This is one retail promo story with no ‘chip-chip’, like the famous commercial of the brand featuring the gorgeous Priyanka Chopra conveys so vividly. With a range of products that make a loud and clear statement in the personal care category, Garnier is an interesting case study, where brand communication at retail is concerned. This is particularly so given the challenges of retail space and clutter. Point of Purchase gives you an insight into how the brand tackles these trade challenges and manages to achieve its brand positioning and communication by highlighting some of its recent launches in retail. Read on…
Walk into any general trade or modern trade space and it is hard to miss this ubiquitous brand. Not surprising then that Garnier India makes for a chunk of L’Oreal’s business in India. With products that boast of a range encompassing skin care, hair care, hair colour and men’s grooming, Garnier has emerged as the brand with the highest spontaneous awareness among beauty brands. In 2002, it launched the Color Naturals cream hair colour in India and today it is the number one player in the hair colour market. Garnier Color Naturals was developed especially for India with a range of shades that would appeal to Indian consumers. And what’s more, this year, for its 10th anniversary, the brand has launched the Garnier Color Naturals Single Use Pack - a small pack for single application designed to convert new consumers to modern crème hair colour, especially in Tier II and III cities. Speaking about the thought processes behind such product launches in India Nathalie Gerschtein, GM, Garnier India, says, “We carry out regular home visits and market visits to get consumer insights and feedback for each category. We, at L’Oréal, believe in constant innovation. L’Oréal will soon have a Research and Innovation centre in India, where we will develop products designed especially for Indian consumers. Some of our products like the Garnier Color Naturals, Garnier Men Sweat+Oil Control Fairness moisturizer have been developed especially for the Indian market. Today it will be even more the case with our own laboratories in the country.” Given this range, conveying its new product highlights in the best possible manner while standing above competition in retail, can easily be a Herculean task. This is especially so in the general trade and smaller retail formats where leveraging space is a huge challenge. But the brand has zeroed in on some innovative options to beat the problem of retail space and constraints while creating brand awareness. For example, to reach various retail formats in all categories, the brand has created tailor-made pack sizes to penetrate into the deeper pockets in India (fairness sachets, shampoo and conditioner sachets, small 15ml face washes and now a small variant for hair colour too). Says Nathalie, “In modern trade, all our SKUs are present, whereas in general trade we go with a tailor made assortment more relevant to the outlet size and the consumption profile.” But arriving at the right communication story and plan an effective retail promo is challenging on many accounts. For Garnier the primarily challenges are: a) Conveying product information b) Balancing retailer convenience c) Strategic placement and providing easy reach for consumers and d) Creating purchase triggers. Overcoming these challenges involves having a holistic marketing plan that is adapted to the retail environment. Says Nikhil Kumar, Manager -Merchandising, Garnier India, “We are very focused on ensuring we have an integrated marketing approach to all our campaigns. All communication-whether it’s Digital, Media or Point of Sale -- conveys the same key message to our consumers. Garnier operates in various categories like Hair Care, Hair Color, Skin Care and Men’s Grooming - with each carrying a specific colour code, communication and feel which also get translated in the merchandising elements we develop for each of the categories. While some challenges are driven by share of space in store, others might just be about ensuring the best look and feel in trade fitting the brand guidelines.” He adds talking about the retail visibility challenges in some of the recent launches by the brand in hair care, skin care and men’s grooming segments, “Innovation, education of the consumers and maintaining the uniformity of the brand Garnier across categories were some of the challenges we faced, which we have managed well.” Retail format obviously plays a critical role for a brand like Garnier, which primarily has its presence in three kinds of trade – General Trade, Modern Trade and Wholesale. The brand thus treats merchandising solutions for each kind of trade as a different challenge. Says Nikhil, “All three environments are very different from each other, and it becomes essential that we develop and devise different strategies/plans and tools for our Point of Sale separately. Even though the communication, color schemes and basic design patterns remain the same, we innovate in terms of materials, structures and media to best suit the requirement of the specific trade.” He adds further on the brand’s strategy in terms of adapting to different retail formats and their inherent challenges, “The brand’s strategy in MT includes innovation in terms of brand educational tools, new designs, materials and structures to attract consumers and
drive the impulse to purchase, while in GT the POS solutions are adapted and highlighted to stand out in a cluttered environment space while also being retailer-friendly at the same time.” Central to the brand’s whole approach to visibility and communication seems to be its thrust on innovation in all aspects: the products offering, the advertising and usage of new materials and production capabilities for POS solutions. Says Nikhil talking about the POS innovations, “We have recently started extensively using thermoforming techniques to attain picturesque looks for our Floor Standing Units in MT and equally flawless results for other POS like - Trays , table tops , shelf in shelfs etc.” Such innovations in term of materials, along with consistency in maintaining the brand’s identity across categories (green being the brand colour), considerably add an edge to the brand’s retail presence. The brand often partners with Mumbai based Spectrum Scan (see box) for its merchandising and POS solutions and the latter effectively translates the brand’s retail communication vision into reality (see below for some specific case studies). Well, for a brand with such a large thrust on retail, and in-store campaigns, the retail journey has obviously thrown up some important learnings. Says Nikhil, “Trade in India is constantly evolving and companies need to move at the same pace of evolution in terms of the POS solutions they provide in trade. Our innovations in trade by introducing retailer- friendly merchandi s i ng solutions and giving consumers a pleasant shopping experience in MT environments have been well received by the market - which have resulted in successful launch campaigns and growing sales pattern.” Speaking further about the impact the brand’s retail presence and in-store campaigns have generated, says Nikhil, “Garnier is one of India’s biggest beauty brands which has been growing consistently at a healthy rate since it was introduced in India in 1994. Our focus on merchandising has helped us build and develop our business in a healthy way. This year’s launches too have been well appreciated in trade and very well accepted by consumers.” And now let’s take a look at some specific briefs by the brand for its different product ranges as case studies which were converted by Spectrum Scan into different display options that were executed at retail.
FRUCTIS SILKY STRAIGHT 24X7
Product Features: This focuses on 3 categories -- Shampoo, Conditioner, Serum. The idea was to highlight the product’s 3-fold regimen -- shampoo, condition plus serum. It is a complete range, a first of its kind, which had to be communicated through the merchandising POS. The key communication line was ‘Junglee hair -- set it straight’.
Brief: To develop a POS merchandising which also utilizes retail space well in terms of stock holding. Besides, it had to make the consumer aware of the product’s complete range.
GARNIER COLOUR NATURALS SINGLE PACK
Product Features: 100% Grey Coverage. Modern Caring Format (Cream), long lasting colour, affordable Price.
Brief: To have a plastic sleeve hanger for holding 5 units in a single unit & also provide for branding space, besides being cost effective. This innovative piece of stocking unit helped the brand sell more at one go, and thus effectively satisfied the retailer needs as well.
GARNIER LIGHT SPF 15
Product Features: A unique flawless fairness cream with SPF 15 benefits.
Brief: The need was for a unique concept with which people could instantly relate to the brand. The idea was to convey the brand benefits by bringing in the ‘cute’ factor and create something that would trigger instant attraction. Thus the brand hit upon the idea of using the colours yellow and green, with the visual of Priyanka Chopra as the brand ambassador along with a cute Dalmatian and a 3-D thermoforming cutout of the product. All of these together produce the desired effect and makes it a hard to miss unit. While in modern trade, the focus was on FSU, in general trade, the focus was on ensuring long -term visibility on shelf and at retail cash points with an innovative POS.
GARNIER LIGHT 3 IN 1 LAUNCH
Product Features: Launched in March this year, this is the first 3-in-1 fairness facial to hit the Indian markets with the new concept of: One product – Use in 3 different ways.
Brief: To create a merchandising solution for GT/ MT that would highlight the product in a big way in the stores. The idea was to convey to consumer that is the first innovative product with the three benefits of wash-scrub and mask. Thus the display had to communicate in a simple way the “3 ways to use” concept of the brand and the benefits of the three actions (wash, scrub, mask). Accordingly, the need was to create premium merchandising displays in modern trade.
GARNIER LIGHT OIL FREE
Product Features: This is the first ever fairness moisturizer that controls sweat. Enriched with mineral powder to absorb the sweat, it gives a flawless glow and keeps the ‘chip-chip’ away. It thus meets the crucial need of women to keep their skin spotless while keeping it ‘chipchip’ free Brief: To communicate to consumers the complete range of expert fairness
solutions available from the brand which are: Garnier Light SPF 15 (spotless glow), Garnier Light Oil Free, Garnier Light 3-in-one Fairness Facial and the Garnier Light Face Wash and Scrub .
GARNIER MEN SWEAT + OIL CONTROL
Product Features: This is the 1st moisturizer for men with a light, nonsticky formula that delivers visible fairness while controlling sweat and oiliness.
Brief: To create innovative POPs for GT / MT with the key line being: “First fairness moisturizer that fights sweat.”
Nikhil Kumar Manager - MerchandisingGarnier India