THE CHALLENGE
Relaunch of Intensive Re-Nourish, a product exclusive to busy Boots environments.
THE RESPONSE
Use of materials, print finishes, textures and a unique pack shot to draw attention to the new range, using the product factice as a key signpost for shoppers.
Honeycomb texture in locators and throughout the unit educated shoppers on the key new ingredient.
Easy to construct and implement in store, and then durable for 5 weeks.
THE RESULTS
Market share for the range went from 1.1% to 1.7% post launch. In Boots, Manuka Day cream became #1 SKU of total L’Oréal Paris Skincare.
Within Boots, Day Cream became the #1 SKU across total OAP Skin. The range represented nearly 50% total Age Perfect sales, +429% YoY.
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