Beauty is... A blue wall
In a step that stretches the contemporary boundaries of brand merchandising, NIVEA, one of the world's largest beauty and skincare brands introduces 'the blue wall.' The blue wall is a totally NIVEA experience in the retail environment, which is a first for the UK and for continental Europe, a brand new, premium style shopping fixture.
 The purpose built blue wall features all the NIVEA brands, except for the more seasonal products such as sun or xmas gifts with a total of 98 SKU's. And with such a strong and iconic brand packaging, it's not hard to see why it becomes 'the blue wall'. Shoppers can see for the first time in the UK all the NIVEA products situated together which creates an impactful blue mood that certainly isn't sad.
The first blue wall appeared on 1st October at the Cooperative Pharmacy at Birchwood Mall, Warrington, Cheshire, with a nationwide roll out to follow in 2008. To support the initiative, sales girls have been distributing sachets and leaflets to entice shoppers deeper into the blue world.
The wall is a 3 x 1 metre bay with four permanent perspex shelves and one slide out shelf for seasonal products. Separate feature boxes above each category section are used to display promotional activity, stills from advertising and educational material. It is situated in the middle of the pharmacy and flanked by floor to ceiling lifestyle images and looks totally different to the surrounding fittings.
This blue wall comes when NIVEA is communicating its core values of trust, honesty and human relationships with a 'masterbrand' global marketing campaign for the first time ever. The campaign, 'beauty is,' asks the question what beauty is to consumers to communicate that beauty is more than skin deep. The global communications is inviting women to text their ideas of beauty to 80231 or visit www.nivea.co.uk/beautyis to upload their pictures and thoughts. In asking consumers to define their own beauty, NIVEA is prepared to share the results and wants to create a positive dialogue that promotes the idea that beauty is truly individual, self determined and found in every person.
Sales enquiries: Chris Millard, Beiersdorf UK Ltd 0121 329 8800 www.beiersdorf.com
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For further information please contact:
Beiersdorf UK Ltd
0121 329 8800
www.beiersdorf.com |
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