We transformed Olay’s presence in China with a new retail concession concept – Diamond – that’s helping to boost market share to over 30%.
First we turned the traditional physical counter inside out: rather than a single, central counter, Diamond offers several open areas hosting various products and experiences. Then we integrated digital comms and dermatological technology, to invite customers to interact in different ways. The solution reflects regional skincare preferences, while also helping to change a transaction-based relationship into a lifetime one.
Fully integrated with digital communications and skin benchmarking technology, the Diamond design truly enriches the skincare shopping experience and is hailed the ‘most desirable and irresistible destination for consumers and a must-have for retailers.
Brand equity increased by 63%
Counter visibility increased by 65%