1 Cosmo Prof ® Walk-Through
May 2021 In-store Signage – Strategy, Objectives, Tactics
GROW THE CORE:
* Highlight our differentiated assortment in hair color and care
Strategy: Create a best-in-class in-store experience that drives sales, differentiates from the competition and establishes BSG as “THE” destination for salon professionals.
* Create compelling messaging to support merchandising priorities, trend big buys
* Continue to reinforce the PPE Headquarters messaging
DRIVE CONVERSION:
* Make it easy for customers navigate store and find the product/vendors they love
* Highlight the major quarterly promotions
* Provide relevant EDU/Artistic Team content that gives reasons to buy beyond promo
CREATE EFFICIENCIES:
* Improve overall box cost to re-invest in newness and innovation
* Keep endcap header messaging more “overarching” to allow for flexibility
* Highlight promos and product info on aisle interrupters, easel backs and shelf talkers
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May 2021 Seasonal Strategy
Color
Blonding , Schwarzkopf, Matrix, maria nila, Paul Mitchell
Traffic & Awareness
Clean IKOO, maria nila, BCL, AG
Always On Ways to Shop (BOPIS TBD), RCC, PPE
Key Product Launch: Blonding (Concept Only)
Seasonal: PPE Headquarters*
Operational: RCC*, Hiring and COVID Operational*
Interest & Engagement
Focus Month: US - Schwarzkopf / CAN - Matrix
Theme & Seasonal: Blonding, Bonding, Summer Ready, Clean Destination
Key Product Launch: Maria Nila Color / Lightener, Olaplex*
Vendors: Olaplex*, Paul Mitchell Crema XG, Joico DD & Color Therapy, Babyliss Class Dryers
Conversion
Focus Month: US - Schwarzkopf / CAN - Matrix
Theme & Seasonal: Blonding, Bonding, Summer Ready
Key Product Launch: Maria Nila Color / Lightener, Olaplex*
Vendors: Olaplex No 8, OPI 40th Anniversary, Wella Color & Care, Schwarzkopf Osis+, Babelash Mother’s Day, Schwarzkopf Generation Blonde, Nioxin Scalp Relief, Joico Blonding, Pravana Color Innovation, CND Summer Launch
Promos: Hempz Biggest Sale Ever!, Grooming and Puck Sale – Up to 40% off, Various Other Promos
Loyalty
Services: RCC*, Contactless, SDD, Ways to Shop*
*Carry-over from Previous Month
HEADERS SHELF LEVEL SIGNAGE CASHWRAP WINDOWS
May 2021 Cosmo Prof
SPRING INTO BRIGHTER DAYS
Blonding and lightening take the spotlight this month, with Schwarzkopf leading the trend. Throughout the book and in the store, blonding takes center stage, with innovation, education and promos.
May is also the launch of our Clean + Effective initiative, featuring a full page in the shopping guide and a fixture set in the store.
May 2021 Concept
May 2021 Shopping Experience
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May 2021 Exterior Experience
Window Banners
Door Signs
US CAN
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Trending Header Front Art
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What’s New Front Art POG
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Front Art (CARRYOVER)
Rear Art (CARRYOVER)
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May 2021 Interior Experience
Endcap Header 1 Art - New
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May 2021 Interior Experience
Vendor Endcap Header 2 Art - New
May 2021 Interior Experience
Vendor Endcap Header 3 Art - New
May 2021 Interior Experience
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Vendor Endcap Header 4 Art Front - New
May 2021 Interior Experience
Vendor Endcap Header 5 Art - Carryover
May 2021 Interior Experience
Vendor Endcap Header 6 Art - New
May 2021 Interior Experience
Vendor Aisle Interrupter Art - New
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Interior
Cashwraps Aisle Blade Large Shelftalker Bug Easel Back
May 2021
Experience
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INSPIRED BY SALONS. PROVEN BY SCIENCE.
May 2021 Mood Experience
May 2021 Clean Ingredients
+ CLEAN + EFFECTIVE
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ATCOSMOPROF CLEAN + EFFECTIVE hypoallergeni c vegan hypoallergeni c cruelty free sustainable packaging sulfate free paraben free fragrance free packaging dea free ammonia free gluten free soy free salt free LOCK UP BUG TREATMENT COLOR PALETTE Fresh Green 115, 183, 79 60, 5, 92, 0 Sage 192, 214, 188 23, 7, 17, 0 Buttercream 239, 222, 206 5, 11, 17, 0 ICONOGRAPHY PHOTOGRAPHY ART DIRECTION overhead sage or buttercream sweep, product smears/drips, simple green foilage
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Shelftalkers 21 - Hair Color 15 - Nails, Tools, Skincare 17 - Hair Care Shelf Talkers - 53 Shelf Talkers Headed To Stores
May 2021
May 2021 AMLP Store Signage
Endcap Header 1
Shelf Talkers - 53 Shelf Talkers Headed To Stores
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Aisle Blade
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Thank you!
In-store Signage – May Merch Promos
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Promo Name Location Baseline $ Lift $ Redkin Trend / Table 1.00 $ 50,000.00 $ Kiara Sky All in One Focus Inline 1.00 $ 72,500.00 $ Natural Lash and Brow Serum Launch Trend / Table 1.00 $ 225,000.00 $ Men's + Hair Solutions Endcap 97,782.00 $ 109,703.00 $ Redken Care Endcap 50,000.00 $ 50,000.00 $ CND Summer Collection Inline 1.00 $ 75,000.00 $ May 2021 Newness and Limited Edition Launches! Endcap 1.00 $ 780,000.00 $ Matrix Color Inline 1.00 $ 100.00 $ L'oreal Care Endcap 50,078.00 $ 77,536.00 $ Nails Stock Up for Summer Savings Inline 1.00 $ 250,000.00 $ Pravana Color Innovation- Buy 5 or 10 Hi Lifts Endcap 1.00 $ 3,000.00 $ Matrix Focus Month - Color Endcap 1.00 $ 100.00 $ Joico Blonding + Foils Offer Endcap 1.00 $ 100.00 $ SUMMER Endcap 48,144.00 $ 57,412.00 $ Summer Gelish collection Inline 1.00 $ 60,000.00 $ Framar Tie Dye and Colortrak Marble Endcap 457,000.00 $ 588,000.00 $ BLONDING Endcap 57,997.00 $ 77,575.00 $ Wella ColorMotion+ Inline 1.00 $ 100.00 $ New Lash Lift & Lash Curl Kits Trend / Table 1.00 $ 125,000.00 $ Save up to 20% on Various Clippers & Trimmers! Cashwrap 248,000.00 $ 310,000.00 $ TEXTURE Endcap 33,651.00 $ 62,419.00 $ Murad GWP & SPF Focus Trend / Table 1.00 $ 100,000.00 $ Essentials for our Essential Stylist Endcap 20,000.00 $ 24,000.00 $ Kenra Color Free Color Maintenance Liters Inline 64,000.00 $ 80,000.00 $ NEW L'Oreal Blond Studio Clay Lightener Endcap 1.00 $ 8,000.00 $ Kenra Care Endcap 67,026.00 $ 122,929.00 $ Hempz Summer Collection Trend / Table 1.00 $ 200,000.00 $ May 2021 Save 10% on Brushes & Combs! Inline 750,000.00 $ 1,000,000.00 $ Promo Name Location Baseline $ Lift $ Hempz Biggest Sale Ever! Trend / Table 1.00 $ 750,000.00 $ May 2021 GWP Appliance Promotion Inline 450,000.00 $ 33,000.00 $ L'oreal Care Endcap 57,632.00 $ 86,594.00 $ Wax Savings! Inline 1.00 $ 120,000.00 $ Matrix Focus Month Endcap 689,884.00 $ 1,068,645.00 $ Babe Lash Mother's Day Offer Vendor Freestand 1.00 $ 250,000.00 $ Pravana Blonding Endcap 1.00 $ 100.00 $ SUMMER Endcap 1,854,354.00 $ 3,173,908.00 $ Rusk Care Launch Endcap 154,333.00 $ 62,029.00 $ Goldwell Blonding Endcap 1.00 $ 100.00 $ Joico Color + Blonding Endcap 1.00 $ 100.00 $ Rusk Color + Blonding Inline 1.00 $ 100.00 $ FAROUK BRAND PAGE Endcap 50,985.00 $ 45,725.00 $ Schwarzkopf Color + Blonding Endcap 1.00 $ 100.00 $ Kenra Color + Blonding Endcap 1.00 $ 100.00 $ Men's + Hair Solutions Endcap 980,407.00 $ 1,649,944.00 $ Framesi Color + Blonding Endcap 1.00 $ 100.00 $ Joico Care Endcap 2,595,930.00 $ 3,811,050.00 $ Farouk Blonding Kits Endcap 1.00 $ 100.00 $ Wella Color + Blonding Endcap 1.00 $ 100.00 $ Full Service AMLP Endcap 31,515.00 $ 47,906.00 $ BLONDING Endcap 571,136.00 $ 773,840.00 $ MyDentity Color Endcap 1.00 $ 100.00 $ Paul Mitchell Color + Blonding Endcap 1.00 $ 21,600.00 $ TEXTURE Endcap 225,774.00 $ 347,542.00 $ Olaplex 4 way 4,829,604.00 $ 5,800,000.00 $ Paul Mitchell Care Endcap 1,162,803.00 $ 1,723,519.00 $ TIGI Blonding Endcap 1.00 $ 100.00 $ CLEAN Endcap 44,676.00 $ 127,839.00 $ Schwarzkopf Care Endcap 168,329.00 $ 273,728.00 $