Life is an opportunity, BENEFIT from it
Mother Teresa
Benefit Cosmetics
Concept to Creation
Request
The fantastic team at Benefit Cosmetics began brainstorming and inquiring about this booth’s concepts in the late summer of 2022—nearly a full year prior to the event. We at Katherine Frank Creative cannot say this enough: that ample lead time does wonders for a successful client collaboration, as well as creating an unforgettable booth experience.
With the creative energy constantly flowing between their design team and ours, Benefit consistently communicated how imperative it was to stand out and make a major impact on the show floor. In addition, this year the booth needed to highlight Benefit’s new PORES product line, a full line of high-performance, pore-positive solutions clinically developed to dramatically minimize, clear and smooth pores.
Rendering
In developing a client’s vision, we always want to make full use of the entire available footprint of the project. Those square feet are expensive! Accounting for the large 30’x 50’ space, splitting the booth down the middle resulted in two distinct areas: one for the tried-and-true BROWS brand, where beauty specialists had plenty of space to demo product, and a new PORES area, where attendees received samples and education on the newly launched line.
Remembering our client’s vision for major impact, our design pushed the project’s height limits with the brand names BROWS and PORES realized in massive, internally lit letters on the show floor—letters big enough to walk through, in fact. Considering the need for smooth traffic flow, the design incorporated a tunnel created by the two Os incorporated Os in BROWS and PORES, effectively separating the two sides of the booth.
Realization
By entrusting Katherine Frank Creative with a bold concept, Benefit Cosmetics achieved its aspirations for a phenomenal show floor exhibit.
The finished project cemented our agency as a full-service, concept-to-installation partner that can carry the full weight of a global brand like Benefit Cosmetics. Watching our Show Operations team install the 20’H x 50’W backdrop center wall was truly a sight to see. Kate Long, our Senior Vice President of Client Services, has been working with Benefit since 2018, helping the brand bring their vision to life with stunning visual displays that attract and engage attendees at the ULTA Field Leadership Conference. Building a continuous, long-standing relationship is just one benefit of partnering with Katherine Frank Creative.
