ESTEE LAUDER
TESTER UNITS FOR FULL PRODUCT LINE // NORTH AMERICA and EUROPE
RETAIL STRATEGY RETAIL CONCEPT RETAIL DESIGN (DISPLAY) DESIGN INTENT
A $14 BILLION DOLLAR BRAND SEEKS A NEW CONNECTION TO THEIR CUSTOMERS.
Estee Lauder is a $14 billion dollar beauty company and nearly 90% of their North American sales are from department stores. We were tasked to create new counter units that would capture the attention and hearts of shoppers, drive conversion, increase sales and deliver an exceptional in-store experience - often without the assistance of sales staff. We started at the beginning - understanding what the brand story is and how it would translate in retail - and ended with a universally lauded result that is being prepped for global launch.
The Estee Lauder suite of tester units is a complex balance of brand statement, customer journey and functionality. Clean lines, architectural forms, crisp illumination and bold graphics create a modern and decidedly new vision.
Though the units have a relatively small footprint, myriad functional and practical concerns were managed throughout the process. Flexible merchandising solutions, integrated technology, clear product navigation and cost effective product updating are just some of the considerations in the design.
Prior to launch, several checkpoints were established for internal review with the client to ensure the process was collaborative and that all key stakeholders had a chance to include their input. Foamcore mockups and looks-like/works-like prototypes were created as part of the comprehensive design program.
The full suite of units launched in North America and have been incredibly well-received. Their success exceeded expectations and they are now being considered for global rollout.
