Henschel-Steinau Creates Speciality Boutique Program


Henschel-Steinau, Inc., an award-winning, retail marketing solutions agency, played a key role in strategically positioning Church & Dwight’s Trojan Vibrations Midnight Collection line of personal massagers, by creating a family of three high-end upscale displays for specialty boutiques across the United States. The displays are currently rolling out in select retail boutiques across the United States.

Henschel-Steinau created three displays including a high-end permanent floorstand that incorporated lighting to draw shopper interest, a corrugated floorstand and an upscale counter unit to launch the product line in specialty boutiques.

The primary target for the displays is a female shopper who makes the majority of purchases in the personal massager arena. The category is emerging more than ever before with products being mainstreamed in traditional retail locations as well as specialty boutiques.

“The same design philosophy used in an upscale health and beauty aids display for major retailers such as Macy’s or Bloomingdales where used here to communicate in a voice that women are familiar with,” explained Henschel-Steinau Chief Executive Officer Gary Forman.

All three displays connect with the shopper by mirroring the product packaging, with the permanent floorstand being a giant version of the product package.

The combination of emotional appeal inherent to the high-end, elegant design, the dramatic use of color and the ability to test products all worked in concert to eliminate purchase doubt and drive the purchase decision, which is a highly personal one for the targeted female shopper. The equity inherent to the well-known Trojan logo plays a large part in each of the executions, while the Trojan Trusted Quality badge plays a prominent role.

“The bottom line is the Trojan Vibrations Specialty Boutique Program leads shoppers to make a purchase by clearly communicating the differences in the products, leveraging the Trojan brand equity successfully in an emerging category and sheer stopping power that guarantees the product gets noticed at retail,” said Forman.

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