"Closer to Stylists. Closer to Hair” – that was the motto leading the way for hair cosmetic products and services from the Goldwell brand delivered to hairdressers around the world. This "proximity" to the product and consumers was overlaid into the development of the new POS placement as well.

The task of designing an extraordinary POS display for hairdressers in Germany and Austria fell to the STI Group's display specialists at the Grebenhain factory. The new secondary placement for the product launch of the "StyleSign" hair care series needed to differentiate itself significantly from the "square monotony" of other displays and stage the product with an air of exclusiveness.

Black is beautiful

The simple, black colour and high-quality finish provide a classy design that puts the spotlight firmly on the product. While it appears at first glance to be a plastic display, closer inspection reveals that the attractive solution is in fact produced from renewable resources. The use of primary fibre board prevents fraying of the edges and lets the black colour scheme shine over the long haul. The edges of the trays feature a bit of colour to emphasise the various product lines. BC fluting gives the flexographic-printed trays the extra boost of stability to make the display function.

Special features on the edges

When purchasing two products from the StyleSign series, the customer receives a silicon watch in a test-tube shaped package as a promotional gift. The tubes are positioned in integrated racks and add to the powerful marketing draw.