HEALTH + BEAUTY FIELD GUIDE
How Shoppable Are Your Health & Beauty Retail Displays?
Use Benchmarc’s 7-Second Health & Beauty Retail Display Audit to evaluate how easily shoppers can notice, navigate, understand, compare and purchase products in-store.
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This practical field guide helps beauty, skincare, cosmetics, personal care and wellness brands identify friction across retail displays, merchandising fixtures, testers, product assortments and branded store environments.
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Use it during your next store walk to see your display from the shopper’s point of view, and identify opportunities to make the path to purchase clearer.
What makes a health and beauty display shoppable?
Clear Visual Hierarchy
The shopper should immediately understand where to look first.
Product Education at the Point of Decision
Put the right information at the point where the decision happens.
Easy Product Navigation
Clear category structure and signage help shoppers move through large assortments.
Interaction Without Friction
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Testers, samples, and demos should be easy to understand and access.
Simple Product Comparison
Help shoppers answer, “What’s different?” and “Which option is right for me?”
A Clear Path to Purchase
Price, availability and next steps should be obvious before the shopper reaches checkout.
BUILT FOR BEAUTY BRANDS AND RETAIL TEAMS
For Every Team That Shapes the In-store Shopper Experience
Use the 7-Second Audit to evaluate displays, departments, and branded environments across:
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Shopper Marketing
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Visual Merchandising
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Retail Marketing
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Brand Marketing
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Category Management
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Trade Marketing
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Retail Operations
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Store Design
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Procurement
Whether you're reviewing one fixture or planning a national display program, the same question applies:
Does your retail environment make it easier for shoppers to understand, compare and buy?
Frequently Asked Questions
What is the 7-Second Shoppability Audit?
It’s a quick field guide for evaluating how easily shoppers can understand and navigate a retail display. The audit looks at seven moments in the shopping journey, from initial visibility and navigation through comparison, interaction and the final purchase decision.
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Why seven seconds?
Seven seconds is a practical audit constraint, not a scientific benchmark. The idea is simple: if shoppers need significant time or assistance just to understand where to begin, there may be unnecessary friction in the display.
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Who is the field guide designed for?
It’s built for retail marketing, visual merchandising, shopper marketing, channel marketing, brand and retail operations teams, as well as anyone responsible for planning or evaluating in-store display programs.
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What should we look for during the audit?
The guide helps you evaluate whether shoppers can quickly find the category, understand what deserves their attention, compare products, recognize compatible items, interact with merchandise and understand what to do next.
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Is the audit specific to our industry?
Yes. Each Benchmarc field guide applies the same shoppability framework to the realities of a specific retail environment, including the products, assortment complexity, shopper decisions and merchandising challenges common to that category.
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How should we use the guide?
Take it on a store walk, use it when reviewing current fixtures, or bring it into an early display-program discussion. It works best as a quick way to identify questions worth investigating more deeply rather than as a formal store-scoring system.
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Can Benchmarc review one of our existing displays?
Yes. If you have store photos, an existing fixture or a retail challenge you’re working through, Benchmarc can use the same framework to compare notes on potential friction points and discuss what may be worth exploring next.
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