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The challenge was to attract a new target group of 25 to 45-year-old female customers in the very dynamic and competitive cosmetics market; to attract her, to make her dream and to make her buy Nivea. The benchmark was the award-winning predecessor display system, which has been delivered to over 12,000 locations in 14 countries over the last four years. Solution The design was inspired by the well known concave shape of the predecessor display which was established as a directional brand element and contributes to brand recognition and awareness for Nivea. The clean appearance is fresh and sophisticated emphasised by a levitated header and pastel palette colours used in addition to the atmospheric Nivea blue and a new lighting technology. Due to the modular ‘one fits all’ inserts, which can be combined to endless variations of shop, table and wall displays, the complexity of handling, production and logistics is very low. It helps to achieve Economies of Scale and thus a very good price performance ratio. Results During the next 4 years this new generation display will replace the existing display system in over 12,000 locations all over Europe and the Middle East. In March 2009 the new shop display was nominated for the European POPAI Award in the category "Beauty - free access - Hyper- and Supermarkets".  |
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