Brand: Heat Group / Ulta3

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Services: Concept Development, Industrial Design, Printing & Manufacturing

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Category: Permanent Floor Display

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Colour cosmetics has been a slow growth market in Australia compared to skin care, but analysts often forget that it is still a large part of the $5 Billion beauty and personal care market, and that brands can make large market share gains through innovation and marketing.

Heat group engaged Australian design and manufacturer Cyplex to create a modular product merchandising system, that would work across multiple display types. The Cyplex concept was to create three, disruptive designs that would highlight colour products, but also add authority to their face range.  

Large graphic areas featuring local models, famous from the Ulta3 social platforms, ensured that the brand would stand out compared to rivals.

The brand has seen great success with strong double digit sales growth since launch. It is also rolling out new product launches, and rapidly increasing the number of stores in which it is present - a true success story during a time when other brands have struggled.