Camouflage’s first project was carried out in conjunction with leading advertising agency Agency Republic, who had been working with Schwarzkopf Professional to develop the advertising positioning for the new Hairspa range. We were asked to put together a detailed visual merchandising manual for Schwarzkopf for them to understand how to engage with the customer when the products were on sale in the salon.
We determined where the SEAH Hairspa unit should be positioned within a salon using generic axonometric layouts. The purchase opportunities were split down into manageable steps from entering a salon, to consultation to hair wash through to styling. We worked with Schwarzkopf head office specifically to determine in-salon support about how to use the different products and accessories during a customer’s stay. Furthermore we developed specific VM product guidelines for the unit about definitive product placement.