Clairol Shelf Management System Organizes Hair Colorings

With all of the options women are given when choosing hair colors these days, it seems that one could easily become overwhelmed. That's why Clairol Inc. is offering a shelf management system of trays, tray signage and hair color swatches that organizes all of the company's hair colors.Called the Clairol Color Choice System '97, the merchandiser is organized by brand, color and level of commitment (permanent, semipermanent and temporary). Now in stores nationwide, marketers hope it will help consumers make a decision among Clairol's 18 brands and up to 280 different SKUs.Modular and flexible, the system features interlocking trays and removable tray signage for reconfiguration of planograms. Each tray's removable front signage includes an easy-to-identify, color-coded icon and explanation of the level of commitment (#1, silver, for temporary; #2, bronze, for semipermanent; and #3, gold, for permanent); a hair color swatch; and the Clairol logo."By simply snapping out a tray's front signage and replacing it with a new snap-in front, retailers can easily change an SKU, and can add shades to the system by interlocking additional trays to the planogram," says Karen Pinsker, manager of promotional purchasing for Stamford, Conn.-based Clairol."Unlike other stationary shelf systems for hair color, the Clairol Color Choice System '97's pop-out tray fronts make switching products easy for retailers," says Jerry Mastellon, vice president of account management for New York-based HMG Worldwide, the display's manufacturer. "The removable front signage also reduces cost for Clairol because only a new tray front, not an entire tray, is required to accommodate an SKU replacement."Mastellon adds that Clairol's background research indicated the two most important questions consumers ask when shopping for hair color are, "What color hair do I want?" and "How long do I want the color to last?" These questions are answered by the system. "The clearly labeled level identification of numbers and silver, bronze and gold colors, in coordination with the hair color swatches, makes the unit very simple to shop."By the end of the year, 23,000 stores will feature the system. The size of the planogram can vary from a few feet to 24 feet, with the larger sizes accommodating all 280 SKUs of Clairol hair color. The system is free to retailers. Assembly requires interlocking the trays, attaching the hair swatches and placing the product and pamphlet holder.

Clairol Shelf Management System Organizes Hair Colorings

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment