Gold Award for DS Smith at the POPAI D-A-CH Awards 2021

Skin care meets color
The new NIVEA Cellular 3in1 Care Make-up combines the proven care of the brand classic with the coverage of a reliable foundation. In cooperation with Beiersdorf and the POS marketing agency bmp Shopper United, DS Smith has created an extravagant counter display for the launch of the cosmetics innovation that allows the product and brand promise to be experienced with all the senses in retail. The jury of this year's POPAI D-A-CH Awards awarded DS Smith's brand-voiced counter display with gold. In total, DS Smith could even be pleased about 3 awards at this year's awards.

A highlight of the original runner-up is the wave-shaped pedestal: The unusual element skillfully embodies the lightness, composition and consistency of the liquid care makeup. At the same time, the consumer's attention is effectively drawn to the testers placed inside for trying out the three shades. The high-quality printed cardboard wrapping of the display, laminated with silver foil, underlines the premium quality of the product series. At a glance, the cell structure and refined surfaces in the foundation shade visualize what beauty-conscious women can expect from the new product: perfectly covering yet extra-caring makeup for a radiantly youthful complexion.

With the new NIVEA Cellular 3in1 Care Make-up, Beiersdorf is addressing the needs of today's female consumers. The innovative cosmetic product ensures an optimized and even complexion. At the same time, the make-up provides 12-hour moisture and, with regular use, reduces fine lines and wrinkles thanks to the hyaluronic acid it contains.

The care make-up, which is available in three shades, is being promoted in retail outlets with a high-impact counter display by DS Smith. The focus of the extravagant POS presentation is solely on the products, whose high efficacy and quality beauty-savvy consumers can see for themselves directly on the sales shelf. This is made possible by the testers prominently displayed on the wave-shaped pedestal, which invite customers to reach out and try them out. With its original design and refined surfaces, the secondary placement stimulates the senses and entices customers to buy.

In addition to its unusual appearance, the counter display also impresses with its sophisticated design. The display and packaging strategists at DS Smith designed the tray as a closed wrap. The integrated rear wall and the two-tiered pedestal including cover round off the smart composition of the so-called innovation tray. Since the secondary placement comes already erected to the trade, the effort for handling on site is very low. And the solution also scores in terms of sustainability. As a fiber-based display, it can be used in a variety of ways - fully in line with DS Smith's sustainability strategy "Now. And Future. sustainability strategy, it can be recycled.