Title:
Method and display for merchandising cosmetic products
Kind Code:
A1


Abstract:
A display for cosmetic products wherein at least some of the cosmetic products are designed for use in a beauty routine comprised of steps, and such products are placed into sections of the display that correspond to the step of the beauty routine they are designed to be used in and a method for merchandising cosmetic products.



Inventors:
Alderman, Nanci Carol (New York, NY, US)
Gartman, Karen Jean (Hoboken, NJ, US)
Johnson, Michele Louise (Madison, NJ, US)
King, Sarah Reingewirtz (New York, NY, US)
Udell, Marsha Rochelle (Harrison, NY, US)
Application Number:
11/283238
Publication Date:
12/28/2006
Filing Date:
11/18/2005
Primary Class:
International Classes:
A47G29/00
View Patent Images:
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20080035593Portable Clothes StandFebruary, 2008Roberts
20070193968DISPENSER FOR DISPOSABLE CUTLERY AND COMPONENTS THEREFORAugust, 2007Smith et al.
20070000857Adjustable pallet display unitJanuary, 2007Roth
20100006524ROTATABLE ORGANIZERJanuary, 2010Roach
20050133471Glide with product stopsJune, 2005Squitieri
20070194037Spring driven method and apparatus for in-carton display and fronting of merchandise itemsAugust, 2007Close
20080053935VERTICALLY MOUNTED SHELF ASSEMBLY AND ACCESSORIES THEREFORMarch, 2008Newbouild et al.



Primary Examiner:
RAMSEY, JEREMY C
Attorney, Agent or Firm:
Julie Blackburn;Revlon Consumer Products Corporation (Law Department, 237 Park Avenue, New York, NY, 10017, US)
Claims:
We claim:

1. A display for cosmetic products wherein at least some of the cosmetic products are designed for use in a beauty routine comprised of steps, and such products are placed into sections of the display that correspond to the step of the beauty routine they are designed to be used in.

2. The display of claim 1 wherein the beauty routine involves application of makeup.

3. The display of claim 2 wherein the steps of the beauty routine for application of makeup include: (i) preparing skin prior to application of makeup (“Prepare”), (ii) applying makeup to the skin (“Color”); and (iii) finishing the makeup (“Finish”).

4. The display of claim 3 wherein a section of the display contains the products used in the Prepare step; a section of the display contains products used in the Color step, and a section of the display contains products used in the Finish step.

5. The display of claim 3 wherein one or more of the sections of the display contains subsections identifying a beauty issue and containing products to address that issue.

6. The display of claim 5 wherein the beauty issue includes one or more of concealing skin imperfections, hydrating skin or lips, or beautifying skin or lips.

7. The display of claim 5 wherein the beauty issue includes one or more of: (i) perfecting skin prior to makeup application, (ii) concealing age spots, (iii) smoothing lips, (iv) smoothing lines, (v) minimizing pores, (vi) hydrating skin, (vii) covering flaws, (viii) highlighting skin, or (ix) adding radiance.

8. The display of claim 7 wherein the subsections in the Prepare section include one or more of: (i) perfecting skin prior to makeup application, (ii) concealing age spots, or (iii) smoothing lips.

9. The display of claim 7 wherein the subsections in the Color section include one or more of: (iv) smoothing lines, (v) minimizing pores, (vi) hydrating skin, or (vii) covering flaws.

10. The display of claim 7 wherein the subsections in the Finish section include one or more of: (viii) highlighting skin, or (ix) adding radiance.

11. The display of claim 3 wherein the products in the Prepare section include one or more of dark circle corrector, powder, concealer, lip pencil, or application brushes.

12. The display of claim 3 wherein the products in the Color section includes one or more of foundation or compact makeup.

13. The display of claim 3 wherein the products in the Finish section include one or more of powder blush, compact makeup, or application brushes.

14. A display for cosmetic products containing sections that identify a desired solution to a beauty issue and contain products for use in achieving the solution to the beauty issue.

15. The display of claim 14 wherein the solution to a beauty issue includes one or more of: (i) perfecting skin prior to makeup application, (ii) concealing age spots, (iii) smoothing lips, (iv) smoothing lines, (v) minimizing pores, (vi) hydrating skin, (vii) covering flaws, (viii) highlighting skin, or (ix) adding radiance.

16. The display of claim 15 wherein the products in the section for (i) perfecting skin prior to makeup application include dark circle corrector, powder, or both.

17. The display of claim 15 wherein the products in the section for (ii) concealing age spots include concealer, application brushes, or both.

18. The display of claim 15 wherein the products in the section for (iii) smoothing lips includes lip pencil.

19. The display of claim 15 wherein the products in the section for (iv) smoothing lines includes foundation makeup, compact makeup, or both.

20. The display of claim 15 wherein the products in the section for (v) minimizing pores includes foundation makeup.

21. The display of claim 15 wherein the products in the section for (vi) hydrating skin includes compact makeup.

22. The display of claim 15 wherein the products in the section for (vii) covering flaws includes compact makeup.

23. The display of claim 15 wherein the products in the section for (viii) highlighting skin includes blush, application brushes, or both.

24. The display of claim 15 wherein the products in the section for (ix) adding radiance includes blush.

25. The display of claim 14 wherein the cosmetic products include one or more of foundation makeup, concealer, powder, lip pencil, foundation, compact makeup, or blush.

26. A method for merchandising cosmetic products that are used in a beauty routine comprised of steps comprising providing a display for the cosmetic products that are used in the steps of the beauty routine and placing the cosmetic products used in each step of the beauty routine in a separate section of the display that corresponds with the step of the beauty routine the products are used in.

27. The method of claim 26 wherein the cosmetic products include one or more of foundation makeup, compact makeup, pre-makeup primer, lip pencil, concealer, or blush.

28. The method of claim 26 wherein there are three to four steps in the beauty routine.

29. The method of claim 26 wherein there are three steps in the beauty routine and the cosmetic display has at least three sections corresponding to the steps of the beauty routine where each section contains products used in the step of the beauty routine.

30. A method for merchandising cosmetic products that are designed to treat a specific beauty issue comprising providing a display for such cosmetic products that contains sections that identify a beauty issue and contain products for use in addressing the beauty issue identified.

31. A self-service merchandise display for cosmetic products comprising a) a rack for holding and displaying cosmetic products that are formulated for use in a multistep process of sequentially applying different cosmetic products; b) signage that (i) divides the rack into a plurality of adjacent sections, (ii) identifies a first one of the sections as containing one or more cosmetics formulated for use in the first step of the process, and (iii) identifies a second section, adjacent the first section, as containing one or more cosmetics formulated for use in the second step of the process; c) a first group of for-purchase units of one or more cosmetics stocked in the first rack section, wherein each unit of the group comprises a cosmetic that is formulated for use in the first step of the process; and d) a second group of for-purchase units of one or more cosmetics stocked in the second rack section, wherein each unit of the group comprises a cosmetic formulated for use in the second step of the process.

32. A self-service merchandise display for cosmetic products comprising a) racks for holding and displaying cosmetic products that are formulated for use in a three-step process of sequentially applying different cosmetic products; b) signage that (i).divides the rack into three adjacent sections, (ii) identifies a first one of the sections as containing one or more cosmetics formulated for use in the first step of the process, (iii) identifies a second section, adjacent the first section, as containing cosmetics formulated for use in the second step of the process, and (iv) identifies the third section, adjacent the second section, as containing cosmetics formulated for use in the third step of the process; c) a first group of for-purchase units of one or more cosmetics stocked in the first rack section, wherein each unit of the group comprises a cosmetic that is formulated for use in the first step of the process; d) a second group of for-purchase units of one or more cosmetics stocked in the second rack section, wherein each unit of the group comprises a cosmetic formulated for use in the second step of the process; and e) a third group of for-purchase units of one or more cosmetics stocked in the second rack section, wherein each unit of the group comprises a cosmetic formulated for use in the third step of the process.

33. The display of claim 32, wherein the units of cosmetic in the first rack section comprise one or more cosmetics formulated for preparing skin prior to application of makeup, the units of cosmetic in the second rack section comprise makeup formulated to impart a base color to the skin, and the units of cosmetic in the third rack section comprise one or more finish cosmetics formulated to add dimension or highlighting, or both, to skin that bears a base-color makeup.

34. The display of claim 33, wherein the units of cosmetic in the first rack section comprise at least three different cosmetics selected from the group consisting of cosmetics formulated to correct dark circles, cosmetics formulated to smooth skin, cosmetics formulated to conceal age spots, cosmetics formulated to fill cracks and fissures in a lip surface, and lip pencils.

35. The display of claim 32, wherein the units of cosmetic in the first rack section comprise one or more cosmetics formulated for cleansing the skin, the units of cosmetic in the second rack section comprise one or more cosmetics formulated for toning the skin, and the units of cosmetic in the third rack section comprise one or more cosmetics formulated for moisturizing or hydrating the skin.

36. The display of claim 32, wherein the units of cosmetic in the first rack section comprise one or more cosmetics formulated for applying color to the skin around the eyes, the units of cosmetic in the second rack section comprise one or more eye-lining cosmetics, and the units of cosmetic in the third rack section comprise one or more eyelash cosmetics.

37. The display of claim 34, wherein for each specific cosmetic product that is stocked in said three rack sections there is at least one mounting means dedicated solely to that product, which mounting means is capable of holding a plurality of for-purchase units of that specific cosmetic product, one behind the other.

38. The display of claim 35, wherein for each specific cosmetic product that is stocked in said three rack sections there is at least one mounting means dedicated solely to that product, which mounting means is capable of holding a plurality of for-purchase units of that specific cosmetic product, one behind the other.

39. The display of claim 36, wherein for each specific cosmetic product that is stocked in said three rack sections there is at least one mounting means dedicated solely to that product, which mounting means is capable of holding a plurality of for-purchase units of that specific cosmetic product, one behind the other.

Description:

RELATED APPLICATION

This application claims priority from provisional patent application Ser. No. 60/694,180, filed Jun. 27, 2005.

TECHNICAL FIELD

The invention is in the field of methods and displays for merchandising cosmetic products.

BACKGROUND OF THE INVENTION

The sale of cosmetic products in what is referred to as the mass market channel of trade is a huge business. The term “mass market” refers to stores in the Mass, Food, or Drug outlets. The term “Mass” refers to large mass market retail outlets. The term “Food” refers to retail outlets where food products are primarily sold. The term “Drug” refers to retail outlets where prescription and over-the-counter medications are sold.

Cosmetics sold in Mass, Food, and Drug outlets are generally self-select, which means that the shopper selects the cosmetics she desires to purchase by herself based upon her needs as she perceives them. Usually cosmetics sold in such outlets are comparable in quality and aesthetics to cosmetics sold in prestige channels such as department stores. However, the presence of a beauty advisor in a department store setting is an advantage to prospective purchasers. Beauty advisors are typically well trained in the selection and application of the cosmetics sold by the cosmetics company that employs them. They are capable of soliciting business, assessing the consumer's skin care or makeup needs, recommending suitable treatment or color products, and even testing them on the consumer prior to purchase to ensure that the colors and net effect meet the customer's expectations. In some cases consumers will shop in prestige channels solely because beauty advisors who will advise and assist them are present. The consumer feels more comfortable that with this assistance it is likely that she will be happy with the cosmetics she purchases. This is particularly true in cases where the price differential between mass market and prestige cosmetics is negligible or non-existent.

Accordingly, it is of great interest to cosmetics manufacturers who have a substantial mass market presence to find ways of assisting mass market shoppers in the self-select environment to purchase cosmetics that are suitable for their coloring and needs. In the most preferred scenario a properly designed cosmetics display should function as a stationary beauty advisor. The shopper will make some very simple interpretations as to her preferences or type, then shop at the section of the display that contains products that correspond to the decisions she has made with respect to her preferences or type. Ideally, the interpretations required from the consumer are very simple. For example, even very inexperienced shoppers can determine whether they have dry, normal/combination, or oily skin; or whether their eyes are blue, brown, hazel, or green. After making such simple decisions, the consumer will shop at the section of the display that contains products that are suitable for the category into which she has placed herself. After the shopper has made her simple decisions, the cosmetic display and products should be set up in such a way that any guesswork by the shopper with respect to selecting appropriate colors and matching colors of related products, or selecting skin treatment products suitable for the consumer's skin type is eliminated as nearly as possible.

One category of prospective cosmetic purchasers are individuals that have specific beauty problems or issues that they wish to address, such as lines, wrinkles, age spots, acne scars, and the like. Mass market shoppers who desire cosmetics products targeted to treating these beauty problems often don't know what products are suitable for this purpose or where on the cosmetics display they can be found. Middle aged women, in particular, confront beauty problems for which they want cosmetic fixes. Often these mass market shoppers don't know where to find the products that target their particular issue. They end up not using products at all and being generally unhappy with their appearance, or shopping in prestige channels where the beauty advisors present can provide them with assistance in selecting products targeted to the specific beauty issue they are trying to address. Designing cosmetics displays so that products are categorized by the specific beauty issue to be treated would be an obvious advantage.

In addition, it is also desirable to have cosmetics displays set up so that the various products in the display correspond to the steps of a beauty routine. For example, a beauty routine that involves doing your makeup may have a first step of preparing the skin prior to makeup application, a second step of applying the basic makeup, and a third step of applying the finishing touches to the makeup by applying color products such as blush, eye shadow, and the like. In this case, the products suitable for use in each of the three steps are placed into sections that correspond to the step of the beauty routine they are designed for. This further assists the shopper in determining what products are needed for each step of the beauty routine, and providing those products in separate sections corresponding to the steps.

It is an object of the invention to provide a cosmetic display and method for selling cosmetics wherein the cosmetics display is organized so that at least a portion of the products are placed into sections that are based upon the solution to the beauty issue that the product is designed for.

It is a further object of the invention to provide a cosmetic display and method for selling products where at least some of the products are used in steps of a beauty routine and at least a portion of the display contains sections that correspond to the steps of the beauty routine, with each section containing products used in each particular step of the beauty routine.

It is a further object of the invention to provide a method for selling cosmetics that are addressed to solving certain specified beauty problems, by providing a display wherein at least some of the cosmetic products are placed into sections based upon the solution to the beauty problem or issue they are designed for. This enables the shopper to identify the remedy for her beauty issue (e.g. cover age spots), then shop at the section of the cosmetics display that contains products that are designed to cover age spots.

SUMMARY OF THE INVENTION

The invention is directed to a display for cosmetic products wherein at least some of the cosmetic products are designed for use in a beauty routine comprised of steps, and such products are placed into sections of the display that correspond to the step of the beauty routine they are designed to be used in.

A display for cosmetic products containing sections that identify a desired solution or remedy for a beauty issue and contain products for use in achieving the solution to, or remedying, the beauty issue.

The invention is further directed to a method for merchandising cosmetic products that are used in a beauty routine comprised of steps comprising providing a display for the cosmetic products that are used in the steps of the beauty routine and placing the cosmetic products used in each step of the beauty routine in a separate section of the display that corresponds with the step of the beauty routine the products are used in.

The invention is further directed to a method for merchandising cosmetic products that are designed to treat a specific beauty issue comprising providing a display for such cosmetic products that contains sections that identify the solution to, or remedy for, the beauty issue and contain products for use in achieving the solution to the beauty issue.

The invention is further directed to a self-service merchandise display for cosmetic products comprising

a) racks for holding and displaying cosmetic products that are formulated for use in a three-step process of sequentially applying different cosmetic products;

b) signage that (i) divides the rack into three adjacent sections, (ii) identifies a first one of the sections as containing one or more cosmetics formulated for use in the first step of the process, (iii) identifies a second section, adjacent the first section, as containing cosmetics formulated for use in the second step of the process, and (iv) identifies the third section, adjacent the second section, as containing cosmetics formulated for use in the third step of the process;

c) a first group of for-purchase units of one or more cosmetics stocked in the first rack section, wherein each unit of the group comprises a cosmetic that is formulated for use in the first step of the process;

d) a second group of for-purchase units of one or more cosmetics stocked in the second rack section, wherein each unit of the group comprises a cosmetic formulated for use in the second step of the process; and

e) a third group of for-purchase units of one or more cosmetics stocked in the second rack section, wherein each unit of the group comprises a cosmetic formulated for use in the third step of the process.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1: illustrates a cosmetic display according to the invention where products suitable for use in a beauty routine comprised of steps are placed into sections of the display that correspond to the step of the beauty routine they are designed to be used in.

FIG. 2: illustrates a guidance tool for assisting the shopper in selecting the most suitable product for her beauty needs.

FIG. 3: illustrates another guidance tool for assisting the shopper in selecting the most suitable shade of product, e.g. in terms of what best complements her natural skin color.

FIG. 4: illustrates the different types of product support members that may be used to store the cosmetics in the sections; or a type of signage that may be used to identify the sections.

FIG. 4A: depicts product support members in the form of shelves.

FIG. 4B: depicts product support members in the form of hooks (e.g. those typically used in what is referred to as “hook and hang” displays.

FIG. 4C: depicts product support members in the form of shelves.

FIG. 4D: depicts a product support member in the from of a basket.

FIG. 4E: depicts one type of signage appropriate for use in identifying the sections.

FIG. 5A: depicts one type of wall to which the product support members may be affixed.

FIG. 5B: depicts another type of wall to which product support members may be affixed.

DETAILED DESCRIPTION

I. Definitions

A. The term “beauty routine” means a process or series of steps that a cosmetics user undertakes to achieve a desired cosmetic end result. For example, treating skin may involve a beauty routine containing the steps of cleansing, toning, and moisturizing skin. In another example, a beauty routine for making up may include the steps of preparing skin prior to application of makeup, applying basic makeup to the skin, and applying finishing color cosmetic products to the skin.

B. The term “beauty issue” means a cosmetic problem or condition that is of concern to the consumer with respect to skin, nails, or hair, that the consumer wishes to remedy by treatment with cosmetics. For example, age spots is a beauty issue or problem, as are acne scars, uneven skin tone, wrinkles, lines, laxity, and so on.

C. The term “solution” or “remedy” with respect to “solution to a beauty issue” or “remedy for a beauty issue” refers to a cosmetic product that will help to treat the beauty issue that is of concern to the consumer. For example, a good concealer is the solution to the beauty issue of age spots on facial skin or dark circles under the eyes; or a lip pencil is a solution to the beauty issue of lips that contain cracks, fissures, or general unevenness.

D. The term “dark circle corrector” refers to a pigmented makeup composition that functions as a concealer and is specially formulated to ameliorate the appearances of dark circles under the eyes so that they are made to appear less noticeable after application of the composition.

E. The term “lip pencil” is a composition applied to the lip periphery to define the lips and form a general outline for the application of lipstick or lip gloss.

F. The term “perfecting skin” means to improve the appearance of cosmetic skin imperfections such as uneven skin tone, yellow spots, age spots, fine lines or wrinkles, and the like.

G. The term “lip primer” means a composition that, when applied to lips, fills cracks or fissures and otherwise improves the surface of the lip so that the appearance of subsequently applied products such as lipstick and lip gloss are improved.

H. The term “guidance tool” means signage, (e.g. a chart, tool, or other device) for providing assistance to the shopper in selecting products suitable for her with respect to parameters such as favorite lipstick shade, eye color, or the like.

H. All percentages mentioned herein are percentages by weight unless otherwise indicated.

II. The Display

The invention is directed to a display 1 for use in selling cosmetic products. Such a display 1 is particularly desired for use when selling cosmetics in the Mass, Food, or Drug channels of trade where beauty advisors are generally not present. Typically such displays are comprised of product support members in the form of racks, shelves, hooks, prongs, drawers, and the like, including those depicted in FIGS. 4A-D. Typically sections, or racks, will have a substantially planar wall 1D and a plurality of product support members that extend outwardly from the front surface of the planar wall (FIGS. 4A-D). The product support members are arranged so that the appropriate product that corresponds to the message on the signage (FIG. 4E) is placed in the various sections and subsections as further described herein.

In general, in one embodiment of the invention, the display of the invention contains sections that correspond to the steps of a beauty routine, with the products used in each step of the beauty routine found in one section of the display. Such sections are identified to the consumer by signage. The various products are stored in the sections using product support members such as those depicted in FIGS. 4A-D.

With respect to FIG. 1, the display 1 contains sections 2, 3, 4 that correspond to steps of a beauty routine for making up. Signage 2A, 3A, 4A denotes that the display is divided into a plurality of adjacent corresponding sections 2, 3, 4; each section containing one or more cosmetics formulated for use in the first, second, or subsequent steps of the routine. Such steps may include preparing the skin prior to application to makeup (“Prepare”) 2, applying base color products to skin (“Color”) 3, then applying finishing products (“Finish”) 4.

In general, any one or more of the sections that correspond to steps in a beauty routine may contain one or more additional general descriptors that state the secondary objective to be achieved with the products in the section. Further, any one or more of the sections may contain subsections that call out treatments for a specific beauty issue and contain products that address, or are designed to treat, the beauty issue identified.

For example, with respect to the Prepare section 2, a general descriptor states that the secondary objective of the products in the Prepare section 2 is to smooth and correct the skin 5. The products in the Prepare section 2 are further placed into subsections that specify the treatment for a certain beauty issue, and contain products that the cosmetics manufacturer recommends for treating the beauty issue identified. In Prepare section 2, subsection 6 is identified as containing products that will perfect skin prior to makeup application, and contains products such as dark circle corrector 6A (“DC”, also known as concealer) and primer 6B (“P”), both of which are capable of perfecting skin prior to makeup application.

In Prepare section 2, subsection 7 is identified as containing products for concealing age spots, and contains products such as concealer 7A (“Co”), application brushes 7B (“Br”), or both.

In Prepare section 2, subsection 8 is identified as containing products that will smooth lips 8 and contains products such as lip primer 8A (“LPr”). Lip primer will fill the cracks and fissures in the lip surface and make it smoother so that when products such as lip gloss or lipstick are subsequently applied they will provide a smoother, more even appearance. Lip pencil (“LP”) will define the lips by providing a line around the lip periphery, into which the cosmetics user may apply lipstick or gloss.

Similarly, Color section 3, may also contain one or more general descriptors that describe the secondary objective to be achieved with the products in the section. For example, descriptor 9 indicates that the products in Color section 3 have the secondary objective of energizing your look—another way of stating that the products in that section enhance the user's appearance and the effects of the cosmetics that were applied from section 2, step 1 of the beauty routine. Color section 3 may also contain one or more subsections that contain products that are designed to treat certain beauty issues. For example, in the Color section 3, section 10 contains products, such as foundation makeup (“F”) 13 that will provide the solution or remedy for beauty issues such as smoothing lines 15 or minimizing pores 11. Section 14A contains products such as compact makeup (“CM”) 14 that contains products that will address beauty issues by smoothing lines 15 and covering flaws 16; or smoothing lines 15 and rehydrating skin 17.

Similarly, in the “Finish” section 4, there may be a general descriptor 18 that describes the general effect achieved with the products in Finish section 4, namely to add dimension and highlights to the makeup applied in steps 1 and 2. The Finish section 4 may contain further subsections that identify products that provide a solution to, or remedy for, a certain beauty issue. For example, subsection 19 contains products such as powder blush 19A or application brushes 19B that can be used to softly highlight 19 the skin to which the makeup was applied in steps 1 and 2 of the beauty routine. Another subsection 20 contains products such as powder blush 20A, that may be applied to the skin to add radiance.

While the preferred embodiment of the display is described with respect to makeup application as the beauty routine, a variety of other beauty routines may be used such as cleansing and treating skin, applying eye makeup, applying lip makeup, and so on. For example, in a beauty routine involving cleansing and treating skin, the steps of the beauty routine may involve cleansing the skin, toning the skin, then treating the skin, e.g. treating by applying moisturizer to inhibit dryness, and so on. In the first step of skin cleansing, the products for skin cleansing will be found in one separate section of the display. In the second step of toning the skin, the products for toning the skin will be found in a second section of the display. In the third step of treating the skin, the products for treating the skin (such as skin creams and lotions) will be found in a third section of the display.

Similarly, for beauty routines involving application of eye makeup, products for applying color to the skin around the eyes such as eyeshadow will be found in one section of the display, products for lining the eyes such as eye liner will be found in a second section of the display, and products accentuating or otherwise treating eyelashes will be found in a third section of the display.

The display 1 preferably contains other sections that do not fit into the general category of steps in a beauty routine, but otherwise provide fixes for, or at least address, beauty issues. For example, a section of the display may contain products for lips and eyes that provide end benefits such as redefining lips 21, hydrating and/or concealing around the eyes 22, redefining eyes 23, boosting lip moisture 24, creating dimension with respect to eyes 25, reshaping brows 26, filling in brows 27, softly coloring 28, volumizing eyelashes 29, or shining and/or moisturizing lips 30. In each of these cases, the products in the sections entitled as noted above will assist in providing the end benefit denoted by signage for the section.

For example, products that may be found in the section 21 for redefining lips, include lip pencils. Products that may be found in the section for hydrating and concealing include concealer (“Co”) or eye primer (“EP”). Products that may be found in the section for redefining eyes may include eyeliner (“EL”). Products that may be found in the section for creating dimension with respect to eyes may include eyeshadow (“ES”). Products that may be found in the section for reshaping brows or filling in brows may include brow color (“BC”). Products found in the section for volumizing eyelashes may include mascara (“M”).

In another embodiment of the invention the display 1 is set up so that the cosmetics for face, eye, and lip are placed into sections based upon the solution or remedy to the beauty issue identified by the consumer.

III. Guidance Tools

The display 1 of the invention may contain, in any one or more sections, guidance tools. Generally, a guidance tool will comprise signage that asks the consumer certain questions, then provides a list of possible answers for her to select from. The guidance tool signage will identify the cosmetic products suitable for the shopper that are sold from the display, based upon the answers the shopper selects with respect to the questions posed.

Generally, the first section of the guidance tool will pose questions, including but not limited to:

(1) what is your beauty objective; what beauty problem or issue do you wish to address?

(2) what is your skin type?

(3) what is your eye color?

(4) what general lipstick shade family do you most often wear?

and so on.

The second section of the guidance tool will provide a group of mutually exclusive, possible answers for each of the questions posed to the shopper, so that, for each question, the shopper can select one answer that most closely describes her situation. Suitable groups of answers with respect to the like-numbered questions posed above include, but are not limited to:

(1) smooth lines, cover imperfections, moisturize, hydrate, minimize pores, and define (beauty objective or problem to be solved) etc.

(2) dry, normal/combination, oily (skin type).

(3) blue, hazel, green, and brown (eye color).

(4) red, pink, berry, and neutral (shade families for lip products).

The guidance tool then contains a third section that indicates the cosmetic products sold on the display that are suitable for the shopper, based upon the answers she has selected to the questions posed.

For example guidance tool 31 may be found in the Color section 3 of display 1. As is seen in FIG. 2, guidance tool 31, in one case, is grid-style signage that assists the cosmetics shopper who is purchasing products in the Color section 3, to select the type of makeup that is best suited to her skin type and the beauty issues she wishes to address.

First section 33A of guidance tool 31 asks the consumer what beauty issue she wishes to address 33 and what her skin type is 38.

In the second section 34B of guidance tool 31, the shopper is presented, via signage, with a plurality of different possible answers to the questions posed in 33 and 38. The signage for each of the optional answers identified a section of the display wherein are held multiple units of at least one cosmetic product that has been pre-selected to address the need identified by that particular answer. For example, if the shopper desires to purchase a makeup that smooths lines 34 (beauty issue addressed) she will focus on section 34B of guidance tool 3 1. Shopper then answers the question as to skin type by selecting between the options presented 36 (normal/dry skin type) and 37 (normal/combination skin type). Guidance tool then instructs the shopper that the appropriate product for her to use from the display, considering her self-assessment categories, is a line softening makeup that rehydrates, in the case of 36A, or refines pores in the case of 37A.

Similarly, if the shopper determines that the beauty issue she desires to address is covering imperfections 35, and her skin type fits into the general category 39 (normal/combination/dry), then the appropriate makeup from the display that targets her needs based upon her self-assessment, is the product in the display that is noted as a moisture covering compact makeup 40—a makeup that provides good coverage and has moisturizing properties.

FIG. 3 depicts another guidance tool that provides the format of providing signage that (1) asks the shopper questions (2) provides answers to the questions so that the shopper selects the answers that most closely approximate her situation, and (3) recommends products from the display that are suitable for the shopper, based upon the answers she has selected to the questions posed.

FIG. 3 depicts a guidance tool 41 for assisting the shopper in finding the correct shade of makeup. Shopper is asked what her skin tone 42 is. She can select from subsections “cool” 46 or “warm” 47. Preferably, each of subsections cool 46 and warm 47 contains further descriptive information that assists the shopper in determining whether her skin tone is cool or warm. For example, descriptor 48 under the subsection “cool” tells the shopper what types of indicative characteristics may be found in an individual having a cool skin tone. Descriptor 49 provides further information about the types of indicative characteristics that may be found in an individual having a warm skin tone.

The shopper then determines her skin color in guidance tool 41, for example, whether her skin color is light 43, light/medium 44, or medium 45.

Section 50 then sets forth one or more foundation colors that are suitable for the color category into which the shopper has classified herself. For example, if she classifies herself as having a warm skin tone that is light/medium in color, the grid-type signage directs her to the neutral and beige foundations. The shopper can thereby select the suitable foundation for her skin based upon the answers she has selected with respect to the questions posed in the guidance tool.

Various other types of guidance tools may be incorporated into the display 1 of the invention. Preferably, they are in the format of (1) a question posing section where questions in the written or graphic illustration format are posed to the shopper, (2) an answer providing section, where answers to the questions posed are listed in written or graphic illustration form so the shopper can select the answers that most closely describe her situation from among the various possible answers that are provided; and (3) a section which identifies the products suitable for the shopper based upon the answers she has selected to the questions posed.

IV. The Cosmetic Products

A. Dark Circle Corrector (or Concealer) (“DC”)

A dark circle corrector is generally also known as a concealer, and contains a pigment and powder blend that is particularly efficacious in ameliorating the appearance of dark circles, wrinkles, lines, or other cosmetic imperfections around the eyes.

Typically such compositions may be in the emulsion or anhydrous form. If in the emulsion form, they may comprise from about 0.1-95%, preferably from about 0.5-85%, more preferably from about 5-75% by weight of water and from about 0.01-75%, preferably from about 0.05-65%, more preferably from about 0.1-50% oil, and from about 0.01-80%, preferably from about 0.05-75%, more preferably from about 0.1-65% by weight of particulate matter.

Suitable oils include volatile and/or non-volatile silicone oils such as cyclomethicone, linear volatile dimethicones (such as hexamethyldisiloxane, octamethyltrisiloxane, decamethyltetrasiloxane, dodecamethylpentasiloxane, and the like). Generally volatile silicones have viscosity of less than about 5 centipoise at 25° C. Generally such silicones also have a vapor pressure of about 2 mm. of mercury at 20° C. or greater.

Suitable non-volatile silicones generally have a viscosity ranging from about 5 to 1,000,000 centipoise at 25° C. Such silicones generally also have a vapor pressure of less than about 2 mm. of mercury at 20° C. Such silicones include dimethicone, phenyl trimethicone, phenyl dimethicone, diphenyl dimethicone, and the like.

Suitable oils also include various esters and paraffinic hydrocarbons. Suitable paraffinic hydrocarbons may be volatile, and include isododecane, isohexadecane, and similar short chain hydrocarbons that have vapor pressures in the same general range as found with volatile silicones. Such paraffinic hydrocarbons may also be non-volatile, and include polyalphaolefins, polyolefins, e.g. polyalphaolefins, and the like.

Suitable esters include mono-, di-, or triesters, including those formed by the reaction of a mono-, di-, or tricarboxylic acid with one or more mono-, di-, or trifunctional alcohols. Such esters include, but are not limited to diisostearyl malate, octyldodecyl neopentanoate, diisoarachidyl linoleate, and the like.

The particulate matter includes pigments, powders, or mixtures thereof. Suitable pigments include iron oxides such as black, yellow, or red iron oxide; as well as organic pigments that are D&C or FD&C colors such as the Lakes, or metallic Lakes.

Powders include non-pigmentitious powders such as titanium dioxide, boron nitride, mica, talc, and other types of powder materials that are generally used as fillers and to mute color.

The composition may also contain other ingredients such as surfactants, humectants, preservatives, botanicals, vitamins, and the like.

B. Primer (“P”)

A primer is generally a composition that is applied to facial skin prior to foundation makeup application in order to improve the appearance of skin imperfections, and provide a smooth surface for application of foundation makeup. Typically primers are in the water and oil emulsion form, and contain from about 0.1-99% particulate matter, and from about 0.1-95% oil, and from about 0.1-99% water, all ingredients as defined above. Such primers may be in the solid, liquid, or semi-solid form, and may additionally contain other ingredients such as waxes, preservatives, humectants, botanicals, and the like. If present, waxes may range from about 0.1-80%, preferably from about 0.5-70%, more preferably from about 1-50%. Suitable waxes include animal, vegetable, mineral, or silicone waxes. Examples of such waxes include, but are not limited to, synthetic wax, polyethylene, carnauba, ceresin, candelilla, alkyl or alkoxy substituted silicones such as stearyl dimethicone, behenoxydimethicone, dimethicone behenate, and the like.

C. Lip Primer (“LPr”)

Suitable lip primers generally tend to be anhydrous and comprise from about 0.01-85%, preferably from about 0.05-70%, more preferably from about 0.1-65% oil; from about 0.1-90%, more preferably from about 0.5-85%, most preferably from about 1-80% wax; and from about 0.01-80%, more preferably from about 0.05-75%, most preferably from about 0.1-70% by weight of the total composition of particulate matter. All of said ingredients are as defined above with respect to the other cosmetic products.

In addition, the lip primer may contain other ingredients such as humectants, preservatives, botanicals, vitamins, surfactants, and so on. As noted herein, a lip primer is a composition applied to the lip prior to application of lipstick or lip gloss. The primer will provide a more smooth, even surface to the lip. When lipstick or lip gloss is applied, it will exhibit an improved appearance and, in some cases, will wear longer, if it is applied over a layer of lip primer.

D. Lip Pencils (“LP”)

Lip pencils may be found in the wood clench form, or in a plastic (e.g. polyethylene) casing. Typically, the formula for the pencil within the bore may be anhydrous or in the aqueous emulsion form. Such a formula generally comprises from about 0.01-80% oil, from about 1-80% wax, and from about 0.1-80% particulate matter; all as defined above with respect to the other cosmetic products. If water is present, it may range from about 0.1-95% by weight of the total composition.

E. Eye Liner (“EL”)

Eyeliner compositions may be found in the liquid or solid form. If the former, they are generally dispensed from containers that have a brush applicator. If in the solid form, they are most typically dispensed from pencils, similar to those used for lip pencils.

Suitable liquid eyeliner compositions comprise from about 0.01-95% water, from about 0.01-80% oil, and from about 0.01-80% particulate matter; all ingredients as described above with respect to the other cosmetic products. Preferably, the particulate matter includes pigments, more specifically, organic pigments that are D&C or FD&C colors.

Eyeliners found in the solid form, for example, in a pressed cake or pencil, contain, in addition to the ingredients specified for the liquid liner, from about 0.1-80% of one or more waxes. Suitable waxes include those set forth with respect to the other cosmetic products.

F. Eyeshadow (“ES”)

Eyeshadows may be found in the liquid, solid, or semi-solid form as well, and include from about 0.01-95% oil, from about 0.01-80% wax, and from about 0.01-95% particulate matter comprising pigments, powders, or mixtures thereof. All of such ingredients are as mentioned above with respect to the other cosmetic products.

G. Brow Products (“BC”)

Suitable brow products are those applied to eyebrows to color and/or shape them. They may be in the liquid, solid, or semi-solid form, and generally comprise from about 0.01-90% oil, from about 0.01-80% wax, and from about 0.01-90% particulate matter comprising pigments, preferably at least some organic pigments. Typically such brow products are applied with brushes or doe-foot applicators.

H. Lipstick and Lip Gloss (“LS” or “LG”)

The cosmetic product used in the display and method of the invention may also comprise lipstick or lip gloss. Such products may be in the liquid, soft-solid, or solid form. Typically such products comprise from about 0.1-90% oil, from about 0.1-80% wax, and from about 0.1-50% particulate matter wherein at least some of the particulate matter comprises pigments, particularly organic FD&C or D&C colors.

Such lipsticks may also contain other ingredients that enhance the aesthetic properties thereof, such as botanicals, emollients, humectants, moisturiziers, preservatives, and the like. Lipsticks may be in the solid stick form, dispensed from a standard propel/repel container.

I. Blush (“PB”)

Blush is typically a composition applied to the cheek area to finish the makeup and provide a healthy glow to skin. Blush may be found in the liquid, solid, or semi-solid form. Typically blush compositions comprise from about 0.01-95% particulate matter, from about 0.1-80% oil, and from about 0.1-85% wax. The types of oil, wax, and particulates are as mentioned with respect to the other cosmetic products. Most preferably, the particulate matter in the blush comprises at least some pigments including iron oxide pigments. Often blushes are in the powder form and are applied to the cheek area using a brush.

G. Foundation and Compact Makeup (“F” or “CM”)

Such types of makeup are generally used to apply base color to the skin. Foundation may be found in the liquid, semi-solid, or solid form and may be anhydrous or in the aqueous emulsion form. If in the emulsion form, typically such foundations comprise from about 0.1-95% water, from about 0.5-80% oil, and from about 0.1-75% particulate matter; all such ingredients being as mentioned herein with respect to the other cosmetic products. If in the anhydrous form, the foundations typically comprise from about 0.1-80% oil, from about 0.1-80% particulate matter, and from about 0.1-80% wax or similar thickening agent. The term “compact” means that the foundation is in a form that it can be dispensed from a typical cosmetic compact.

If such foundations are in the solid form, they may be found in the form of sticks, poured into pans for use in compacts, and the like. If such foundations are found in the liquid form they are typically dispensed from jars, bottles, or tubes.

H. Mascara (“M”)

Mascara may also be in the anhydrous or aqueous emulsion form. If the former, typically such mascara formulations comprise from about 0.01-95% water, from about 0.05-80% oil, and from about 0.01-80% particulate matter. If in the anhydrous form, such mascaras generally comprise from about 0.01-80% oil and from about 0.01-80% particulate matter. It is also desirable that mascaras contain waxes or similar thickening agents. If present, such waxes or thickening agents may range from about 0.1-80% by weight of the total composition. Such waxes are as defined above.

Mascaras may additionally comprise ingredients such as surfactants, humectants, preservatives, botanicals, vitamins, and the like.

The cosmetic display of the invention may also contain a wide variety of other cosmetics that may be used in a step beauty routine, or that may provide a remedy or solution to a particulate beauty issue or problem.

While the invention has been described in connection with the preferred embodiment, it is not intended to limit the scope of the invention to the particular form set forth but, on the contrary, it is intended to cover such alternatives, modifications, and equivalents as may be included within the spirit and scope of the invention as defined by the appended claims.