EAST END lets Always, Aussie
and eos shine at GLOW

  • The agency for brand experiences designs and stages the trade show presence of three large brands at Germany’s first beauty convention
  • Address of target groups using attention-getting and informative brand presentations
  • Meet & greet with fashion and beauty influencers

Trade fair booths not only have to be informative, they must offer visitors an unforgettable experience. How this theory works in practice is shown by EAST END at the “GLOW by dm”, Germany’s first beauty convention, which took place in Berlin from 4-5 November. The agency for brand experiences designed and staged individual and interactive booth concepts for the brands Always, Aussie and eos. Visitors were offered the opportunity to meet fashion and beauty influencers like Patrizia Palme at Aussie and Anna-Maria and Katharina Damm at eos.

EAST END created individual trade fair booths that got visitors’ attention. These were characterized by an offer combining unique brand experiences with important product information. Holistic brand worlds with various stations such as info points, sales areas, photo booths or comfy seating corners invited guests to engage intensely with the products presented. In a “creativity area”, guests were even able to make their own postcards. Hashtags like #AussieHaarakter, #soeinzigartigwiedu or #goodswipesonly attended individual activities, prolonging the visitors’ experiences in social media and beyond the moment. Fans were able to experience the most successful fashion and beauty influencers, Patrizia Palme, Anna-Maria and Katharina Damm in interviews or at meet & greets on site.

„The staging of our booth concepts for the three difference brands and their products was at the same time attention-getting and the level of the target groups”, says Oliver Golz, founder and managing director of EAST END. „Using the booths and activities, we were also able to create an atmosphere that was fun and informative for the visitors and extended beyond the moment. The overwhelming response at the exhibition and in social media were a tribute to this.”

Rights Picture eos-booth: ©Daniel Sommer

About GLOW by dm
GLOW is Germany’s first beauty convention, which took place for the first time on 4 and 5 November in Berlin. The objective of the exhibition, carried out by the drugstore chain dm, is to bring beauty stars, brands and fans together. The focus is on presenting new beauty and lifestyle brands, meeting national and international beauty stars and influencers and tips and trends for hair, make-up and styling.

Want to know more?

Marc Matern
Director Marketing & Business Development
T +49 30 308 75 95 75
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