Cosmetics Magazine announces the winners of the second annual Canadian Fragrance and Beauty Visual Display Awards.
An artist daydreams, and is forever coming up with concepts and ideas. A true artist is one that brings these thoughts –simple or grandiose – to fruition. Visual display artists in the beauty industry are the masterminds that bridge the gap between all of the senses. They take a scent and make it a physically tangible, and at times breathtaking, sensorial experience for the customer. This inevitably can mean the difference between fair and exceptional sales results.
For this reason, Cosmetics Magazine honoured the best of the best across the country with our second annual Visual Display Awards in the fragrance and beauty industry, by calling on retailers and display teams to send us their best work from 2011. The submissions illustrated that not only do these artists have the ability to bring fragrance to life at the store level, many created (temporary) works of art.
Flowerbomb by Viktor & Rolf Fragrance Focus
By Georges Grenier, The Bay, Yorkdale, Toronto, ON
Faced with the challenge of capturing the true beauty of iconic fragrance Flowerbomb using limited resources, Georges Grenier gathered inspiring pieces from his day-to-day adventures to create a scented garden in the middle of the beauty department. Making the descending staircase from the Flowerbomb advertisement a reality, he produced his own linear staircase with a marble finish leading to a massive arrangement of peonies, orchids, and roses, encouraging consumers to pause for a moment to stop and smell flowers.
“It was creative yet clean and simple,” said Humber’s Antonietta Perretta. “It was very beautiful and impactful.” Added Cosmetics Editor-in-Chief Kristen Vinakmens, “I like the way he took a literal and sensory approach and created a ‘bomb’ of exploding flowers that customers could touch, feel, and smell.” The Ontario College of Art’s Karen Simpson was struck by the composition: “The staircase that leads to the fragrance really drew your eye to the bottle.”
Elie Saab Fragrance Launch
By Scott Lovell,
The Bay, Queen Street, Toronto, ON
It was next to impossible to dismiss the Elie Saab catwalk that visual display artist Scott Lovell made larger than life at The Bay on Queen Street. By combining a series of atrium banners and large-scale posters, it was as though the face of the fragrance, model Anja Rubik, was walking tall through the aisles draped in the designer’s luxurious, floaty dresses. Complemented by glass displays that encased the fragrance like diamonds in a storefront window, Lovell left a trail of luxury, reminiscent of a red carpet premiere or a high-fashion runway show.
“This display was not only clean and easy to read, it was simple enough that you could clearly identify the product, and admire the beautiful signage and bottles,” said Peter Duck, former professor of fashion and design at Ryerson University.
John Galliano, Parlez-moi d’Amour Fragrance Launch
By Sakun Samarakoon, Holt Renfrew, Vancouver, BC
In the digital age, what could possibly be more romantic than a handwritten note? Inspired by a sense of old-world charm, love and love lost, Sakun Samarakoon staged a boudoir setting with candles, rose petals and lush cushions within a window installation. She then drafted love letters that read like intimate and heartfelt salutations from John Galliano’ fragrance muse, Taylor Momsen, to the customer.
“I love the way they tied in the theme from the bottle and created a stage that spoke to the message of the fragrance,” said Cosmetics’ Kristen Vinakmens.
Prada Candy Launch, The Bay, Yorkdale, Toronto, ON
Visual display veteran Georges Grenier has perfected the art of creating eye candy for the customer. Inspired by the curved bob with fringe hairstyle of the model (French actress Léa Seydoux) in the Prada Candy ad campaign, he used clean curves and lines, accented with punches of hot pink, capturing the minimalist design aesthetic of Prada. A dramatic, circular pink rug anchored the display, echoing the rounded cap of the Prada Candy bottle.
“Dramatic, and extremely graphic, it created immediate eye contact bettween the customer and the bottle,” says Karen Simpson. “The simplicity of the display, with the large round carpets and clean lines created a subtle drama that made the bottle pop,” said Jacques Reiss, former president of YSL Canada.
To celebrate the best visual display artists in the country.
Our first winner receives a cheque for $1,000. Second place is awarded with $500. And third place is presented $300.
The Judging Panel:
Art Director, Ontario College of Art
Former Professor of Fashion and Design, Ryerson University
Former President, YSL Canada Ltd.
Spa Manager, The Business School, Humber College of Applied Arts and Technology
Editor, Cosmetics Magazine
The judging panel evaluated each display on creativity, execution, clarity of message and impact. They took special notice of how well the display engaged customers and encouraged them to take a closer look.
Each year, the first place winner will be presented his or her award at the Canadian Fragrance Awards in April.