As Indie Beauty Expo’s director of operations since 2015, I’ve seen hundreds and hundreds of trade show exhibition spaces from brands with sizable to small budgets, eye-popping to poor packaging, and simple to excessive assemblies. There have been some magnificent ones (18.21 Man Made’s whiskey bar setup still makes me thirsty) and plenty of real doozies (more than a few exhibitors didn’t know to bring signage). No matter their expo experience, indie beauty trade show presenters should be cognizant of common challenges that can easily be overcome by sticking to a few basic principles to make the most out of the short period they’re presenting products to important retail buyers. Here, I spell out four of those principles and highlight three spaces that mastered them during IBE LA last month.
Beauty Independent: Create The Perfect Trade Show Exhibition Space, IBE Style