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News + Press

	01/2008 IGE AND P&G CREATE BEAUTY ON THE OUTSIDE “It was incredible to see the new P&G Beauty Equity come to life for the first time in a medium, such as this at the WCD. The concept of 'Beauty on the Outside-Innovation Within' was so well received by the target audience of thought leading, global beauty influencers.” said Principal Design Manager, Beauty & Health, Procter & Gamble Co.
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Global beauty industry leader Procter & Gamble wanted their presence at the World Congress of Dermatology in Buenos Aires, Argentina to bring to life their expertise in beauty science, technology and innovation. The P&G team hoped to have the opportunity to meet and speak with attendees and demonstrate their products, not just pass out samples as many of the show-goers had become accustomed to in the past. P&G knew that to create lasting relationships they needed to engage their audience.

Inter-Global Exhibitions collaborated with P&G's agency design, partner, Anthem Worldwide to develop the theme "Beauty on the Outside - Innovation Wtihin" and design a booth that would deliver P&G's expertise and showcase their Beauty brands in an interactive attendee experience.

Designed as a three-part experience, visitors to the 3,000 sq. ft. exhibit were immediately immersed in the Pre-Show Gallery that included Beauty Bars adn Beauty Interactive Stations featuring a breadth of P&G's beauty products to illustrate innovations in skin and hair care and the technology behind the brands. Each station was staffed by consultants who explained the science of P&G Beauty’s innovation. Semi-transparent wall panels separated the Pre-Show Gallery from the Theater and featured the "P&G helping the world Live, Learn and Thrive" global community message wall.

The Theater, place in the center of the exhibit, had seating for 50 with showings every 20 minutes as plasma monitors created a video wall landscape to further position P&G Beauty as the leader in delivering meaningful, measurable and noticeable consumer benefits. Half of the exhibit was dedicated to this theater space, pulling in traffic to take part in the presentation. Upon exit, guests passed the gift bar, where they received full-size gift products.

By creating an inviting environment with lighting and larger-than-life graphics, the exhibit drew curious attendees in and once there, they found they enjoyed spending time in the interactive environment. The exhibit was a success for P&G and the design later won first place in the 2007 Institute of Store Planners/Visual Merchandising + Store Design's International Store Design Competition.

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