Supports: racks – Sorting type – Desk file
Reexamination Certificate
2000-04-03
2001-11-20
Chin-Shue, Alvin (Department: 3634)
Supports: racks
Sorting type
Desk file
Reexamination Certificate
active
06318566
ABSTRACT:
BACKGROUND OF THE INVENTION
1. Field of the Invention
The present invention relates to a system for displaying cosmetic products in a retail environment. In particular, the present invention relates to a display including cosmetic rails capable of being rearranged to modify the display, as well as cosmetic testers that can be individually removed from and replaced on the rails by sales consultants and consumers.
2. Description of Related Art
Cosmetic products are sold in a variety of different retail environments. The most common retail setting (i.e., a discount store) includes shelves storing hundreds of different products with almost no provision being made for facilitating testing of the products by the customers. In addition, these types of retail environments normally have very few, if any, sales assistants knowledgeable about the various cosmetic products. Although this is acceptable to some budget conscious consumers, there are a significant number of consumers who demand a more “upscale” retail environment that provides testing of various types of cosmetic products and the assistance of a staff of trained cosmetic consultant. Such a sales environment is present in a number of department stores and specialty cosmetic stores, but there are a number of different drawbacks and disadvantages associated with these conventional approaches.
Many “upscale” color cosmetic displays have fixed product modules that are difficult or impossible to rearrange or remove. This presents a problem over the course of a year when there are changes in the product lineup, such as products being discontinued or new products (or shades) being introduced. Also, sales consultants and consumers are obligated to test makeup products right at the display because they are stationary and the module/tester can not be removed and replaced. Relatively fixed displays may also make it difficult for a consumer to access a number of different types of cosmetic products simultaneously without having to move to different areas of a cosmetics counter.
Although some retail stores now have testing areas with various colors, shades and tones of particular types of cosmetics mounted on a display element, the individual cosmetic testers normally cannot be removed from these display elements. This renders it impossible to select a small group of products from a larger one, for example, for testing at a different location.
Customer crowding is another drawback associated with conventional retail environments for cosmetic products. This problem stems from the arrangement of testing areas in the same area where cosmetics are being displayed. Customers experimenting with various types of cosmetic products can obstruct the access of other customers in search of cosmetics displayed in the same general area.
In light of the foregoing, there is a need for an improved display for cosmetic products.
SUMMARY OF THE INVENTION
Accordingly, the present invention is directed to a display that substantially obviates one or more of the limitations of the related art. To achieve these and other advantages and in accordance with the purposes of the invention, as embodied and broadly described herein, the invention includes a system for displaying cosmetic products in a retail environment. The system comprises a display station including at least one surface having a plurality of holes therein. A plurality of display rails are provided. The display rails are configured to removably receive the cosmetic products thereon and have legs with end portions configured to removably fit in the holes so that the display racks are capable of being rearranged on the surface to modify display of the cosmetic products. The system further comprises at least one application play station at which the cosmetic products removed from the display rails can be applied. In a preferred embodiment, there are two application play stations that can accommodate many sales consultants and consumers testing cosmetic products. Preferably, there is at least one mirror provided on the application play station(s) to permit evaluation of cosmetic products applied at the application play station(s).
In an aspect of the invention, the application play station includes at least one surface having a plurality of holes therein. An application station rail is provided with legs having end portions configured to removably fit in the holes in the surface of the application station.
In another aspect of the invention, portable trays are provided to facilitate transfer of the cosmetic products from the display station to the application station(s).
In yet another aspect of the invention, the system includes a shelving unit (an open sell unit, for example) including a plurality of shelves having holes therein, and a plurality of shelving rails configured to removably receive the cosmetic products therein. Preferably, the shelving rails have legs with end portions configured to removably fit in the holes in the shelves.
In a further aspect, the present invention includes a system comprising a display tower provided on a display station. The display tower preferably includes a plurality of rotatable tiers, each having at least one tower rail configured to removably receive cosmetic products, such as various lip cosmetics, therein. In a preferred embodiment, each tier is independently rotatable.
It is to be understood that both the foregoing general description and the following detailed description are exemplary, and are intended to provide further explanation of the invention as claimed.
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Chin-Shue Alvin
Finnegan Henderson Farabow Garrett & Dunner L.L.P.
L'Oreal
Purol Sarah
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