7 November 2011

South Africa: Bobbi Brown Cosmetics 'Pops Up' With Rocket Creative

Bobbi Brown Cosmetics, a division of the international Estée Lauder Group since 1995, recently tasked the Rocket Creative crew with generating their custom-designed Pop-Up/Temp Store solution.

The specialised project involved bringing the latest pop-up store concept to fruition for use in the South African retail market.

Says Richard Nilson, Managing Director of Rocket Creative, "In this instance the Pop Up Temp Store will be used for the next three- to four-month period in the Edgars East Rand Mall store location whilst a permanent counter is built.

The concept's core functionality however is to enable the brand to identify fresh retail markets as well as to boost in-store visibility for the brand on a trial basis in previously untapped locations.

New markets are critical for any brand's growth and development, and the portable Pop Up Temp Store is purpose-built to be able to be transported and installed at different locations whilst maintaining the upmarket CI aesthetics, communication and functionality required by the Bobbi Brown Cosmetics brand."

With the key deliverables of the design being modularity and flexibility, the set has the capability to be installed in a variety of footprint formats based on the available floor space in any desired retail environment.

The appeal of this concept is that budget spend is incurred as a once-off expenditure and then activated repeatedly in new locations thereby increasing both exposure and sales in untapped markets, making it an astute choice for any effective sales and marketing strategy.

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