Announcements of new products, business negotiations with overseas buyers, brand awareness expansion——.
For cosmetic brands, exhibitions are important opportunities to grow their business. However, it is not easy to capture the attention of visitors and achieve results while many booths are lined up.
In recent years, it has become difficult to attract attention with booths that just line up products. Visitors are increasingly attracted to exhibitions where they can enjoy "experiences" and "social media dissemination," not just "looking."
With such changes in the era, the role of exhibition booths has changed significantly. Can't we say that cosmetics exhibition booths are no longer mere "exhibition spaces" but "comprehensive stages" that convey the world of the brand with the five senses?
In this article, we will introduce the points of booth creation that lead to success, including the know-how held by BEEATS, to solve the issue of "attracting customers at exhibitions" that many cosmetic brands have.
The point where cosmetics exhibitions differ significantly from exhibitions in other industries is that the opportunity for visitors to experience products with their "five senses" becomes extremely important.
Scent, texture, usage feeling, package design, and the atmosphere of the entire booth. All of these elements capture the hearts of visitors. In particular, direct experiences such as "touch-ups" and "sampling" where products can actually be tried are major criteria for visitors to decide which booths to stop by.
Visitors are seeking not only "new information" but also "special experiences." Therefore, influencers and media are also expecting to share the "experience value" itself on social media, not just introduce the products.
Understanding this characteristic is the first step to capturing the hearts of visitors and making the booth a success.
Many exhibitions are held in the cosmetics industry every year.
Among them, the representative one is Beautyworld Japan. It is the largest cosmetics exhibition in Japan, where many cosmetic and beauty brands exhibit.
Also, COSME Week (Cosmetics Development Expo/International Cosmetics Expo, etc.) and Diet & Beauty Fair are among the exhibitions that industry insiders pay attention to.
◆Beautyworld Japan
Overview: The largest international comprehensive beauty trade fair in Japan, where all products related to beauty and health, such as cosmetics, beauty equipment, hair, nails, and health-related items, and services related to salon operation are targeted, and many visitors from home and abroad gather to seek the latest products and services.
Frequency: Held 4 times a year. Usually held in 4 cities: Fukuoka (February), Tokyo (April), Nagoya (July), and Osaka (October).
Organizer: Messe Frankfurt Japan Ltd.
Official URL: https://www.beautyworldjapan.com/20221001cp/
◆COSME Week
Overview: A comprehensive cosmetics and beauty exhibition covering raw materials for cosmetics and beauty food, OEM packaging, products such as skincare and haircare, sales promotion products specializing in cosmetics and beauty, and marketing tools.
Frequency: Held twice a year. Usually held in two cities, Tokyo (January) and Osaka (September).
Organizer: RX Japan Ltd.
Official URL: https://www.cosme-week.jp/hub/ja-jp.html
◆Diet & Beauty Fair
Overview: An exhibition where beauty and health trend products such as cosmetics, beauty equipment, inner beauty, sales promotion/business support, and overseas pavilions are exhibited, visited by facility owners and buyers in the beauty and health industry seeking high-quality business negotiations.
Frequency: Held once a year, usually in one city, Tokyo (September).
Organizer: Informa Markets Japan Co., Ltd.
Official URL: https://www.dietandbeauty.jp/
Once you understand the characteristics of cosmetics exhibitions, it is finally time for booth creation. In order to capture the hearts of visitors and achieve results, it is important to master the following 4 points.
1. Designs that convey the brand's worldview at a glance
The first step is to instantly convey the brand's personality and values to visitors. Let's express the brand's worldview in every detail, including colors, fonts, lighting, and decorations tailored to the target audience.
For example, designs that make people feel "It's that kind of brand" at a glance are ideal, such as using natural materials for organic brands and sophisticated materials and lighting for luxury brands.
2. Flow design for the experience
From the moment visitors enter the booth, in what order do they experience it and what information do they get? Flow design that smooths that series of movements is the key to success. By effectively placing interesting displays, tester corners where products can be freely tried, and consultation spaces for staff, visitors can deepen their understanding of the brand without getting lost.
3. Photo spots that encourage social media dissemination
In recent years, social media has become an important tool for attracting visitors at many exhibitions. By setting up a photo spot that condenses the brand's worldview where visitors naturally want to take photos, you can reach potential customers who have not come to the exhibition. Large objects with the motif of the new product package, gorgeous decorations incorporating seasonal themes, and other devices that are photogenic or make people want to post on social media lead to dissemination effects.
4. Expanding touchpoints with novelties and gifts
Utilization of novelties is also effective to have the brand remembered even after the exhibition. Items that can be taken home after the experience, such as mini-sized cosmetics and limited-edition goods, create continuous contact with the brand.
If you are looking for booth creation that captures the points of success, such as "designs that convey the brand's worldview at a glance" and "photo spots that encourage social media dissemination," please feel free to consult BEEATS.
▼For those who want to get a feel for the exhibition booth and get an estimate, click here!
The points for leading a cosmetics exhibition to success are common to the know-how BEEATS has cultivated through the planning and production of many cosmetic pop-up stores.
A pop-up store is a place that condenses the brand's worldview within a limited time and space, providing visitors with a special experience. This is exactly the element required for an exhibition booth as well.
In the beauty and cosmetic pop-up stores that BEEATS has handled, we have brought out the charm of the brand through the following ingenuity.
◆ "Ameli" Pop-up Store | Daimaru Umeda Store
The first Kansai pop-up store for the Korean makeup brand "Ameli." In a 36.4㎡ (approx. 11 tsubo) space implemented at Daimaru Umeda, we performed productions reflecting the brand's color prescriptions and worldview, realizing an experience design that attracts visitors.
Please check here for details.
◆ Allergan Aesthetics "MEDICAL BEAUTY PARK" Pop-up Event
"MEDICAL BEAUTY PARK," a pop-up event where you can learn about and consult on cosmetic medicine.
BEEATS was in charge of the planning, spatial design, and construction of the experience-based pop-up event booth, which included 5 programs such as skin scans and consultation booths where you can talk with doctors about cosmetic medicine.
Please check here for details.
The "idea of designing experiences" cultivated through such cases can also be utilized in cosmetics exhibition booth creation.
Cosmetics exhibitions are not just places to display products. They are valuable contact points with visitors and a "comprehensive stage for brand experience" that conveys the brand's worldview to the five senses. To achieve results, it is important to grasp the following four points.
・Designs that convey the brand's worldview at a glance
・Flow design that allows visitors to experience without hesitation
・Photo spots and productions that encourage social media dissemination
・Ingenuity to expand touchpoints with novelties and gifts
By combining these, experiences that make visitors think "that was fun" or "I want to come again" are born, and the exhibition changes from a mere business negotiation venue into a valuable opportunity to cultivate favor and trust for the brand. For your next exhibition, why not try working on booth creation centered on the experience?
BEEATS provides one-stop support for exhibition planning, design, and construction. In addition to creating booths that convey the charm of the brand to visitors, you can also leave the preparation necessary for exhibiting, such as staff arrangement, operational support, and novelty production, all to us.
For cosmetics and beauty brands, we have handled many pop-up stores and experiential events, and we use that experience to propose "spaces people want to stop by" for your exhibitions.
[BEEATS' Strengths]
・Creative design that expresses the brand's worldview
・Flow design that allows visitors to experience products smoothly
・Mechanisms that encourage social media sharing and increase customer attraction
※Part of the illustrations used in the catch copy and inserts of this article were created using generative AI.
Q1. What is the difference between cosmetics exhibitions and exhibitions in other industries?
A1. The point where the opportunity for visitors to experience products with their "five senses" becomes extremely important. Direct experiences such as touch-ups and sampling where products can actually be tried, such as scent, texture, usage feeling, package design, and the atmosphere of the entire booth, are major criteria for stopping by the booth.
Q2. What are the representative exhibitions that are attracting attention in the cosmetics industry?
A2. There are 3 representative exhibitions. The largest in Japan, "Beautyworld Japan," "COSME Week" which covers cosmetics development and marketing tools, and "Diet & Beauty Fair" where trend products for beauty and health are exhibited.
Q3. What are the points for succeeding in exhibiting a cosmetics exhibition booth?
A3. There are 4 points for success. The first is design that conveys the brand's worldview at a glance, the second is smooth flow design for experience, the third is installation of photo spots that encourage social media dissemination, and the fourth is ingenuity in creating mechanisms to expand touchpoints with customers using novelties and gifts.
Q4. What kind of ingenuity is necessary to encourage social media dissemination?
A4. It is effective to set up a photo spot that condenses the brand's worldview. It is important to prepare devices that make visitors naturally want to take photos and post them on social media, such as large objects with motifs of new product packages or gorgeous decorations incorporating seasonal themes.
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