Gold Move

Perfume display doesn’t discriminate,
reminds everyone they’re shining

CK GOLD COUNTER UNIT | Canada

product category cosmetics/fragrances

POP type temporary

size 0.833 x 0.833 x 0.833

Contributing Shop! member: Menasha

client COTY

Sadly, the beauty industry discriminates. It genderizes. It even has a well-documented history of not making everyone feel welcome. Calvin Klein Fragrances wanted to do something about this: Neglected, under-served consumers needed a fragrance that spoke to their identity. While launching one product wouldn’t stop transphobia or homophobia, it would begin spinning wheels in the right direction. The fragrance division created a limited-edition product for its loyal CK One customers that refused to follow traditional gender norms. The brand’s new product exudes a captivating scent that promises “a drop of gold for everyone.”

Coty wanted a display that would amplify a much-needed message for an often underserved demographic. It was tasked with commanding shopper attention in more than 100 drug stores across Canada. 

A simple, E flute corrugated structure provides stability and crisp, clean edges, while a rich gold foil finish and “dripping gold” decal mimics product packaging and gives the display its eye-catching, high-end look.

The custom-designed domed decal emphasizes the fluid look of gold pouring down the counter. The recognizable Calvin Klein logo at the top of the simple SBS header clearly identifies the brand and captures brand loyalists. And the display was extremely budget-friendly.  It was prepacked with ship fillers to ensure that the product and display arrived at retail in perfect condition.

During the first six weeks of the display’s use in stores, sales of the CK One parent brand increased by 41% and sales of the CK One Gold product increased by 3%. With its premium, permanent-looking finish, relatively low production costs and high in-store compliance, this display provided a strong return on investment for Coty.