Top Hair is one of Europe’s leading hair and beauty exhibitions, bringing together global brands, industry professionals and innovators.
L’Oréal PPD wanted to rethink its exhibition strategy. Rather than investing in multiple standalone brand spaces, the team set out to create one connected destination that would unite the Professional Products Division while making the most of the available budget.
Wolf & White was appointed to deliver a custom exhibition stand that brought five distinct brands together within a single immersive environment.
The challenge was to create a cohesive experience while allowing each brand to maintain its own identity through product displays, consultation spaces and live demonstrations.
Alongside the exhibition stand, L’Oréal commissioned three live mainstage shows across the two-day event.
Wolf & White developed and delivered:
The objective was simple: create a connected visitor experience while ensuring every brand maintained a strong individual presence.
By bringing five brands together within one environment, the activation encouraged collaboration, improved visibility and created a more engaging experience for visitors.
We designed a sustainable exhibition stand that balanced creativity, functionality and brand visibility.
At the centre of the space, a lightweight recycled metal framework created a striking architectural feature that could be seen across the exhibition floor.
Key stand features included:
To maintain consistency, we developed detailed design guidelines covering branding opportunities, visual principles and activation zones.
This gave each team the freedom to create bespoke installations while ensuring the overall environment remained cohesive and recognisably L’Oréal.
For the live event production, we developed a concept inspired by the energy and creativity of fashion week.
The stage became L’Oréal Fashion Week, combining avant-garde hair artistry with high fashion influences to create an engaging visual experience.
The production included:
Every element was designed to strengthen audience engagement, celebrate creativity and deepen connections with the professional hair community.
Success was measured through:
The activation delivered strong results across engagement, visibility and audience reach.
By combining strategic planning, event production, creative design and brand activation expertise, we helped L’Oréal PPD create a connected exhibition experience that stood out at one of Europe’s largest hair industry events.
Whether you’re planning a trade show activation, exhibition stand or live brand experience, we can help you create an event that engages audiences and delivers measurable results. Let’s talk.
