Twins Display Illustrates Results of Sunless Tanning Product

Berkeley Heights, N.J. -- Life-size images of suntanned female twins flank the merchandiser for new Endless Summer sunless tanning lotion from Schering-Plough Healthcare Products Inc. The images reinforce "the sunless category's critical message of color," according to Steve Hazlett, Schering-Plough's senior product manager for suncare. The use of twins dearly communicates that the color women can obtain from tanning in the sun is indistinguishable from the natural-looking color provided by this new breakthrough in sunless technology, he says.The twins also draw attention to the display in-store, create brand awareness, and urge product trial by allowing consumers to imagine themselves with an impressive, natural-looking suntan achieved without the sun, states Hazlett.The primary medium for launching the new Endless Summer product, the displays appear at retail this month to support the season for sunless tanning products, which begins every April. The four-color litho-laminated corrugated floorstand also converts to a power wing. "We feel P-O-P is the crucial tool for generating awareness and trial of a new product," says Hazlett. "We needed something big and bold to drive this awareness at retail and to communicate the message of phenomenally good color that is indistinguishable from a natural tan, and we've achieved that."Hazlett reports that the biggest improvement in this merchandising program over previous company efforts is the more cosmetic and upscale look of the display. Users of sunless products are appearance-oriented, says Hazlett. The display's use of the twin models and the high-quality laminate, graphics and colors work together to deliver the overall message that Endless Summer is a cosmetic product.The display was designed and manufactured by Phoenix Display/International Paper of Thorofare, N.J. It holds 18 bottles and is intended to last for at least three months. Hazlett declined to divulge the exact print run, but did confirm that "more than 5,000" displays were produced. The units are targeted for food, drug and mass merchant channels. Major participants include Wal-Mart, Eckerd, Walgreens and Albertsons. Setup of the units is done by retailers as well as by third-party merchandisers, depending on the class of trade. Primary brokers used in nationwide markets include Advantage Sales and Marketing of Irvine, Calif., and Cross Mark of Dallas.To support the introduction at the store level, 30-second television and full-page print advertisements will run through the second quarter of 2001.

Twins Display Illustrates Results of Sunless Tanning Product

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