NEW YORK — Following a three-month test at a Duane Reade store in Manhattan, L’Oreal has decided to roll out a new merchandising display unit to selected doors next year. “We didn’t know how much it [the fixture] would feature in our plans and we wanted to make sure it drove sales and that retailers liked it,” said Carol Hamilton, senior vice president and general manager of L’Oreal Retail.
The new lighted fixture has rounded shelving that slightly protrudes from the wall and features panels lined with images of L’Oreal models that showcase products. Additionally, it presents more educational material than before and color chips have been redesigned to be easier to read. “It makes color stand out,” commented Hamilton.
The fixture being tested at Duane Reade also contains a 2-foot display of L’Oreal skin care products. Karen Durham, the chain’s divisional merchandise manager, said L’Oreal skin care sales have jumped 30 percent in that store as a result.
In the test store, L’Oreal has replaced Revlon as the department’s image leader, said Durham. Although, the planogram for the rest of the chain’s stores has not been finalized.
The L’Oreal fixture uses backlighting as well as overhead lamps with prism-like glass to achieve a softer look. “The intent is to bring a specialty boutique feel into drugstores and mass-volume retailers,” said Hamilton.
The L’Oreal initiative, however, comes at a time when many retailers have started taking cosmetics merchandising into their own hands. Wal-Mart and Target have major initiatives under way that supplant manufacturer supplied units like L’Oreal’s. Eckerd (see related story same page) is also introducing its own fixture in new and remodeled stores. CVS has been testing a display as well.
Hamilton said that L’Oreal is also working with those retailers to make its products stand out by strengthening its use of color and incorporating sharper images.