ULTA

Dyson | ULTA Inline Display
Development, Prototype, Production, Rollout

There was an opportunity to add a Dyson Inline Display at ULTA stores. The brief was to fit the new Haircare NPD at the time and match the look of the adjacent endcap fixture. Additionally, it had to be cost effective and easy to install.

I took the 3D concepts, and I detailed the drawings to include overall dimensions material choice, and construction.


I engineered this display to come in two main 4′ foot bays that came pre-installed with product. The idea was to deliver the fixtures to the stores and have a more straightforward install. This design had significant cost savings due to common parts between the fixtures and less time in labor for installation.


The design was revised with an open bottom for cord management and the stock retailer shelf was replaced with a custom shelf (shown below). For safety, the custom shelves accommodated the weight of the fixtures. The upright hooks were no longer needed since the shelf supported the weight of the fixtures.





Today this fixture is in more than 325 Stores and the main Dyson inline fixture at ULTA. It has been future proofed to be easily updatable for new Haircare Launches and will be on its 3rd NPD Launch in Spring 2025!