Display Supports Launch of BGBGirls Fragrance
Unilever Prestige, a division of Unilever Cosmetics International, has launched a marketing and print advertising campaign for BCBGIRLS, a new fragrance collection developed under a licensing agreement with BCBGMaxAzria.
The campaign for the BCBGIRLS fragrance collection celebrates the unique girl in every woman and taps into the bond between female friends. It features the four BCBGIRLS as they set out in their convertible. The inspiration for the BCBGIRLS collection came directly from Max Azria the designer behind the BCBGMazAzria line of women’s clothing.
P.o.p. displays supporting the launch of the BCBGIRLS fragrance collection were produced by The Royal Promotion Group, a New York City-based p.o.p. display firm.
Avon ‘beComing’ Centers Debut At JCPenney Stores
Avon Products has introduced ‘beComing,’ at the Avon Center “store-within-a-store” in JCPenney department stores. All Avon Centers will be located adjacent to the women’s apparel departments and will encompass an average of 600 sq. ft.
beComing will be presented in an open-sell environment with play stations and makeover counters to provide an inviting, comfortable experience for customers.
“We are thrilled to introduce to JCPenney shoppers a fresh, new approach to the retail beauty experience,” said Steve Bock, President of Avon Retail. “beComing is the integration of a highly-innovative, prestige quality beauty collection with an unsurpassed level of customer service.”
The new line has been designed to attract women who prefer to shop at retail, and who are not currently customers of the Avon direct-selling channel.
Stila Makeup Boutique Installed At Beverly Center
Array Marketing, a Los Angeles, CA-based p.o.p. display firm, was retained to create the first U.S.-based retail boutique for the Stila makeup line. The new Stila boutique, installed at the Beverly Center in Los Angeles, CA, utilizes frosted mirrors, compact/slimline fluorescent lighting, powder-coated metals, and clear and opalescent acrylics. The kraft-paper-coated ceiling keeps the space looking warm and natural.
The product wall and frosted-mirror counter run along one side of the store, with makeup testing centers built right into the countertop. The 30-foot-long Stila vending machine conceals product stock. To make a selection, customers push a button bearing the product’s name and color, and the product shoots out into a tray. Front panels feature backlighted lenticular prints that appear to move as customers walk by.
Consultations and makeovers take place on rolling makeup carts electrified with illuminated mirrors that rise out of the cart.
MAC Cosmetics SoHo Store Projects Body Conscious Design
MAC Cosmetics has redesigned its SoHo store in New York City, to reflect a sensuous, body-conscious landscape filled with soft, fleshy objects holding MAC cosmetic products, curving tactile display forms and gravity-defying surfaces.
SoHo 2001 is the first in a series of experimental stores, which will run in tandem with the existing Modernist style store interiors. “Our idea is to recharge the taste buds of MAC customers,” said James Gager, MAC Sr. V.P. and Creative Director Worldwide. “This is a global experiment. We want this design to refresh the eyes of our customers and to incubate new ideas.”
One of the main architectural elements in the store is the translucent floor, which at times behaves like a magic carpet. At the rear of the space, it suddenly peels off the ground, ripples up into the air and snakes around the private make up consultation rooms. The 700 plus items sold in the store are not displayed in the traditional sense, rather they are embedded in soft fleshy mats with 18 different pewter-colored mats in use. They are spongy to the touch and glow from inside like mineral deposits. These tactile gem-like forms recess into jelly-like slabs of amber, which cover all the display counters. Hand mirrors, display cases, mats and seating are all designed so the consumer can see through their translucent soft outer ‘skin’ to the dark inner core or ‘skeleton.’ Buried at the heart of each object is a series of hand carved ‘bones’ made from black foam. These ‘bones’ strengthen the soft forms and give them internal support.
MAC used a cutting edge design process called Stereo Lithographic Apparatus. Everything in the store appears to be alive, even the freestanding lamps, which look as if they are breathing.
Lip Balm Display Introduces New Flavors
This Santa Candy Cane Lip Balm Display was developed to introduce a new flavored lip balm in a small checkout counter display for Christmas. This display merchandises 48 pieces and stimulates last-minute holiday impulse purchases.
The four-color header also serves as a tray and holds product down in shipping by folding over the product in the carton, enabling a quick and easy set-up by the retailer.
The display was created by Triangle Display Group, Philadelphia, PA.
Gillette Introduces Oral-B Stages Toothbrush Line
The Gillette Co. has introduced Oral-B Stages, an innovative line of toothbrushes designed to meet the special needs of children at different stages of dental development from infancy to pre-teens. Until now, children's toothbrushes have been miniature versions of adult toothbrushes with different characters placed on the handle. Oral-B Stages recognized the differences in the development of teeth and gums, in motor skills and coordination, and in levels of motivation for children at different ages and designed toothbrushes for children at four key stages: four to 24 months (Stage 1), two to four years (Stage 2), five to seven years (Stage 3) and eight years and up (Stage 4).
Oral-B is also launching four Oral-B fluoride toothpastes to complement the toothbrush line. Awareness and trial for Oral-B Stages will be driven by print advertising; consumer and trade promotions; and point-of-sale displays.
Women’s Well-Being Merchandising
The GMDC Educational Foundation released its newest study, “Women’s Well-Being Merchandising Strategies,” providing a framework for developing stores as destinations for gender-specific products and services.
A major component of the study relates to providing health and well-being information to women customers. The most important findings of the research included identifying five key needs women shoppers have expressed relative to retail stores: Create a female friendly environment; make shopping efficient; make available health information; focus on life-stage solutions; and provide products and services for “stolen moments.”
Addressing these five needs forms the basis of a merchandising strategy that prominently includes these product areas: greeting cards, floral, magazines, candles, exercise; beauty care-skincare, hair care, cosmetics, fragrances, oral care; personal hygiene, nutrition/wellness/prevention-vitamins, supplements, herbs, adult nutrition, food products; and otc’s, pharmaceuticals, screenings, self-care devices.
GMDC, Colorado Springs, CO, is a trade association representing GM, HBC and pharmacy products to the retail industry.
In-Store Ads In Cough/Cold Category
In-store advertising propelled strong sales growth in the cough/cold category in supermarkets, according to the study, “In-Store Advertising Becomes A Measured Medium,” undertaken by the Point-of-Purchase Advertising Institute (POPAI) with the Advertising Research Foundation.
Major increases in sales were realized in instances in which several different forms of P-O-P advertising were used to amplify key messages.
When tied into a standee, use of additional forms of P-O-P advertising generated heavy sales increases. For example: with incremental additions of P-O-P signage with brand messaging, tied also to a branded P-O-P display, sales increased by more than 35%; with incremental addition of just a branded P-O-P display, sales increased by 27%; with the incremental addition of P-O-P signage with brand messages, sales increased by 21%.
Trends Shaping The Cosmetics Industry
“Five Trends Shaping The Future Of The Cosmetics Industry,” a report released by New York-based Euro RSCG Worldwide, takes a look at, the world’s rapidly growing population of seniors and the West’s move toward multiculturalism.
“An important impact of multiculturalism is a move away from the European ideal of beauty,” said Ann O’Reilly, Director of Euro RSCG’s S.T.A.R., (Strategic Trendspotting and Research.) “This is particularly evident in the U.S., where more than a quarter of the inhabitants are African American, Hispanic, or Asian. Aging populations will also have an impact on how society defines beauty.”
The report highlights trends that affect what consumers buy at the drugstore. Among these are an increased focus on wellness and the resultant rise in cosmeceuticals. There has also been a shift toward “personal branding” and a resultant demand for customized beauty products.
Despite today’s intense demand for convenience, people are demonstrating a desire for ‘complicated simplicity.’ Companies such as Colorlab, for example, have cashed in on this trend by offering a do-it-yourself lipstick kit that comes with lipstick ingredients and instructions.
In the cosmetics category, it is increasingly common for products to satisfy more than one need. For instance, Elizabeth Arden’s Lipstick Lip Lip Hooray! contains sun block and a sulphur neutralizer that combats bad breath.
Cosmeceutical Market Set For Growth
The anti-aging, skincare cosmeceutical market with retail sales of roughly $1 billion in 2000 will grow at an annual rate of 15% to reach over $2.1 billion by the year 2005, according to a report from Front Line Strategic Management Consulting, Foster City, CA.
Products in the cosmeceuticals market include depilatories, anti-dandruff, skin care, sunblocks and skin bleaching products. The skincare products segment accounts for the majority of sales with a 53% share of the cosmeceutical market.
Front Line has identified three opportunities for growth in the anti-aging market. As the standard of living rises for various ethnic groups in the U.S., manufacturers should create products that address their specific needs. In addition, men are inclined to purchase fewer anti-aging skin care products because these products are typically associated with cosmetics. Outside of the U.S., especially in Western Europe, opportunities to introduce products still remain, given that so few consumers purchase anti-aging products.
Wild Earth Introduces Inara Organic Products
The Wild Earth Co., Lake Bluff, IL, has introduced Inara, a new line of organic products including lip balm, bath oil, sugar rub, body cream, milk bath powder, soap and candles. The Gams Group, a marketing and design agency, developed the name for the line as well as the logo, packaging and p.o.p. displays.
Alka-Seltzer Debuts Morning Relief
Bayer Consumer Care, has introduced Alka-Seltzer Morning Relief, the first nationally available effervescent product promoted specifically for morning headache and fatigue associated with a hangover.
Alka-Seltzer Morning Relief packs a maximum strength pain reliever and caffeine into a citrus effervescent product that is gentle on the stomach.
Prescriptives Eye Quakes Tester
This display was designed to provide an inexpensive and beautiful way to feature a New Mascara in an open cell environment. The use of die cut e-flute corrugated, hot wire cut EPS foam, thermoformed high impact styrene and litho printed and a gloss UV lacquered SBS wraps, created the open look of a permanent counter top display at temporary display cost. The display achieved a 100% sell-in and an 86% sell through within the marketing period. The Prescriptives Eye Quakes Tester was created by Triangle Display Group, 601 East Erie Avenue, Philadelphia, PA 19134.
Panasonic Shaving Sidekick Display
These sidekick displays were designed to provide a billboard for the product and be space saving at the same time. The displays had to be eye-catching, durable and easily replenished with product. The displays had to be small to allow for wider distribution and were to be easy to set-up at retail. These sidekicks are unique because of the 3D Razor lug-ons and the foil mirror image which draw the consumer's attention to the displays. This “family” of sidekicks may or may not be displayed together at retail. Each display was designed to function as its own merchandising unit. The displays replicated the product packaging exactly. The product is immediately available through the gravity feed system of the display. The Panasonic Shaving Sidekick Displays were created by Oxford Innovations, Division of Tim-Bar Corporation, 201 S. College Avenue, P.O. Box 189, New Oxford, PA 17350-0189.
“Cool Goo” & “Nite Lites” Power Wings
These power wings were designed to achieve key “real estate” in important retail environments essential to launch and merchandise new product lines. “Trendy” graphics capture the attention of teens. These untraditionally shaped Power Wings feature eye-catching litho graphics mounted to E-flute corrugated. Each display ships pre-packed with product ready for installation. Over 8000 power wings have been produced for different promotional periods using new graphics for each run. National distribution includes major retailers such as K Mart and Walmart. The “Cool Goo” & “Nite Lites” Power Wings were created by The Display Link Incorporated, 99 East Main Street, Babylon, NY 11702.
Colgate-Palmolive PDQ Promotional Merchandiser
This display was designed to highlight Colgate's children's toothbrushes and toothpaste by tying it in with a heavily promoted Disney movie launch. This merchandiser features character brushes and paste with a graphic tie in to the launch of Monsters, Inc. A corrugated floorstand with the same graphics was also produced as a companion piece. Based on past performance of this type of promotional display, placement of product and sales are expected to be very strong. The Colgate Palmolive Corrugated PDQ Promotional Merchandiser was created by Henschel-Steinau, Inc., 300 Grand Avenue, Englewood, NJ 07631.
Panorama™ Convex-faced backlit displays may be used for retail, showroom and trade show display. Its convex faces, combined with brilliant and even illumination, attract attention even from wide angles and add excitement to dramatic graphic presentations. These backlit displays are available as a wall mount single-faced model, a double-faced model for suspending or placing on counters, or as a double-faced independent floor-mount model. Side sections snap open for graphic insertion and changes. For more information, contact Clearr Corporation, 3750 Williston Road, Minnetonka, MN 55345.
The Paul Smith Banner Program was designed to create a strong brand presence. The program was designed to establish brand recognition for the launch of Paul Smith’s new fragrances for women and men. The banner was printed on smooth vinyl for a modern look. For more information, contact the Royal Promotion Group, 119 West 57th Street, New York, NY 10019.
This Colorful banner is part of a campaign by Borghese for its Cura-C Treatment. The banner uses Transcendence™ technology from DJ Graphics featuring vivid color that attract the shopper's attention. For more information, contact DJ Graphics, 127 South Broadway, Nyack, NY 10960.
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