Refreshing Retail Redesign

beauty store graphics

Satisfying China's demand for beauty products inspired by nature, the Natural Beauty cosmetics brand has over 1,000 outlets nationwide and ambitious expansion plans. To refresh its image to support continuing growth, it began a rebranding program in 2010. Natural Beauty wanted to re-energize its brand image with new signage, so it turned to Avery Dennison for support.

With a great deal of China-specific experience, Avery Dennison Graphics local experts worked closely with Natural Beauty, providing advice on branding and materials selection and ensuring that its chosen solution could be applied to the highest standard in every Natural Beauty location and potential location across China.

What began as a project to renew store signage grew into an updated store concept that encompassed new signage, point-of-purchase wall graphics, and window graphics. These solutions used high-quality, easy-to-apply materials, including:

  • Avery 5500 QM color film, Av Flex II and Avery 5301 blockout film for high-quality backlight signage and outdoor graphics;
  • MPI 2002 for dramatic interior wall graphics and promotional decals; and
  • Frosted and perforated window film for interior decoration.

The results of the rebranding exceeded Natural Beauty's expectations. With graphics that communicate the brand's new design concept, stores are attracting more consumers than ever. In fact, when the first batch of refreshed stores reported more than 100% increase in business, Natural Beauty decided to extend the project and invest in more store upgrades.

"The success of the Natural Beauty rebranding reconfirms the importance of our role as consultants involved from the very earliest stages of redesign projects. It also highlights the benefit of having a nationwide converter network with the skills and experience to deliver on a sophisticated branding concept. This is an excellent demonstration of how Avery Dennison can provide a total solution in retail chain store decoration," Eric Yu, business director of Avery Dennison GRPD China, said.

"Natural Beauty was originally looking only to improve its store signs. But with a professional decoration solution from Avery Dennison, it discovered how inspirational the right graphics can be. Natural Beauty is now refurbishing all its chain stores – and specifying Avery Graphics materials," he continued.