This presentation explores how L’Oréal set out to understand the real influence of temporary beauty POS, shifting focus from assumption-led investment to evidence-based impact. Presented at the POPAI Retail Marketing Conference, the work sought to answer a critical question: which elements of in-store execution genuinely drive shopper engagement and purchase - and which do not. 

Recognising the complexity of FSDUs, where commercial, brand, retailer and operational demands collide, L’Oréal partnered with Shepper to bring shopper insight into the heart of decision-making. Through structured research, shoppers were asked the impact of a range of elements - from model imagery and brand prominence to educational text, promotional offers, unit shape and location.

The findings challenged some long-held beliefs. While high-investment elements such as famous models and influencers attracted attention, they were rarely decisive in the in-store environment. Instead, shoppers prioritised trust over trend: clear brand recognition, strong promotional offers, familiar products and simple educational messaging were the biggest drivers of confidence and conversion. Operational fundamentals also mattered; poorly located or untidy displays actively undermined impact. 

The learning reframed how beauty POS should be designed - less about novelty and more about consistency, clarity and value communication. 

Key Takeaways 

- Shoppers prioritise trust, familiarity and clarity over celebrity and hype. 

- Education should be simple, functional and benefit-led. 

- Brand recognition and promotional value are powerful attention drivers. 

- Operational excellence (location, fill, consistency) is critical to POS effectiveness.  

Presented at the POPAI Retail Marketing Conference on 4th March 2026 by Suzanne Hammond, Senior Visual Merchandising Manager, L'Oréal and Rosie MacPhail, Senior Business Development Manager, Shepper. 

This download is available exclusively to SHOP! France Members.