e.l.f. Matte Power Grip retail display delivers a flawless performance

e.l.f. Cosmetics sought to introduce Matte Power Grip Primer by leveraging the strong shopper recognition of the Power Grip franchise. The display needed to capture attention in a competitive beauty aisle, clearly differentiate the new formula, support shopper education, and meet retailer requirements for efficient execution. 

e.l.f. partnered with Smurfit Westrock to create a standout endcap that balanced new-product discovery with established brand equity. The team used the popular Power Grip Primer as a visual anchor and incorporated a curved, three-dimensional product factice to add depth without increasing the footprint. Strategic color blocking and clear visual cues helped shoppers "pick their power player" formula and understand product benefits of the broader Power Grip collection. Smurfit Westrock engineered the structure for efficient shipping and seamless in-store execution.