Case Studies

Merchandising, Visual Merchandising
The challenge

Before Coty became a CPM client CPM already had the full Sales & Merchandising responsibility for the Max Factor Brand through P&G. When Coty bought Max Factor (and other beauty brands from P&G) in 2015 COTY started to get to know CPM better. Our Sales Force, 8 dedicated sales merchandisers and 1 service merchandiser along with our field coach and account executive are responsible for merchandising not only the Max Factor but also for brands as Rimmel, Bourjois, Sally Hanssen and Miss Sporty in the Etos drug stores and delivers flexible tactical solutions for recurring Service Rounds within Kruidvat, Trekpleister and ETOS, a challenging 1800 stores to be covered in 4 weeks time in the Benelux.

Our Solution

On-going we designed a team of 8 Sales Merchandisers plus 1 service merchandiser for Etos being able to handle quick and adequate and secure availability in stores. Our Agile team ensures that the Etos store are executed with excellence as reliable support for COTY ‘s own sales force team. The merchandising activities are out of stock and unit control, replacement of visual in-store merchandising, shelf optimisation and sales support.

Besides the responsibility of merchandising in stores CPM manages the coordination and handling of returns, the reporting processes of each service around projects, merchandising 1800 stores in a timespan of 4 weeks working closely with COTY and the retailers and handling the critical path schedule to ensure we deliver on target.


Started in 2010 with Max Factor we still deliver a successful dedicated team of merchandising specialists and project team, plus for the recurring service around the support team to cover the 1800 store for service merchandising in the Benelux with approx. 45 additional FTE (beauty segment) trained tactical employees.

Case studies

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