The Challenge
Bio and organic cosmetics corner for BODYBELL. At the time the chain was the leader in cosmetic stores in Spain, with more than 320 points of sale in its different brands. In 2017, Bodybell was acquired by the German group Douglas.
In 2012 they decided to launch a new organic cosmetics business line, in collaboration with ETIQUETA BIO, a pioneer distributor in the sector.
The new business line needed to be operated using a commercial strategy different from the rest (with a sale based on attributes and not on price), therefore, among other aspects, it required a unique staging. For this, THE INNOVA ROOM carried out the concept of Visual Merchandising, the selection of suppliers and the implementation in the five pilot stores.
How We Did It
A) Concept
An innovative modular concept was created, which was recognized as an iconic element within the chain’s stores and at the same time could be adapted to the different spaces available in the different types.
The modules that house the products evoke birdhouses in the trees, and are articulated around the support structure. The flexibility of composition respects the uniqueness of the different brands that make up the Bio line, with products from the most basic ranges to the most exclusive.
For the decoration of the origami (paper bow ties) there was the participation of the Carmen Pardo-Valcarce Foundation, whose mission is to integrate people with intellectual disabilities into society.
B) Pilot stores
The implementation was carried out in five pilot stores with different types of premises, banners and geographical locations, in a period of six months. After this period, the new Bio cosmetics business line was extended to 65 stores in the chain, evaluating and adjusting the brands that had the greatest commercial success with consumers in the Spanish market.
Source of the images: own elaboration
