Personal care category system
Unilever · Personal care category system
LuxThe soap aisle, rebuilt.
Personal care category management across modern trade.
Unilever campaigns →Project profile
The brief.
The build.
- Client
- Unilever
- Format
- Personal care category system
- Channel
- Modern retail
- Scope
- Design to nationwide installation
- Campaign
- 2025 to 2026
- Coverage
- Modern trade nationwide
Soap is bought fast and shopped by fragrance, but the fixture gives every variant the same white shelf. The category needed light and hierarchy before it needed more facings.
Campaign toolkit
One campaign.
Every tool.
3 tools and 7 installation views across retailers and formats.
Tool 01
Illuminated soap category wall
Illuminated shelving fitted over the store's own gondola run, crowned with a lit Lux header and edge-lit on every tier, so the block separates from the aisle without taking extra space.
The lit header and shelf edges pull the block out of a long white aisle.
Modern trade · 2025-2026
Density and light together: the wall reads as one block from the aisle head.
Modern trade · 2025-2026
Two brands, adjacent, each with its own lit header and shelf lines.
Modern trade · 2025-2026
In context, the lit run is the only focal point in the aisle.
Modern trade · 2025-2026Tool 02
Lux Bodywash freestanding unit
A curved illuminated freestanding unit for the bodywash range, in deep purple with an edge-lit profile and a lit product plinth, sited away from the soap wall to open a second shopping occasion.
The curved lit edge separates bodywash from the soap block entirely.
Modern trade · 2025-2026Tool 03
Soap end unit and standee
Smaller formats that carry the same lit language into stores with no room for a full wall: a Lux Soaps end unit and a printed standee with a lit crown.
An end unit where a full wall will not fit.
Modern trade · 2025-2026
The smallest format, for stores with no fixture space at all.
Modern trade · 2025-2026Execution notes
What the supplied
project documents.
- 01Illuminated soap category wall
- 02Lux Bodywash freestanding unit
- 03Soap end unit and standee
PRINTSolutions fitted illuminated shelving over the store's existing gondola runs, with a lit Lux header crowning the bay and every shelf edge carrying its own light line.
Warm light on a soap wall does most of the work: it separates the Lux block from the run, lifts the pack colour, and gives the aisle a focal point it did not have.
Source: Unilever Personal Care Execution Highlights — 2025 to date.
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