LCD Touchscreens Showcase Estee Lauder Products
Macy’s flagship store on 34th street in New York City, is using four LCD screens powered by Scala’s InfoChannel software to showcase Estee Lauder products and in-store makeovers as well as drive traffic into the store.
The LCD screens served to broadcast in-store makeovers to the 4,000 passersby each hour and allowed them to interact with the make-up artist. When a makeup session is not in progress, Estee Lauder plays promotional videos on all four monitors.
When designing for the window display, the design team of Telecine Multimedia of Montreal, Canada, used the Scala software to make the Estee Lauder makeover just as fascinating to watch as a great sidewalk portrait artist at work. The designers created a photographic record of before, after and various stages during the session.
The make-up artist controls the system using simple commands on a 15" touch-screen monitor. The make-up artist has the option of framing each picture, grabbing still photos and sending them to one of the four displays or even showing the entire session live on all four screens to the fascination of onlookers.
Scala, Inc., based in Exton, PA, is a leading international developer of multimedia solutions. Perception Audio-Visual Services, Inc., headquartered in New York City, is an audio-visual presentation and installation firm.
Sea & Ski Displays Support Brand Relaunch
Sea & Ski has relaunched its new line of advanced suncare products. The marketing campaign expands the use of Sea & Ski’s tagline, “The Ultimate In Protection,” highlighting the brand’s new formulation with the super antioxidant, astaZANTHIN.
P.o.p. displays are being used to drive national awareness and encourage trial. POP header cards echo the print campaign message that “Sea & Ski combats the effects of the sun to keep children looking exactly as they should-their age.”
“We wanted to reestablish the brand at retail and educate the consumer about what astaZANTHIN is,” said Frank Reilly, Marketing Director at Faulding Consumer, Inc., the Fort Lauderdale, FL-based marketers of Sea & Ski. “Displays are important to the franchise because sunscreen is a strong impulse item.”
Floor and counter displays feature pouches for informational pamphlets, which educate consumers about the the importance of starting sun protection at an early age. “We believe we are playing an important role in educating consumers that applying a superior sunscreen should begin early in life,” said Reilly.
Aveeno Counter Display Offers Cleansing Regime
This Aveeno counter unit was shipped to the retailer with the product in place, ensuring that the proper order of product placement matched the facial cleansing regime that Aveeno wanted to convey to the consumer.
Hot stamp foil descriptions on the tray emphasized the facial cleaning category for each of the products so the consumer could determine the order in which the products were to be used at home. The display also contains a pocket of brochures to educate consumers on the benefits of this new soy based product line. The entire graphic and color scheme was designed to emphasize the soy base.
This Aveeno Display was created by Smurfit-Stone Display Group, in Cincinnati, OH.
Schick Displays Support Launch Of Xtreme 3 Razors
Schick, a division of Pfizer, has undertaken the most expansive launch in its history, with the introduction of the Xtreme 3 mega-brand of high performance, triple blade razors, supported by an integrated marketing campaign including p.o.p. displays.
The Xtreme mega brand includes Schick’s first triple blade refillable razor as well as two new disposable triple blade razors.
Adel Mekhail, Director of Marketing, Schick, said, “The choice of refillable or disposable is not offered by any other triple blade razor brand. We’re out to change the competitive triple blade landscape.”
The Limited And Shiseido Announce Aura; New Prestige Beauty Brand
The Limited, Inc.’s Intimate Beauty Corporation and Shiseido Co., Ltd. have formed a joint venture called aura science LLC.
The first aura science retail store has opened at Easton Town Center in Columbus, Ohio. The Company plans on opening a total of ten stores in major cities throughout the country as the concept is tested and further developed.
According to Lynn Emmolo, Executive Vice President & General Manager of aura science, "aura science represents not only a revolution in skincare, but also a new standard in beauty retailing. Our goal was to create a truly unique brand, one that connects with women personally. Our technologies respond to a woman’s individual skin and provide the best skincare to meet her evolving beauty needs.”
Each customer entering aura science is greeted with a warm hand towel, instantly creating a personal shopping experience. Next, an aura science Specialist helps the customer find her SkinPhase through innovative touch-screen technology. The aura science Specialist then recommends a customized aura system to bring her skin to its optimized state.
The store is modern, white-on-white, with provocative images.
Wal-Mart Supports Women’s Health
The National Speaking of Women's Health Foundation (SWH) is establishing in-store education centers in all Wal-Mart Stores nationwide, providing information and health screenings to women customers.
“The Wal-Mart sponsorship with Speaking of Women’s Health increases our reach exponentially,” said Dianne Dunkelman, Speaking of Women's Health President and CEO.
“Speaking of Women’s Health does a tremendous job of helping women lead happier and healthier lives,” said Charlyn Jarrells Porter, Senior Vice President, People Division of Wal-Mart Stores. “By bringing Speaking’s information into our stores, we're trying to make a positive difference in the lives of our female customers and associates.”
JVC & Urban Decay Join For First-Ever Line Of Female CD Car Receivers
JVC Mobile Entertainment, a division of JVC Co. of America, has shipped the Urban Decay 700 Series CD Car Receivers to retail stores nationwide. The line is designed to meet the interests of the female market, offering them style, portability and functionality.
“Extensive research has proven that it is not just men who are walking into stores buying car audio products, but women as well,” said Tom Caronia, V.P., JVC’s Mobile Entertainment Division. “We developed the Urban Decay 700 series to fill a definite void in the mobile car marketplace.”
High profile celebrities and athletes have signed on to be the official faces of the 700 series including actress Donna D'Errico, singer Lisa Loeb, surfer Belen Connelly, skateboarder Jen O'Brien and snowboarder Jonnel Janewicz.
JVC and Urban Decay have created several joint promotions to support the new line including an “Urban Girl on the Go” sweepstakes, offering the chance to win a two-year lease on a Volkswagen outfitted with JVC and Urban Decay products.
CVS/pharmacy Features In-Store Kiosks Promoting Women's Health
CVS/pharmacy has introduced the Healthy Women program, a new health and wellness program developed by CVS and The Partnership for Women's Health at Columbia University.
Every two months, Healthy Women addresses a different, top women's health concern. At the Healthy Women in-store kiosks, located in 1,900 CVS/pharmacy locations nationwide, busy women can conveniently gather the latest, free and consolidated information on the featured wellness topic.
Crossover Products Driving The $19.1 Billion OTC Market
A survey conducted by Information Resources, Inc., examines how people treat various illnesses with Rx vs. OTC medications.
Some illnesses including high blood pressure and diabetes were understandably treated almost exclusively with prescription medication, while other conditions, such as seasonal allergies, arthritis and migraines, were treated with both Rx and OTC products. One reason consumers replaced Rx with OTC products was revealed when IRI asked a subset of heartburn and acid indigestion sufferers to identify the factors in choosing a medication. Respondents identified OTC products as being less expensive and often just as effective.
Liz Claiborne Cosmetics Introduces Bora Bora
Liz Claiborne Cosmetics introduces Bora Bora For Men and Bora Bora For Women, inspired by the tropical isle in the South Pacific. Sue Hochman, V.P. Sales, said, “The time is right for Bora Bora. The fragrance takes you on a journey, be it real or imaginary. Now more than ever there is a need to escape reality.”
A $20 million marketing campaign supports the launch.
Nina Ricci Premier Jour Collateral Program. This program was designed to create a selling environment through the use of a cohesive group of display materials. The goal was to establish brand recognition for the launch of Nina Ricci’s new women's fragrance, Premier Jour. The Banner, diptych and cubes all reinforce a strong brand identification. Created by the Royal promotion Group, 119 West 57th Street, New York, NY 10019. SILVER AWARD.
Kenra Big Can Floor Merchandiser. The display is a larger than life replica of the Kenra Volume Spray Can. It is constructed of steel, vacuum formed plastics and custom color matched extruded coex styrene Created by The Display Link Incorporated, 99 East Main Street, Babylon, New York 11702. SILVER AWARD.
BCBG On-Counter Merchandiser. This display was created for the launch of the BCBGirls four fragrances. The injection molded frosted acrylic display was designed to match the material of the fragrance bottle and to bring out the soft, feminine colors of each scent. A screened-on logo established brand identity and awareness. Created by The Royal Promotion Group, 119 West 57th Street, New York, NY 10019. SILVER AWARD.
Shoppers Demerskin Kiosk. This display promotes a skin care line featuring a new technology, Video Microspore. The monitor shows a magnified view of the consumer’s skin for the salesperson to determine treatment. The unit is placed on the retailer floor and the monitor is dropped into the existing space provided. All products are on lighted shelves. The Microscope completes the analysis on site. Created by CDA Industries, 1055 Squires Beach Rd., Pickering, Ontario L1W 4A6 Canada. BRONZE AWARD.
Dragon Tales Brush/Aquafresh Paste FS/PW Display. This offers an inviting presence in the oral care aisles of various retail environments. The use of a light thief shadow box design on the riser was an innovative way to showcase both the brush and paste products, creating more interest in telling “the story”. Created by Packaging Specialists, Inc., 1728 Rt. 30 West, Clinton, PA 15026. SILVER AWARD.
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