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

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-value item like the Philips Lumea – an infra-red hair removal device.

Key Objectives

  1. The display needed to express a premium feel representative of its market position whilst also demonstrating versatility.
  2. The unit needed a physical demonstration product securely attached for consumers to interact with prior to purchasing.
  3. As Philips were partway through a corporate rebranding exercise, we needed to design a solution that could be simply updated during its promotional life to incorporate their new brand identity.
  4. Not only did the unit need to contain a physical demonstration product, but it also needed to merchandise the boxed products for consumer purchase.

Approach

Our designers took inspiration from the shape and curves of the Lumea to develop a very distinct display that has real synergy with the product and the packaging.

We designed the structure to clearly showcase the demonstration product which featured a security tether so that shoppers could interact and explore its features in detail. Additional key features of the structural design included an information graphic and built-in holders to demonstrate the variety of heads included in the product purchase.

This part of the unit was also designed to be easily replaceable to accommodate any potential product development changes further down the line.

We designed the unit to have a peel and reveal section on the header to allow key promotional messaging to be easily and economically updated part way through the promotion. Graphics of the outer packaging were printed onto the main carcass of the unit to give the effect that the unit was always fully merchandised.

Premium materials were used such as oak and veneer, blended with Philips core brand colour palette, we created a premium look and feel to stand out and compliment the product.

Results

Launched in February 2019, the unit is still present in Boots’ stores today. Since implementation, product sales have increased by 320% over the first 9 months.

The innovative design means the fixture has been used for a longer period than most FSDUs, supporting Philips’ and Linney’s desire to deliver sustainable in-store fixtures.