Best Practice for Cosmetics Displays

Posted by Tim Ellis on 29 November 2016

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Cosmetics displays are, characteristically, one of the most interactive locations in a store.

The very nature of cosmetics invites customers to test, compare, contrast and consider exactly which products are right for them. With this in mind, it’s essential that a beauty counter is accessible and inviting.

Here are the simple yet crucial steps that beauty brands must follow to ensure their cosmetics displays tick all the right boxes for shoppers.


Typically, cosmetics counters will be located near the front of a store. This strategic placing not only catches the eye of passing shoppers but will also receive the most footfall within the store. Identifying the most prominent location that customers can easily access is the first yet crucial step towards creating a successful cosmetics display.


Photographers, models and artists have long used lighting to highlight or minimise certain features. It goes without saying that certain lighting schemes create an unflattering environment, and it’s key that cosmetics counters use lighting styles that show off products in the most complimentary way. White lights will highlight products once applied and will help the customer to better see the true tones and textures of a product. Lighting should also be strategically used to draw the customer’s attention to specific displays. Illuminating displays to three times brighter than its surroundings will automatically draw attention to a product.


Beauty is one of the few remaining sectors where e-commerce is less favourable than physical stores, as being able to test products strongly influences a customer’s purchasing decision. As a result, it is extremely important that cosmetics displays are accessible. Customers must be able to find the right shade or type of product they’re looking for with ease, so correctly labelling display stands and ensuring that products are appropriately replenished is essential. Effective inventory management comes into play here, and investing the time into identifying stock will make populating a cosmetics display much easier.


In this digital age, beauty brands are now going one step further to make sure their displays are more dynamic and interactive than their competitors by utilising the very best technology. Make-up brand Max Factor joined forces with the visual browsing start-up Blippar to make its range of products scannable through an app. When customers scan a product, they receive access to tutorials, images, reviews and other related content. By incorporating this cutting-edge technology, beauty brands can encourage shoppers to become more interactive with the brand, which in turn generates more return custom and brand loyalty.

In an increasingly competitive market place, standing out from the crowd is more important than ever. Beauty brands must ensure that their cosmetics displays meet the customer’s needs when it comes to practicality, and also think outside of the box to create innovative campaigns and displays that drive custom.


An Installation Case Study

Working with the retail institution that is Boots, Momentum Instore delivered a high volume installation campaign which aimed to make the shopping experience a more pleasurable one.

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