Perfect brand presentations for L’Oréal
L’Oréal trusted Smollan to elevate the luxurious appeal of brands like Yves Saint Laurent, Lancôme, and Armani in perfumery chains across the Netherlands and Belgium.
With a team of dedicated and flexible merchandisers, we delivered swift and seamless optimizations for makeup, fragrance, and skincare displays. Our regional approach allowed us to build strong relationships with stores, ensuring every brand experience was nothing short of perfect.
About L’Oréal
The L’Oréal Group is a global leader in the development, production, and sale of cosmetics and beauty products. With a strong focus on hair color, skincare, sun protection, makeup, perfumes, and hair care, L’Oréal offers a wide range of premium products. Iconic brands in the L’Oréal portfolio include Yves Saint Laurent, Lancôme, Armani, Prada, Mugler, Biotherm, Valentino, and Viktor&Rolf.
The challenge: optimizing L’Oréal’s Luxury product displays
L’Oréal aimed to refresh the presentation of its luxury brands—such as Yves Saint Laurent, Lancôme, and Armani—across perfumery chains in the Netherlands and Belgium. Their mission? To keep makeup displays up-to-date while enhancing the fragrance and skincare sections.
Why Smollan (formerly Hamilton Bright)?
L’Oréal chose Smollan for our flexibility, speed, and collaborative approach. Our proactive communication and customer-centric mindset played a decisive role in their choice.
Our approach: quick turnarounds with dedicated regional teams
At Smollan, we thrive on challenges! We assembled a specialized team of permanent and flexible merchandisers to deliver immaculate store presentations. Each merchandiser managed their own region and store portfolio, ensuring speed and efficiency.
For this project, we deployed 12 to 15 merchandisers in the Netherlands and 10 in the BELUX region. Additionally, since May, our dedicated field team of four merchandisers has been managing approximately 40 stores each across the Benelux.
Our in-store strategy included:
- Removing outdated products and testers
- Adjusting and updating planograms
- Upgrading makeup frames with new modules, visuals, and testers
- Refreshing fragrance and skincare shelves with promotional materials
- Maintaining makeup frames of top brands like Yves Saint Laurent and Lancôme
- Replenishing and ordering testers
- Providing store staff with guidance on the updates
By assigning fixed regions to our merchandisers, we not only implemented changes swiftly but also established strong connections with store teams. These relationships resulted in valuable collaborations and optimal product presentations.
Field Force Merchandiser – L’Oréal Luxe“Every day is an exciting challenge as we work to perfect the visual presence of the L’Oréal Luxe brands.”
Results to be proud of
In just three weeks, our team delivered a fresh and inviting look to 418 stores across the Benelux. The updated displays highlight the luxurious quality of L’Oréal products. In addition, our dedicated Field Force team visited 210 stores across the Benelux within a month, ensuring that L’Oréal Luxe brands were perfectly showcased in the top-performing locations. Together with L’Oréal, Smollan demonstrated that with the right people, focus, and quality, extraordinary results can be achieved!
