The present solution described herein provides systems and methods to coordinate and control the lighting of areas of a display unit in manner desired based on the type, brand and other characteristics of the product presented for display via the display unit. A lighting control system may control the characteristics of light emanating from one or more light sources to cause a reaction or visual effect from light reactive material of the product or display unit. In some cases, the lighting control system may control the characteristics of light emanating from one or more light sources based on signals from detectors, such as sensing any state or condition of the ambient environment.