Revlon Australia-New Zealand has launched a new-generation merchandising wall is says provides a better shopping experience for customers when purchasing in-store. 

The new wall was developed in collaboration with EDA Retail Merchandising Solutions and will be rolled out into 400 locations during the year beginning this month.

The features include an activation bar for testing and trialling products, as well as a display of ranges for shade navigation to enhance customers’ experiences. 

According to Revlon ANZ head of marketing Amy Kingon Smith, the new venture has taken “great effort” to create “a revolutionary display” by departing from the traditional flat fit-out seen only in pharmacies.

“This concept has been underway since 2020 and through our research and development, we’ve seen how consumers have altered the way they shop – they expect more from their in-store experience,” said Kingon Smith. 

“Having our Australian and New Zealand brand identity so deeply rooted in making beauty accessible for everyone, our pharmacy retailers play an integral role in delivering product and our message to the Revlon consumer. That is why we are so proud to launch this elevated merchandising option, which aligns with the quality of our product.”

In keeping with Revlon ANZ’s approach to sustainability, the display, which can be found in Chemist Warehouse, Priceline stores, and Independent Pharmacies, is made of 95 per cent recycled material. This includes the materials used, the repairability of the unit, a reduction in parts (by 15 per cent), and a reduction in the packaging (by 80 per cent).

• Further reading: Bankrupt beauty: Lessons from Revlon’s supply chain failures