Edition #2: How to gather crowds around offline spot?

Creative insights from the biggest beauty exhibition Cosmoprof

Author

Valeria Shaposhnikova
March 28, 2024

HOW TO GENERATE A QUEUE

AT YOUR BRANDS'S OFFLINE STALL?

So, we just got back from Cosmoprof, the grand beauty expo held in the charming city of Bologna, Italy. Let me tell you, the hospitality there, paired with Barbera wine and mouthwatering pumpkin lasagna, was off the charts. But amidst all the hustle and bustle of the expo, we couldn't help but notice one thing stuck out — contrast: how one brands have crowds around, and other was empty.



People just walked right past those grey stands without even giving them a second glance to see what the brand was about. Interestingly, the connection between the stand and other communication channels like the website, packaging, flyers, and even the salesperson's pitch was equally lackluster. It was all just... well, boring.

But in the midst of all that dullness, there were some real gems that catch our eyes. Let me show you a few examples of how to really grab attention in the offline world. Ready? Let's dive in.

REFLECT CORE IDEA OF THE BRAND

First up, we have Sennok, a Korean lifestyle beauty company. A brand that knows how to convey a vibe without saying a word. Their whole aesthetic screams "bath bliss", from the towel-inspired blue lines on their packaging to the names of their hero products like "afterbath" and "slow September." 


The offline stand felt like stepping into a serene bathroom oasis, with the gentle glow of bluish-tinted tiles washing over you like a calming wave. Every detail is highly curated, from the fluffy towels to products organically standing on their bathroom shelves, creating an atmosphere of pure relaxation. It was our first encounter with Sennok, and let me tell you, it left a lasting impression.

GRAB ATTENTION WITH A WOW EFFECT

Next on the list is Jovo, a newcomer targeting the Gen-Z audience with decorative cosmetics. Their stand? A whimsical take on a grocery shop, with beauty products nestled among vibrant artificial carrots, beetroots, and an array of colorful veggies. It was a sight to behold, a quirky fusion of beauty and grocery shopping that drew crowds. 


The hyperbolization of everyday objects remains a prominent trend in the digital world, actively endorsed by influencers such as Jacquemus. Jovo also embraced this trend offline, creating an enormously huge paper bill and a welcoming supermarket cart at the entrance. Such an installation left a strong impression in the moment, prompting further investigation to discover more wow-effect findings.

PROVIDE A SENSORIAL EXPERIENCE

O-way, the Italian brand renowned for its eco-conscious stance, from plastic-free packaging to their circular agricosmetics philosophy (read more). We've been following this brand for years, and it's fascinating to see how they infuse their values into every aspect of their brand experience at the stand.

Their stall was a testament to the purity of their ingredients, meticulously curated to showcase their commitment to quality. But what really caught our attention was the interactive fragrance-guessing game. Guests could pump the aromas of the oils and guess what the ingredient it was.

Now, you might initially dismiss this as a gimmicky stall idea, but when you witness the seamless integration of aesthetics and values—the way it all comes together—it's truly remarkable.

PREPARE MERCH THAT EVERYONE WANTS

Some brands really nailed it with giveaways you wouldn't dare toss in the nearest bin. Many of them offered small items like samples or lipsticks with QR codes, but the most savvy ones created something truly unforgettable. This year's must-have merch item was a reusable bag with a melted blue checkmate pattern that had us on the hunt for two days straight.

EcoShopper is a recycling services company that provides kits, bags, and reusable bags under white label for brands. At their stand, they used the metaphor of recycling through a washing machine, giving visitors the idea of items being renewed after undergoing a process of washing.

Insider Tip. Here's a funny thing — after we snagged those eye-catching shoppers, nearly five people approached us asking where we got them. It goes to show, eye-catching bag merch is highly effective. We'll definitely be incorporating it into our projects.

Alexandra Romanenko, brand designer at Orchidea Agency

THINK ABOUT WELCOMING OF YOUR STALL

Left: unwelcoming, visually closed entrance. Right: welcoming, rounded corners and easy entry

I can't help but bring up the importance of the openness of a space. Here are two examples illustrating how, despite similar production expenses (we're just guessing here), you can either make or break it.

The left one offers up an unwelcoming vibe with its closed-off, abstract cave-like walls. You just don't feel compelled to step inside; it's not inviting at all (and in the photo, everyone there is the company's sales team waiting for people get in).

Now, compare that with the one on the right. Its rounded shelves and accessible pathways from all sides create a welcoming environment for everyone. Once you step inside, there's still a reassuring sense of security for private talks.

At the exhibition, numerous brands thought about making their spaces inviting, using rounded tables, open layouts, and an overall welcoming atmosphere. It's fascinating to see how such design decisions can impact whether you feel inclined to enter a space or not.



KEY TAKEAWAYS

  1. Reflect brand’s idea. You have 3 seconds to convey what your brand is about.

  2. Grab attention. Make a statement that leaves people saying "Wow!" Weird installations draw crowds.

  3. Engage the Senses. Take advantage of the opportunity to use smells, textures and sounds. That is hard to achieve in the digital world.

  4. Create Memorable Merch. This is your chance to be memo for ages, make something that you personally want to keep.

  5. Be Welcoming. Ensure your space is open, inviting, and easy to enter from all sides.

Remember, B2B distributors are people too, and they crave visually stunning presentations. Don't settle for dull and grey – captivate with aesthetics!

BEAUTY FROM NOISE:

WHAT HAS CAPTURED OUR ATTENTION

  1. Zara has just launched their Hair Care line, and I have to admit, I was just about to purchase their Blow Dry Spray before the expo. Zara enlisted renowned hairstylist Guido Palau to assist in formulating, curating, and designing the line. The packaging looks fresh, with its bold color combination of the bottle and cup. Not bad design though for a mass-market brand.



  2. Recently, I stumbled upon Good Wierd—a brand catering to the Gen-Z audience with a futuristic neumorphism style website. While it's not entirely something new in terms of design, it's still intriguing to see how cohesive everything appears, from the packaging to the content.



  3. Sisley Is Launching Its First New Brand Now. The line, Neuraé, is inspired by neuroscientific research and will retail at a lower price point than Sisley’s core luxury offering. It’s the first time the family-owned company has launched a new brand. The ribbed glass bottle packaging, combined with wooden caps, creates a holistic look within the line. We'll see how they manage breaking ground in the saturated beauty market.



We're currently swamped sorting through business cards from Cosmoprof. Next time, we'll be sharing with you our directory of beauty manufacturers we met at the exhibition.

Cheers, Orchidea team 🤍