Case Study P&G Dubai Festival City
BEAUTIFYING THE
BEAUTY SECTION
THE CLIENT
P&G brands are trusted in millions of living rooms, kitchens, laundry rooms, and bathrooms—and have been passed down from generation to generation. Over the course of 181 years, they’ve challenged convention, led innovation, and helped shape culture.
OBJECTIVE
Leading multinational brands of personal care products like Unilever,
L’Oreal, Johnson & Johnson, and Proctor & Gamble were invited by
Carrefour hypermarket to:
• Revamp the complete beauty and personal care section in the hypermarket
• Make the section a ‘beautiful experience’ for consumers
• Change the overall style from the existing metal gondolas
• Implement the changes in one test store and then roll it out for the other Carrefour hypermarkets
L’Oreal, Johnson & Johnson, and Proctor & Gamble were invited by
Carrefour hypermarket to:
• Revamp the complete beauty and personal care section in the hypermarket
• Make the section a ‘beautiful experience’ for consumers
• Change the overall style from the existing metal gondolas
• Implement the changes in one test store and then roll it out for the other Carrefour hypermarkets
PHASE 1 –
THE STRATEGY
• Change the look from metal gondolas to white painted Medium Density Fibre (MDF) gondolas for a more premium look.
• Make the aisles look like a walkway to give the consumer an enhanced shopping experience. Achieve this by adding curves on certain gondola blocks.
• Add LED lighting inside the shelves to highlight products and on shelf talkers to highlight claims
• Present the entire concept in 3D design with views from different angles
• Make the aisles look like a walkway to give the consumer an enhanced shopping experience. Achieve this by adding curves on certain gondola blocks.
• Add LED lighting inside the shelves to highlight products and on shelf talkers to highlight claims
• Present the entire concept in 3D design with views from different angles
PHASE 2 –
RESULTS
Of all the designs presented, the one done by Magnus on behalf of P&G were approved.
Technical Drawings
Post approval of the 3D designs, we prepared the technical drawings for each section. Once Carrefour approved the drawings, we began production at the designated location
Location, Layout and Preparation
The Carrefour test store was at Dubai Festival City where we were allotted an empty space to install the beauty section. Based on our requirements, Carrefour organized the required electrical points and ceiling lights.
Installation
We were given seven days to complete the section installation, from 4 to 10 May 2017. There were total of four center aisles – 2 big aisles with headers and 2 podiums. We completed placement in one aisle at a time, post which we completed the alignment and electrical connections in time for the launch on the 11 May 2017.
PHASE 2 –
RESULTS
The project was highly appreciated by both P&G and Carrefour. The hypermarket has since rolled out the same design at its locations in Ibn Batuta, Mall of the Emirates and Mirdiff City Centre.
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