The world's biggest cosmetics formulation show.
in-cosmetics® Global 2017 Trade Show
Dow Personal Care
The cosmetics chemistry market is worth about $21.7 billion and Dow Chemical is one of the most notable names in the industry. The biggest trade event in the industry, in-cosmetics Global, draws around 800 exhibitors and 9,000 cosmetic manufacturers every year.
Dow attends in-cos every year and takes advantage of all the show has to offer. This event sets the pace for Dow Personal Care for the year, both in marketing strategy and design tone.
The Booth
The team leaders let me have a lot of freedom with this years design as long as the messaging was clear. Their previous booths were very white... almost sterile. This year they wanted exciting colors and fun imagery. I proposed a few images that showcased the overall vibe I was going for which they really latched on to.
The booth's biggest feature was the canopy that wrapped around the parameter of the space where we featured most of the sunny, bright photos. We splashed the rest of the exterior with blots of color and fun patterns.
Canopy and exterior of the booth
For the interior sections, we left a good amount of white space so that the bright colors didn't distract from the formulations being shown.
The three back walls featured the key messaging, placed high enough to be seen over the heads of the attendees.
Back walls and interior of the booth
The functionality of the use of color on the interior worked well - there were visually designated spots for each station. Even with lots of visitors, the booth still looked organized and spacious with help from the simple, clean design.
The booth in action!
Meeting Room and Banner Stand
The team bought space for a separate meeting room away from the booth which they needed graphics for. I lifted the same triangular design the canopy used and placed them diagonally across the wall to create movement and direction.
Meeting Room Wall Graphic
The same design was used for the banner stands which were placed around the event and used at demos.
Banner Stand
"Innovation Zone" Box
Exhibitors have the opportunity to purchase space in the "Innovation Zone" to showcase their formulations. Visitors wander through the area where they can see and interact with what offerings exhibitors have at their booths. This is a key space to target visitors who wouldn't otherwise come to the booth.
Dow used this space to promote their Dow Corning FA 4103 product that they had spent the past few years developing. We used similar design elements from the other pieces and played around with the composition of the "walls".
"Innovation Zone" Box
Formulation Testers
All exhibitors show off their technologies through sample formulations of different types of cosmetics - make-up, lotions, shampoos, conditioners, etc.
Dow hands out formulation cards along with their sample testers that explain the technologies used and the group's expertise. We color-coded the formulations by function (Sun, Film, and Hair) and added icons that outlined the strengths.
Formulation Testers, Cards, and Icons
A freebie sample box was handed out to visitors which included all the testers, their cards, and an informative tri-fold brochure.
Sample Kit
Sample Kit Brochure
Email Banners
Lastly, we made email banners for the marketing team to reach out to the show's attendees before, during, and after the show.
Email headers for before, during, and after the show