Branding is a key word in today’s global economy. Things change, and if a company wants to be even more successful, it has to be clearly different from its competitors. In particular, the cosmetics and body care markets, which have to rely on strong visual appearance as their products appeal to their buyers’ senses, have to trigger recognition by stressing the individuality and uniqueness of their products. Diam International has become one of their business partners to provide innovative and highly sophisticated retail solutions. Its POS solutions influence the identity of many leading cosmetics brands in the world and help to increase sales figures.

Diam clearly enhances the brand image of its customers, among them some of the world’s most prominent brands such as Chanel, Dior, Cartier, or Yves Saint Laurent. To these exclusive brands, Diam provides merchandising solutions that make the sale. The company, which has international production facilities in Europe, the USA and overseas, has become a single source supplier with a global scope and a broad range of services: It designs, makes, installs and maintains customised retail displays for retailers and manufacturers.

“We address clear target groups: prestige cosmetics, mass cosmetics, health and beauty and consumer products,” says CEO Michel Vaissaire. “We understand the needs of these groups and develop merchandising solutions that increase sales and profits and stress the individuality of a product in its market segment. Therefore, we create solutions that reinforce the customer’s brand values such as quality, beauty and elegance.”

For its international customers, Diam creates displays and retail fixtures which comprise back wall cosmetic systems, counter displays, fixtures for electronics requiring power and security, floor stands, kiosks and stock shelving solutions. “Stressing the individuality of a product is not the only aspect of our solutions. More and more displays form an integral part of a total concept and represent only a single product in a chain of actions and events,” states Mr. Vaissaire. Therefore, Diam is involved in two different aspects of POS solutions. While displays are intended for immediate intention, standard shelves, where the new product is part of a complete product group, focus on long-term success. “There is a trend towards flexible shelf solution. Take for instance lipsticks which are presented in a single module shelf box which can easily be replaced at the end of the season,” points out Mr. Vaissaire. “This flexible system allows for a life span of the shelf of four to six years.” In contrast, displays only have a life span of one to two years and are only aiming at the introduction of a new product. “Our products and services have to exactly match the expectations of our customers. Most of them are from the cosmetics and fragrance industries. Here, the requirements on us are particularly demanding,” stresses Mr. Vaissaire. “Our partners expect a solution that surprises the consumer.”

Due to its global orientation and presence, Diam can fall back on an international team that is always on the look-out for new trends and technical solutions. This extremely helps to stay ahead in the market and to further expand the company’s position as true innovator. Diam provides a complete range of services, almost unparalleled in the market. “We offer creative design and planning as well as manufacturing and distribution. In addition, we offer logistics, installation and maintenance. Another focus is on strategic and program analysis, indispensable if you want to create a unique solution for a unique product,” explains Mr. Vaissaire.

As a large number of customers derive from the prestige cosmetics segment, Diam only deals with a list of 30 to 40 main customers. However, these exclusive customers each operate up to 12,000 points of sale. “Therefore, a presentation of a possible solution often results in the manufacture of 5,000 displays or shelves solutions,” points out Mr. Vaissaire. In the past 35 years, the company has become market leader worldwide in the field of prestige cosmetics. It is present via global subsidiaries. For three years now, Diam International has been present in China and has been producing retail merchandising solutions for the Chinese market. “Turnover there has tripled in the past years, and prospects are promising for the future,” says Mr. Vaissaire. The CEO is optimistic that in the coming years, not only China will emerge as growth market, but that in general Diam International will strengthen its leading market position on a global scale.