International Experiential Activation, Exhibition, Production

Mielle Organics / Procter & Gamble

Mielle was reintroducing the brand to the French market and wanted to make a strong impression at Natural Hair Academy. With one of the largest exhibition spaces at the event, the aim was to create a brand experience that introduced visitors to the product collections, helped them understand what was right for their hair and encouraged product trial.

I led the project from concept through to delivery, overseeing production, suppliers, branding, logistics, promotional teams, stakeholder management, set-up, pack-down and the full on-site execution.

The activation was very well received by Mielle's senior US management team, who were on-site and happy with the delivery. It gave Mielle a strong international presence at a leading haircare event and created a clear, engaging way for the French audience to discover the brand and its product collections.