Personal Care

Review of an academic paper entitled, "Why Retailers Sell More or Less Than Their Fair Share in a Category,"

Retail Category: Supermarket/ Grocery: Non-Food items
Display Type: Endcaps & Power Wings
Producer: Unified Display Group Inc., Moonachie, N.J.
Client: Bic Consumer Products
Objective: Among the objectives for this unit were to convey a premium image, provide consumer interaction, offer product accessability and provide effortless installation. Secondary placement was achieved in 100% of the targeted retailers and there was a 200% lift in sales over the shelved product.

Retail Channel: Mass Merchants
Display Type: Permanent Freestanding Floor/Aisle
Campaign: Colgate ActiBrush 4-Way Merchandiser
Marketer: Colgate-Palmolive Co.
Producer: Henschel-Steinau Inc., Englewood, N.J.
This display communicates the claim that ActiBrush offers "Superior Clean" by removing significantly more plaque than Colgate's manual toothbrush. The graphics are consistent with the package design. The graphic callouts emphasize the product message and benefits.

Retail Channel: Drugstores/Health Stores
Display Type: Permanent Freestanding Floor/Aisle Displays
Campaign: Oral-B Self-Standing Display
Marketer: Gillette
Producer: ARMO, Mexico City
This display was designed for easy assembly using just Christmas tree joiners and double-sided foam tape. The structure featured a powder coated 1 -inch-square tube for resistance and structure. To make the display lightweight, each side is screenprinted styrene and the header and footer are screenprinted corrugated plastic board.

Retail Channel: Supermarket/Grocery Non-Food Items
Display Type: Permanent Freestanding Floor/Aisle
Campaign: Pert In-Store Demo Display
Marketer: Procter & Gamble
Producer: Prestige Display & Packaging, Fairfield, Ohio
The display was designed around a successful series of commercials. It helped tie print media and broadcast media together while reinforcing the brand awareness to consumers at a retail level.

Client: Estee Lauder Inc., New York
Products Promoted: Estee Lauder Complete Skincare line
Marketing Strategy: To present the line and provide an easy step-by-step understanding of the various products and their benefits. The unit also shows the interactive nature of all of the products.
Introduction: July 1999
Number of Displays: 1,822
Distribution: Department stores throughout North America