Health and beauty brands know that consistency matters. Making sure your brand image and messaging looks and feels the same across retailers helps it stick in shoppers’ minds. Consistency is also what keeps consumers coming back for more since they know what to expect.
One way to reinforce your brand’s signature style is through its presentation at retail stores. Read: the gondola is your secret weapon. Let’s take a look at three brands that are nailing the gondola game to achieve cult-favorite status.
Pat McGrath Labs
When a founder is referred to as “the world’s most influential makeup artist,” expect a brand image that’s equally legendary. Launched in 2015, Pat McGrath Labs features a core collection of bold makeup products, plus limited-edition releases and apparel.
Pat McGrath herself described in an interview what she wants the in-store shopping experience to be like for her fans: “Experientially, my intention is that shopping Pat McGrath Labs in real life feels just as exciting as it does digitally. Mesmerizing movement. Iconic imagery. Powerful products. Divine diversity. And, of, course sequins!”
Since the products themselves are heavy on the drama, it only makes sense that the brand’s in-store display would be too. Pat McGrath Labs’ gondolas took over a year to design and include a custom font, gold sequins, and artistic headshots.
Execution Tips
- Highly customized designs will require more regular checkups to make sure all the elements are in place. In this case, brand reps need to ensure that displays are illuminated properly and video monitors are working. The “swatch station,” which encourages testing and social sharing, also needs special attention for cleanliness.
- A rule of thumb on design: don’t let your products get lost in the display. An over-the-top gondola is useless if shoppers can’t easily find what they’re looking for. While Pat McGrath Labs gondolas are flashy, the products are still the stars of the show.
Tarte Cosmetics
Your gondola doesn’t necessarily need to be dripping in glitter to capture shoppers’ attention. Take a cue from Tarte Cosmetics, a brand that strikes a balance between being natural and glamorous. The company prides itself on being cruelty-free and eco-friendly, while staying distinctly separate from the “natural beauty” space.
Tarte’s gondola design is representative of this philosophy. Their recognized purple hue solidifies their stance as a fun-loving makeup brand, but the use of wood as seen in this photo creates a perception of being “better for you." Wrapping the gondola in a non-standard color also makes it stand out amongst a sea of neutrals.
Execution Tips
- Consider partnering with a company that creates in-store displays to get your branding just right and keep it uniform across retailers. Seeking out a professional can help ensure that your design needs are met, and that displays will look the same in every store.
- Play with textures and colors to deliver your brand’s message and promote coherence between its digital presence and in-store experience. The use of purple is a motif in Tarte’s branding that consumers can recognize, as is the subtle use of earthy wood and fabric textures.
Temptu
If your brand sells products that consumers might be unfamiliar with, the gondola should be both educational and enticing. Take a look at Temptu, purveyors of airbrush makeup. This brand is changing the game by bringing airbrush application to the masses, where it used to be reserved for professionals.
Since airbrush application isn’t as widely used as other traditional forms of makeup, Temptu needs to make its brand approachable. Using realistic headshots as opposed to avant garde images tells shoppers that airbrushing is for everyone. The minimalist design also shows that their products are made for real life, not just special occasions.
Arguably the most important element of Temptu’s gondola is the call to action that’s placed at eye-level: “Ask for an AIRbrush demonstration.” Encouraging consumers to try the product firsthand skyrockets their likelihood to buy.
Execution Tips
- Work with store staff to educate them on how to use your brand’s products. This is critical if your gondola includes phrases like “Try me!” or “Get a tutorial.”
- Don’t intimidate shoppers with flamboyant design schemes, especially if your products are cutting-edge and not well known. Instead, be product-centric and use copy that’s informative.
Gondolas are just one mechanism for drawing shoppers to your brand. Combining in-store execution with digital savvy is a winning combination for staying ahead of the competition. Check out the 25 cosmetics brands that are generating the most buzz in 2018 for their out-of-the-box marketing.
