Background

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Insight

The Feminine Hygiene category carries with it the stigma of embarrassment, and an associated feeling of low health, it is therefore not somewhere the shopper wants to linger.

This is why it is one of the most quickly shopped categories in the Health & Beauty department.

The predominate shopping behaviour is to ‘grab and go’ with women using pack shape and colour as the key means of navigation.

Incorporating brand and colour cues into the planogram design is the single most important thing to do to lift shopper satisfaction.

Action

Planogram laid out by pack colour.

Result

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