Creative Health & Beauty Aids Merchandising, June/July 1998
Shiseido Opens Flagship Store In New York City
Shiseido America has opened 5S, its world flagship store that is home to its comprehensive new beauty line of 215 products. Mihoko Goto, Executive Marketing Director of 5S said, "Our goal in designing the 5S store was to create a space where women can relax and feel comfortable experimenting with different products. We call this friendship marketing, and it reflects the partnership we share with our customers. We value their opinions and ideas, so we wanted to create an open-sell environment that would encourage interaction."
5S will introduce the concept of mingle tables, informal meeting places for women to freely exchange ideas and information. One large circular mingle table will allow customers to try complete sets of the 5 Shades color makeup line; two smaller tables will offer Basic Skincare and Reinforcement products. In addition to tester units, the mingle tables will have built-in PCs that will allow customers to access the 5S web site to help them learn more about the products. A sink has been integrated into the store to encourage experimentation.
The store is divided into distinct product areas, with one wall devoted to 5 Senses skincare products and the other two walls featuring 5 Shades color cosmetics and 5S Reinforcements. Unique display units, like the circular 5 Senses shelves, allow the products to be displayed beautifully and in quantity. Product information will be conveyed through illuminated wall and console fixtures around the store, and special skincare needs can be addressed at a touch-screen computer. Eight-foot glass panes circle the store framing large back lit photographic images that depict youthful women of diverse ethnic backgrounds.
A DVD sound system, and an array of TV monitors lend the store a progressive, modern feeling.
Calvin Klein Debuts Scent Sampling Display
Calvin Klein Cosmetics has introduced a new multimedia scent sampling device that transforms fragrance sampling into a sensory experience of smell, sight and sound.
Called the aerome, the high-tech audiovisual terminals are designed to sample fragrance at the point of sale. Each terminal features a welcome screen with an ad visual of the CONTRADICTION fragrance bottle. Consumers can touch the screen to sample the scent. Once the screen is activated, the 30-second CONTRADICTION television ad spot begins. The actual fragrance is released three times using jets of air which lightly waft the scent to the consumer.
This sampling unit was created by aerome, based in Germany.
Calgon Display Promotes New Bath & Body Line
Calgon has introduced a fresh and cool collection of bath and body products offering a range of destinations to choose from; a bright new morning, a sunny day at the beach or a walk in the rain.
Full of colorful, fresh and vibrant scents, the line puts a contemporary spin on unique scents such as In the Rain, Hawaiian Ginger and Spiced Tea, leaving skin feeling clean, cool and refreshed. Women have come to know scents like Turquoise Seas, Berry Bliss, and Morning Glory through the popularity of the Calgon Body Mist line.
Now, these and other one-of-a-kind scents can be enjoyed in a complete line of bath and body products including Calgon Bubbling Over Bath, Shower & Bath Gel, After Bath Body Lotion, After Bath Dry Oil Spray and After Bath Body Mist.
The header on the colorful permanent merchandiser for the line features the slogan, "Calgon Bath & Body, Take Me Away!"
Royal Doulton Showcases New Fragrance Collection
Brandselite International Corp., which recently acquired the exclusive worldwide license for the Royal Doulton Fine Fragrance Collection, retained Shikatani Lacroix Design of Toronto to design the look for the line, from the bottles to the in-store displays and banners.
The new design "captures key characteristics which have become synonymous with Royal Doulton: tradition, elegance and sophistication," said Michelle Ghazouli, V.P., New Product Development, Brandselite International.
"Our challenge was to take the strong brand image and equity associated with Royal Doulton and transition it successfully to a completely different product category," said Eniko Campbell, V.P., Strategic Planning at Shikatani Lacroix.
To create a natural extension from Royal Doulton fine china to the fragrance, an updated and refined interpretation of Sir Henry Doulton’s actual signature was incorporated into the entire collection. Another Royal Doulton element incorporated into the fragrance, was the "Oxford" fine china pattern, which adorns the antiqued silver cap,to complements the exquisite design.
Orly Satin Bouquet Nail Color Counter Display
Orly International, Chatsworth, CA, is using this counter display to promote the Orly Satin Hues Satin Bouquet Collection.
The Satin Bouquet nail color collection includes six satin-matte nail shades inspired by flowers; Satin Wisteria (light blue), Satin Rose (hot pink), Satin Dahlia (magenta), Satin Orchid (orange), Satin Sage (sage green) and Satin Gardenia (shimmery light peach).
The display’s header features a floral design.
Floor Display Promotes Age Defying Toothpaste
Since oral care problems increase with age, the makers of Rembrandt Whitening Toothpaste have developed Rembrandt Age Defying Adult Formula Toothpaste which works in conjunction with Rembrandt Age Defying Adult Formula Mouthwash.
Rembrandt Age Defying Toothpaste helps whiten teeth and stops adult tooth decay as it promotes healthy teeth and gums. By retarding and preventing decay on the roots of teeth and along gumlines, Rembrandt Age Defying Toothpaste also helps fight receding gums.
"Age weakens the major structural components of tooth enamel, so it is important to get a jump on preventative measures," said Dr. Robert Ibsen, President and Founder of Den-Mat Corporation, makers of Rembrandt Whitening Toothpaste. "Low-abrasion Rembrandt Age Defying Toothpaste contains specific ingredients that defend teeth and gums against the effects of age while keeping the teeth bright and young-looking."
Regular use of alcohol-free Rembrandt Age Defying Mouthwash cleanses oral tissue and fights adult tooth decay and bad breath.
Redken Features Product Replica Display
Redken featured large scale duplicates of its "One 2 One" Styling Treatment product tubes at hair salons around the nation.
The Redken "Straight" factices were injection molded and hot stamped and stand approximately 13 1/4 inches tall. The materials used were a pearlized green plastic for the body of the tube and black plastic for the cap.
The Redken Factices were created by Shannen Promotions, Inc., New York City.
"Fruitango" Launches With New Display
Abbott Laboratories Canada is launching its new Ensure product, "Fruitango" in a new fun display which replicates a milkshake glass, to highlight the creamy tasting flavor of the product.
The display design had to conform to the very limited footprint of 18" x 18" permitted in Canadian retail outlets.
The unit holds 144 new Tetra Pak packages that will facilitate the portability of the product for consumers on the move.
Each display side is color coded to reinforce the distinct product flavors.
The display is constructed entirely from corrugated and is shipped to the stores with minimal set up required.
The Ensure Fruitango Display was designed and manufactured by Point 1 Displays Inc., of Montreal, Canada.
Elizabeth Arden Debuts Splendor Fragrance
Elizabeth Arden is introducing Splendor, a floral fragrance celebrating the return to femininity and romance. In sync with the romance and femininity that define Splendor, the new fragrance is contained in a delicately fluted glass bottle, inspired by the elegance of a crystal decanter.
The new fragrance will be supported with an unprecedented advertising and merchandising campaign.
BIC Launches PlusShavers
BIC has launched BIC Plus Shavers, which feature DualStrip lubricating strips.
Rebecca Clulow, BIC’s Brand Manager for shavers, said, "More than half of consumers surveyed said that a lubricating strip was very important, and more than three-quarters said the same for maneuverability and control. BIC Plus Shavers address both of these needs in a truly unique way."
Colgate Introduces Grip’Ems For Kids
Colgate-Palmolive has introduced Colgate Grip’ems for Kids, described as the zaniest, squishiest kids toothbrush ever. Its squishy grip makes brushing fun.
Colgate will drive sales for this product with heavy trade support including a free toy on-pack, floorstands which feature a demonstration of the squishy handle and high value newspaper insert offers.
Pond’s Launches Clear Pore Nose Strips
Pond’s has taken its Clear Pore Nose Strips one step further with the introduction of Assorted Clear Pore Strips, which are contoured to fit the forehead, chin and cheek.
Pond’s found that while consumers are using nose strips to remove the dirt and clogged pores that collect on this area, consumers also find problems with other areas of the face.
Enamelon Anticavity Toothpaste Introduced
Enamelon, Inc., Yonkers, NY, has introduced Enamelon Anticavity Fluoride Toothpaste, formulated with soluble calcium and phosphate. Enamelon delivers a breakthrough remineralization technology to strengthen tooth enamel and help stop cavities before they begin.
Enamelon is the first sodium fluoride toothpaste that provides an assured level of soluble calcium and phosphate ions to enhance the remineralization activity of fluoride.
Gillette Introduces New Female Shaving Products
Gillette has introduced "Gillette for Women," a new strategic positioning for the company’s growing roster of female shaving products that will unify marketing efforts, from advertising to p.o.p.
Gillette for Women is being introduced with a $40 million campaign positioning Gillette for Women products as an essential part of a woman’s beauty regimen, a fundamental step to getting "ready," physically and psychologically. The new themeline is "Gillette for Women. Are You Ready?"
Total Hair Fitness Men’s Line Is Launched
J.B. Williams Co., Glen Rock, NJ, has launched Total Hair Fitness For Men, which includes advanced shampoos and conditioners fortified with proteins, vitamins and natural plant extracts that help stimulate scalp circulation. The line also includes ‘Silver’ versions for men with gray hair.
Support for the Total Hair Fitness For Men line includes advertising and p.o.s. displays.
Vaseline Intensive Care Introduces Solutions Line
Unilever is launching Vaseline Intensive Care Solutions, designed to provide skin therapy for specific skin care trouble spots, including hands, feet, and intensely dry areas such as elbows. The line includes: ManiCure; Young Hands; Smooth Feet and Skin Repair.
A $20 million promotion program includes sampling, special in-store displays and account-specific promotions.
Townley Introduces Hello Kitty Line
Townley Cosmetics has launched a marketing venture with Sanrio, creators and marketers of the Hello Kitty character. Townley will market the Sanrio characters: Hello Kitty, Keroppi, Pochacco and Pekkle on its body glitter, nail polish and bubble jar lip gloss to appeal to pre-teens, teens and 20-somethings.
Clairol Launches Revitalique Hair Color
Clairol is introducing Revitalique, an age-defying hair color that reverses the signs of time on dull, dry, lifeless hair using Retinol Color Complex, a combination of vibrance-infusing colorants and conditioners, plus retinol, collagen, proteins and vitamins.
Revitalique is packaged in an upscale carton of semi-opaque frosted plastic to convey a department-store image
ThermaSilk Tours With Hair Care Center
Helene Curtis’s new ThermaSilk line is featuring a Healthy Heat Summer Blowout Tour with a state-of-the-art mobile hair care center, which will tour the nation offering free "blow-outs", conditioning and styling tips by top pros.
Women visiting the van will be benefitting Look Good...Feel Better and other programs of the American Cancer Society. Helene Curtis will make a donation on behalf of the ThermaSilk Tour.
Helene Curtis plans to distribute 300,000 ThermaSilk "how-to" brochures, and 325,000 product samples during the tour.
CATEGORY: Promotional Displays
DISPLAY PRODUCER: Shannen Promotions, Inc., 310 Madison Avenue, Suite 1609, New York, NY 10017
Chanel wanted to reproduce in a large factice format, its triple colour crayons/makeup. In a large scale, an arrangement was reproduced of (3) pencils positioned for on counter with a plexi stand for upright visibility. In addition, four color laminated banners were produced to support the promotion. A metal frame and stand were also produced for special accounts with updatable graphics.
CATEGORY: Plastic Displays
DISPLAY PRODUCER: Shannen Promotions, Inc., 210 Madison Avenue, Suite 1609, New York, NY 10017
The LANCOME FIRST BLUSH DISPLAY is an injection molded display with a full selection of Lancome's spring line to be used on Lancome counters. The unit consists of (4) modules and a bridge that contains lipsticks, pencils, nail polishes and blush. An injection molded connector plate was used to hold the unit together. The unit allowed the consumer to test suggested spring colors and make purchases after trial.
CATEGORY: Plastic Display
DISPLAY PRODUCER: Design Development Resources, 2095B Express Drive North, Hauppauge, NY 11788
This sturdy, vacuum formed 4 tier Powerwing display was created for perfume and tester bottles. Formulated of high impact black matte styrene, the unit is a marvel of efficiency and cost effectiveness, ideal for mass market pegboard powerwings. Each tier has a step-down area for tester bottles and a four color display placard. Topping the unit is a large header for maximum visibility. Each display comes completely assembled in its own shipper. Custom configurations are also available.
1. CATEGORY: Permanent Displays
DISPLAY PRODUCER: Point 1 Displays Inc., 5454 Cote De Liesse, Mount-Royal, PQ Canada H4P 1A5
McNeil Consumer Products Canada has launched this new Tylenol Tower to increase its presence at retail. The display was required to be flexible to showcase three different branded products and convey a very strong product image. Each gravity-fed cube holds 96 boxes for a total of 576 per display. The unit strongly reflects the packaging of each SKU of Tylenol. The display also rotates allowing the consumer access to all sides, promoting easy placement at retail. The display is constructed from styrene and the clear plastic lips from .030 PETG. Each display ships fully assembled to retailers requiring no assembly.
3. CATEGORY: Promotional Displays
DISPLAY PRODUCER: The Royal Promotion Group, 119 West 57th Street, Suite 906, New York, NY 10019
The Tony & Tina Nail Paint and Remover Merchandiser is constructed of brushed aluminum and acrylic. Three product levels hold the full line of Tony & Tina nail paint and remover. An attached view master shows photos of Tony and Tina talking about their product line and artistic sensibilities. The merchandiser was designed to reflect Tony and Tina’s modern approach to design.
CATEGORY: Promotional Displays
DISPLAY PRODUCER: The Royal Promotion Group 119 West 57th Street, Suite 906, New York, NY 10019
The Contradiction In-Store Environment consists of a combination of tablecloths, banners, tester displays, towers, pedestals, and four panel displays. The collateral was designed to reflect the understated elegance of Calvin Klein and create a high-impact in-store environment for the launch of their new women’s fragrance, Contradiction. All collateral is easy to assemble and can be used in a variety of retail venues.
Back to Top
To See previous issues of Creative Health & Beauty Aids Merchandising, click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here