Display Builds Salon Exposure, Wins Permanent Space for ISO

When things are continually changing, continuity is a thing to be desired.The Innovative Styling Options collection of permanent wave products has undergone a number of changes lately. The ISO brand expanded nine months ago to include hair care products and has weathered two recent changes of ownership.ISO, a division of Chicago-based Helene Curtis Industries Inc., was recently spun off to Shiseido Cosmetics, New York. Helene Curtis itself was purchased by the Dutch consumer products giant, Unilever, in February 1996.Now a new floor display, introduced to professional salons in November, will unite the entire line of products into one cohesive presentation. But the desire for continuity doesn't stop there. The shape of the display is designed to make a visual connection to the product's packaging.The ISO floor display is intended to "stabilize our distribution of our hair care products in the salon, get better exposure [among] salon consumers and improve our retail volume in salons," says Bob Seidl, vice president/general manager of ISO."This is our first venture into a semipermanent floor fixture. Prior to this we've been dealing more with the counter and shelf displays," says Seidl. The floorstand, he says, "gives us a greater opportunity to merchandise the whole ISO line on one display. Virtually every haircare product we manufacture is featured on this display."The overall half-cylinder shape of the display mimics the shape of a bottle. Copper bands transecting the shelves on an angle replicate a swirl pattern molded into the bottles. The line's signature colors of navy blue, copper and cream are repeated in the display, providing a further link with the packaging.The injection-molded shelves clamp onto a vertical frame. The shelves were prototyped using stereo lithography. "It's a very effective way to test a piece to see if it works right and looks right," says Ed McGinn of H. King & Associates Ltd, Bensenville, Ill. The computerized process is faster and less expensive than making a tool, he adds.On each of the unit's four shelves, removable extruded dividers are available to separate products.Powder-coated steel tubes give the frame durability. Seidl expects the unit to remain in use for at least one year. The display measures 6 feet high by 2 feet wide by 18 inches deep. A white backerboard extends from the bottom of the header card to the bottom shelf.The chipboard header card will change every 90 days with new graphics, depending on the current ad campaign. The header is two-sided to provide visual interest on the outside when the display is located in a window.The display was designed jointly by Katherine Frank Creative, Wheaton, Ill., and H. King & Associates Ltd.

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