I'm not asking that we do everything that the global cosmetic companies do. But my head and my heart both tell me that we can do better than what we are at the moment.
As an example, just across from the Elixia shelf in Myer Brisbane the other day was a lovely, spread out display of products, across multiple shelves, properly backlit, with neatly stacked information sheets and a brand sign at the top of the stand. Not mixed in with other brands. Visible, clean, neat, well displayed, information available, properly signed.
The company name is Simplicite and it was set up and is owned and run by a husband and wife team who live here in Brisbane. The brand is positioned in the "natural" segment of the market. They have a dedicated store in inner city Brisbane, are stocked in Queensland Myer stores and up to 20 beauty salons, spas, naturopathic clinics and cosmetic medicine clinics throughout Queensland. You'll also find them in the capital city Myers + Chadstone and another 10 or so beauty salons.
You can check out their website as a comparison. This is not a global cosmetic company and I suspect that their resources might be as limited as Phosphagenics.
I am in no way connected to the company and for all I know, perhaps their Melbourne POS displays are as bad as Elixia's Brisbane one. Perhaps someone can have a look and let us know. My point is simply that it appears that it is possible to put together something classy without the resources of a global cosmetic company.
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