Educational, inviting & gentle on the eyes
Mustela presented a fresh and educational presence at both the PBC Baby Expo and One Fine Baby Expo through a custom stand designed by Ten Hats Agency. Cascading live ivy from elevated planter boxes added a natural, nurturing touch that complemented the clean, modern layout.
Custom acrylic signage segmented the product ranges by skin type, making it easy for visitors to find solutions for Normal, Dry, Very Sensitive, and Eczema-Prone skin. Real ingredient visuals, including organic sunflower and schisandra berries, were incorporated to build trust and illustrate the science behind each formulation.
Central to the activation was an educational focus, prompting visitors with the question, “Did you know every baby has a different skin type from birth?” This encouraged engagement and exploration, allowing parents to discover products relevant to their child.
The result was a visually appealing, functional, and memorable stand that communicated Mustela’s commitment to tailored skincare and consumer education.
What the client needed
The client approached Ten Hats with a clear vision for their expo stand. They wanted a fascia that reflected the premium quality and heritage of this historic French brand, while also creating an inviting environment for visitors. The design needed to accommodate a large product range without compromising the individuality of each item, ensuring that every product could stand out. Careful attention was given to layout, display fixtures, and branding elements to achieve a balance between elegance and functionality. The resulting stand allowed visitors to explore the collection comfortably while reinforcing the brand’s reputation for craftsmanship and sophistication in a visually engaging way.
Conscious Creativity
Our approach to this stand was guided by Mustela’s brand ethos, which emphasises economic, social, and environmental performance. We were tasked with designing a space that adhered to a strict budget while remaining socially conscious of the customers engaging with it, particularly mums with babies and prams. Accessibility, ease of navigation, and thoughtful layouts were key considerations in ensuring a welcoming and practical experience for all visitors.
From a performance perspective, the stand needed to be durable and adaptable, capable of standing the test of time and accommodating updates for new skincare lines as they were released. Every design decision was made with Mustela’s global brand guidelines in mind, ensuring consistency across markets while allowing for flexibility in product presentation.
The result was a stand that successfully balanced functionality, sustainability, and brand integrity, creating a space that was both engaging for customers and reflective of Mustela’s commitment to quality, care, and conscientious design.
How We Activated
We designed the stand to prioritise both accessibility and functionality, ensuring visitors could navigate the space comfortably while providing ample storage for products and promotional materials. Banner walls highlighted the brand’s skincare offerings, making it easy for customers to identify solutions for different baby skin needs. Each banner featured clear, printed information about key ingredients, supporting a testing station where visitors could try products firsthand and learn about their benefits.
Shelving was carefully positioned to allow effortless access to all products, encouraging exploration and engagement. A large makers table served as the focal point for demonstrations, giving inquisitive mums and dads the opportunity to see the products in action and discuss their features with knowledgeable staff.
By combining clear signage, interactive stations, and practical design elements, the stand delivered a seamless and educational experience. Visitors could discover, try, and understand the products while enjoying a welcoming, informative environment that reinforced the brand’s expertise in baby skincare.
