Hair today, gone tomorrow: Producing perfect point-of-sale for Philips

Using sustainable and interchangeable materials, our experts created a durable shelf-end structure to market the electrical giant’s beauty device to high street customers – with fine results.

The Challenge

The beauty industry is packed with high-end electricals full of promise to customers. So, standing out from the crowd at the point of purchase is essential, particularly on a high-ticket item like the Philips Lumea – an infra-red hair removal device that needs to tell prospective buyers of what the product does prior to purchase.

With Philips being in the process of a company-wide rebrand of its consumer product range, there was an added complexity of any solution needing to be adaptable to any change in product collateral – long after the unit would need to be in situ.

After years of close collaboration with Philips on other projects, the brand turned to us for our expertise in terms of design, engineering, innovation and sustainability. The finished unit was earmarked for 40 selected Boots stores across the UK and ROI, with locations chosen to reflect the level of likely spend.

Approach

After developing four distinct concepts, each using a combination of creative expertise and practical flair, we designed a permanent unit that held a dummy device alongside three lamp attachments, each with their own recess, for a truly immersive experience without the need for a power supply – essential for meeting safety standards on the shop floor.

With a balance of MDF for the main structure, we used acrylic for detailing and a switchable top where the dummy unit is housed. The peel-away fascia of the old Philips branding was made of an adhesive strip of Yupo Tako film which, when removed, revealed the new collateral. Wood veneer was used to flank the unit to give a premium look and feel. The satin gloss finish brought the unit to life, whilst interchangeable lamp attachments gave consumers the chance to see, hold and test the Lumea device. The FSDU was developed in keeping with the brand integrity that Philips is renowned for.

The main point of interaction includes key branding and calls to action, with a dummy unit and accessories drawing attention to the product, its benefits and details to consider prior to purchase. The unit also held literature and advice to aid the customer journey.

Using FSC-certified materials and sustainable printing, engineering and finishing processes, we were able to create a zero-waste manufacturing solution to Philips. The bulk of the carcass was cut from the maximum area of each sheet, so sheet waste was less than 2%.

Results

Launched in February 2019, the unit can still be found in Boots’ stores today. Following the placement of the fixtures in-store, there was a remarkable uplift in sales where the FSDUs could be found – with a 320% increase over a nine-month period.

The innovative way the units were kept in line with branding meant that the fixtures have been used for a longer period than most FSDUs, supporting Philips’ and Linney’s desire to deliver sustainable in-store fixtures.

Our imaginative approach has resulted in minimal, repeat manufacturing requirements. In addition, distributing interchangeable panels rather than complete new FSDUs has meant that deliveries to stores have been much smaller, reducing carbon emissions.