Kmart

Cosmetic Company: Dana Perfumes, a division of Renaissance Cosmetics Inc., New York
Product: Shades by NaVy
Objective: To launch a new fragrance by NaVy that appeals to 14- to 24-year-old women with a brand image and fragrance that is cool, confident, casual and stylish.
Distribution: Sears, mass merchants (Wal-Mart, Kmart, Target) and drugstores
Introduction: February 1998 (trial-size displays); March 1998 (launch displays with basic stock)
P-O-P Company: Myden Industries, New York

Marketer: Fantasma, Long Island City, N.Y.
Objective: To create a small countertop watch display that would attract customers through the NFL brand identification. The inside tray of the unit is green-flocked styrene drawing the customer onto the playing field. The outer case features a spring hinge lock that serves as a theft deterrent but keeps the unit keyless and user-friendly for the salesperson. A chain on the unit secures it to the sales counter.
Number of Displays: 1,000
Construction/Materials: Acrylic, styrene, cotton-flocked styrene, metal

Client: Kmart Corp., Troy, Mich.
P-O-P Company: Mark Bric Display Corp., Hopewell, Va.
Division: Permanent, Mass Merchants
Comments: The denim mural served as the umbrella piece for a uniform signage program in a department that was given a 40-percent increase in floor space. The mural proved to be a colorful and effective addition to previously unused space and brought clarity to the department's image.

Henschel-Steinau Inc.
3M Kmart Tape Center
3M

Product: Clorox Co. S.O.S Scrubber Sponges
Number of displays: 3,000
P-O-P company: Inland Paperboard and Packaging Inc., Indianapolis
Distribution: Kmart stores
Introduction: October 1996
Duration: Temporary
Construction: Corrugated
A corrugated, sidekick display launched S.O.S Scrubber Sponges in Kmart stores in the fall.

Kmart Educational Toy Display
DCI Marketing

Client: Nestle USA Inc.
P-O-P company: RP Creative Sales Inc., Burbank, Calif.