e.l.f.

COSMETICS

uncovering fresh “applications”

Our story began as e.l.f. transformed from a digitally native brand to in-store physical spaces. The e.l.f. team was intrigued & impressed with darko for our “soup to nuts” approach, research, design to execution process and superior customer service. darko’s core values & philosophies also aligned with e.l.f’s corporate structure and principles.

e.l.f.’s primary goal was to elevate their positioning in mass cosmetics through the introduction of premium fixtures that maximized facings and created disruption in the beauty aisle.To achieve this, store surveys were conducted to identify “best in class” practices and bi-weekly team meetings were conducted to define challenges and potential improvements. Since 2016 darko & e.l.f. have partnered on executions at Target, Rite-Aid, Meijer and Kroger.  A major roll-out to over 5,500 doors was executed at CVS with a “waterfall” end-cap  & 14 variations of in-line POG’s. This program utilized our off-shore manufacturing with finished displays imported to Los Angeles and delivered directly to CVS stores.

Fast-forward to 2019 – Opportunities at Ulta Stores evolved due to darko’s research & insights based design aptitude combined with our ability to move quickly and adapt to changes. Beginning with a 6 month strategic “ground up” development process, a custom power system for bull-nose & at shelf lighting was created by darko’s in-house technology team. This versatile system enabled the panel to test multiple in-store tactics that would enhance and extend the shopper journey inclusive of voice activation LCD’s, product “lift & launch” digital content and various LED highlights and feature frames for their stand out product packaging. Each activation was reviewed to identify how analytics could be delivered and to ensure it aligned with the brand’s goals for connecting with loyal base as well as appealing to targeted new shoppers.

The result…. A 1,350 store chain wide roll-out in February 2020 in both 6 ft. & 4 ft. executions. Spring & Fall updates with incorporate new ways to enhance the design via casework, lighting and upgraded feature zones. Future commitment to collaborate with e.l.f. and Ulta in the development and strategic planning of display design and shopper experience vision for 2021/2022 in-store activations.

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