Maybelline Wooden-Legged Category Stand

Stand Type

Maybelline Wood-Based Category Display, This is a high-capacity, full-size, freestanding category stand that unites Maybelline New York's various makeup categories under one roof. Its design language is based on the idea of bringing the energy of New York into the retail environment through black-and-white contrasts, vertical graphic areas, and modular product blocks, transforming the brand's point-of-sale communication into a physical experience. Scale, product accessibility, and viewing angles are balanced, taking into account the shopper's decision-making time within the aisle.

Materials and Production

The wood-based frame is manufactured using CNC cutting, with robust shelf connections and protective laminated prints; surfaces suitable for intensive tester use have been selected. The supporting elements are sized according to shelf load and contact frequency; the printed surfaces are applied in a way that maintains color integrity during long-term store use. Solving the graphics, construction, and product placement within the same design system reinforces the premium perception of the stand.

Industry and Product Presentation

Mascara, lip, and face makeup products are presented within shelf sections that define category boundaries, facilitating easy navigation across the broad portfolio. Product facings are designed to avoid obscuring the distinctive codes on the packaging and to facilitate comparison of variants within the series. This approach speeds up category navigation while supporting product findability and visual stock perception.

Point of Sale Usage

Cosmetic chains position these stands as independent category units in the makeup areas and shop-in-shop applications of hypermarkets. The ratio between the stand's footprint and the communication surface it creates is optimized to provide high visibility and operational efficiency at the point of sale. It offers an accessible structure that allows for quick intervention during product replenishment, cleaning, and daily store operations.

Goal and Outcome

The goal is to transform the Maybelline portfolio into a single brand destination, make category transitions visible, and create a powerful retail theatre effect that supports multi-product shopping. As a result, the project combines brand prominence, organized product presentation, and ease of shopping within a single POSM solution, establishing seamless interaction between attention, evaluation, and purchase stages.