Philips’ new hair care product range is positioned as an intelligent solution to a woman’s hair care needs. Point Of Purchase presents to you the details of how the brand has communicated the core values associated with its new range at retail.
It is only a woman who knows how important it is for her to have healthy hair. Good hair is an asset for her that carries her style statement. But what does she do on a bad hair day? Well, Philips has now decided to address the problem of a billion women by launching the Philips Intelligent styling range of hair care products, adding a triple ‘wow’ factor to its Hair Care category. With Bollywood’s style icon Kareena Kapoor as the brand ambassador, the Philips Intelligent hair styling range makes a distinct statement combining intelligence and style to aid women in creating their own unique hair styles. A product associated with style quotient obviously needs a display positioning that is high on style quotient and this is what Philips has done by partnering with Circus Entertainment, a Delhi based POP service provider. Beginning from the design to the functionality, the unique display has been fabricated and executed by Circus Entertainment. Here’s a look at what went behind its making. Core communication objective and brief given: The aim was to showcase the Philips Intelligent range at the retail level (around 80 FSU’s) and categorise the hair care section into dryers, straighteners and stylers highlighting Kareena and the two iconic hairstyles prominently.
Creativity & Challenge
“The biggest challenge was to fit the shelves since the background of the shelves was shaped like an “S”. To fit the shelf and the product without changing the structure was a challenge. Restriction was also posed by the size of the base which could not go beyond 1ft X 1ft and it still had to fit the products. Hence, the width rises as it goes higher,” says Smita Chettri, Director, Client Servicing at Circus Entertainment (P) LTD. Besides, the unit had to occupy minimum space at retail. But with a combination of creativity and intelligent use of space, an effective FSU was crafted. The shape, colors and the form combined to add the feminine touch to the unit.
Material: The material used is a combination of MDF & Plywood along with plastic paint with water base. Functionality: The good thing about the display is that a shopper can approach it from all sides. He has the option to choose the range of products from both the sides. Executed at: Delhi, Jaipur, Chandigarh, Lucknow, Kolkata, Mumbai, Pune, Ahmedabad, Bangalore, Chennai, Hyderabad and Surat. Well, for all those women fretting over their hair, the new Philips range seems to offer a reassuring solution and what better way to position it than at retail!