Urban Wall
Spring 2010 best approach
These guidelines can be implemented for any/all Urban Wall resets
In spring 2010 the Urban Wall is going to be refurbished. We want to highlight our destination categories ~
mascara and face ~ in the center of the wall and frame them with our color/impulse categories ~ lip/nail and
shadow. Additionally, we are introducing new navigational signs and headers that direct the consumer to the
benefits they are seeking. This flow and sign combination has yielded an increase in sales of 5% in a Shopper
Insight Study conducted at key retailers.
Where to start? In order to minimize time and handling of product it is strongly recommended that you
follow the below guidelines:
1) Remove all existing headers
2) Remove all light boxes and hot spots.
3) Remove all existing signs/graphics.
4) At this point you have 2 options to choose from before proceeding to step 5:
a) Remove all lip and nail trays from the wall OR
b) Based on the new SP10 planogram you are implementing, determine how many columns lip and
nail will occupy in the new set. Remove all face trays/hang bars from the space needed for lip and
nail. Move the lip and nail trays from the right side of the wall into their new position according to
the SP10 planogram on the left side of the wall.
For either option, carefully place all trays you remove on a shopping cart and move them out of the
way (please keep the aisle open by keeping
boxes, etc. on the same side of the aisle you’re working on).
The steps below are a departure from how most people set the wall and are to be followed whether you chose
option 4a or 4b. Instead of setting left to right, you will set the wall starting in the bottom right corner of the
wall and move to the left.
5) Continue the reset in the bottom right hand corner of the set by moving the shadows into place.
6) Proceed by moving eyeliners and mascaras to the right. Most of the hang bars are changing their
assortment/positions. Where you can quickly identify hang bars that have the most items that you are
looking for, move them into place to minimize the movement of the individual items.
In an effort to get fixtures off/out of carts, etc., if you are comfortable with getting the hang bars in place
and completing the rest of the wall, please do so. Then after placing all fixtures on the wall, return to the
peg section to arrange the hanging product to its exact location according to the planogram.
7) Continue moving hang bars and face trays to the right.
8) If you chose Option 4a, place all lip and nail trays that were removed at the beginning of the set.
< New navigational signs >
Please note that some of the navigational signs are 2’ or 3’ long and therefore will span multiple sections.
Important Reset Information
Urban Walls Only
1. Always save the Carrier trays until the reset is complete. Many need to be re-used and are universal
throughout the entire wall.
2. Urban walls will receive the following fixtures (depending on pog size):







New Eye Studio section which includes new shadow trays, special hook bars and black backer
paper along with instruction sheet.
Instant Age Eraser Trays ( 1 or 2)
Restage of IAR Liquid which will use existing trays, but kit will include new chips and new ID
Plaque (1 or 2)
Shine Sensational Gloss Trays (1 or 2)
3 new Express Finish shade chips
Pulse Perfection Frame sign will be updated with a new Factice and graphic.
There will be a new plastic space saver part for the Color Sensational 4 tray and above mix
which replaces the paper space saver.
3. SIGNS and HEADERS: In many accounts, the entire sign program is being revamped.
 Existing headers are going away. There will be a new 7” high logo header and in some cases an
additional 7” high Eye Studio header
 The header graphics will not be attached to the fixtures and will ship separately
 Additionally, there will be a variety of new 2” navigational signs
 Replacing the current signs will be new chrome framed signs. For these, the graphics will not be
attached to the chrome fixture, but will be in the “open me first” box and will need to be placed
into the chrome sign holder at the store level.
 For those accounts not receiving the new sign package, the sign graphics will not be updated.
Updated graphics will be sent for the headers and Light Boxes.
4. The Hot Spot is being discontinued in all accounts. Please discard.