7/27/2019 Beer Shampoo Retail Design by DY Works

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Nitya Gnanaolivu

Theres a new fizz in the hair caresegment for men, thanks to thebeer shampoo launched by Park Avenue

across 8 cities at Mumbai, Delhi, Kolkata,

Chennai, Hyderabad, Bangalore, Pune

and Ahmedabad.

With the USP being real beer as

ingredient and the message being: Now

a man can shampoo like a man

should, the product is positioned

at Chemists, General Stores and

MTOs, covering most of the A

class retailers.

Anil Kulkarni, Director, J K

Helene Curtis Limited, said

speaking about the product and on

the shopper insight that went into

its launch, J K Helene Curtis

Limited with its Park Avenue

Beer Shampoo has created

a path-breaking category

in the hair care segment

by launching the firs t-evershampoo for men in India.

This is primarily because of

the main ingredient - Beer -

which is associated with fun,

and offers a shiny, smooth and

bouncy feel to the hair. We, in

our research, have found that

men do not invest in personal

hair care products and instead

used female shampoos. With

Park Avenue Beer Shampoo,

we wanted to give the man a

shampoo created specifically to meet his

hair care needs and its time to revel inthe glory of making men conscious about

personal grooming.

Well, the product launch with the

packaging as well as the POP units have

been planned keeping the brands core

message alive and helping it stand out

from the clutter in the shampoo category.

The POP unit has been designed by DY

Works and has been fabricated by Shapes

Communications.

Park Avenue of J K Helene Curtis Ltd has added a new innovation in the mens hair care segment by launching the first-ever beer

shampoo in India across 8 Metros. Positioned at Chemists, General Stores and MTOs, and covering most of the A class retailers,

the product visibility at retail, designed by DY Works and fabricated by Shapes Communications, involved a lot of planning and

processes. Heres a look.

High on hair: Park Avenue adds fizz

to mens shampoo category

The objective of the display was to

highlight the unique bottle design and

announce the entry of a new shampoo

in the already cluttered market keeping

in mind the target audience -- men in

the age group of 21-25 years. For this,

a unique POP unit was to be created in

order to grab the shopper attention, while

maintaining the focus on the image of the

Beer shampoo.

Thus creating a product experience,right from exhibiting the product

packaging to the product USP

Beer, was what the fabricator had

in mind. The main challenge that

was faced while working on this

was the selection of material for

conversion that needed to go well

with the story line, while being

cost effective, says Prashant

Sawant , Director of Shapes

Communications Pvt.Ltd.

Several Material & processes

had been used in the making of

the Beer Shampoo POP unit.

Design 1 being the Counter

Display Unit, which was made

in combination of 5mm M.S

wire with powder coating and

digital print on vinyl with

lamination mounted on foam

board sheet for Branding.

Design 2 involved the Flange,

wherein a front back screen

printing on ABS with profile

cutting on laser machine and

M.S powder coated flange was used

for installation. Base material ABS &Screen printing were specifically used to

enhance outdoor life.

For Design 3 which included the Parasite,

a combination of 5mm M.S wire with

powder coating and digital print on vinyl

with lamination mounted on foam board

sheet was used for Branding.

For MTO (modern trade outlet) a floor

standing unit was made in 18 MM Ply

with router cutting, using coloured

laminate to match product packaging.

It also used digital print on vinyl with

lamination for Branding.

Apart from the intricacies of the

fabrication of the unit, for the design

element, DY Works took the brief and

found an opportunity in linking the

product benefit of shiny hair and the

communication proposition of Party

Time for Hair. The idea was also to

break away from the category colours

of black and adopt the brand colour of

yellow in a more effective manner, says

Devatanu Bannerjee, Vice President

- Retail, IT & New Media, DY Works.

The consumer immersion done by the

DY Works team suggested that one ofthe strongest triggers to purchase for

the brand was the bottle silhouette. The

bottle silhouette would also become the

key visual for the retail element.

The most critical challenge lay in

replicating the a larger-than-life Beer

Shampoo bottle in a cost effective

manner. Here the execution partners

role was critical in bringing the designs

alive

Brand Stand

September 2013

The POP unit has been designed by DY

Works

part from the intr icacies of the

abrication of the unit, for the design

element, DY Works took the brief and

ound an opportunity in linking the

product benefit of shiny hair and the

ommunication proposition of Party

Time for Hair. The idea was also to

break away from the category colours

of black and adopt the brand colour of

yellow in a more effective manner, says

Devatanu Bannerjee, Vice President

Retail, IT & New Media, DY Works.

The consumer immersion done by the

Y Works team suggested that one ofhe strongest triggers to purchase for

he brand was the bottle silhouette. The

bottle silhouette would also become the

ey visual for the retail element.

product v s b l ty at reta l, des gned by DY Works