With dozens of cosmetics brands to choose from, competition is fierce on the high street to get products to stand out from the rest.

Momentum Instore has worked with leading beauty brands and retailers to deliver high profile projects across the UK. Here, the Momentum Instore team share just some considerations when installing or revamping the cosmetics counter.   

Colour

The colours that brands use for make-up displays compared to beauty counters differ considerably. The more affordable make-up brand displays, which can be found side-by side in supermarkets and department stores, is where the competition really heats up. Names like Rimmel and Maybelline use bright vibrant colour pallets to attract the customers’ attention.

Things are a bit different when you move to high-end beauty names. Soft, muted colours are what drives sales for these brands and an emphasis is placed on pastel tones. White is a popular colour as research claims that customers draw parallels with health, which is a key driver in attraction for beauty products. Black, a colour synonymous with brands like Nars and Mac, is used to emulate a professional make-up studio too.

It’s not just POS where the power of colour is evident in cosmetic retailing. Cosmetic brands have the added benefit of selling products that cover a wide colour spectrum. Lipstick testers and bottles of nail varnish in particular are purposefully presented in a prominent place to catch the eye of the shopper.

Check Your Calendar

Although beauty products are purchased throughout the year, the brands behind them are famously good at connecting their products to significant events in the calendar. So, whether it’s pushing fragrances for Valentine’s Day, or bronzer in the summer months, there are a number of seasonal opportunities.

Taking advantage of key events doesn’t necessarily mean a huge investment has to be made on ever-changing POS. Sometimes a simple reordering of products is enough, for example, moving glittery eyeshadow to front and centre in time for the Christmas party season, or pulling together all of the pastel shades for spring/summer can be effective merchandising choices.

Let There Be Light

For a long time, beauty departments have shunned the traditional ceiling-lit ambience of other departments and instead chose to install clear white lights. This is because bright LED lights better accentuate the colours and tones of the make-up they are looking at.

Cosmetic brands are getting more involved in the kind of lights used to sell their make-up, rather than leaving it in the hands of the retailer. An example of this is when Chanel revamped its look in Bloomingdale’s flagship New York store to create the impression of a make-up studio, they installed mirrors that can show how the make-up looks in different lights.

The best brands are those that work closely with retailers and in-store brand experts to ensure both the brand values and retail requirements are always delivered.

For more information about Momentum Instore’s services drop our team a line today on 01625 569 200 or email instore@momentuminstore.com.