Bluefin High-Bright screens make all the difference for global beauty brand GHD’s in-store display units.
The Setting: Competitive Beauty Brands Market
Everyone knows the beauty brand market is highly competitive and the hair tools division is heating up. Well known brand, GHD, has a fresh strategy on how to remain a top tier player in the category. Currently, the global hair styling tool market is forecasted to grow at an annual rate of 4.9% to reach US $38.4 billion by 2030 (SkyQuest). With challengers posing some of GHD’s toughest competition yet the company is taking a proactive approach.
“We have to make sure that we are still uniquely positioned during this cost of living crisis, by remaining a significant company in the beauty tech space.” says GHD CEO Jeroen Temmerman in his interview with Cosmetics Business.
Their game plan to strengthening brand position includes expanding into untapped markets and launching new products. The company is also committed to driving innovation and leveraging unexpected technology in stores.
The Goal: Blow Away the Competition
In addition to R&D the company examined their in-store presence: “We want an interactive stand to put in stores. We are thinking about using sensor technology and putting a layer of mirrored glass in front of a standard screen. Can you help us build this?” The GHD team asked retail install specialist, Lime Retail.
“Sure, I can help you build a stand like that. We can use Nexmosphere presence and lift and learn sensors all of which works well with BrightSign players. But do you know what happens if you put a layer of mirrored glass in front of a normal screen? “You reduce brightness by over 50% and make content almost impossible to see. Let’s get a High-Bright version in the size you want to get the best possible output.” said Ross Halford, Senior Account Manager – Luxury Brands at Lime Retail. Halford and his team knew Bluefin could get them what they needed.
The Lime team mocked up a comparison demo to show a normal screen with pane of mirrored glass in front and the Bluefin custom built High-Bright 21.5” with mirrored glass built-in. The difference was obvious!
The Tech: Bluefin High-bright Screens Display Sensor Activated Content
Bluefin International believes in going beyond standard limitations. By designing to unique environments we enable our customers to achieve their goals. Each Bluefin screen comes with the O/S built-in. In the GHD project, designer Ross Halford chose BrightSign Built-In for the operating system. BrightSign Built-In works seamlessly with Nexmosphere sensors all of which are housed in the Bluefin screen itself for a clean, simple design.
How it works: When you approach the unit, sensors trigger the screen. The lights, which are also controlled, dim to 20% and content about the products being showcased plays. Once it finishes the lights brighten back to 100% so shoppers can see themselves clearly in the mirrored glass. A call to action comes up cueing them to select a product. When they select a product and pick it up, the unique content for that item is triggered, lights dim and content plays. The Bluefin High-Bright custom screens make all the difference in whether the shopper can see and engage with the content or not.
The Actualization: Innovative Tech Pays Off
The genius behind this unit design is that it keeps shoppers engaged for longer and acts as a virtual sales specialist for the brand. Bluefin customized screens were exactly what GHD needed to complete their beautiful interactive kiosks. “Bluefin really came through and designed for purpose.” Said Halford. “GHD has embraced what we’ve recommended and they are really happy with the final product.” Once the design was complete the installer went to work creating displays for stores across Europe. “We have installed them as far south as Greece and as far east as Warsaw.”
The Future: GHD Expands to Meet Customer Demand
The installation has been so successful for the GHD brand and product sales, “We continue to order more screens as the client rolls out more units.” Halford says. “In fact, they are building out an experience zone on Oxford Street, and have expanded to a two-sided screen format for new units rolling out in other stores in the UK.” Lime and Bluefin continue to work with GHD as they expand their footprint in beauty stores across Europe.
Connect: Bluefin Screens Can Make the Difference in Your Project
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