Following recent innovation projects, COTY approached TYC to design the next generation of merchandising for Bourjois. The first part of the global brief to launch was the Dubai Lifestyle store.
Thank you for all your passion, energy and out of the box ideas to drive instore reinvention for our brands
VP Instore Excellence Consumer Beauty
How do you take a new global concept mid project and launch it a prime market place to avoid loss of time and negative capital expenditure? There are times when life isn’t linear and you’ve just got to go with it. So you don’t think BIG, you think FAST.
First up the project team set about understanding the brief and requirements for the Dubai Mall to know the parameters. Within those, the aim of the design was to elevate the Bourjois brand and to give it a premium experience whilst creating maximum standout by leveraging the Parisian credentials.
The retail design of the gondola took learnings from the wider Bourjois brand repositioning project and included fixture design, visual merchandising and communication. The project went live in Dubai Mall beauty hall during Q3 2018. It has been incredibly well received by the consumer and performed remarkably well in its first 6months of trading.