Loss PreventionMerchandising SystemsFood Retailing
CVS Launches Salma Hayek Nuance With Feature End Cap Display

CVS/pharmacy, the nation's leading retail pharmacy, today announced the introduction of the exclusive beauty collection, Nuance Salma Hayek.  Co-developed by actress Salma Hayek and CVS/pharmacy, Nuance Salma Hayek is a full beauty line offering high-quality products designed to enhance every woman's individual beauty, at a price that she can afford.  The comprehensive collection of more than 100 products within four categories - skincare, cosmetics, haircare and body - is available only at CVS/pharmacy locations nationwide and on cvs.com/nuancesalmahayek.
Source - prnewswire

The feature end cap fixture at CVS is being used to showcase the Nuance product line with a stunning four shelf arrangement consisting of custom display trays and other supporting POP collateral. This launch is the first complete beauty line developed by an actress in partnership with a national retailer.

Each of the 4 display trays housed consumer take-away brochures that outlined the entire Nuance product line and offered guidance on product usage. Pulling images from the riser, the brochures created a visual ladder that complemented the printed backer as well as the large graphic banner on top of fixture.


Details, details, details - micro perfs were used on both ends of the printed shelf covers which allowed CVS to cleanly tear away the 2 end sections to accommodate various shelf widths. The printed covers and printed rear backer completed the overall look and feel of the promotion on-shelf.


Modular graphic cubes created additional flexibility and custom planogramming for CVS by offering multiple shelf arrangements.

On-shelf tent cards showcased the Nuance product line and supported promotional assets. These mobile cards could be placed in other locations throughout the store to bring more awareness to the launch.

Small die cut pockets merchandise the tinted moisturizer products. The various tints were called out on the bottom of each pocket which are arranged in a stair-step format.