Biotherm retail concept

It’s a complicated exercise redesigning the three-dimensional representation of an already strong brand to be flexible enough to appeal to the different needs of international customers.

For L’Oral’s BioTherm range of cosmetics, Virgile & Stone has come up with a kit-of-parts counter which will be assembled in department stores, pharmacies and duty- free areas around the world.

`The design had to be efficient, practical and accessible, and this is reflected in the combination of the simple curved and straight lines of the counter. The use of glass and white surfaces in pure forms is in keeping with the organic image and packaging of the product,’ comments co-managing director Carlos Virgile, who has worked with L’Oral in the past.

The cosmetics company wanted to introduce self-service to the counter, so Virgile & Stone created a special curved section to which the customer has direct access.

`Customers must not feel intimidated in this space where they can test products themselves,’ adds Virgile, who was responsible for signs and graphics which identify and explain the product range.

The methods of buying and selling cosmetics varies between countries, and the counter has to be able to be adapted to every environment.

`In Japan, cosmetic areas offer more services, such as aromatherapy, and transactions take longer, so we will need to provide more seating areas,’ says Virgile. Counter heights will also have to be adjusted accordingly.

The design is being rolled out in Latin America, Spain and Portugal, with no date yet for a British launch.