Category development from Lamel retail chain
The Lamel retail chain has launched an experiment of a new approach to the display and design of the facial care products rack.
Its difference from the traditional approach is the arrangement of products not by brand or product segment, but by key active ingredient, which is actively promoted in social networks and popular with customers.
Each shelf of the rack is means of different price range with hyaluronic acid, retinol, niacinamide, peptides, acids.
The active is signed on the shelf-talker, information about its action and suitable skin type is on the teeble-tent leaflet.
A pocket-sized leaflet with more detailed information and a matrix of asset combinations is also available on the shelf-talker.
The leaflet and booklet contain a QR code to go to a voluminous, structured article on the website and in the mobile application of the company.
The principle of informational materials - each step adds information, broadcasts the brand's expert position.
The means on the experimental rack duplicate those exhibited in the traditional lay-out on the category racks.
“Often a woman is not looking for a cosmetics brand in a store, but for that 'magic ingredient' she has heard about from friends or bloggers. In this experiment, we respond to the trends set by the Internet and simplify the customer journey in the store. Our rack helps the customer to find a ready-made solution for their needs and to get brief but trustworthy information in print and electronic form” comments Svetlana Myznikova, Strategic Marketing Director of Lamel network.