Bay Cities Helps Formless Beauty Launch at Sprouts
Bay Cities supported the in-store debut of a brand founded by actress Jenny McCarthy.
The P-O-P producer helped launch Formless Beauty into hundreds of Sprouts Farmers Market locations during the first quarter of this year. The partnership included packaging and displays, structural design, engineering, production, packout and distribution.
Bay Cities redesigned display inserts to ensure eyeliners and brushes stayed upright while maintaining the brand's clean aesthetic. Since handling and testing of products is a key part of the beauty category, the company built custom displays with high levels of shopper interaction in mind.
Structural mockups were developed and tested prior to production, and the team managed the full rollout into Sprouts locations across the country. Bay Cities is an approved Sprouts supplier with direct involvement in developing the retailer's PDQ display guidelines.
Additional locations for the displays are in the works.
Formless continues to lean into its presence at Sprouts with a spring contest. From April 7-30, participants who post a short social video of themselves and the retail display can win a trip to Las Vegas to see music group New Kids on the Block. The brand touted the contest on its social media channels.
The partnership also reflects Bay Cities and Formless Beauty's shared commitment to sustainability. The corrugate materials for the displays are responsibly sourced as well as Sustainable Forestry Initiative and Forest Stewardship Council certified. They are made from up to 99% post-consumer waste and are fully recyclable.
