New Merchandisers Hail ‘The New Face Of Cover Girl
Cover Girl Cosmetics has launched a merchandising program hailing “The New Face Of Cover Girl.” A primary objective is to create a superior shopping experience with a focus on in-store presentation and consumer interaction. A key component of the program is a redesigned wall unit featuring an optimized product line-up, as well as new shade selection devices and saleable trial sizes.
“Our mission with this program is to totally transform the Cover Girl shopping experience so that it’s easier, breezier and more beautiful than ever,” said Marc Pritchard, V.P., P&G Cosmetics, North and South America. “We expect this initiative to help drive category growth and importantly, consumer enjoyment and satisfaction.”
The product and shade offerings of the total Cover Girl line will be re-vamped in order to simplify the selection process. The adjustments will also make room for new offerings such as CG Smoothers. In total, 12 new properties will be introduced on the new wall unit and 27 properties will be discontinued.
“It’s essential that consumers find the product and shade they’re looking for every time they go to the store,” said Anne Martin, Manager, Global Cosmetics Marketing for Procter & Gamble Cosmetics.
The new Cover Girl merchandising fixture boasts an array of new features that were developed based on consumer feedback and desire for a more simplified, engaging and consistent mass shopping experience. Redesigned product selection panels and product packaging feature new, easy-to-read graphics, as well as an updated blue and silver color scheme.
Some of the new wall fixtures feature “Shade Central,” an interactive, lighted promotional section that features a mirror and showcases seasonal new products, shade selection devices and sample sizes called Tiny Trys.
Ulta Opens Prototype Store, Salon, Spa, And Cafe
Ulta Cosmetics, Fragrance and Salon has opened a prototype store creating an upscale image while still appealing to its loyal customer base.
The Color Library is the first element encountered by the arriving customer. This curved acrylic unit, internally lit, houses the entire collection of Ulta signature cosmetics, all available for testing. A major service center features individual stations highlighted by underlit glass. The perimeter merchandise presentation is organized by the horizontal bands of beige and white that also reflect the shelf spacing.
The Cafe has been created as a place for the Ulta customer to linger.
The Salon features a silver leafed ceiling and oval motif inset in a chevron wood floor. The styling stations are defined by panels of sandblasted mirrors set into the sheet-rock walls.
The 10,000 sq. ft. Ulta prototype, located in Irving, TX, was designed by Fitzpatrick Design Group, New York City.
Calvin Klein Launches Color Cosmetics Collection
The Calvin Klein Color Cosmetics Collection offers a new approach to makeup based on enhancing and revealing the skin.
Calvin Klein said, “Creating a full line of color cosmetics is a natural extension of the color statement we make in fashion. For years, cosmetic companies have taken their cue from what fashion designers do. Now I can introduce a complete look for the face that reflects the look and feel of the collection.”
Vitamins and botanically-enriched formulations soothe and nourish the skin.
McNeil Consumer Products Launches Aflexa
McNeil Consumer Healthcare, maker of Tylenol, has introduced a new dietary supplement called Aflexa, which is intended to help promote healthy joints.
Peter Luther, McNeil’s Exec. Director, Tylenol Franchise, said, “In recent years, use of dietary supplements have become a significant part of self-care. Now consumers can select a glucosamine supplement from a company they know and trust.”
Colgate Sensitive Toothpaste Introduced
Colgate-Palmolive has introduced Colgate Sensitive Maximum Strength Toothpaste, delivering maximum strength relief to soothe sensitive teeth. Concurrent with the launch of the toothpaste is the Colgate Sensitive Toothbrush, designed to minimize pressure on gums.
Rembrandt Debuts Natural Products
Den-Mat Corp.’s Rembrandt has introduced Whitening Fluoride Toothpaste and Naturally Fresh Mouthwashes with natural flavors and no artificial colors, harmful chemicals, abrasives or alcohol.
Dyes and the drying alcohol can harm the mouth and dental work.
Listerine PocketPaks Debut
Warner-Lambert is introducing Cool Mint Listerine PocketPaks, featuring a portable delivery system designed to dissolve in the mouth instantly. The oral care strips are conveniently dispensed from a tiny vial that is perfect for today’s busy lifestyles.
“This innovation allows us to meet the needs of our current oral care consumers while expanding the Listerine franchise to younger, active consumers providing both with an ‘on-the-go’ solution,” said Mark Rovner, V.P., Warner-Lambert Consumer Healthcare.
Eddie Bauer Introduces Fragrance Line
Eddie Bauer has introduced a men’s and women’s fragrance line to reflect the Company’s quality outdoor and casual apparel.
Beyond has been created for the active woman who can finally take time for herself.
For men, Eddie Bauer introduces EBTEK scented toiletries including cologne spray, shave cream, aftershave, shower gel, cooling foot powder and sunscreen stick.
L’Oreal Launches Skincare Tour
L’Oreal is touring the U.S. to educate consumers about skincare. L’Oreal Skincare Expertise On Tour will travel to a different U.S. city each weekend with a mall kiosk exhibit offering women one-on-one complimentary skincare consultations from L’Oreal’s skincare experts.
The tour will provide personal skin analysis, samples and coupons.
P.O.P. Displays International, Woodside. NY, will be showing this counter display for the New Lancôme Passage line for Fall 2000. Sales met all projections due to the product presentation and graphic panel. The unit enhanced the Lancôme Image as a leader in fashion cosmetics and was universally accepted. Placement was dominant on the counter resulting in consumers' interest and product sales. To learn more about this display, contact Marvin Minzer, Booth 8020; or call 718-278-4300, Ext. 289.
CHRISTMAS OMNI STOCKING STUFFERS. This display was designed to promote fragrance as a “stocking stuffer” and to promote both men's and women's brands for holiday sales. This low cost, attention grabbing holiday display offered a small sized product, for a good price, to stimulate impulse sales. Universal festive graphics promoted the holiday spirit. Created by Ledan, Inc., 52 East 2nd Street, Mineola, NY 11501. POPAI AWARD ENTRY.
MAYBELLINE HYDRATIME COUNTER DISPLAY. This display was required to showcase the product and help keep it organized at the point of sale. The display gained full placement at retail and was favored by cosmeticians and consumers because of the convenient angle in which the product was presented. The product was elevated, making selection easier for the consumer. Large graphics attracted a lot of attention. Designed and manufactured by Point 1 Displays, 5454 Cote de Liesse, Montreal Canada. POPAI AWARD ENTRY.
TONY & TINA EYESHADOW DISPLAY. This display is designed with an innovative, full-loving spirit. The display complements previous Tony & Tina displays in style and materials. It has added value by providing testers, saleable product, informative copy, all on a display with a small footprint. It creates great color impact that reaches out to the customer to encourage testing. Created by The Royal Promotion Group, 119 West 57th Street, New York, NY 10019.
WALMART 4-WAY PLUG-INS. The objective of this display was to maximize holiday sales by working with the retailer to promote fragrance as the perfect gift. The store's stock metal fixture was the platform for custom pre-packed counter/shelf units to be arranged to form a holiday pallet display. Multiple brands, both men's and women's were packed in decorated corrugated trays with extruded clear fronts for maximum visibility of gift sets. Created by Ledan, Inc., 52 East 2nd Street, Mineola, NY 11501. POPAI AWARD ENTRY.
NATURE'S ACCENTS MERCHANDISING SYSTEM FOR K-MART. The objective was to create a fun display that captures the look and feel of this new bath and body product line. Display components need to be universal to fit existing gondola fixtures in the cosmetic section of K-mart as well as standard gondolas in other stores. Created by The Niven Marketing Group, 745 Birginal Drive, Bensenville, IL 60106. POPAI AWARD ENTRY.
The Beautiful by Nature Color Playstation was designed to merchandise and test the Bath and Body Works full women's cosmetic line. This unit creates a secondary selling outpost and encourages testing and sampling. The playstations were constructed out of lacquered wood, powder coated steel, glass, and polished acrylic. The fixture is updateable and interchangeable, allowing for seasonal changes. Created by The Royal Promotion Group, 119 West 57th Street, New York, NY 10019. POPAI AWARD ENTRY.
PACIFIC GARDENS FLOORSTAND. This corrugated unit was designed to support the launch of a new line of fragrant anti-bacterial soap. The small footprint unit features four compartments (one for each fragrance) and provides enough strength to hold a carton of four product SKUs and last for the anticipated lifespan. Each compartment holds 24 pieces. The "Pacific Garden" colors and packaging concept is carried thematically throughout the unit. Created by Thomson-Leeds Co., Inc., 450 Park Avenue South, New York, NY 10016. POPAI AWARD ENTRY.
NIZORAL FLOOR DISPLAY. Client wanted a display that would position the product with a more cosmetic feel, in a unit that was open and shoppable. Graphics panel has to be interchangeable to allow for various promotions. The display design had to take into account the premium floor space within the drugstore chains. Designed and manufactured by Point 1 Displays, 5454 Cote de Liesse, Montreal Canada. POPAI AWARD ENTRY.
BEIERSDORF Q-10 NIGHT POWERWING-FLOORSTAND. This display was designed to market three separate high-end Q-10 products, while featuring one in particular “Q-10 Wrinkle Control Night”. This product appears on the top shelf of the unit, framed by extensive seven color and UV litho graphics above and to the right. The unit can be used as a powerwing, a powerwing with lug-on riser, or a floorstand. Created by Triangle Display Group, 601 E. Erie Avenue, Philadelphia, PA 19134. POPAI AWARD ENTRY.
Redken “Air Box” Display
Redken 5th Avenue, NYC, recently launched a new product, Airtight 12 Lockout Finishing Hair Spray, which guards against humidity, UV rays, pollution and smoke; and locks in a long lasting hold. To create excitement at retail, Redken and Air Packaging Technologies, Inc., developed a unique display which suspends the Airtight Can inside an inflatable packaging known as “Air Box”. The Air Box sits in a corrugated base printed in metallic ink with a UV finish. The finished display takes advantage of the “Wow”" affect of the Air Box, intriguing consumers as it looks like the product is virtually floating in air. Retailers are enthusiastic about the display. 30,000 displays were distributed to Salons throughout the country during January, 2000. The Redken “Air Box” Display was created by Air Packaging Technologies, Inc., 25620 Rye Canyon Road, Valencia, CA 91355.
Nature's Herbs Health Care Center Revolving Floor Displays
Two revolving floor displays were created to provide a complete Health Care Center in very little space. The fixtures are pre-packed with a wide assortment of herbal products as well as literature to help consumers make an educated choice. The shelves are Plan-O-Grammed for product via a vacuum formed shelf system. The merchandisers were engineered to assemble easily at retail and they ship KD to save on freight costs. The Nature's Herbs Health Care Centers were manufactured by Ettinger Displays Inc., 63 Oser Avenue, Hauppauge, New York, NY 11788.
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