About L’Oréal
L’Oréal is one of the most recognizable cosmetics brands in the world. In Belgium, brand visibility and a consistent in-store presentation are crucial for reaching shoppers and positively influencing their purchasing decisions.
The Challenge
L’Oréal wanted to strengthen its presence in Belgian retail with a consistent and professional brand presentation. At the same time, Maybelline, NYX and Essie were also included in this large-scale project.
The core challenge: how do you scale a display makeover without adding pressure to the internal organization, and how do you ensure all brands are presented correctly and attractively in hundreds of stores at the same time?
The Approach
Sarawak Belux carried out a coordinated display makeover:
- Preparation of 78 different materials into kits to speed up in-store execution
- Detailed planning to visit 448 stores in just 5 weeks
- Update of 1,384 fixtures and 2,666 metres of retail furniture
- Optimal presentation for L’Oréal, Maybelline, NYX and Essie, with consistent brand identity
- Team: 59 merchandisers, supported by 2 project managers and 2 logistics colleagues
Results
Key figures (across all 4 brands)
- 448 stores visited
- 1,384 fixtures updated
- 2,666 metres of retail furniture refreshed
- 59 merchandisers active on the shop floor
- 2 project managers & 2 logistics colleagues
- 78 materials consolidated into installation kits
- Completed in just 5 weeks
Impact
- Uniform and visually attractive presentation of all brands
- Efficient support for product placement and promotions
- Internal organization relieved of pressure, while brand visibility remains optimal
Conclusion
A large-scale display makeover carried out by a specialized Sarawak team demonstrates how multiple brands can be supported simultaneously in hundreds of stores. The result: maximum brand visibility, a consistent shopper experience and efficient in-store execution.
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