Speaking exclusively with Retail Beauty, Tracey Raso, Managing Director of Revlon, Pacific Region, previously highlighted the brand’s importance on merchandising.
“Revlon has always stood for best-in-class merchandising to create a consistent brand look and feel at every touchpoint,” she said.
“This requires significant collaboration with retailers to execute effectively, facilitate speed to market and showcase our strength as a global brand with the ability to work locally. We are consistently monitoring the evolution of in-store and online experiences to stimulate creativity and shape our go-to-market strategies.”
This month, Revlon ANZ begins rolling out its new wall display that modernises and provides an even better merchandising offering in store for consumers and retailers.
The new merchandising wall was created in partnership with EDA Retail Merchandising Solutions and more than 400 stores are expected to have this new display installed by the end of this year.
The focus of the wall is to better the consumers’ shopping experience. New features include an activation-bar to test and trial products plus an effective display of ranges for easier shade navigation to provide a more prestige experience and showcase the full offering in a consumer-friendly way.
The display, found in Chemist Warehouse, Priceline and independent pharmacies, is made of 95 per cent recycled material, taking into consideration everything from the materials used, the repairability of the unit and a reduction in parts (by 15 per cent) and packaging (by 80 per cent) to align with Revlon ANZ’s intentional approach to sustainability.
Revlon ANZ Head of Marketing Amy Kingon Smith said the new development was different to the standard flat fit out exclusively seen in pharmacy retailers.
“This concept has been underway since 2020 and through our research and development, we’ve seen how consumers have altered the way they shop – they expect more from their in-store experience,” she said.
“Having our Australian and New Zealand brand identity so deeply rooted in making beauty accessible for everyone, our pharmacy retailers play an integral role in delivering product and our message to the Revlon consumer. That is why we are so proud to launch this elevated merchandising option, which aligns with the quality of our product.”
Revlon ANZ Head of Creative Bree Shearer said the layout “was developed from shopper insights and design-led thinking to assist navigation and maximise product display”.
“Taking into consideration every detail including lighting, curved features, activation bar and self-serve drawer system, the improved consumer navigation supports the customer to create an easy and enjoyable shopping experience and product immersion,” she said.
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