Procter & Gamble

As the line between mass and prestige cosmetics continues to blur, less saturated beauty markets are being targeted to build sales.

Retail Category: Drugstores/Health Stores
Display Type: In-line, Gondola or On-shelf
Client: Procter & Gamble Co., Cincinnati
Producer: Henschel-Steinau Inc., Englewood, N.J.
Size of Run: 7,500

Retail Category: Supermarket: Non-Food Items
Display Type: In-line, Gondola or On-shelf
Client: The Gillette Co., Boston
Producer: IDI Group, Ste-Anne-de-Bellevue, Quebec, Canada
Size of Run: 1,000
Comments: To help reduce theft of blade cartridges, this display was designed to make noise each time a cartridge is removed. By drawing attention in this way, the unit has been found to reduce theft significantly after numerous tests in stores.

Retail Category: Mass Merchants
Display Type: Freestanding: Permanent
Client: The Gillette Co., Boston
Producer: IDI Group, Ste-Anne-de-Bellevue, Quebec, Canada
Size of Run: 8,000
Comments: Versatility is the hallmark of this display. It can be transformed any way the retailer wishes. It has trays to hold cans, hooks for razor cartridges and honeycomb trays for toothbrushes. The display can be mixed or hold just one product.

Retail Category: C-stores
Display Type: Counter: Temporary
Client: Brown & Williamson Tobacco Corp., Louisville, Ky.
Producer: Neff Packaging Solutions, Dayton, Ohio
Size of Run: 90,000
Comments: A flip-top lid and the use of .024 SBS helped this lighter display emulate a hard pack of unfiltered Pall Malls. The displays were designed to heighten consumer awareness of the new brand.

Retail Category: Drugstores/Health Stores
Display Type: Counter: Permanent
Client: The Gillette Co., Boston
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 2,650
Comments: Designed for the pharmacy department in Eckerd stores, this display for Duracell Easy Tab hearing aid batteries utilizes a system of icons on the peghooks for easy shopability.

Client: The Gillette Co., Boston
Introduction: February 2002
Number of displays: 10,000
Distribution: Supermarkets, mass merchants, drugstores
Construction/Materials: Six-color litho, corrugated, SBS, injection-molded and vacuum-formed styrene
P-O-P company: Henschel-Steinau Inc., Englewood, N.J.
Comments: Disney licensed its characters to Gillette for the Oral-B Stages toothbrush and toothpaste line. The floorstand's wing features Disney characters that invite consumers to "Bring the fun of Disney to brushing!"

Retail Category: Sporting Goods/Toys/Pet
Display Type: Freestanding: Permanent
Client: Iams Co., Dayton, Ohio
Producer: NYSCO Products LLC, Bronx, N.Y.
Size of Run: 2,500
Comments: Many retailers requested additional displays for multiple placements during the product launch of Healthy Extras dog biscuits. The permanent racks could also be used for other Eukanuba products.

Retail Category: Mass Merchants
Display Type: Freestanding: Temporary
Client: The Procter & Gamble Co., Cincinnati
Producer: ThompsonMurray, Springdale, Ark.
Size of Run: 1,500
Comments: Featuring strong colors and concise text, these pallet displays sold down quickly in Wal-Mart stores and helped maintain the brand's leadership status with the retailer. A second run of the displays was ordered along with PDQ trays that complement its design.