If You Want Foot Traffic at Expo, You Need to Stop Playing it Safe

Tamara Reid
Jul 28
3 min read

Let’s be real: a banner and a bowl of mints doesn’t cut it anymore.

If you’re investing in a hair or beauty expo stand (whether it’s for brand awareness, stockist acquisition, or straight-up sales) the number one question you need to ask is:

Why would someone stop at my stand?

And more importantly: what will they remember?

Because here’s the reality, just 'being in the room' wont work. You need something to make people pause. Lean in. Walk over. Take a photo. Bring a friend. Tell a colleague.

And that something? It’s not just clever copy or pretty packaging. It’s activation — the kind that tickles the senses and anchors your brand in their memory.

You've got to activate the senses

We’re human. We’re wired to engage with our environment. We touch. We smell. We taste. We watch. We listen.

A great expo activation leverages that — pulling people in through the senses to create a moment they feel, not just see. It sounds 'woo-woo' i know, but stick with me.

A sensory activation creates a physical experience that connects with your digital and brand presence.

And when done right, it stops a delegate mid-stroll and says: “Hang on — what’s happening here?”

So, what actually stops people from walking past?

Here are some simple but seriously effective ideas we’ve seen light up expo floors — and yes, they’re all up for adaptation to suit your brand style, product category or budget.

Something to Look At

A giant 4x4 nature display, like Skin1004 at Beauty Expo 2024, placed smack bang in the centre of their stand with products circled around it — impossible to miss and deeply aligned with their earthy, ingredient-led story
Lifesize paper flowers or inflatable ceiling installs to create visual theatre
Live art (think mural painting or calligraphy on notebooks)
Neon quote wall to tie back into your brand ethos or tagline makes for an instagramabble activation people will want to take a picture with

Something to Touch

Sensory textures like furry or feathered wall panels — surprisingly irresistible
Knock-to-enter doors, like the Haircare Group’s “Knock & See” activation at Hair Festival 2025, where visitors knocked to claim a free product
Interactive claw machines, like Maria Nila — perfect for fun, low-lift giveaways with high shareability
Live treatment or styling demos, like Natalie Anne who styled hair live on her stand — giving delegates an up-close view of her process and product range in action

Something to Smell

Vanessa Megan nailed this at Beauty Expo 2024 by creating a fragrance station where attendees could stop, smell, and explore
Popcorn machines, essential oil diffusers, or coffee carts create instant olfactory appeal - even from across the floor, your nose literally guides you to the stand
Bonus points if the scent ties directly into your product (e.g. the active botanicals in your skincare)

Something to Taste

Ice cream carts, wellness shots, or branded lollies make for a sweet sensory stop
Bonus if it links back to your ethos — ie. antioxidant smoothie bar for a skincare brand

If you're exhibiting without an activation — you're inviting passers-by, not pulling people in.

Great brands don’t just show up. They spark curiosity. They create experiences. They make noise in the right way.

So as you're designing your expo space, ask yourself: