To support the retail launch of the e.l.f. Matte Power Grip Primer, a high-impact Target end cap was developed to introduce the new formula while leveraging the strong recognition of the original teal Power Grip Primer. The objective was to create a visually compelling and educational display encouraged shoppers to explore the full Power Grip regimen.

The display was designed to stand out in a competitive beauty aisle by elevating the brand’s clean, modern aesthetic through dimensional storytelling. A curved, three-dimensional factice added depth and realism, drawing shoppers in from a distance and reinforcing the tactile nature of the product. Fully printed surfaces ensured a polished appearance from every angle, while intentional color blocking highlighted both the established hero product and the newly launched matte variant.

Graphic panels were incorporated to guide consumers through the regimen in a clear and intuitive way, helping simplify product selection and enhance understanding at shelf. The structure was engineered to remain efficient and easy to execute within Target’s endcap requirements, supporting a fast-moving launch timeline.

Overall, the display delivered a premium, approachable retail solution that balanced new-product storytelling, shopper education and operational efficiency, creating a strong in-store platform for a successful product launch.

Clearly, the endcap resonated with the target consumer: The display’s strong performance drove a 62% lift in incremental sales for this launch.

Entrant Company: Smurfit Westrock

Client Company: e.l.f.