Cosmetics

Client: L'Oreal, New York
Producer: Display Producers Inc., Bronx, N.Y.
Comments: A large replica of the FeatherLash mascara brush is built into the side of this display to call attention to the new product. The products are hung from hooks rather than being notched into the tray in order to accommodate smaller or larger sizes.

Retail Category: Department/Specialty Store: Cosmetics/Fragrances
Display Type: Counter Displays (Temporary)
Producer: Triangle Display Group, Philadelphia
Client: Estee Lauder
Objective: To develop a temporary counter unit that incorporated the look and feel of a permanent unit but with the relative cost associated with the use of temporary materials, while still conveying an upscale image highlighting the unique product.

Retail Channel: Mass Merchants
Display Type: Temporary Counter
Campaign: Maybelline Cool Effects Counter Display
Marketer: Cosmair
Producer: Design Display Group Inc., Carlstadt, N.J.

Retail Channel: Mass Merchants
Display Type: In-Line, Gondola, Slatwall or On-Shelf
Campaign: Cover Girl's Brave New World
Marketer: Procter & Gamble
Producer: RTC Industries Inc., Rolling Meadows, Ill.

Retail Channel: Cosmetics/Fragrances
Display Type: Permanent Counter
Campaign: In-Style Compact Display
Marketer: Estee Lauder Corp.
Producer: Trans World Marketing, East Rutherford, N.J.
The unit introduces a limited edition Estee Lauder porcelain compact collection in upscale department stores. It highlights the Parisian-style artwork featured on the porcelain surface of the compacts and conveys a level of aesthetic integrity that is consistent with the Estee Lauder image.

In the wake of retail movement toward open-sell, cosmetic marketers are becoming more strategic in their approach to in-store merchandising and P-O-P.

Client: Prescriptives, New York
Product Promoted: Prescriptives Foundation
Marketing Strategy: This unit highlights, tests and showcases the line's new and existing foundation products. The client wanted it to create a positive testing/trial experience for the consumer.
Introduction: September 1999
Number of Displays: 1,440
Distribution: Department stores throughout North America

Client: Elizabeth Arden, New York
Products Promoted: Lipstick, lip gloss and shimmering face lotion
Marketing Strategy: This unit was created to promote the client's transparent colors of lipstick and lip gloss with space for also displaying its shimmering face lotion. The company wanted to attract customers to these products by creating a "total look." By identifying the brand prominently and making the product testers easily accessible, the unit promotes trial and impulse sales.
Introduction: April 1999
Number of Displays: 5,000