Nature Box @ Glow – The Beauty Convention

It is not only brands that want to be talked about on social networks. Trade fair and event visitors also look for moments that lend themselves to self-presentations on Instagram & co. This is an important aspect that not only draws and enthuses visitors but also helps to spread a marketing event online. However, such a strategy must already be incorporated in the event conception, as well as in all design and staging details – not just in its communication. It is about creating experiences that communicate the brand values and are at the same time “instagramable”.

Stagg & Friends pursued such an approach for Henkel‘s new brand Nature Box at the Beauty Convention GLOW in 2018. Photo spots, activation possibilities and influencer marketing tools were designed to appeal to both the 12,000 beauty enthusiasts on site and social media followers. At the center of the photo spots stood an almost 20-feet-high vertical garden with real plants. Various selfie spots were
to cast the right light on natural beauty in a playful manner. “Photo gimmicks” and five oil columns that bubbled the colors of the product lines took up the themes and hashtags of the brand. This was intended not only to offer optimal photographic moments but also to promote live stories on Instagram.