VS Sassoon — the grooming, personal care and hair care brand distributed by Conair — has created a new point of sale concept in time for the busy pre-Christmas sales period. Created for Harvey Norman’s Balgowlah store in northern Sydney, the bright end-cap highlights a number of the brand’s hero products in its VS for Men range.
Lit up with a bold orange backing, the installation includes a number of products on display for consumers to pick up, while the brand’s packaging is highlighted in pods underneath.
According to VS Sassoon category manager Claire Durand, bright and bold packaging is a key selling point for VS for Men products in retail stores. Speaking about the brand’s recently released Deluxe Clipper Gift Set, which was targeted at consumers shopping for Father’s Day and was bundled with a “luxury” toiletry bag, Durand said presentation can greatly assist in driving sales.
“The packaging is quite smart and quite different,” she said. “Because it’s a gift-giving product with gift-giving packaging, our recommendation for retailers is to create a stack of the product, create appeal on shelf and to point towards an impulse purchase.”
The new point of sale in Balgowlah should hopefully pay dividends for VS Sassoon and Harvey Norman alike: according to Durand, the beard trimmer category has seen a “13.64 per cent growth in units and a 15.78 per cent increase in value in the past year”.
The new VS for Men point of sale in Harvey Norman Balgowlah.
The display calls attention to the brand’s new iPro Professional Hair Clipper, amongst other products.