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POPAI Awards 2013: Beauty & Professional Healthcare

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Entry Title: Voltaren Emugel POS Displays

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: Active-Adval

Secondary Entrant Company Name: Novartis Consumer Health

Despite retaining its number 1 status in the category, Voltaren Emulgel has lost market share over a number of years, predominantly to heat rubs. VE has a clear point of difference over heat rubs because it treats the source of pain rather than masking it: however this had never been explored in in-store communications. Historically, POS has been an extension of ATL campaigns & not shopper orientated. Objectives: 1) Create a TTL activation leveraging an ATL campaign. 2) Regain & exceed historical market share by trading shoppers up to VE by leveraging strong medical claims through integrated shopper activation, supported with PA training to drivefirst line recommendation. 3) Adapt communications for planned vs. unplanned category shoppers. 4) Introduce shoppers to the concept of ‘body pain’ vs. general pain.

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Entry Title: Colgate Optic White Counter Unit

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: Bindweld

Colgate was looking at a unit that would sit in shelf within a Priceline store to promote their new product Optic White toothpaste. The unit needed to grab the attention of the consumer while also being informative about the product and also holding stock that the consumer can access easily from the same unit. Making sure that the unit fit inside the allocated shelf space was also very limiting but also extremely important to making this work and getting the approval of the store.

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Entry Title: NP SET 600 PHARMACY UNIT

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: EDA Point of Sale Solutions

•Create a compact in store destination for NP SET’s complete product range in the pharmacy channel and allow Napoleon to open new distribution doors •More cost effective solution than previous units resolving supply and shipping issues with units produced and supplied from Canada •Minimal foot print •Incorporate generic cassettes that can be utilized across all NP Set stand formats in all channels •Interchangeable for various Planogram updates overcoming previous unit issues with non-adjustable shelves •Utilise lighting and updateable media to engage shoppers and consumers and high light products for a more premium look and feel •Incorporate a storage area for excess stock (free standing unit) •Modular solution. Able to be installed as an in-cavity solution into standard sized pharmacy cavities or free standing with the addition of a base storage module and illuminated header module •Capture the “Glamour on the Go” principle of NP SET

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Entry Title: SALLY HANSEN PRICELINE WALL BAY UNIT

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: EDA Point of Sale Solutions

•Significant growth in nail category in the past year with increased competition into the market via cheap new entrants. •Sally Hansen is the market leader in the nail category and needed to maintain its authority in our key account, Priceline Objectives: •Stand out as an easily recognisable in-store destination using key brand cues and messaging •Improve shopper experience by ease of navigation between ranges and colour vs. treatment SKUs •Highlight the No. 1 brand credentials and draw shoppers to the wall to shop on expertise not price •Maintain authority as the no. 1 brand with a premium look & feel •Easily and cost effectively updated for promotional activity •Include a “HOT SPOT” (promotional area) for new product launches, seasonal activity and occasion based promotion to encourage brand switching •Translates recently supplied shopper marketing insights to improve shop-ability and deliver sustained sales growth

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Entry Title: Shopper Solutions Unit

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: EGR Display

- Australian vitamin category is worth $1.2 billion and is growing at 13% in the past 12 months. - Category is confusing with too many brands and products. - Large percentage of consumers enter the pharmacy to purchase a specific product and leave empty handed because they couldn't find the desired product. - Needed to reduce barriers to consumers and make the shopping experience more enjoyable. - Needed to provide easy to follow method of highlighting where the consumers product was located on shelf. - To make the overall display less cluttered and more appealing. - Develop an expandable system to suit all pharmacy sizes, expandable up to 12 bays or 7.2m.

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Entry Title: PONDS Permanent Wall Bay

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: Imagine POS

Since 2009 the grocery facial skincare category has grown by 15% (14/06/09-09/06/13), driven by aggressive promotional activity, particularly in the anti aging segment. This growth within grocery has impacted growth within the traditional beauty retail channel.Despite being out of the market for 9 years Ponds still continues to have very strong consumer brand recognition and loyalty. The objective of the exclusive launch of Ponds in Priceline was to relaunch the brand into Australia (after 9 years) within a beauty environment to re-establish its credentials within the market. The positioning of Ponds within the beauty channel will create a point of differentiation and would therefore drive footfall back into this channel that has been lost to grocery in the last few years. The relaunch of Ponds would be actually be launch of the next generation of Ponds that has been successful around the world during its absence in Australia.

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Entry Title: SIMPLE Permanent Wall Bay Fixture

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: Imagine POS

Since 2009 the grocery facial skincare category has grown by 15% (14/06/09-09/06/13), driven by aggressive promotional activity. This growth within grocery has impacted growth within the traditional beauty retail channel. Within Grocery Simple has been growing at +44% in the latest 52 weeks, however in traditional beauty stores this growth has not been matched due to positioning instore and visibility of the brand given the breadth of ranges on offer in this environment.To drive awareness and market share for Simple Unilever has upweighted the ATL spend during 2013 . To ensure that cut through is achieved in all channels improved instore visibility is required. Specifically in Priceline where Simple was in decline, improved instore visibility is required to drive growth levels in line with grocery.

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Entry Title: Pledge to Quit

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: Pop Impact

This campaign focused on the Quit Smoking growth driver of Starting Lines- There are ideal times in life to Quit Smoking. The catalyst to set these starting-lines is often triggered by a significant life-stage, occasion or experience (eg. pregnancy); or might simply be a motivating time in the calendar year. In 2012, this contributed to 65% of growth. Meeting any of these needs will result in more shoppers entering the category. Pledge To Quit with Nicabate is now into its 3rd year. It utilises the World Health Organisation’s “World No Tobacco Day” as the anchor of the campaign. The objective in 2013 was to motivate smokers to make a quit with Nicabate Patch by demonstrating they have access to a support network established by Nicabate. The core of the community was established via social media. To further normalise quitting, we drove people into the pharmacy channel where they could find quit hubs. The quit hub served as a tangible place quitters could comfortable visit for advice.

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Entry Title: Panadol Optizorb

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: Pop Impact

The analgesics category is built on 8 key drivers of growth. We focused on Better Efficacy- Consumers want pain relief that is faster, stronger, longer lasting, or less side effects. Meeting any of these needs will result in shoppers paying a higher price. Panadol Optizorb was re-launched in 2012 as it best fits within the Better Efficacy growth driver due to it being faster absorbing than base Panadol. We struggled during 2012 to develop consumer & shopper communication that engaged our target and reinforced the science behind the brand. This was even more prevalent in pharmacy due to the strength of generics and shopper believing all paracetamol (the active ingredient) is the same. Working with our agency partners we developed a new Single Minded Proposition for the brand, "Upgrade To Fast-Absorbing Panadol Optizorb", with a supporting reason to believe of “For pain relief you can feel in 15 mins”. Upgrade is instructing shoppers to trade up to Panadol Optizorb from base paracetamol.

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Entry Title: Super Lustrous Lipstick New Shades Floor Stand

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: POP this POP that Pty Ltd

REVLON wanted to re-invigorate their classic SuperLustrous Lipstick brand releasing 15 new shades. The main objectives were: • To communicate and present the new shade range. • To re-position SuperLustrous lipstick to be more about personality and expression.The print and TV media needed to be supported by the design of the floor stand and remind the customer of the key messages: • Don’t hide behind your lipstick, use it to show the world how you feel • REVLON SuperLustrous lipstick has a large range of shades that can be used to express how you feel today.

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Entry Title: ColorStay Ultimate Lipstick and Makeup FSDU

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: POP this POP that Pty Ltd

REVLON wanted to launch the NEW ColorStay Makeup with New Pump and "24 hour Time Release" in conjunction with NEW ColorStay Ultimate Suede Lipstick in February & March 2013. The strategy to launch these SKUs concurrently was to re-energise and drive cross selling within the ColorStay franchise, create greater halo effect across categories and improve efficiency in spend. Both products were extremely important launches for the Revlon Brand. Accordingly, we required a Floor stand that is visually impactful; effective in communicating the product benefits, and productive in generating sales.

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Entry Title: Nivea In Shower Pallet Display

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: Popcorn Displays Australia Pty Ltd

Pallet displays play a large part in Nivea's point of purchase portfolio. The In Shower campaign was to launch a new range of shower products from Nivea that both wash and moisturize your skin. This led to a very specific set of objectives from Nivea in regards to how they wanted this display to be designed. The aim of the pallet display was to be placed in supermarkets and pharmacy to create interest and attention for this new product. The main objectives included: - Large stock holding. - Create interest in store for the new product. - Promote the bottle to make consumers aware of the new product. - Something that stands out above other pallet displays. - A temporary display that can last in store for up to a month. - Educate the consumer of the value of both washing and moiturising with one product.

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Entry Title: Nivea Priceline Infill Bay

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: Popcorn Displays Australia Pty Ltd

Nivea identified that they needed to update their double bay infill and took this opportunity to change the way in which they style these. They realised there was an opportunity to create a display that had greater shelf area and a premium aesthetic. The brief required a shelf branding display that allowed consumers to easily distinguish between product categories and an overall styling that attracted the customer’s attention in store. Main Objectives: • To change the unit's styling away from the traditional curved profiles and towards a more modern and contrasting forms. • Create a larger shelf area to display product. • Cost effective integrated touchscreen with Nivea product descriptions. • Design a shelf branding display to promote Nivea and provide category segments. • Design a unit that stands out among other single bay infill’s and attracts the customer’s to Nivea. • Lure existing consumers back to the Nivea section. • interchangeable and illuminated zones.

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Entry Title: Berocca Counter Display

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: Retail Logic

Strategic objectives – Increase AWOP via increased impulse purchase penetration at full price in key pharmaceutical & route channels. Increase points of distribution in key Convenience & Petroleum channel. Retail environment & Shopper impact targets – Target absolute point of purchase area next to EFTPOS facility at front counter. Target destination shopper for final “plus one” purchase before finalising transaction. With retailer counter space being at an absolute premium, a front of store / counter solution was required to maximise retail presence for self-service selection. Unit must bring to life critical pack cues of the iconic Berocca Tube and flip lid format. Iconic & patented pack format “Berocca Tube and flip lid” delivers clear benefit for IMMEDIATE CONSUMPTION channels where key consumption occasions / needs are linked – Destination (Pharmaceutical) On the go (Route) link to Health & Well being & Pick me up (occasions / needs).

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Entry Title: Lemsip Hot Drink Counter & Shelf Unit

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: Sainsbury POS Displays

Increase distribution across Lemsip Hot Drinks range by achieving the full range in 1,550 stores. Improve range navigation and shopability of Lemsip range by providing consumers with education at POP to aid in self selection. Enhance impact of the Lemsip brand at shelf by maximising the branding and education at store level. The unit was required to be pre-packed and delivered direct to store.

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Entry Title: Colgate - Optic White Box

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Temporary

Entrant Company Name: STI Group

Key message: This is not just another whitening toothpaste, its is a BEAUTY Oral Care solution that really works! Key product: Is Optic White Tooth paste, which contains superior technology that delivers "visibly whiter teeth" benefit Presenter box are expected to be, - Premium looking - Delivery expectation that contains beauty/cosmetics products, rough than just oral care products - Innovative - Drawing inspiration from the commercial, the packaging has become part of the Optic White brand identity. The TV spot shows models preparing backstage for their grand appearance, their glistening white teeth reflecting the lights of their dressing room mirrors.Click here to watch the TV advertisement (Link to http://vimeo.com/29507453)

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Entry Title: Chemmart Natural Medicines Wall

Entry Category: 1 - Beauty & Professional Healthcare

Entry Division: Permanent

Entrant Company Name: Sumo Visual Group

Chemmart required a display solution that would establish them as a natural medicines leader within this fast growth category, solve customer purchase problems they had discovered through shopper insights and incidentally increase sales. It was discovered that 58% of shoppers experienced confusion resulting from lack of information provided at the shelf edge. As a result, customers often bypassed the vitamin aisle and sales were lost. The two types of shoppers that found it difficult to find the right product were: 1. Customers that knew what product they wanted but could not locate it2. Customers that understood their health issue but didn't know what to take Chemmart's goal was to solve this problem and influence the path to purchase. Sumo and Chemmart worked closely together to revolutionise the Natural Medicines Wall by introducing interactive touch screen technology that made it easier for customers to find the right product.

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