Objectives

Bringing new products to market (and fast) is at the heart of Revolution’s brand position in the competitive teen makeup market.

To support its key retail account with UK beauty retailer Superdrug, Revolution required a new shop-in-shop concept that would fit seamlessly into Superdrug’s existing retail environment.

As a brand, continuously anticipates trends and prides itself on being the first to market with countless new products. While Revolution’s astonishing NPD programme is great for customers and the brand’s reputation in the marketplace, it can cause issues with retail display. Displays are stock heavy due to the fast-moving nature of the products, allowing the brand to capitalise on sales before the trend moves on.

With SKU ranges changing all the time, Revolution needed a new shop-in-shop solution that would deliver a step-change in approach to strength its in-store presence and inform ‘where next’ in terms of direction, look and feel for in-store activity. At the same time, our brief was to satisfy the brand’s need for planograms to be constantly updated, without the limitations and high cost investment - in terms of time and remodelling or manufacturing new display system parts to accommodate new ranges – typically associated with traditional display solutions.
 

How were the objectives met?

Visually, the display delivers everything you’d expect from a market-leading beauty brand, establishing Revolution as a serious player on the beauty stage – a major achievement for such a young brand.

But the standout feature is the innovative new ‘Fast Beauty’ merchandising solution that forms the centre part of the display. There are no push feeds and no new tooling required when new SKUs are launched. Flexible, practical and durable, ‘Fast Beauty’ gives the brand limitless potential merchandising configurations.

Displays were made to order on-site in the UK within a one-week lead-time. This included personalised branding for each store, to make them 'localised'. We also conducted full site surveys in each store before the units were made to ensure they were fully fit for purpose.

The agency worked hard to produce a value-engineered version of the original concept, halving the costs without compromising the quality. Superdrug was so impressed by the shop-in-shop concept that they reconfigured the store layout to offer Revolution prime position in-store.

Jo Woodhouse, Retail Marketing Director at Revolution Beauty commented: “This Shop-in-Shop has reinvented the model for mass cosmetics retailing and has been highly successful in driving an increase in multiple purchasing.”