Thesis on Cosmetic Retail

Thesis onCosmetic Retail

By UMAIMA SANCHAWALA

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CERTIFICATEDesign Thesis

Final Year in Government Diploma inInterior Design MSBTE

Topic: Cosmetic RetailThis is to certify that Miss. Umaima Nooruddin Sanchawala is a student of Final Year Government Diploma in Interior Design (MSBTE) School of Interior Design, Rachana Sansad, Prabhadevi, Mumbai and has completed this design thesis on the approved subject Cosmetic Retail Under my guidance in a manner sufficiently satisfactoryto warrant its acceptability as a prerequisite to the Government Diploma in Interior Design (MSBTE).

Name: Umaima SanchawalaGuide: Ketan DadarkarDate:

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Signature SignatureMr. Ketan Dadarkar Mr. Prasad Badle (Guide) (Principal School of Interior Design)

INDEX

CHAPTER 1. INTRODUCTION TO COSMETIC RETAIL1. Definition of Cosmetics2. History of Cosmetics3. Types of Cosmetics.4. About Cosmetic retail5. Types of Cosmetic Retail

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CHAPTER 2. AIM, OBJECTIVE, NEED, SCOPE AND LIMITATION OF COSMETIC RETAIL.1. Aim of Cosmetic Retail2. Objective of Cosmetic Retail3. Need of Cosmetic Retail4. Scope of Cosmetic Retail5. Limitation of Cosmetic Retail

CHAPTER 3. DESIGNING FOR COSMETIC RETAIL1. Store Planning2. Presentation Planning3. Store Design4. Anthropometry and ergonomics

CHAPTER 4. DESIGN IMPLEMENTATION1. Shop front2. Entrance display3. Branding4. Merchandise presentation

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5. Cash counter6. Counter display7. Back room8. Extra services

CHAPTER 5. SERVICE IMPLEMENTATION1. Lighting2. Air Conditioning3. CCTV

CHAPTER 6. CASE STUDY1. Location2. Store design and Planning3. Display presentation4. Critic

CHAPTER 7. SITE SELECTIONCHAPTER 8. DESIGN PROCESS/ CONCEPTCHAPTER 9. DESIGN1. PLAN2. Elevations

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ACKNOWLEDGEMENT

My sincere thanks to the people mentioned hereinwho have contributed in making this thesis.Professor Mr. Ketan Dadarkar without whose continual guidance, help and support, this project wouldn’t have been possible.I am also grateful to my class in charge Mr. Jyadeep Ghag for his support and also the staff and the curator for their help. Special thanks to the managers who have enabled me to get a layout of the case studies mentioned in this thesis.I would like to mention a special word of thanksto the staff at Clinique who helped me with their information and gladly became the subject of my thesis.A thank you to everybody who have contributed tomy growth process, with special mention to my parents who are my motivation behind completion of this thesis.

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INTRODUCTION

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DEFINITIONCosmetics (colloquially known as makeup or make-up) are care substances used to enhance the appearance or odor of the human body. They are generally mixtures of chemical compounds, some being derived from natural sources, many being synthetic. The word cosmetics derives from the Greek word (kosmetikē tekhnē), meaning "technique of dress and ornament", from (kosmētikos), "skilled in ordering or arranging" and that from (kosmos), meaning amongst others "order" and "ornament".In the U.S., the Food and Drug Administration (FDA), which regulates cosmetics, defines cosmetics as "intended to be appliedto the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body's structure or functions." This broad definition also includes any material intended for use as a component of a cosmetic product. The FDA specifically excludes soap from this category.

HISTORY OF COSMETICS.

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http://en.wikipedia.org/wiki/Food_and_Drug_Administration

http://en.wikipedia.org/wiki/Soap

http://en.wiktionary.org/wiki/component

Nefertiti bust showing the An 1889 Henri de Toulouse-Lautrec Kissproof brand face powder facial cosmetics painting of a woman applying from 1926, Mexico City. use of eye linerThe history of cosmetics spans at least 6000 years of human history, and almost every society on earth. Some argue that cosmetic body art was the earliest form of ritual in human culture, dating over 100,000 years ago from the African Middle Stone Age. The evidence for this comes in the form of utilized red mineral pigments (red ochre) including crayons associated with the emergence of Homo sapiens in Africa.

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http://en.wikipedia.org/wiki/File:Nefertiti_30-01-2006.jpg

The first archeological evidence of cosmetics comes from the hollowed out tombs of the Ancient Egyptian pharaohs. Archaeological evidence of cosmetics dates at least from ancient Egypt and Greece. According to one source, early major developments include:

1. Castor oil used by ancient Egypt as a protective balm.2. Skin creams made of beeswax, olive oil, and rosewater,

described by Romans.

3. Vaseline and lanolin in the nineteenth century.

4. Nivea in 1911.

During the sixteenth century, the personal attributes of the women who used make-up created a demand for the product among theupper class.Of the major cosmetics firms, the largest is L'Oréal,which was founded by Eugene Schueller in 1909 as the French Harmless Hair Colouring Company (now owned by Liliane Bettencourt 26% and Nestlé 28%; the remaining 46% is traded publicly). The market was developed in the USA during the 1910s by Elizabeth Arden, Helena Rubinstein, and Max Factor. These firms were joined by Revlon just before World War II and Estée Lauder just after.Beauty products are now widely available from dedicated internet-only retailers, who have more recently been joined online by established outlets, including the major department stores and traditional bricks and mortar beauty retailers.Although modern make-up has been traditionally used mainly by women, an increasing number of males are gradually using cosmetics usually associated to women to enhance or cover their own facial features. Concealer is commonly used by cosmetic-conscious men. Cosmetics brands release cosmetic products

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http://en.wikipedia.org/wiki/Concealer

http://en.wikipedia.org/wiki/Est%C3%A9e_Lauder_Inc.

http://en.wikipedia.org/wiki/Est%C3%A9e_Lauder_Inc.

http://en.wikipedia.org/wiki/World_War_II

http://en.wikipedia.org/wiki/Revlon

http://en.wikipedia.org/wiki/Max_Factor

http://en.wikipedia.org/wiki/Helena_Rubinstein

http://en.wikipedia.org/wiki/Elizabeth_Arden

http://en.wikipedia.org/wiki/Nestl%C3%A9

http://en.wikipedia.org/wiki/Liliane_Bettencourt

http://en.wikipedia.org/wiki/Liliane_Bettencourt

http://en.wikipedia.org/wiki/Eugene_Schueller

http://en.wikipedia.org/wiki/L'Or%C3%A9al

http://en.wikipedia.org/wiki/Nivea

http://en.wikipedia.org/wiki/Lanolin

http://en.wikipedia.org/wiki/Vaseline

http://en.wikipedia.org/wiki/Rosewater

http://en.wikipedia.org/wiki/Olive_oil

http://en.wikipedia.org/wiki/Beeswax

http://en.wikipedia.org/wiki/Cream_(pharmaceutical)

http://en.wikipedia.org/wiki/Liniment

http://en.wikipedia.org/wiki/Castor_oil

http://en.wikipedia.org/wiki/Egypt

http://en.wikipedia.org/wiki/Archaeology

especially tailored for men, and men are increasingly using such products. During the 20th century, the popularity of cosmetics increased rapidly. Cosmetics are increasingly used by girls at a young age,especially in the United States. Due to the fast-decreasing age of make-up users, many companies, from high-street brands like Rimmel to higher-end products like Estee Lauder, cater to this expanding market by introducing flavored lipsticks and glosses, cosmetics packaged in glittery, sparkly packaging and marketing and advertising using young models. The social consequences of younger and younger cosmetics use has had much attention in the media over the last few years.Makeup types

Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanentwaves, colored contact lenses, hair colors, hair and gels, deodorants, hand sanitizer, baby products, bath oils, bubble baths, bath salts, butters and many other types of products. A subset of cosmetics is called "make-up," which refersprimarily to coloring products intended to alter the user’s appearance. Many manufacturers distinguish between decorative cosmetics and care cosmetics.Cosmetics that are meant to be applied to the face and eye area are usually applied with a brush or the fingertips.Most cosmetics are distinguished by the area of the body intendedfor application.

Primer , come in various formulas to suit individual skin conditions. Most are meant to reduce the appearance of pore size, prolong the wear of makeup, and allow for a smoother application of makeup, and are applied before foundation.


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http://en.wikipedia.org/wiki/Primer_(cosmetics)

http://en.wikipedia.org/wiki/Butter

http://en.wikipedia.org/wiki/Bath_salts

http://en.wikipedia.org/wiki/Bubble_bath

http://en.wikipedia.org/wiki/Hand_sanitizer

http://en.wikipedia.org/wiki/Deodorants

http://en.wikipedia.org/wiki/Gels

http://en.wikipedia.org/wiki/Hair

http://en.wikipedia.org/wiki/Colored_contact_lenses

http://en.wikipedia.org/wiki/Wet_wipe

http://en.wikipedia.org/wiki/Human_eye

http://en.wikipedia.org/wiki/Nail_polish

http://en.wikipedia.org/wiki/Lipstick

http://en.wikipedia.org/wiki/Perfume

http://en.wikipedia.org/wiki/Powder_(substance)

http://en.wikipedia.org/wiki/Lotion

http://en.wikipedia.org/wiki/Cream_(pharmaceutical)

http://en.wikipedia.org/wiki/Human_skin

http://en.wikipedia.org/wiki/Model_(person)

Lipstick , lip gloss, lip liner, lip plumper, lip balm, lip conditioner, lip primer, and lip boosters. Lipsticks are intended to add color and texture to the lips and often come in a wide range of colors, as well as finishes such as matte, satin and luster. Lip stains have a water or gel base and may contain alcohol to help the product stay on the lips. The ideabehind lip stains is to temporarily saturate the lips with a dye. Usually designed to be waterproof, the product may come with an applicator brush, rollerball, or be applied with a finger. Lip glosses are intended to add shine to the lips, andmay also add a tint of color, as well as being scented or flavored. Lip balms are most often used to moisturize and protect the lips. They often contain SPF protection.

Concealer , makeup used to cover any imperfections of the skin. Concealer is often used for any extra coverage needed tocover blemishes, undereye circles, and other imperfections. Concealer is often thicker and more solid than foundation, andprovides longer lasting, more detailed coverage. Some formulations are meant only for the eye or only for the face.

Foundation is used to smooth out the face and cover spots oruneven skin coloration. Usually a liquid, cream, or powder, aswell as most recently a light and fluffy mousse. Foundation provides coverage from sheer to full depending on preference. Foundation primer can be applied before or after foundation to obtain a smoother finish. Some primers come in powder or liquid form to be applied before foundation as a base, while other primers come as a spray to be applied after the foundation to help the make-up last longer.

Face powder is used to set the foundation, giving it a matte finish, and also to conceal small flaws or blemishes. Tinted face powders may also be worn alone as a light foundation.


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http://en.wiktionary.org/wiki/Special:Search/matte

http://en.wikipedia.org/wiki/Face_powder

http://en.wikipedia.org/wiki/Face

http://en.wikipedia.org/wiki/Foundation_(cosmetics)

http://en.wikipedia.org/wiki/Concealer

http://en.wikipedia.org/wiki/Sun_protection_factor#Sun_Protection_Factor

http://en.wikipedia.org/wiki/Makeup_brush

http://en.wikipedia.org/wiki/Lip_balm

http://en.wikipedia.org/wiki/Lip_plumper

http://en.wikipedia.org/wiki/Lip_liner

http://en.wikipedia.org/wiki/Lip_gloss

http://en.wikipedia.org/wiki/Lipstick

Rouge, blush or blusher is cheek coloring used to bring out the color in the cheeks and make the cheekbones appear more defined. Rouge comes in powder, cream, and liquid forms.

Contour powder/creams are used to define the face. They can be used to give the illusion of a slimmer face or to modify a person’s face shape in other desired ways. Usually a few shades darker than one's own skin tone and matte in finish, contour products create the illusion of depth. A darker toned foundation/concealer can be used instead of contour products for a more natural look.

Highlight, used to draw attention to the high points of the face as well as to add glow to the face, comes in liquid, cream, and powder forms. It often contains a substance to provide shimmer. A lighter toned foundation/concealer can be used instead of highlight to create a more natural look.

Bronzer is used to give skin a bit of color by adding a golden or bronze glow, as well as being used for contouring. It comes in either matte, semi matte/satin, or shimmer finishes.

Mascara is used to darken, lengthen, thicken, or draw attention to the eyelashes. It is available in natural colors such as brown and black, but also comes in bolder colors such as blue, pink, or purple. Some mascaras also include glitter flecks. There are many different formulas, including waterproof versions for those prone to allergies or sudden tears. It is often used after an eyelash and mascara primer. Many mascaras now have certain components intended to help lashes appear longer and thicker.


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http://en.wikipedia.org/wiki/Allergies

http://en.wikipedia.org/wiki/Waterproof

http://en.wikipedia.org/wiki/Eyelash

http://en.wikipedia.org/wiki/Mascara

http://en.wikipedia.org/wiki/Bronzer

http://en.wikipedia.org/wiki/Zygomatic_bone

http://en.wikipedia.org/wiki/Cheeks

http://en.wikipedia.org/wiki/Rouge_(cosmetics)

Eye shadow being applied

Broadway actor Jim Brochu applies make-up before the opening night of a play.

The chin mask known as chutti forKathakali, a performing art in Kerala, India, is considered the thickest makeup applied for any art form.


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http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Kerala

http://en.wikipedia.org/wiki/Kathakali

http://en.wikipedia.org/wiki/Jim_Brochu

http://en.wikipedia.org/wiki/Broadway_theatre

http://en.wikipedia.org/wiki/Eye_shadow

http://en.wikipedia.org/wiki/File:Pre-wedding_make-up.jpg

http://en.wikipedia.org/wiki/File:Jim_Brochu.jpg

http://en.wikipedia.org/wiki/File:Kerala_kathakali_makeup.jpg

Eyeliner is used to enhance and elongate the size of the eye.

Eyebrow pencils, creams, waxes, gels and powders are used tocolor and define the brows.

Nail polish is used to color the fingernails and toenails.Transparent, colorless versions may be used to strengthen nails, or used as a top or base coat to protect the nail or polish.

Setting Spray is used to keep applied makeup intact for longperiods of time. An alternative to setting spray is setting powder, which may be either pigmented or translucent.

False eyelashes are frequently used when extravagant and exaggerated eyelashes are desired. Their basic design usually consists of human hair or synthetic materials attached to a thin cloth-like band, which is applied with an eyelash glue tothe lashline. Designs vary from short, natural-looking lashes to extremely long, wispy, rainbow-colored lashes. Rhinestones,gems, and even feathers and lace occur on some false eyelash designs.

Cosmetics can be also described by the physical composition of the product. Cosmetics can be liquid or cream emulsions; powders,both pressed and loose; dispersions; and anhydrous creams or sticks.Makeup remover is a product used to remove the makeup products applied on the skin. It is used to clean the skin before other procedures, like applying bedtime lotion.


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http://en.wikipedia.org/wiki/Anhydrous

http://en.wikipedia.org/wiki/Emulsions

http://en.wikipedia.org/wiki/False_eyelashes

http://en.wikipedia.org/wiki/Setting_Spray

http://en.wikipedia.org/wiki/Nail_(anatomy)

http://en.wikipedia.org/wiki/Nail_(anatomy)

http://en.wikipedia.org/wiki/Nail_polish

http://en.wikipedia.org/wiki/Wax

http://en.wikipedia.org/wiki/Eyebrow

http://en.wikipedia.org/wiki/Eye

http://en.wikipedia.org/wiki/Eyeliner

Audience applying makeup at lecture by beautician in Los Angeles,circa 1950

ABOUT COSMETIC RETAIL

Retail design is described as a complex, multi-dimensional activity that involves various role players who contribute to thesuccessful development and implementation of retailer identity. Retail marketing and management research extensively recognize the importance of retail design, yet the role of interior designers in the successful market positioning of retailers is not clearly identified and described in current literature.

Retailers make use of retail design to distinguish, enhance and promote a positive shopping experience by 2 creating cues that attract consumers into retail stores and engage them in a gratifying shopping. Whereas historically retail stores were designed to accommodate products, current trends place greater emphasis on the experience, perceptions and emotions of the consumer. Consumers anticipate a total shopping experience that includes both utilitarian and hedonic benefits. As a result, a complimentary connection and strong relationship between retail design and retail management has become fundamental in creating atotal consumer experience.


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TYPES OF COSMETIC RETAILKIOSK ENVIRONMENT

A retail kiosk (also referred to as mall kiosk or Retail Merchandising Unit) is a store operated out ofa merchant-supplied kiosk of varying size and shape, which is typically enclosed withthe operator located inthe center and customers approaching the vendor across a counter.

These units are best exemplified by jewelry-style cases forming a 10' × 10' perimeter footprint. These units are located in shoppingmalls, airports,


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sporting events, or larger stores (where they can be referred to as "concessions").

The industry term for the smaller units is RMU (Retail Merchandising Unit). These smaller units were created to avoid lease conflicts with existing stores with "kiosk" language exclusions and local fire codes requiring greater distance between units by placing them on wheels.

Evolution of RMUs to kiosks

As proprietors and new shopping mall design space has become moresophisticated over time, the model of mall income generation has been adapted to suit, with RMUs evolving to accommodate this transition.

Modern functionalities such as lighting, wireless payments and secure storage, as well as seamless aesthetics has developed the RMU model from a standard wooden cart into a sub-section of the mall commercialization model, often referred to as "in-line retail".

Common usage

Most commonly, mall proprietors and operators of commercial real-estate make RMUs available for short term lease to mall retailers. This is the preferred method of generating mall incomeand commercialisation, due to the often low price point of the retailers in comparison to larger, unit-occupying retailers. Leases are largely available on three-month rolling contract, often through commercialization specialists who broker the rentallease on behalf of the landlord of the space and/or the RMU.

Alternatively, kiosks can be operated under longer leases of up to ten years, which is considered more appropriate due to the expense of these units to manufacture to specific and customized needs.


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Due to the high visibility of these units, which are most often located in the common areas of malls, these businesses can often gain a relatively traceable monthly sales figure after a three orfour-month trial. Many other benefits exist, such as the low overhead, small inventories, and low or non-existent CAM, tax, utility, and marketing fees, as compared to their in-line storefront counterparts, which can often have fees equal to or inexcess of the rents themselves.

The primary key to success in a kiosk or RMU is product margin. Most kiosk and cart products average three hundred percent mark-up or better. This is quite different from the traditional "keystone" (doubling) of product costs, which is normally found in an in-line store with thousands of SKUs and higher transactiontotals. These retail options provide some of the best opportunityfor start-up small businesses and can lead to multi-million dollar nationwide operations. As a general rule, most successful kiosk businesses are centered around a single product or product category.

The first mall kiosk opened in Boston's Faneuil Hall in 1976.

STORE ENVIRONMENTRetail consists of the sale of goods or merchandise from a fixedlocation, such as a department store, or by mail, in small or

individual lots for direct consumption by the purchaser.Retailing may include subordinated services, such as delivery.Purchasers may be individuals or businesses. In commerce, a"retailer" buys goods or products in large quantities frommanufacturers or importers, either directly or through a


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wholesaler, and then sells smaller quantities to the end-user.


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AIM OF COSMETIC RETAILThe aim of a cosmetic retail mainly is to reach out the products to its customers. The main aim is not only to make money but to also help people all over help look beautiful and feel happy about their self. To look good has never been that important the way it is today.

Initially it was something which was practiced only by movie stars, theatre artists to generate drama and look beautiful doingit. During the early years of the 20th century, make-up became fashionable in the United States of America and Europe owing to the influence of ballet and theatre stars such as Mathilde Kschessinska and Sarah Bernhardt. But the most influential new development of all was that of the movie industry in Hollywood. Among those who saw the opportunity for mass-market cosmetics were Max Factor, Sr., Elizabeth Arden, and Helena Rubinstein. Modern synthetic hair dye was invented in 1907 by Eugene Schueller, founder of L'Oréal. He also invented sunscreen in 1936. The manufacture of cosmetics is currently dominated by a small number of multinational corporations that originated in theearly 20th century, but the distribution and sale of cosmetics isspread among a wide range of different businesses.

But now it has a whole new meaning. Make up and cosmetics have become a must for people worldwide to look good in offices, in presentation, in school and colleges etc. everywhere women as well as well have increasingly become cautious of the way they look.

The cosmetic industry’s main aim is to fulfill this new need for to look and presentable. It is a chance for everyone and anyone


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to hide the flaws in their natural beauty through artificial makeup. It mainly means that anyone and everyone can look good. This of great help to people who can today alter the way they look to appear as the way they want to. They are no longer restricted in terms of their beauty.

To not restrict them and to make everybody in the world have a shot at looking beautiful the cosmetic industry works. But in doing so the cosmetic industry not only makes people beautiful but also generates a lot of jobs. The main aim of the cosmetic industry is not to make money but it does generate a lot of capital and a lot of jobs. It also helps eradicate unemployment with the million jobs they create.

OBJECTIVE OF COSMETIC RETAILAfter having the aim to make the people of the world more beautiful, the objective of the cosmetic industry is not fulfill that aim. Their aim can only be full filled if they can reach outto people in the best way they can.

Initially the industry was very small but the ones who saw the opportunity of mass-market cosmetics were Max Factor, Sr., Elizabeth Arden, and Helena Rubinstein. Modern synthetic hair dyewas invented in 1907 by Eugene Schueller, founder of L'Oréal. He also invented sunscreen in 1936. They saw how the opportunity of mass market helped and they saw the need of it.


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In order to reach their objective which is not reach out to people they have to know what the people want and how far they are willing to get it. Initially when the demand was only limitedto Hollywood and theatre stars the product was expensive. But when they could see the need for it amongst the normal people stores started opening. Brands started to develop. Those days it was store environment one to one basis retail.

However now it is different. Today retail is not only limited to the confines of a shop. Retail takes place everywhere. To make their product available to people stores, malls, kiosks, exhibitions, E-Commerce etc is used.

Today due to the advent of internet and E-Commerce there is internet shopping. All brands are trying to get their products online as internet is one thing that is available to people at all times and is through it the customers are hugely accessible. Nowadays online shopping has increased so much and can be done through any medium.

But still cosmetics is such a thing that people would want to tryout and see for themselves what its effect is going to be and howis it going to look like. Hence, there comes a need for cosmetic retail.

NEED FOR COSMETIC RETAILAlthough the merchandise itself is a crucial factor to be considered during repeat patronage process, the influence of salespersons cannot be overlooked because of their access to the customers. With appropriate use of personal selling where salespeople can help customers to try products, a competitive advantage over the brand’s competitor is provided. Unlike products such as electronic appliances where functionality is visible to the customer, the qualities of cosmetics are difficultto discern or define.


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While electronic appliances sell for performance, cosmetics sell hope for beauty, despite the presence of ingredients with unusualsynthetic names, such as: Glyceryl Stearate SE, Butyrospermum Parkii.

Besides advertisements and celebrity endorsement, personal selling is another significant promotional tool commonly found inthe cosmetic industry. It is not surprising to see that almost all of the cosmetic brands hire well-groomed salespersons to assist customers. It is argued that personal selling is the most critical job type that governs the success and failure of a business because salespersons have the direct contact to the customers. Their attitude and behavior would have great impact onaffecting customers’ impression towards a brand. It helps build up a brand’s image.The one to one selling is one of the major things. The customer wants to try and feel the products before he buys. He/she wants to see its effects and see whether it works best for them. This can only be done through the way of cosmetic retail.

Also the cosmetic industry manufactures a lot of jobs. This helpscure unemployment. It is a multi-million dollar industry in itself dominated by a lot of companies. But their main market is when they sell on one to one basis to their customers. So hence comes a need for cosmetic retail to do so. And in order for maximum sales there comes a need for a good design for a good retail environment.

SCOPE FOR COSMETIC RETAILInitially it was something which was practiced only by movie stars, theatre artists to generate drama and look beautiful doingit. During the early years of the 20th century, make-up became fashionable in the United States of America and Europe owing to


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the influence of ballet and theatre stars such as Mathilde Kschessinska and Sarah Bernhardt. But the most influential new development of all was that of the movie industry in Hollywood. Among those who saw the opportunity for mass-market cosmetics were Max Factor, Sr., Elizabeth Arden, and Helena Rubinstein. Modern synthetic hair dye was invented in 1907 by Eugene Schueller, founder of L'Oréal. He also invented sunscreen in 1936. The manufacture of cosmetics is currently dominated by a small number of multinational corporations that originated in theearly 20th century, but the distribution and sale of cosmetics isspread among a wide range of different businesses.

The market volume of the cosmetics industry in the US, Europe, and Japan is about EUR 70B/y, according to a 2005 publication. Inthe United States, the cosmetic industry's size was US$42.8 billion in 2008. In Germany, the cosmetic industry generated €12.6 billion of retail sales in 2008, which makes the German cosmetic industry the third largest in the world, after Japan andthe United States. It has been shown that in Germany this industry grew nearly 5 percent in one year, from 2007 to 2008. German exports in this industry reached €5.8 billion in 2008, whereas imports of cosmetics totaled €3 billion. The main countries that export cosmetics to Germany are France, Switzerland, the United States and Italy, and they mainly consistof makeup and fragrances or perfumes for women.

The worldwide cosmetics and perfume industry currently generates an estimated annual turnover of US$170 billion (according to Eurostaf - May 2007). Europe is the leading market, representing approximately €63 billion, while sales in France reached €6.5 billion in 2006, according to FIPAR (Fédération des Industries dela Parfumerie - the French federation for the perfume industry). France is another country in which the cosmetic industry plays animportant role, both nationally and internationally. Most products with a label, "Made in France" are valued on the international market. According to data from 2008, the cosmetic


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industry has grown constantly in France for 40 consecutive years.In 2006, this industrial sector reached a record level of €6.5 billion. Famous cosmetic brands produced in France include Vichy,Yves Saint Laurent, Yves Rocher and many others.

The Italian cosmetic industry is also an important player in the European cosmetic market. Although not as large as in other European countries, the cosmetic industry in Italy was estimated to reach €9 billion in 2007. The Italian cosmetic industry is however dominated by hair and body products and not makeup as in many other European countries. In Italy, hair and body products make up approximately 30% of the cosmetic market. Makeup and facial care, however, are the most common cosmetic products exported to the United States.

Due to the popularity of cosmetics, especially fragrances and perfumes, many designers who are not necessarily involved in the cosmetic industry came up with different perfumes carrying their names. Moreover, some actors and singers have their own perfume line (such as Celine Dion). Designer perfumes are, like any otherdesigner products, the most expensive in the industry as the consumer pays not only for the product but also for the brand. Famous Italian fragrances are produced by Giorgio Armani, Dolce and Gabbana, and others.

Recently, Procter & Gamble, which sells CoverGirl and Dolce & Gabbana makeup, funded a study concluding that makeup makes womenseem more competent. Due to the source of funding, the quality ofthis Boston University study is questioned.

The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies. Many famous companies sell their cosmetic products online also in countries in which they do not have representatives.


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Research on the email marketing of cosmetics to consumers suggests they are goal-oriented with email content that is seen as useful, motivating recipients to visit a store to test the cosmetics or talk to sales representatives. Useful content included special sales offerings and new product information rather than information about makeup trends.

LIMITATIONS OF COSMETIC RETAILThere are various limitations to the cosmetic industry. It has generated a lot of business till date and has made available everything everywhere but still there is a lot to be done. Limitations in the way that the cosmetic industry is majorly dominated by U.S, Europe and Italy. For the cosmetics to be available everywhere else is a bit of the problem. It is yet to be available to everyone.

In terms of retail only high end brands are available in terms ofshops but everything else is available in mall in kiosks. Kiosks are very small outlets and do not cover all range of products.

There is limitation in terms of supply and where it is found. It is not available everywhere and everything is not available. Alsothe main limitation is its awareness of its products. There are people out there who do not know the uses of certain products andthat they are available.

Also there is the mindset that it is for the rich and it is expensive whereas many retails have many affordable prices. Thereneeds to be more and more retails for people to be aware of what they can have and what can be done with it and how to do it.


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INTRODUCTIONA marketplace is a location where goods and services are exchanged. The traditional market square is a city square where traders set up stalls and buyers browse the stores. This kind of market is very old, and countless such markets are still in operation around the whole world.

In some parts of the world, the retail business is still dominated by small family-run stores, but this market is


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increasingly being taken over by large retail chains. Most of these stores are called high street stores. Gradually high streetstores are being re-grouped at one location called Malls. These are more defined and planned spaces for retail stores and Brands.

ABOUT DESIGNING THE INTERIORSStore Image is the overall perception the consumer has of the store’s environment.

Store Planning

1. Allocating Space

2. Circulation

3. Shrinkage Prevention

Objectives of the Store Environment

Tasks to create desired store image and increase productivity:

1. Get customers into the store (market image).

2. Convert them into customers buying merchandise once inside thestore (space productivity).

3. Do this in the most efficient manner possible.

Types of space needed:

1. Back room

2. Office and other functional spaces

3. Aisles, services areas, and other non-selling areas of the main sales floor

4. Wall merchandise space

5. Floor merchandise space


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Circulation Free Flow Layout

Advantages and Disadvantages of Free Flow Layout

Advantages

1. Allowance for browsing and wandering freely

2. Increased impulse purchases

3. Visual appeal

4. Flexibility

Disadvantages

1. Loitering encouraged

2. Possible confusion

3. Waste of floor space

4. Cost

5. Difficulty of cleaning

Advantages and Disadvantages of Grid Layouts

Grid Advantages

1. Low cost

2. Customer familiarity


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3. Merchandise exposure

4. Ease of cleaning

5. Simplified security

6. Possibility of self-service

Grid Disadvantages

1. Plain and uninteresting

2. Limited browsing

3. Stimulation of rushed shopping behavior

4. Limited creativity in décor

Circulation Loop Layout Circulation Spine Layout

Merchandise Presentation Planning


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45-Degree Customer Sightline

Methods of Merchandise Presentation

1. Shelving

2. Hanging

3. Pegging

4. Folding

5. Stacking

6. Dumping

Vertical Color Blocking

Merchandise Presentation Planning

Psychological Factors to Consider When

Merchandising Stores

1. Value/fashion image

2. Angles and sightlines

3. Vertical color blocking

STORE DESIGN1. STOREFRONT DESIGN2. INTERIOR DESIGN3. LIGHTING DESIGN4. SOUNDS AND SMELL (TOTAL SENSORY MARKETING)

Store Layout Considerations

High margin items should be placed in high traffic areas. High demand items should be placed in low traffic areas.


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Complementary items should be placed near each other. Seasonal needs should be considered. Items needing frequent restocking should be placed near storerooms or cash registers. Larger departments should be placed in lower traffic areas. Shopping behavior and operational considerations should be recognized.

Signs and graphics provide information and can add personality, beauty, and romance to a store’s image. Good lighting should do more than illuminate space. It can highlight merchandise, sculptspace, and capture a mood that enhances a store’s image.

Retail ErgonomicsOur ergonomists can help retailers provide safe, comfortable, effective and efficient equipment throughout the retail chain to help them achieve excellent customer service.

Areas which benefit from ergonomics support include the design of:

checkouts

counters

hand-held devices such as chip and pin machines

self-service equipment

sales and backroom environments.


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For example:

Ergonomic design of chill cabinets ensures customers can see and reach merchandise which is being kept in perfect condition, whilestaff find it easy to clean, load and maintenance.

Ergonomic checkout design ensures operators can scan merchandise and process payments quickly and comfortably.

Ergonomic backroom design ensures staff can move merchandise ontothe sales floor easily and keep it clean and tidy.

Benefits

A retail environment and equipment designed around the needs of the staff and customers will:

improve productivity and service levels

reduce sickness, absence and compensation claims

ensure legal compliance and best practice.

Involving independent ergonomists early in the design process:

is quick and cost effective - our advice can take as little as one day

identifies major issues early on - before changes become expensive and disruptive

ensures effectiveness, efficiency and user satisfaction are builtinto the overall equipment design process

improves buy-in of staff and other key stakeholders with independent, authoritative expertise.

Our approach

Experienced consultants work closely with your design team tailoring their approach to meet your needs, timescales and budget.

We evaluate designs against industry best practice and international ergonomics standards - which we helped develop.


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Plans, prototypes and mock-ups as well as final designs can all be evaluated.

We can test the usability and accessibility of equipment with specific user groups.

Clear and straightforward results are presented in an easy to useformat to suit you.

Practical recommendations - we will continue to work with you to ensure you get the best from your new designs.

ANTHROPOMETRY

Introduction

The workplace should be designed to accommodate the body size of the user. Anthropometry is the measure of physical human traits that is applied to determine allowable space and equipment size and shape used for the work environment. Factors that are considered include agility and mobility, age, sex, body size, strength, and disabilities.

Engineering anthropometry applies these data to tools, equipment,workplaces, chairs and other consumer products, including clothing design. The goal is to provide a workplace that is efficient, safe and comfortable for the worker.

Application of Anthropometric Data

Because one can seldom accommodate the entire range of body sizesin the worker population, it is necessary to apply anthropometricdata to accommodate the majority. It is common to design for 90 to 95 percent of anthropometric dimensions. Accommodating 95 percent of body sizes eliminates the smallest 2.5 percent and thelargest 2.5 percent from consideration.

Designing for the “average person” is a serious error and should be avoided whenever possible. It may be necessary to design for the tallest individuals (95th percentile) to determine leg room under a table or for the shortest individuals (5th percentile)


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for reach capability. Although the “average person” is a myth, certain equipment and facilities are designed using average values. Supermarket counters and shopping carts are illustrations.

Anthropometrics are used to describe the "user" or "target" population for a product. Answers are given in terms of the rangeof body dimensions which exist in that population. Having data available on the dimensions of a population takes the guess work out of this aspect of design. It means that a designer can specify what range of people a design should fit.

There are considerable data available, gathered from taking measurements of large numbers of people in standard positions, which provide designers with the information they need. Basic statistical techniques are used to help interpret these data.

It is important to use the appropriate anthropometric informationfor the population who will be using the eventual design. As you might expect, there are some differences between nationalities for most body dimensions. As a general guide, UK adults are roughly similar to other Northern Europeans (although there are differences), and Southern Europeans tend to be a little shorter.US adults are a little taller and heavier than UK adults, while Asian populations tend to be considerably shorter.


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SHOP FRONT

Shop Front is something like a first impression of a customer. Itgives out the brand image. A person can associate with the product through its shop front. It plays psychologically with the


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customer’s mind. If the shop front isn’t good a customer won’t set in a foot in the shop.

The colours chosen, the brand’s pattern everything plays an important role. It obviously depends upon the brand’s target audience as well. The shop front shows or displays the kind of shop it is and what kind of audience it wants to attract.

If it’s a high end cosmetic retail it cannot have a too flashy shop front. It needs to be sophisticated and elegant.

Shop front also indicates the nature of the product being made bythe brand or the ingredients it is going to use. For example Forest essentials has a very elegant and sophisticated while m.a.c. has a very classy shop front


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ENTRANCE DISPLAYThe entrance display is as important as the shop front itself. It

shoes us what is thebrand philosophy and what customer itcaters too.Its helps us identifyour needs and helps us without going inside to know whether we’ll get what we want over there. It also helps the brand know the people moving outside what it is that they want to sell. It


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helps invite in a customer and helps a lot in sales. It has been getting done since the time retails have been set up and it stillgets continued.

There are newer ways to do it now in the way of screens inviting you in, screens displaying advertisements. Display of the brand and its positives and advantages and offers etc.


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BRANDINGBranding is one of the most important thing as if helps the world see what all your brand has to offer. Therefore it isvery important that the world should be able to see.

Branding should be done in such places in a retail that everyone and

anyone should be able to see it.


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It shouldn’t go unnoticed by either a passerby or even the person thatenters the shop. If people won’t know what are the products and what are their advantages and whether or not it can suit them then that will not encourage them to buy it.

MERCHANDISE PRESENTATION


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DISPLAYSOPTIONS: Tester Unit Only (MAN-DISP-3-PC) 3-pc. Retail Stock (MAN-DISP-3-PC-3R) 6-pc. Retail Stock (MAN DISP-3-PC-6R) 12-PC. RETAIL STOCK (MAN DISP-3-PC-12R){

3-PIECE COSMETIC COUNTER DISPLAY

Display Detail:

• Lip Gloss/Lipstick Counter Display

• Liquid & Dual Wet/Dry Foundation Counter Display

• Eyeshadow/Blush Counter Display

• Graphic Header

• Testers

• Retail Stock (if purchased)

• Dimensions: L 16” x W 8” x H 3” (additional 8” for header)

6-SHADE LOOSE MINERAL FOUNDATION COUNTER DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-119-T

Display Detail:

• Holds 6-shades of testers across the front of the display unit


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• Holds 9 pieces of retail stock per shade

• Display Measurement: L 17” x W 14” x H 2 1/4” (addidional 8” for header)

This display purchase includes:

• Display

• Graphic Header

• Testers

• 12 pieces of retail stock per shade

15-SHADE HD FOUNDATION & 12-SHADE TOTAL COVER-UP CONCEALER CAROUSEL DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-125-T

Display Detail:

• Great double-sided carousel point of purchase display

• Holds 12 Concealer Testers (6 on each side)

• Holds 4 pieces retail stock per concealer shade

• Holds 16 Foundation Testers (8 on each side)

• Holds 3 pieces retail stock per foundationshade

• Measurements: L 14” x W 12” x H 16” (addidional 5 1/2” for header)


• Display • Graphic Header • Testers • 12 pieces of retail stock per shade


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6-SHADE HD FOUNDATION DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-125-T

Display Detail:

• Great point of purchase display

• Holds 6 shades (testers) across the front of the display unit


• Dimensions: L 16” x W 14 1/2” x H 10”


• Display • Graphic Header • Tester tablets • 12 pieces of retail stock per shade

DISPLAYS – FACE

FIRST BASE FOUNDATION PRIMER COUNTER DISPLAY {w/ 24 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-104-T

Display Detail:


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• Holds 1 tester

• Holds 24 pieces of retail stock

• Dimensions: L 13” x W 10” x H 1-1/2” (additional 10” for header)


• Display • Graphic Header • Tester • 24 pieces of retail stock

4-SHADE CONCEALER & EYESHADOW BASE COUNTER DISPLAY {w/ 10 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-112-T

Display Detail:

• Holds 4 testers across the front of the display unit


• Display Measurements: L 15 1/8” x W 71/4” x H 1 1/2” (additional 8 1/4” for

header)




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8-SHADE TOTAL COVER-UP CONCEALER COUNTER DISPLAY{w/ 11 pc.RETAILSTOCK} SKU: MAN-DISP-F-DS-118-T

Display Detail:


• Holds 8 shades (testers) across thefront of the display unit

• Holds 12 pieces of retail stock pershade

• Dimensions: L 17” x W 14” x H 2 1/4” (additional 8” for header)


• Display • Graphic Header • Testers • 11 pieces of retail stockper shade

DISPLAYS – FACE

LIQUID & DUAL WET/DRY FOUNDATION COUNTER DISPLAY

OPTIONS: Tester Unit Only (MAN-DISP-F-DS-110-T) 3-pc. Retail Stock (MAN-DISP-F-DS-110-3R) 6-pc. Retail Stock (MAN-DISP-F-DS-110-6R) 12-pc. Retail Stock (MAN-DISP-F-DS-110){

Display Detail:

• Holds 15 Dual Wet/Dry Foundation Tablets

• Holds 5 Oil-Free or Oil-Base Liquid Foundations

• Can be used as a stand-alone or as part of a set with matching units Eyeshadow/Blush Display and Lipgloss/Lipstick Display


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• Display • Graphic Header • Tester

3-SHADE BRONZER COUNTER DISPLAY {w/ 12 pc.RETAIL STOCK}

Display Detail:




• Dimensions: W 18” x L 11-1/2” x H 2” (additional 12-1/2” for header)


• Display • Graphic Header • Tester tablets • 12 pieces of retailstock per shade

6-SHADE OIL-FREE FOUNDATION DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-124-T


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Display Detail:

• Holds 6 shades across the front of the display unit


• Display Measurements: L 14 1/4” x W12” x H 1” (additional 9 3/4” for

header)



6-SHADE OIL-BASE FOUNDATION DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-126-T DISPLAYS - FACE

Display Detail:

• Holds 6 shades across the front of the display unit



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• Display Measurements: L 14 1/4” x W 12” x H 1” (addidional 93/4” for header)


• Display • Graphic Header • Testers • Retail stock per shade

12-SHADE TOTAL COVER-UP CONCEALER & CORRECTOR COUNTER DISPLAY {w/ 11 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-122-T

Display Detail:

• Holds 12-shades across the front of the display unit


• Display Measurements:

• L 24” x W 13 1/2” x H 3 3/4” (addidional 9” for header)


• Display • Graphic Header • Testers • 11 pieces of retail stock per shade.

4-SHADE LIQUID EYELINER COUNTER DISPLAY {w/ 6 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-095-T


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DISPLAYS - EYES

Display Detail:

• A simple but beautiful display for self service.


• Display Measurements: L 9” x W 6 1/2” xH 9”



4-SHADE MASCARA COUNTER DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-096-T

Display Detail:

• Holds 4 Mascara Testers across the front of the unit


• Measurements: W 6 1/2” x L 9” x H 9”




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8-SHADE GLITTER & PAINT DUST COUNTER DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-117-T

Display Detail:




• Dimensions: L 17” x W 14” x H 2 1/4”(additional 8” for header)



DISPLAYS – EYES

EYESHADOW/BLUSH COUNTER DISPLAY

Display Detail:

• Holds 12 blush tablets

• Holds 24 eyeshadow tablets


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• Can be used as a stand-alone or as part of a set with matching units Liquid & Dual Wet/Dry Foundation Counter Display and Lipgloss/Lipstick Display

• Dimensions: L 16” x W 8”x H 3” (additional 8” for header)


• Display • Graphic Header • Testers tablets • Retail stock (if purchase)

OPTIONS: Tester Unit Only (MAN-DISP-F-DS-109-T)

3-pc. Retail Stock (MAN-DISP-F-DS-109-3R)


12-pc. Retail Stock (MAN-DISP-F-DS-109)

12-SHADE GLITTER & PAINT DUST COUNTER DISPLAY {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP- F-DS-123-T

Display Detail:

• Holds 12-shades across the front of the display unit


• Dimensions: L 24” x W 13 1/2” x H 3 3/4” (addidional 9” for header)



DISPLAYS-BLUSH & LIPS


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15-SHADE EYESHADOW AND 12-SHADE BLUSH DISPLAY CAROUSEL {w/ 12 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-127-T

Display Detail:

• Double-sided Blush and Eyeshadow Carousel Display Unit

• Holds 12 Blush Testers

• Holds 15 Eyeshadow Testers

• Holds 12 pieces of Retail Stock per Eyeshadow and Blush Color

• Dimensions: L 12” x W 9 1/2” x W 14 3/4” (additional 6” for header)



15-SHADE LIP GLOSS | LIPSTICK COUNTER DISPLAY

Display Detail:

• Holds 24 lip gloss testers and 24 lipstick testers

• Can be used as a stand-alone or as part of a set with matching units Liquid& Dual Wet/Dry Foundation Counter Display and Eyeshadow/Blush Display


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• Display • Graphic Header • Testers • Retail Stock (if purchased)

OPTIONS:

Tester Unit Only (MAN-DISP-F-DS-111-T)



12-pc. Retail Stock (MAN-DISP-F-DS-111)

8-SHADE LIP GLOSS COUNTER DISPLAY {w/ 10 pc.RETAIL STOCK} SKU: MAN-DISP-F-DS-113-T DISPLAYS - LIPS

Display Detail:

• 2-Tiers

• Holds 8 tester shades across the front of the display unit


• Dimensions: L 15 1/4” x W 12 1/4” x H 1 1/2” (additional 8 1/4” for header)


• Display • Graphic Header • Testers • 10 piece of retail stock per shade


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20-SHADE LIP GLOSS CAROUSEL WITH RETAIL STOCK SKU: MAN-DISP-F-DS-121-T

Display Detail


• 20 compartments

• Each compartment holds 9 lip glosses

• Holds a total of 188 lip glosses

• Dimensions: L 10” x W 10” x H 20 1/2”


• Display Carousel • 20 shades of lip gloss (9 each)

24-SHADE PENCIL CAROUSEL WITH RETAIL STOCK SKU: MAN-DISP-F-DS-120-T

Display Detail:


• 24 pencil compartments

• Holds 288 pieces

• Dimensions: L 13” x W 13” x H 20 1/2’


• Display Carousel • 288 retractable pencils (combination of lipand eye pencils)

DISPLAYS - PENCILS 48-SHADE TREND PENCIL CAROUSEL DISPLAY WITH RETAIL STOCK SKU: MAN-DISP-F-DS-98-T

• An elegant 6 tier double slot carouseldisplay

• Excellent to promote and boost pencil sales


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• Holds 12 pencils per slot, 48 different shades for a total of 576 pieces.

• Dimensions: (measured with pencils) L-15 “ x W-15” x H-13”


• Carousel display

• 576 trend pencils (combination of eye and lip pencils)

48-SHADE PENCIL CAROUSEL DISPLAY WITH RETAIL STOCK SKU: MAN-DISP-F-DS-116-T

Display Detail:

• 6-Tier Double Slot Carousel Display

• Holds 576 wooden or retractable pencils

• Dimensions: (measured with pencils) L-17.5” x W-17.5” x H-13”


• 48-shades of Trend or Retractable Pencils - 12 each (576 pencils)


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ISLAND GANDOLAS

WALL SHELVES


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2-tiered 16 Compartment Cosmetic Counter Display for Pegboard or

Slatwall


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72 SLOT LIPSTICK AND MASCARA TRAY

CENTRE DIVIDERS END DIVIDERS


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SPRING-LOADED TRACK

ADJUSTABLE COSMETIC TRAY WITH TESTER TRAY


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CASH COUNTER

Cash counter needs to be elaborate and properly placed. It shouldbe centrally placed so that it is easily accessible. Also it’s size should depend on the space and the brand image one wants to create. It should normally always have a back room and should have enough cabinets and drawers. It should also have space for free try outs, pamphlets, offers discounts, cards etc.


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COUNTER DISPLAY


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Counters displays is very important as it Is easily accessible tothe customer and the customer can just pick up and see it.

There should be space after the display also so that the customercan sit also and try it. There should be enough movement space between the counters so that chairs can be accommodated and also there should be enough amount of mirrors on the counters and above the counters so the customer can see his/her reflection at all times.


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BACK STORAGE


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Back storage rooms are very importantas they store the excessive things. So if ever the product runs out of shelves there can be extras kept. This is normally behind the cash counter and hidden behind a branding image so as it is not obvious. It shouldn’t show in a good cosmetic retail design.

SERVICES


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The services that are given to many at the cosmetic retails is a complete makeover.But what if without testing it on your skin you can test it on your digital skin…?

SHISEIDO has come up with this amazing technology where one can see what can the effect of the make be up so that one doesn’t need to applyto his / her skin and can hence thenchoose whether or not they want to buy the product.


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LIGHTING


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AIR CONDITIONING


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Ducting with remote control is one of the best systems for air conditioning in a cosmetic retail

Or


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CCTV

CCTV system is very important in a cosmetic shop as there very little and tiny things on display so there is a lot of chance fortheft in it

So one should always be prepared and this helps monitoring the security of it.


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CASE STUDYBRAND: CLINIQUE

LOCATION: 1ST FLOOR, PALLADIUM MALL, LOWER PAREL, MUMBAI.

The Clinique brand is a cosmetic retailthat deals with treatment of face and body. Mainly specializing in facial skin. Its store was a 200sq.ftKIOSK. It had a verypure and bright lookabout it, not too many flashy colours depicting its

concept of treatment. It has an open welcoming nature in the formof a wide entrance. When you enter the store the saleswomen firstchecks your skin and identifies your skin type. Once your skin type is identified they suggest you products accordingly and alsoshow you a trial of their products.

DESIGN

As soon as you enter the kiosk on your left there is the cashier counter to your left and nehind that counter is the back room


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also used as a store room. There are display shelves on the wall and on the floor as well.

DISPLAYS

The displays on the wall are 450 mm deep and are made up of aluminum channels. The products are displayed with the help of plastic racks and organizers which are custom made with the brandsignature on it. Above the wall displays there is branding done with the help of backlit panels with posters stuck to it. There is counter space on the back of the kiosk to place the products.

The storage below is made up of MDF boards and PU coated. They all are attached to the ply on the back.

The island counter is like a try out counter with mirrors and stools for the customer to sit on. There are drawers below ranging from 75mm to 150mm in height that house the products. In the drawers too dividers are used to separate and classify the products. The island counter also has display on top of it and onits façade. There is mild steel skirting given to this counter and it is 1000-1200mm approx. deep so it can be accessed from both the sides.

On the right hand side of the entrance there is a counter that hold an ipad that is used to check the skin type of the customer when he enters.

Also there is a counter 450-500mm deep used for display of eye liners and lipsticks.

GOOD CRITIC

1. The place even though small has been utilized well.2. It is quite multifunctional and serves a lot of purpose.3. Inspite of so much going on there is space to move around.4. The display has been done very smartly utilizing every space

available possible.


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5. The branding is also done extremely well, designed in M.S framework and backlit.

6. The idea of getting your skin type checked the moment you enter itself is a blockbuster.

7. Since it’s a treatment oriented cosmetic brand the salesmen and saleswomen wear lab coats which add a touch to it.

8. The store room or back room is excellently hid behind a panel and is planned well.

9. The lighting of the kiosk is designed extremely well. There is proper lighting through the false ceiling and also desk lights have been provided.

BAD CRITIC

1. The store room could have been given more space.2. The cashier looks crammed in a corner.3. There are too many people helping inside and the space is

less.4. There isn’t enough space or privacy for people trying out

products.5. Since the trying out counter is right in the middle it

obstructs people’s way and also is inconvenient for the person trying out.

6. Even though it is a kiosk there is no place specially assigned for the new arrivals in a way that it attracts new customers.


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SITE SELECTION

LOCATION: Silver Cascade, Lower Perl, Mumbai

Area: 4300 SQ.FT

CONCEPT: WINDMILL


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Thesis on Cosmetic Retail

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