Consumer Electronics giant Philips has re-launched its premium Philips Lumea hair removal product to female shoppers in the UK with the help of award-winning UK shopper marketing agency, HRG.
For the in-store activation, the Northampton-based agency created a display unit designed to improve product education, appeal to beauty conscious shoppers and help support the brand’s drive to reflect a more premium offer.
The launch of the new unit follows the success of HRG’s previous display concept for the original launch of the Philips Lumea brand. Its positive impact on shopper engagement was recognised by industry association for retail marketing, POPAI UK & Ireland, with Silver at the prestigious 2015 POPAI Awards.
“This latest brief from Philips was an interesting one for us – creating a display that would help elevate the brand proposition of an existing product, with a more premium look and feel. The finished display would look equally at home within Boots or Harvey Nichols,” says Russell Langridge, sales and marketing director at HRG.
HRG was responsible for developing initial concepts through to technical drawings, prototypes and final production.
“Our concept allows the shopper to get up close and personal with the product – helping to bring its key features and benefits to life, improve education around how to achieve the best results, and even assist shoppers in identifying how the product will respond to their own personal skin tone and hair colour.”
The POS units also feature a press and play interactive screen – playing content developed by Philips’ European brand team – and operates without the need for an external power supply. The display also includes space for additional backup battery storage.
An initial 73 units have already been delivered into Boots’ stores nationwide with plans for more to follow. It has also been trialled within department store, Debenhams.