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Beer Shampoo Retail Design by DY Works

DY Works brings JK Helene Curtis - Beer Shampoo alive in the retail environment using shopper insights to understand the main equity of the brand and translating it into winning retail designs.

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DY Works
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252 views1 page

Beer Shampoo Retail Design by DY Works

DY Works brings JK Helene Curtis - Beer Shampoo alive in the retail environment using shopper insights to understand the main equity of the brand and translating it into winning retail designs.

Uploaded by

DY Works
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Brand Stand

High on hair: Park Avenue adds fizz to mens shampoo category


Park Avenue of J K Helene Curtis Ltd has added a new innovation in the mens hair care segment by launching the first-ever beer shampoo in India across 8 Metros. Positioned at Chemists, General Stores and MTOs, and covering most of the A class retailers, the product visibility at retail, designed by DY Works and fabricated by Shapes Communications, involved a lot of planning and processes. Heres a look.
Nitya Gnanaolivu heres a new fizz in the hair care segment for men, thanks to the beer shampoo launched by Park Avenue across 8 cities at Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Pune and Ahmedabad. With the USP being real beer as ingredient and the message being: Now a man can shampoo like a man should, the product is positioned at Chemists, General Stores and MTOs, covering most of the A class retailers. Anil Kulkarni, Director, J K Helene Curtis Limited, said speaking about the product and on the shopper insight that went into its launch, J K Helene Curtis Limited with its Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient - Beer which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead used female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and its time to revel in the glory of making men conscious about personal grooming. Well, the product launch with the packaging as well as the POP units have been planned keeping the brands core message alive and helping it stand out from the clutter in the shampoo p category. g y The POP unit has been designed by DY Works and a has been fabricated by Shapes Communications. The objective of the display was to highlight the unique bottle design and announce the entry of a new shampoo in the already cluttered market keeping in mind the target audience -- men in the age group of 21-25 years. For this, a unique POP unit was to be created in order to grab the shopper attention, while maintaining the focus on the image of the Beer shampoo. Thus creating a product experience, right from exhibiting the product packaging to the product USP Beer, was what the fabricator had in mind. The main challenge that was faced while working on this was the selection of material for conversion that needed to go well with the story line, while being cost effective, says Prashant Sawant , Director of Shapes Communications Pvt.Ltd. Several Material & processes had been used in the making of the Beer Shampoo POP unit. Design 1 being the Counter Display Unit, which was made in combination of 5mm M.S wire with powder coating and digital print on vinyl with lamination mounted on foam board sheet for Branding. Design 2 involved the Flange, wherein a front back screen printing on ABS with profile cutting on laser machine and M.S powder coated flange was used for installation. Base material ABS & Screen printing were specifically used to enhance outdoor life. For Design 3 which included the Parasite, a combination of 5mm M.S wire with powder coating and digital print on vinyl with lamination mounted on foam board sheet was used for Branding. For MTO (modern trade outlet) a floor standing unit was made in 18 MM Ply with router cutting, using coloured laminate to match product packaging. It also used digital print on vinyl with lamination for Branding.

Apart p from the intricacies of the fabrication of the unit, for the design g element, DY Works took the brief and found an opportunity pp y in linking g the product benefit of shiny p y hair and the communication proposition p p of Party y Time for Hair. The idea was also to break away y from the category g y colours of black and adopt p the brand colour of yellow in a more effective manner, says y y Devatanu Bannerjee, j Vice President - Retail, IT & New Media, DY Works. The consumer immersion done by y the DY Works team suggested gg that one of the strongest g triggers gg to p purchase for the brand was the bottle silhouette. The bottle silhouette would also become the key visual for the retail element. The most critical challenge lay in replicating the a larger-than-life Beer Shampoo bottle in a cost effective manner. Here the execution partners role was critical in bringing the designs alive

September 2013

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