Build a Blue Line bay: one shelf, three price points

A single shelf can tell a full product story if it has a clear path. The Blue Line suits this well. Every item shares the same blue, the same guaiazulene story and the line's focus on irritation relief and barrier care. Build the shelf around three price points: an entry item, a hero and an add-on.

The three roles

• Entry: Blue EGF Barrier Lip Balm, $10.00 MSRP. A daily lip balm in a blue water-gel texture that melts onto lips without stickiness. Shea butter and squalane help seal moisture in, and Ceramide NP supports the lipid layer. It carries the Blue Line pairing of EGF and guaiazulene, here as sodium guaiazulene sulfonate. An easy yes at the register.
• Hero: EGF Blue Youth Activating Drop, 50 mL $39.99 MSRP. The first serum after cleansing, with 10 ppm EGF, 10 ppm FGF and 1,000 ppm guaiazulene. Also a 10 mL trial size at $12.99 MSRP. 2026 Seoul Awards Beauty Winner.
• Add-on: Blue EGF Intensive Pro Cream, $25.00 MSRP. A lightweight intensive moisturizer with 10 ppm EGF, 3% panthenol and 300 ppm guaiazulene, designed to support the moisture barrier without a heavy or greasy finish. The natural second item once a client has chosen the Drop.

Build the bay in six steps

1. Hero at eye level, center. Give the 50 mL Drop three facings in the middle of the shelf.
2. Add-on beside the hero. Two facings of the Pro Cream directly to the right of the Drop, so the routine reads in order: serum, then cream.
3. Trial size next to the hero. One facing of the 10 mL Drop beside the 50 mL gives clients a second way in at $12.99 MSRP.
4. Entry at the front edge or register. Set the lip balm in a small tray at the front of the shelf or at checkout. Keep it at least two rows deep so it never looks picked over.
5. Testers in front of their product. One Drop tester and one Pro Cream tester, with tissues. For the lip balm, use disposable applicators or skip the tester.
6. One sign, one routine. "Cleanse, Blue Drop, toner, Pro Cream. Lip balm anytime."

Facing count at a glance

• EGF Blue Youth Activating Drop 50 mL: 3 facings
• EGF Blue Youth Activating Drop 10 mL: 1 facing
• Blue EGF Intensive Pro Cream: 2 facings
• Blue EGF Barrier Lip Balm: tray at the front edge or register
• Testers: 2

Keep the bay working

Check the bay at opening each day. Face products forward, wipe tester nozzles and refill the lip balm tray. Once a week, count units sold on each item. If the lip balm moves fastest, it is doing its job as the entry point. Watch whether Drop sales follow.

Guaiazulene is naturally derived, so color can vary slightly batch to batch without affecting quality. With several units side by side, a client may notice. Make sure staff can explain it in one sentence.

Shelf note: "The Blue Line: start with the lip balm, add the Drop as your first step after cleansing, finish with the Pro Cream."

The minimum is one full case of a product; products ship in sealed case packs from California, or your carrier can collect. See case packs in the catalog to plan the bay.