Annabelle Appeals to the Cosmetics Shopper

Montreal — Groupe Marcelle subsidiary Annabelle Cosmetics rolled out a new wall display last year as part of a larger effort to redefine its business. "It wasn't just about the new wall, but about repositioning the brand," says Christine Barvinek, vice president, sales. "Our strategy was to introduce innovations and unique packaging and to build brand appeal and an improved value perception. We wanted to focus on our in-store presence to deliver an optimal shopping experience."In a span of three months beginning in July, the company rolled out the display to more than 2,400 locations across Canada that carry its line, including Walmart, Shoppers Drug Mart, London Drugs and Loblaws.Annabelle used focus groups to help define what the target group of young, trendy females ages 16 to 24 is looking for, says Barvinek. It was also critical for the company to understand what happens to the shopper in these stores, since there is no one in-store to direct them to a purchase. QR codes on the displays link shoppers to the company's website, helping them make a decision about which product to buy. "We asked our focus groups about the QR codes, and they said they're very important to them and very much a part of the shopping experience," Barvinek says."Beyond creating a wall that would attract customers by delivering a strong, colorful and trendy look, we also needed to create a section that would be very engaging for the consumer, a place where they feel pulled to and comfortable enough to shop on their own," she adds.The wall, produced by Yonkers, N.Y.-based POP Displays, features a matrix of angled cubes, while an emphasis on color is echoed throughout the display, which is customizable depending on the retailer's needs. Barvinek says her team stressed the importance that the unit be both modular and flexible.Setup for Annabelle's former wall, which had been in most locations for five to six years, took nearly three hours. "With the new wall, the modules are so flexible that someone can actually change a three-foot section in less than 30 minutes," she says. That's important, she adds, since realigns happen during store operating hours.To highlight new launches, the wall features a "hot spot," a central focus to attract shoppers. It allows retailers to insert a visual in the background as well as a vacuum-formed tray insert to highlight what's new. "We needed a display that could house all types of future launches," she says. "Since we have so many different-shaped products that don't stand properly, we looked at how we could make it more flexible and not limit ourselves in the design."The wall itself can adapt to two-, three- and four-foot options. In February, one new account even installed a six-foot presentation, Barvinek says. "It allows us a lot of flexibility. We purposely went into the project demanding that because of the challenges we encountered along the way with our most recent wall," she says. There are also lighted versions of the wall, adjustable heights and a backer wall that comes in different sizes.Annabelle staged two large press events in Montreal and Toronto to coincide with the launch. The company invited bloggers and beauty editors who would help tie the effort into social media, and also used Twitter, Facebook and its website to highlight the redesign.Barvinek says that its products are now being manufactured in a more sophisticated way, with packaging that has a more upscale, sleek and modern look. "All of this works together to elevate the image of the brand and to offer consumers a more luxurious and well-thought-out experience with our products."

Annabelle Appeals to the Cosmetics Shopper

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