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Cindy Melk launched H20 Plus in the late '80s for women like her who were tired of "over-priced, over-marketed and over-packaged" skin- and body-care products. She spent time overseas before deciding to launch her line. "After moving to London in the '80s, I found that Europeans treated skincare as a full-body endeavor," Melk explains. "In the U.S., it was all about the face." After 18 months of research, she opened her first store on Chicago's Michigan Avenue, targeting working women aged 25 to 35 years old with products derived from the sea. Skin cleansers, toners, moisturizers, scrubs, masks, spa products, bath gels, natural soap, hair care, body lotion, shampoo, conditioner and fragrances make up H20 Plus's product offering.

Because water is universally associated with purity and cleanliness, Melk says, "H2O Plus enjoys a cross-cultural appeal that transcends age, gender, race and geographical boundaries." In addition to its North American outposts, H20 Plus products are also found in department stores and retail outlets around the world. H20 Plus's global sales have reached $100 million, Melk reports, making it a force in the $30 billion beauty industry.

H2O Plus's extensive line of marine-based products—about 200 items from sea-mineral mud masks to algae-enriched lipstick—can be purchased online, by print catalog or through any of its 24 U.S. stores. Most recently, the stores averaged 1,100 sq. ft., but last November H20 Plus opened a 650-sq.-ft. store in Old Orchard Mall in suburban Chicago, part of a new strategy to design a smaller footprint.

H20 Plus commissioned The Royal Promotion Group (RPG), a New York-based design and production firm, to handle a new design that would coincide with its launch of color cosmetics. "The goal was to design smaller, more intimate stores that have a more distinct atmosphere," says Bruce Teitelbaum, RPG's president. The new design adds a touch of warmth, while remaining consistent with its roots. H20 Plus is known for its straightforward, minimalist approach to graphics and packaging. Transparent plastic bottles, jars and tubes allow the colorful contents to command attention.

For the new footprint, RPG was challenged with presenting H20 Plus's extensive product line in a smaller space. RPG designed efficient, yet brand-centric fixturing made of white-lacquered woods accented with H20 Plus's signature water blue. Triple-tiered shelving lines the walls and allows customers to select product from the open-sell environment. Sleek, enclosed cases positioned beneath the shelving accommodate back stock in a visually clean and refreshing statement. The fixtures also employ illumination to highlight products. "A halo of blue light was created to surround the store and fixtures," says Teitelbaum. Slightly larger-than-life, backlit graphics interspersed with the fixtures educate customers about product categories and current seasonal looks.

Eliminating outer layers of cardboard and plastic overwraps fits well with Melk's desire to provide "a peaceful, tranquil oasis." This oasis gives way to water as a prominent theme throughout the new design. "We wanted the stores to be airy and light to reflect the brand and include an element of water," says Teitelbaum. Awash in water references, the new design—which has been rolled out to Madison Avenue and San Francisco stores—includes reflective materials such as clear acrylic and blue gradient glass. Expanses of water also conjure up images of swimming pools, which are echoed in the use of tiny blue mosaic tiles that accent walls and the floor.

Real water flows in the store via the "play station," a bath unit that features a working blue resin sink that is merchandised with towels and bath products, Teitelbaum explains. "The goal was to create a lifestyle display that represents a bathroom," he says.

"It's all about creating a welcoming environment," says Teitelbaum. "We used the brand's own design cues," he explains, "but modernized its approach."