L'Oréal Paris Elseve Shelf Card

Elseve needed effective point-of-sale communication to make its wide range of hair care products more visible in the cosmetics aisle and to allow customers to easily distinguish different product lines on the shelf. The aim of the project was to create a shelf card application that, instead of simply displaying shampoos and hair care products on the shelf, highlighted the brand's product messages at the customer's eye level and established campaign and series communication directly next to the products.

In response to this need, an L-shaped shelf card was designed for Elseve, fixed to the front edge of the shelf. While the products are located directly behind the card on the shelf, the visual surface extending forward makes Elseve's different product lines and campaign messages visible. This application is a compact in-store communication solution that can also be called a shelf card, shelf front card, shelf front advertising, shelf front promotional application, shelf talker, shelf stopper, shelf edge display, and POP communication application.

Shelf card application can be used for shampoo, conditioner, leave-in conditioner, hair mask, hair serum, spray serum, scalp serum, hair oil, hair beautifying cream, pre-shampoo treatment, hair lamination product, and hair styling products. Elseve's different product lines such as moisturizing hair care, oily hair care, split and damaged hair care, anti-hair loss care, shine care, long hair care, and curly hair care allow for easier customer navigation through the colors, product images, and short contact messages on the shelf card.

This shelf-front communication area enhances brand visibility without obstructing product display. Customers can more easily spot Elseve product lines as they browse the shelf; complementary products such as shampoo, conditioner, serum, or mask can be evaluated within the same series. The compact design of the shelf card creates additional visibility for campaigns, new product launches, and seasonal communications without altering the existing cosmetic shelf layout.

Elseve hair care product shelf cards can be used in cosmetic chains like Watsons and Gratis, personal care stores, beauty store format outlets, dermocosmetic stores, supermarkets, hypermarkets, cosmetic sections of chain stores, personal care floors of large department stores, airport duty-free shops, and travel retail outlets. It is an effective application, especially in areas where shampoo, conditioner, hair serum, and mask products are displayed on the same shelf, making it easier for customers to choose between product lines.

As a result of the project, Elseve created a stronger brand communication for hair care products without disrupting the shelf arrangement. The shelf card application made the products more visible at the front of the shelf, while offering a practical point-of-sale solution that allowed customers to more easily discover Elseve shampoo, conditioner, mask, and serum varieties.