Estée Lauder: Night Time is the Right Time

Estée Lauder: Night Time is the Right Time now is over!

New retail award titled ’Night Time is the Right Time’ has been recently launched by company Estée Lauder on the site Desall.com with intent to design a new visual merchandising concept for celebrating and highlighting the Advanced Night Repair serum across various retail settings.

About Competition

Through this retail award Estée Lauder invites you to propose a concept for the visual merchandising dedicated to Advanced Night Repair inside the various points of sale, creating the design of a permanent in-store installation and the design of the relevant displays for the retail settings (free standing on the floor, gondolas, on shelves, on counters).
The concepts you propose shall give maximum visibility and prominence to the Advanced Night Repair serum, celebrating its unique role of skin restoration associated with the night.

Advanced Night Repair was the first serum ever launched over 30 years ago. Advanced Night Repair is the cult serum. This product is the absolute reference in the Prestige cosmetic industry. Always imitated, never matched. Even its packaging became iconic over the years. The Little Brown bottle is adored by women around the world.

For the correct realisation of your proposals, keep into consideration the following guidelines:

Theme: A key element in the Advanced Night Repair communication is the night, as a catalyst of the processes of skin restoration of the body, particularly beneficial to the skin health. Your design shall be able to loudly advocate the benefits of the technologically advanced properties of the Advanced Night Repair serum that triggers and facilitates a self-repairing process naturally carried out by the body, especially during sleep hours.
Your concept shall metaphorically represent a living monument, something that transcends the concepts of time and space, truly celebrating the Advanced Night Repair serum, embodying its unique properties into something visually meaningful and memorable for the user experience inside the store, something always on, always visible, causing real impact into the customer.
Your concept shall be able to convey all the magic of the night and its particularly favourable time for skin health, giving voice to the own the night slogan associated with the serum, in a loud and memorable way.

Retail settings and size: Advanced Night Repair is currently sold in different store typologies, each with its own constraints and requirements. Your concepts shall be applied across all these three retail settings: brand-owned boutiques, department stores and perfumeries with the due adaptations and customisations. For this reason, modular or scalable concepts will be preferred. In particular, brand-owned boutiques and event podiums set virtually no limits for installations, except for limiting the dedicated area to no more than 30% of the overall space. Department stores and perfumeries outposts, allow for installations or displays ranging between 130 and 160 cm in height, while inside perfumeries the only space available for the visual merchandising dedicated to Advanced Night Repair allows for a very restricted space on shelves and counters (a few centimetres in height).

Consider that the installation will be permanent, that is it will be present inside the point of sale for +1 years.

The installations you propose can be realised with different kinds of materials and the materials themselves can be determined by your concepts. Among the allowed materials, you can employ paper, carton, plastics, all kinds of wood, resins and metal. Avoid live, organic, non-durable and degradable materials.

Your concepts shall truly embody the style and brand identity of Advanced Night Repair.

Upload all the images that better present your projects (renderings, sketches, descriptions, etc.) presenting your concept in all three retail settings, that is perfumeries, department stores and brand-owned stores, clearly showing how the visual merchandising is placed in the space. If necessary, remember that you can also attach a .ZIP archive containing extra materials (for ex. higher-res images, PDF files, etc.).

All texts provided with your uploads (abstract, description, tags, etc.) should be written in English.

In the evaluation of your submissions Estée Lauder will take into account the following criteria:

Degree of innovation (5/5)
Aesthetics (5/5)
Brand compliance (5/5)
Technical Feasibility (4/5)
Project Submission (5/5)

There is no entry fee