Two-tier constructions which facilitate precise product showcase and a distinctive brand presence in the retail space
In the beauty category, the way a product is presented forms part of its perceived value. Surrounded by competing offers, visual stimuli and promotional messages on the shelf, a brand must draw attention to specific products while preserving a strong sense of quality, recognition and trust. This is why conventional shelf positioning is not always sufficient for premium beauty ranges. A purpose-built POS solution is needed—one that combines functionality, precise product organisation and a design that engagingly conveys the brand’s identity.
For our long-standing client Nivea, DIMEko developed two distinct Premium Shelf Displays created specifically for presenting beauty products at the point of sale. Every component was designed to enhance product visibility, simplify the purchasing decision and transform conventional shelf space into a clearly differentiated branded area.
When developing a Shelf Display for beauty products, the objective extends far beyond creating a POS construction capable of accommodating a specific number of items. The products must be presented in a way that reflects the brand’s premium positioning while remaining practical under real-world retail conditions.
The shape, design and label of each package are central to its communication with consumers. Every product position therefore had to be precisely tailored to the dimensions and characteristics of the individual item, ensuring clear product differentiation and maximum packaging visibility.
DIMEko developed two distinct Premium Shelf Displays for Nivea, each featuring a two-tier construction adapted to the requirements of a different product presentation. Both solutions incorporate their own combination of functional and visual elements to highlight the products and establish a consistent premium presence on the shelf.
The first Premium Shelf Display has dimensions of 58 cm x 24 cm x 28 cm and features a two-tier construction. Its base visually accentuates the second tier, where the products are positioned, creating a clearly defined and impactful product area. The display is produced using three-ply corrugated cardboard and finished with a matte laminate and spot varnish. This combination of materials and finishes gives the structure a premium appearance while reinforcing Nivea’s visual identity.
A key functional feature is the set of customised Product Slots, developed according to the dimensions, shapes and individual characteristics of the different products. The slots hold each item securely in an upright position, while their optimised depth ensures full label visibility.
The construction also incorporates an additional information panel with dimensions of 10.5 cm x 16.5 cm x 19 cm, together with purpose-designed 2D elements finished with gloss varnish. These elements expand the display’s communication area, enrich the product presentation and strengthen its premium visual impact.
“An elegant, compact, and functional design, produced with exceptional precision. The display combines different materials and printing effects—matte lamination and selective varnish—which further enhance the sense of premium quality and luxury.” — Valeria Georgieva, Department of Sales and Growth
The second Premium Shelf Display has dimensions of 115 cm x 23 cm x 22 cm and also features a two-tier construction. It is produced using three-ply corrugated cardboard and finished with a matte laminate and spot varnish. The second tier features a silver mirror finish on which the products are arranged. The reflective surface adds depth to the composition, highlights the packaging and creates an additional visual accent within the product area. A specially designed tester podium insert enables a tester to be positioned directly on the display, encouraging shoppers to interact with the product.Тhe display therefore not only showcases the product range but also provides an opportunity for consumers to experience it directly at the point of sale.
Additional 2D information elements with dimensions of 9 cm x 1 cm x 6 cm are finished with gloss varnish. A contour-cut header following the silhouette of the campaign ambassador and featuring the brand logo visually completes the construction and transforms the display into a distinctive communication tool.
The displays are delivered fully assembled in custom-sized cartons, ready to be stocked with products and positioned directly at the point of sale.
The Premium Shelf Displays for Nivea combine functional product organisation, a compelling visual presence and precise manufacturing execution. Through customised product slots, two-tier constructions and carefully selected finishes, every POS tool has its own clearly defined space. This enhances packaging visibility, simplifies product selection and strengthens the interaction between the consumer and the product.
The project demonstrates DIMEko’s comprehensive approach to POS development—not simply manufacturing an advertising structure, but creating a bespoke brand presentation tool tailored to the characteristics of the products and the requirements of the specific retail environment.