Girls Aloud singer Kimberley Walsh has launched a new paint shade with Wickes as part of her ongoing partnership with the retailer.

The campaign, created by St Luke’s, focuses on social media.

Her new colour, Blush Rose, is the third she’s created with Wickes. It was introduced through a social-first campaign, starting with a flower stall she set up at Chiswick Market, painted entirely in the new shade.

Ella Farthing, senior PR manager at Wickes, said, “We’re proud to be working with Kimberley on paint colour, that we hope you love as much as we do.

“By setting up a flower stall in the heart of Chiswick, we wanted to bring Blush Rose to life in a way that feels creative, fun and approachable. And for anyone who couldn’t make it down, the new colour is available online and in store, along with the rest of the range.”

Rich Denney, joint chief creative officer at St Luke’s said, “Wickes has given us a great canvas to create a distinctive activation that launches Kimberley’s latest shade at the Chiswick Flower Market.

“At the same time, Kimberly’s appeal helps introduce new customers to the idea that being house proud is an uplifting, creative and affordable way to make improvements that last.”