Background
Pharmacies and high frequency stores in Latin America, were not common trade channels to buy personal care products. Although Latin women are most likely purchase household and hair care products at these trade channels, hair care products were not that visible in the store, and the experience was not enjoyable, making purchases “in-a-hurry”.
The Process
Phase 1 | Creating the opportunity, Elevate the in-store environment of pharmacies and supermarkets to ‘boutique’ style increasing the consumer perceived value. Gather existing learnings from the sales department and leverage the shopper based design model in relation to the existing store design.
Phase 2 | Design process, guidelines and validation – Ensure concept could travel across trade channels, adapting while preserving key visual elements.
Phase 3 | Production, test market and regional implementation – Roll out across the Latin America region. Design team and Sales partnered with chain stores to test-drive the product at selected stores.
