?

Our hope is that this initiative enables renters – whether they are first-time painters or savvy DIYers – to approach paint projects with confidence and experience the ease of application and professional results made possible by using Benjamin Moore premium paints.