Tesco retouches cosmetic displays

Coutts Creative has designed a health and beauty ‘environment’ for supermarket giant Tesco, which is expected to roll out in ten stores this year.

According to consultancy managing director Nigel Stern, the work comes as Tesco looks to increase sales across the two categories, and builds on consumer research conducted by L’Oréal, with which Coutts Creative collaborated on the project.

‘The research [showed] that customers want to spend more time browsing for health and beauty products, and that these are more considered purchases than, say, a can of baked beans,’ he explains. ‘Our brief was to create a more conducive environment [for this].’

Stern says curved, concave fixtures will replace Tesco’s traditional straight run of aisles in the health and beauty scheme, while illuminated signage above and down the sides of bays will make brand names more prominent and easier to read.

‘The codes and cues come more from premium beauty,’ he says.

Coutts Creative was appointed to the work, worth a five-figure fee to the group, in January 2003. There was no pitch.

The consultancy has collaborated with L’Oréal since 1999 on the development of health and beauty schemes for leading retailers including Superdrug, Tesco, Sainsbury’s, Asda and Safeway.