EVERGREEN GRAPHIC & PLANOGRAM UPDATE 2018
OVERVIEW Evergreen Graphic and Planogram Update 2018
In the strategy of developing our shop expertise, supporting a more informed guest experience is the goal of our back wall graphic and planogram update. To accomplish this, we focused on stronger navigation, benefit and pricing communication at point of sale. This first phase is a step toward achieving a hierarchy, cadence and graphic tone for all in-store graphics. Additionally, we are a working to inject consumer facing graphics with a more approachable, conversational tone and guest centric communication style.
BIG IDEAS • • • • • •
Intuitive Navigation Benefit Driven More Consistent Visual Tone Hero SKU Focus Product Hierarchy Pricing Transparency
Find all graphics on Sweetdam and planograms on IWD Displayer
2
GRAPHICS
GRAPHICS | OVERVIEW Evergreen Graphic and Planogram Update 2018
LOTUS GLOBAL FULL BAY 2018 EVERGREEN UPDATE 2018 PAGE 1/2
A key goal in this update is to create both cohesive messaging and a consistent visual language by franchise and as a whole collection.
NAVIGATION SIGN • Lead with bold benefit
language • Macro ingredient
Described left is a top-line breakdown of each back wall graphic’s intention.
GLORIFIER UNIT
The following pages detail our principles, strategy and standards for imagery and messaging.
• Flexibility to highlight newness,
link sell or key SKUs • Adapt copy and product display to local market needs • Environmental ingredient
All assets are available on Sweetdam via the path below |
FRANCHISE SHELF TALKER
> Fresh Asset Library > Non Franchise > Merchandising Asset > Non Campaign
• Bold benefit language • Direct franchise benefits • Macro ingredient
The Evergreen Asset Style Guide and Bilingual Standards is available on the intranet via the path below |
HERO PRODUCT SHELF TALKER • Hero product and create
>Departments >Merchandising >Guidelines & Tools
hierarchy • Direct product benefit • Dramatized product imagery DISPLAY . 2018/04/10 19:06:51 . id:34603
4
GRAPHICS | NAVIGATION SIGN UPDATES Evergreen Graphic and Planogram Update 2018
LEAD WITH BOLD BENEFIT LANGUAGE Direct, top line benefits guide guests based on skin need.
MACRO FRANCHISE INGREDIENT Franchise imagery is shown at macro scale for a lush touch of fresh ingredients that create a cohesive color story to frame each bay.
EXISTING
new!
The logo, category and Research Lab seal have been removed so that benefit is clearer and the primary focus to navigate guests. 5
GRAPHICS | NAVIGATION SIGNS OVERVIEW Evergreen Graphic and Planogram Update 2018 SKINCARE
CATEGORY
BODYCARE
BILINGUAL TEMPLATES
BODYCARE Hesperides Grapefruit
FPO
This graphic will release shortly, more details to follow
FPO
This graphic will release shortly, more details to follow
6
GRAPHICS | FRANCHISE SHELF TALKER UPDATES Evergreen Graphic and Planogram Update 2018
LEAD WITH FRANCHISE BENEFIT Franchise benefit language is direct and conversational, incorporating the franchise name in the benefit headline.
CONCISE FRANCHISE BENEFITS Top three franchise benefits are summarized in three points, to quickly communicate specific supporting benefit/claims.
The logo and box have been removed to allow for additional benefit language and a larger, easy to read typeface. EXISTING
new! 7
GRAPHICS | HERO PRODUCT SHELF TALKER UPDATES Evergreen Graphic and Planogram Update 2018
DIRECT BENEFIT LANGUAGE Benefit language is concise and speaks specifically to the hero product.
HERO PRODUCT The hero product is dramatized through scale and lush open jar imagery. Additionally, size of the jar eliminates the need to list the product name, allowing more space for supporting messaging in the visual. ICONIC FRANCHISE IMAGERY The macro ingredient connects to the navigation signage to achieve cohesive visual language within each franchise.
EXISTING
new!
The logo and box have been removed to allow for a larger, easy to read typeface.
8
GRAPHICS | SHELF TALKER OVERVIEW Evergreen Graphic and Planogram Update 2018
FRANCHISE SKINCARE
CATEGORY
BODYCARE
FPO
FPO
These graphics will release shortly, more details to follow
BILINGUAL TEMPLATES
9
GRAPHICS | BILINGUAL SHELF TALKER OVERVIEW Evergreen Graphic and Planogram Update 2018
BILINGUAL TEMPLATES
10
GRAPHICS | GLORIFIER UNIT Evergreen Graphic and Planogram Update 2018
FLEXIBLE PRODUCT FOCUS Benefit language speaks to the entire franchise in order to have flexibility in what product is featured on the unit. Partner with your local marketing team to localize messing and product feature based on your market strategy.
CREATE HIERARCHY This unit is a platform to celebrate product based on your marketing strategy -- newness, key SKUs, rituals or link-selling products all have a place here!
More details to follow on a global order for FR-688 Glorifier Unit in April 2018
11
GRAPHICS | GLORIFIER UNITS OVERVIEW Evergreen Graphic and Planogram Update 2018
SKINCARE FRANCHISE & CATEGORY
FPO
This graphic will release shortly, more details to follow
BILINGUAL TEMPLATES
12
PLANOGRAMS
PLANOGRAM | MERCHANDISING PRINCIPLES Evergreen Graphic and Planogram Update 2018
LOTUS GLOBAL FULL BAY 2018 EVERGREEN UPDATE 2018
The Back Wall Bays serve two business goals -- distortion of top sellers and highlighting key product. We work to drive balance through the cadence of product placement, stock levels, graphics and objects. Our goal in this planogram strategy is to create more dedicated space for additional product facings and graphics. Additionally, display an abundance of product alongside propping and fresh ingredients to create a welcoming and sensorially rich space.
PAGE 1/2
CREATE HIERARCHY Utilize fixtures and graphics and mass out products to celebrate key SKUs based on your marketing strategy. CONTEXTUALIZERS Layer in propping and fresh ingredients for that special, hand-picked touch. These elements elevate the Back Wall and are essential to creating an inspiring space for our guests. PRICING LABEL Placed in front of product to inform guests and provide pricing transparency. More details to follow!
DISPLAY . 2018/04/10 19:06:51 . id:34603
14
PLANOGRAM | FIXTURE PRINCIPLES Evergreen Graphic and Planogram Update 2018 LOTUS GLOBAL FULL BAY 2018 EVERGREEN UPDATE 2018
FIXTURE PLACEMENT |
PAGE 1/2
To streamline the merchandising across all Back Walls, place the Glorifier Unit and Shelf Talkers as shown here. The Glorifier Unit centered on the top shelf creates a focal point for the bay that celebrates newness, link sell or key SKUs. The middle and bottom shelf leads with a Shelf Talker on the far left as a visual cue for the benefits and big takeaways for the product featured adjacent. GLORIFIER UNIT -- Centered on top shelf, prioritize this fixture in key franchise full bays (e.g. Rose, Black Tea) SHELF TALKER -- Always left justify on shelf PRICING LABEL -- Place in front of key SKUs
DISPLAY . 2018/04/10 19:06:51 . id:34603
15
PLANOGRAM | PRODUCT PRINCIPLES Evergreen Graphic and Planogram Update 2018 LOTUS GLOBAL FULL BAY 2018 EVERGREEN UPDATE 2018 PAGE 1/2
PRODUCT MERCHANDISING RULES | Use the following rules when creating your planograms. Included on pages 19-28 are planogram examples as guides. Please adapt to your market assortment and strategic priorities. Standards Double stack masks, eye creams and moisturizers to embolden these categories within a franchise, with the exception of Crème Ancienne Hierarchy Mass out key SKUs based on your marketing strategy and include all sizes of available product. Product Hero Use the Glorifier Unit to highlight newness or key SKUs that coordinate with the asset or support a link-selling duo. To-Go Sizes Feature all available to-go sizes.
DISPLAY . 2018/04/10 19:06:51 . id:34603
16
PLANOGRAM | OBJECTS AND CONTEXTUALIZERS Evergreen Graphic and Planogram Update 2018
Be sure to include objects and contextualizers in all back wall merchandising. For markets that have inventory in the Fresh house objects, prioritize using in your merchandising! In addition to and/or in place of house objects, shown is an assortment of objects to be sourced locally for displaying product and ingredient in the back wall as shown in the planogram guidelines on pages 19-28 and also available on IWD Displayer.
17
PLANOGRAM | INGREDIENTS Evergreen Graphic and Planogram Update 2018 BLACK TEA
CREME ANCIENNE
LOTUS
Dried black tea, green ruscus leaves or similar, dark purple blooms like clematis or cosmo
Dried chamomile, fresh chamomile, ginseng/roots rhizomes and bottles of oil
PEONY
Water plants, succulent plants, lotus blooms or pods
ROSE
Fresh peony flower blooms
SOY
SUGAR
UMBRIAN CLAY
Fresh sweet pea flower blooms and bottles of sliced cucumber in water
Sugar cubes or sugar cane
Green mineral clay, dried lavender flowers
Fresh roses and freeze dried petals
VITAMIN NECTAR Fresh lemons, oranges and clementines, freeze dried oranges, kumquats on branches
18
PLANOGRAM | PRICING LABEL Evergreen Graphic and Planogram Update 2018
The Pricing Label is included in the Back Wall to inform and recruit guests. Made of clear acrylic, the angled holder has a drop-in slot for pricing to be included and easily updated as needed.
PRICING LABEL, EMPTY
PRICING LABEL, WITH INSERT
PRICING LABEL IN BACK WALL
Locally produce the Pricing Label for your shop using the specifications provided on this page. The width should be chosen based on the key SKU’s highlighted on it and the width of your shelf. Please note, this is an interim solution, a centrally produced fixture will be available later this year. More details to follow!
1.5” // 38.1 mm
1 mm
0.75” // 19.05 mm
1.5” //
Please note that the prototype shown here is not to scale
1.4” // 35.56 mm
35.1 mm
19
PLANOGRAM | BLACK TEA Evergreen Graphic and Planogram Update 2018 BLACK TEA EVERGREEN FULL BAY 2018 EVERGREEN UPDATE 2018
PLANOGRAM
BLACK TEA KOMBUCHA FACIAL TREATMENT ESSENCE 2018
PAGE 1/2
GRAPHICS
Feature only one hero product Shelf Talker per Back Wall, partner with your marketing team.
DISPLAY . 2018/03/30 16:17:02 . id:34333
20
PLANOGRAM | CRÈME ANCIENNE Evergreen Graphic and Planogram Update 2018 PLANOGRAM
GRAPHICS
As a moment of differentiation for the Creme Ancienne collection, please use a braided book under dome display in place of a second shelf talker for an elevated display.
21
PLANOGRAM | LOTUS Evergreen Graphic and Planogram Update 2018 LOTUS GLOBAL FULL BAY 2018
EVERGREEN UPDATE 2018 PLANOGRAM
GRAPHICS PAGE 1/2
Feature only one hero product Shelf Talker per Back Wall, partner with your marketing team. DISPLAY . 2018/04/10 19:06:51 . id:34603
22
PLANOGRAM | PEONY Evergreen Graphic and Planogram Update 2018 PEONY GLOBAL FULL BAY 2018
EVERGREEN UPDATE 2018 PLANOGRAM
GRAPHICS PAGE 1/2
FPO
FPO FPO
FPO
These graphics will be released shortly!
DISPLAY . 2018/03/30 21:20:46 . id:34329
23
PLANOGRAM | ROSE Evergreen Graphic and Planogram Update 2018 ROSE GLOBAL FULL BAY 2018 PLANOGRAM EVERGREEN UPDATE 2018
GRAPHICS PAGE 1/2
Feature only one hero product Shelf Talker per Back Wall, partner with your marketing team.
DISPLAY . 2018/04/10 19:12:23 . id:39224
24
PLANOGRAM | SOY & UMBRIAN CLAY Evergreen Graphic and Planogram Update 2018 SOY + UC GLOBAL FULL BAY 2018
EVERGREEN UPDATE 2018 PLANOGRAM
GRAPHICS PAGE 1/2
DISPLAY . 2018/04/10 14:47:27 . id:38740
25
PLANOGRAM | SOY CLEANSER BAR Evergreen Graphic and Planogram Update 2018 CLEANSER GLOBAL FULL BAY 2018 PLANOGRAM SOY LIMITED EDITION CAMPAIGN
GRAPHICS PAGE 1/2
DISPLAY . 2018/04/10 14:50:10 . id:38833
26
PLANOGRAM | UMBRIAN CLAY Evergreen Graphic and Planogram Update 2018 UC + SOY GLOBAL FULL BAY 2018
EVERGREEN UPDATE 2018 PLANOGRAM
GRAPHICS PAGE 1/2
DISPLAY . 2018/04/11 14:25:14 . id:39263
27
PLANOGRAM | VITAMIN NECTAR & SEABERRY Evergreen Graphic and Planogram Update 2018 VN SEABERRY GLOBAL FULL BAY 2018 PLANOGRAM EVERGREEN UPDATE 2018
GRAPHICS PAGE 1/2
Feature only one hero product Shelf Talker per Back Wall, partner with your marketing team.
DISPLAY . 2018/03/30 15:46:33 . id:34313
28
PLANOGRAM | MASK MENU Evergreen Graphic and Planogram Update 2018 MASK MENU GLOBAL FULL BAY 2018
EVERGREEN UPDATE 2018 PLANOGRAM
GRAPHICS PAGE 1/2
DISPLAY . 2018/04/11 14:14:51 . id:39049
29