Transforming Consumer Interactions with Retail Cosmetics
Problem
The beauty market in Australia is worth $22 billion, with online sales quadrupling between 2015 and 2022 and forecast to grow to 52.4% in the future. Maintaining physical cosmetics walls for this declining bricks-and-mortar market is time- and resource-heavy.
*According to Mozo and Beauty Packaging
Pressure
Online shopping for beauty products has opened the market up to a raft of global, local and specialist brands that are built around an direct-to-consumer model in contrast to the reliance of traditional brands like Revlon on mass retail distibution. Retail stores need expensive make-up 'wall' designs, that require regular updates and maintenance, serve as merchandising and replenishment units but provide little interactivity.
Solution
We designed new in-store experiences through a wall that is modular, simpler to update, and uses significantly less materials.
Not only did we redesign the make-up wall, but we created a new design process based on experimentation, consumer insight and data-driven decision-making. The new wall has a depth and spaciousness that invites interactivity and trial, oriented to how consumers use the products collectively.
Impact
Over 400 new walls have been installed in Australia, 300 in October 2023 alone. Revlon is aiming to have the new wall in over 1000 locations by December 2024. Each wall has seen an average sales uplift of 28% and is made from 95% recycled materials; a 15% overall reduction in parts and 80% reduction in packaging, due to the way that product is merchandised.