With the UK cosmetic industry one of the most competitive sectors in retail, it’s vital the merchandising for beauty counters and displays is spot-on.
Momentum Instore has highlighted three factors that can help make the difference between a cosmetics counter that’s profitable and one that isn’t.
Light
The right level of lighting is recommended for beauty displays and counters. Whereas other products and retail environments require soft lighting for a relaxed and ambient shopping experience, beauty counters are brightly lit to give a ‘clean’ feel, ideal when it comes to a product shopper’s trust to put on their skin. Bright illumination also emulates natural daylight, which helps customers effectively match products as closely to their skin tone as possible.
We worked with Boots to carry out a full installation of all-new fragrance units in 140 of their UK stores. The newly designed cabinets featured bright white lighting to showcase the products inside as well as create an eye-catching effect with the colourful glass of the tester bottles. You can read more about our work with Boots here.
Counter Positioning
Department stores have traditionally positioned beauty counters on the ground floor, near the main entrance. The reason for this positioning is down to the glamourous and busy environment beauty counters create, which reflects well on the store as soon as customers set foot in there. They are also often the most profitable department so it makes sense for them to be the first thing customer come face to face with.
Merchandising
No matter how good the products are, retailers should never underestimate the importance of effective merchandising when it comes to a cosmetics display. Something as simple as resequencing existing lines can make a huge difference when it comes to catching the eye of shoppers. Also, changing graphics and shelf strips is an inexpensive way of giving the impression of a complete refresh.
Momentum recently teamed up with cosmetics giant, Maybelline, for a major in-store remerchandising drive to give their brand a fresh new look. The project involved a number of new product launches and resequencing of existing products on all stands to help maximise sales, which was achieved. You can read more about our work with Maybelline here.
From installation, straight to the finished product and beyond, Momentum Instore is committed to the client’s journey, ensuring that every step of the marketing campaign is effective from start to finish. If you would like to find out more about what Momentum Instore can do for you, drop our team a line on 01625 569 200 or email instore@momentuminstore.com.
