COSMETICS

THE BODY SHOP

Each Bodyshop project presented a fresh challenge, but also provided ground breaking innovations for the cosmetics industry. Display systems were essentially reinvented until Bodyshop's unique box based system was supplied to stores in forty four countries.

Along with this revolution in cosmetic display many of the cosmetics components themselves were redesigned and engineered, including some of the earliest Wet'n'Dry powder compacts as well as a unique folding applicator for use in small powder compacts and even the first ever organic bottle caps, produced using crushed shells.

With just twelve weeks from concept to delivery, the launch of Virgin VIE involved the design and production of six major cosmetic components.

The design features required complex 3D shapes which needed innovative engineering to allow for volume production. The project achieved its objectives within the allotted time and the launch was famously successful with Richard Branson personally awarding an outstanding individual achievement for the supporting role.

VIRGIN VIE

In 1997 Coty Rimmel redesigned and repackaged every single component in their colour cosmetic range. Once their designs were complete, every product in every category (eyes, lips face and nails) had increased in size by an average 25%. However, the store displays had to remain the same size and hold the same amount of facing’s and stock… and yet still be easy to shop…!!

To solve the complexity of this design brief we were amongst the first in our industry to deploy ’true’ rapid prototyping systems, including the use of photo realistic visualisation and 3D laser modelling (that had previously only been used in defence projects) These processes are commonplace now but the first machines we used were sited inside the ‘Tactical Weapons Research’ facilities in the UK. From missiles and aircraft design to Eyeliner and lipsticks..!!

Once the designs had been approved we needed to produce over 13,000 displays and deliver these to store across the UK and mainland Europe within an extremely short timeframe. To achieve this, we developed a 'Fast Track' project management process which reduced communication delays and improved critical decision making. The process was completely visible across the whole spectrum of our team… from the CEO of Coty to the van drivers in the field.

RIMMEL EUROPE

We still firmly believe in having this level of ‘open and honest’ communication within our teams… The installers and store staff will often highlight a problem which the design team could not have envisaged… It pays to listen carefully to the people who ‘actually’ work with your product in your stores.

The international relaunch was completed within six months with savings of over eight weeks from the original plan.

Following Wal-Mart’s takeover of Asda in 1999, the sales of cosmetics in grocery were aggressively targeted for the first time in the UK. L’Oréal was appointed as category captain as it was felt they had the scale and expertise to lead this revolution in cosmetic retail. Of course this in itself was a major challenge for our designers. On the one hand we had one of the most premium French brands.. and on the other.. America’s largest ‘value’ retailer which of course meant ‘two’ very different objectives.

However, by working closely with L’Oréal we were able to achieve an aesthetic which suited their vision and brand proposition. At the same time we applied Wal-Mart’s unique and effective retail philosophy for keeping things simple. The result was an innovative cosmetic display system that helped define the way cosmetics are sold within ‘grocery sector to this day.

Our displays were so robust, flexible and easy to deploy that Wal-Mart actually revised their initial insistence on using their own standard American display systems and proffered to use our designs and products. The concept and equipment has withstood the test of time and is still being used today which is no mean feat inside a UK grocery store..!!

L'OREAL - ASDA

BOOTS NO.7 USA

All of the display and lighting components were developed and prototyped in the U.K, whilst the operational trials in the United States were used as a tender platform to facilitate the placement of work with local U.S contractors. Our Project Teams were deployed in America for the following year to oversee production and deployment.

In addition to the successful roll-out of the brand our lighting and display solutions received the number one award for ‘Innovation’ at the ‘Global Shop’ trade fair held in Las Vegas, and they are now sold as a standard product range to numerous retailers across the world by our manufacturing partners.

During 2002 we were engaged directly by Boots Retail International to help launch the brand in the US market by working with CVS who are one of the largest American pharmacies.The No7 brand was virtually unheard of in the USA and both companies wanted to ensure that the product landed with a very clear premium message. We decided early on that the key to this would be the on-shelf treatment and in particular the lighting solution to ensure that the products were all effectively ‘highlighted’.

After some deliberation and research we discovered that the best way to ‘hero’ the product on the shelf would be to ‘up-light’ the shelf treatment.. instead of relying on the usual ‘under-shelf’ lighting used by most other brands and retailers. The inspiration for this idea came from the theatre and their use of ‘foot-lights’.

It was evident from the very first proto-types that this approach was going to deliver fantastic impact..!! The products literally shone and the cosmetic colours were immediately vibrant and eyecatching.

SUPERDRUG

Following many years of neglect the Collection 2000 cosmetic displays within the UK Superdrug estate required a significant refresh. The main challenges for the project were caused by the constantly changing displays as promotions are implemented every month without fail..

We decided early on that our best approach would be to develop a merchandising system which would allow for a great deal of flexibility without incurring huge implementation costs.

Our solution was to develop a very simple magnetic display system that allowed for flexible re-use of components without complicated clips or trays. Lots of brands and retailers forget that the merchandisers who have to update the displays in store are given very little training and have to work with lots of different systems. When they get it wrong the brands ‘New Product Launch’ suffers. Additionally, replenishment and spare part systems were developed that together, formed the genesis of our current Cosmetic Estate Management system.

The project elevated Collection 2000 to ‘Best in Class’ within Superdrug and was delivered several months ahead of schedule and with budget savings of circa £500,000 over the original specification and estimates.

TESCO

The brief from Tesco was to develop the cosmetic displays and support systems so that they could be managed effectively by their usual store staff and remove the need for third party suppliers and the costs associated with this. The basis of this thinking is that Tesco are clearly very good at running their own stores..!!

This has been accomplished by implementing innovative, store managed systems and two outstanding features of this process are the ‘On-line issue log’ which enables detailed and visible tracking of all display issues through to resolution and the ‘urgent spare parts delivery service’ which can distribute display and tester components to any store within forty-eight hours if required.

Another major advantage of our approach is that the brands, their display manufacturers and the retailer are able to clearly see what is happening at all times. This in turn allows for rapid resolution of the in-store problems which would previously have caused stock shortages or missing display components. Needless to say the costs for running the estate are now completely visible too… and this is an obvious advantage when identifying potential budget savings for all concerned.

The result has been the economic and effective management of over 3,000 displays in 500 stores and a huge reduction in 'shrink' within a very short period of time.

BOOTS REFRESH

Boots Rebalance and Refresh involved the design, manufacture and deployment of new Collection 2000 cosmetic displays in over 500 stores.

The displays were the culmination of years of expertise and experience with unique highlighter boxes being designed for each product category, dramatically improving navigation and its display performance.

The project was delivered on time and below budget and resulted in a 17% increase in sales.