Revlon 'Unfixed' Wall
Transforming consumer interactions with retail cosmetics.
Problem
Problem
Problem
The beauty market is in a state of flux. Online sales increased over 400% between 2015 and 2022 - while traditional, neighbourhood brick-and-mortar retail has been left behind.
Retail store models have historically relied on expensive make-up wall designs that require regular updates and maintenance yet provide little interactivity or uplift to the customer experience.
A new design paradigm for beauty retailing was needed. One that emphasised the benefits of in-store shopping, whilst lessening the resource and time costs of regular merchandising infrastructure upgrades.
The beauty market is in a state of flux. Online sales increased over 400% between 2015 and 2022 - while traditional, neighbourhood brick-and-mortar retail has been left behind.
Retail store models have historically relied on expensive make-up wall designs that require regular updates and maintenance yet provide little interactivity or uplift to the customer experience.
A new design paradigm for beauty retailing was needed. One that emphasised the benefits of in-store shopping, whilst lessening the resource and time costs of regular merchandising infrastructure upgrades.
The beauty market is in a state of flux. Online sales increased over 400% between 2015 and 2022 - while traditional, neighbourhood brick-and-mortar retail has been left behind.
Retail store models have historically relied on expensive make-up wall designs that require regular updates and maintenance yet provide little interactivity or uplift to the customer experience.
A new design paradigm for beauty retailing was needed. One that emphasised the benefits of in-store shopping, whilst lessening the resource and time costs of regular merchandising infrastructure upgrades.
The final renders of the Revlon 'Unfixed' Wall.
Breaking all the rules to build a future-fit retail experience.
Reframe
Reframe
By taking the time to step back and challenge the fundamental design paradigms of beauty merchandising, we quickly realised that many best practice rules didn't reflect real-world consumer behaviours.
Traditionally, the pharmacy environment prioritises functionality, squeezing in as much product stock and facings as possible.
By 'breaking the rules', we imagined an experience that did more with less. One that was less crowded yet held more stock and carved out unprecedented space for discovery, exploration, connection and play.
By taking the time to step back and challenge the fundamental design paradigms of beauty merchandising, we quickly realised that many best practice rules didn't reflect real-world consumer behaviours.
Traditionally, the pharmacy environment prioritises functionality, squeezing in as much product stock and facings as possible.
By 'breaking the rules', we imagined an experience that did more with less. One that was less crowded yet held more stock and carved out unprecedented space for discovery, exploration, connection and play.
By taking the time to step back and challenge the fundamental design paradigms of beauty merchandising, we quickly realised that many best practice rules didn't reflect real-world consumer behaviours.
Traditionally, the pharmacy environment prioritises functionality, squeezing in as much product stock and facings as possible.
By 'breaking the rules', we imagined an experience that did more with less. One that was less crowded yet held more stock and carved out unprecedented space for discovery, exploration, connection and play.
Solution
Solution
The reimagined in-store experience features a wall that is modular, simpler to update, and uses fewer materials.
Breaking conventions in the pharmacy channel, the unit's depth and spaciousness invites interactivity, trial and exploration. With a new planogram oriented to how consumers actually build beauty routines.
Not only did we redesign the make-up wall, but we created a new design process for the Revlon group, based on experimentation, consumer insight and data-driven decision-making.
The reimagined in-store experience features a wall that is modular, simpler to update, and uses fewer materials.
Breaking conventions in the pharmacy channel, the unit's depth and spaciousness invites interactivity, trial and exploration. With a new planogram oriented to how consumers actually build beauty routines.
Not only did we redesign the make-up wall, but we created a new design process for the Revlon group, based on experimentation, consumer insight and data-driven decision-making.
The reimagined in-store experience features a wall that is modular, simpler to update, and uses fewer materials.
Breaking conventions in the pharmacy channel, the unit's depth and spaciousness invites interactivity, trial and exploration. With a new planogram oriented to how consumers actually build beauty routines.
Not only did we redesign the make-up wall, but we created a new design process for the Revlon group, based on experimentation, consumer insight and data-driven decision-making.
[Before] The Revlon product merchandising display, as it was at the commencement of this project. [After] The finished Revlon 'Unfixed' Wall in-store.
1,000+
walls installed
across Australia to date.
1,000+
walls installed
across Australia to date.
1,000+
reduction in packaging
and 15% overall reduction in parts, due to the way product is now merchandised.
28%
average sales uplift
4 times higher than the average uplift of 7% seen in conventional merchandising display remodels.
28%
average sales uplift
4 times higher than the average uplift of 7% seen in conventional merchandising display remodels.
1,000+
walls installed
across Australia to date.
80%
reduction in packaging
and 15% overall reduction in parts, due to the way product is now merchandised.
80%
reduction in packaging
and 15% overall reduction in parts, due to the way product is now merchandised.
28%
average sales uplift
4 times higher than the average uplift of 7% seen in conventional merchandising display remodels.
Impact
Impact
Setting a new benchmark for process and execution, Revlon’s ‘Unfixed’ wall design solution is being looked to as a global example of best practice. Surpassing benchmarks for user experience, commercial impact and environmental footprint.
Over 1000 new walls have been installed in Australia. Each wall has seen an average sales uplift of 28% and is made from 95% recycled materials; there has been a 15% overall reduction in parts and an 80% reduction in packaging due to the way that product is merchandised.
Setting a new benchmark for process and execution, Revlon’s ‘Unfixed’ wall design solution is being looked to as a global example of best practice. Surpassing benchmarks for user experience, commercial impact and environmental footprint.
Over 1000 new walls have been installed in Australia. Each wall has seen an average sales uplift of 28% and is made from 95% recycled materials; there has been a 15% overall reduction in parts and an 80% reduction in packaging due to the way that product is merchandised.
Setting a new benchmark for process and execution, Revlon’s ‘Unfixed’ wall design solution is being looked to as a global example of best practice. Surpassing benchmarks for user experience, commercial impact and environmental footprint.
Over 1000 new walls have been installed in Australia. Each wall has seen an average sales uplift of 28% and is made from 95% recycled materials; there has been a 15% overall reduction in parts and an 80% reduction in packaging due to the way that product is merchandised.
“We’ve had an overwhelmingly good response from staff, owners & customers... All stakeholders feel it’s much more shoppable and presents the branding and products in a very aesthetically pleasing way.”
“We’ve had an overwhelmingly good response from staff, owners & customers... All stakeholders feel it’s much more shoppable and presents the branding and products in a very aesthetically pleasing way.”
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