Case Study:
Henkel ALL Free & Clear: Delivering a Gentle Yet Powerful Brand Experience
The Client: Henkel, ALL Free & Clear is a leading dermatologist-recommended laundry detergent formulated for sensitive skin. Free of dyes and perfumes, yet tough on stains, it provides a powerful clean while maintaining the gentleness trusted by allergists, dermatologists, and pediatricians alike.
The Need
Henkel required an exhibit solution that would embody the gentle, caring nature of the ALL Free & Clear brand while creating an interactive, flexible environment to support education, engagement, and brand storytelling at events like AAP and AAD. Key challenges included:
Designing a structure capable of seamlessly supporting both static branding and dynamic video content.
Creating a compact but impactful “Real Science” live demonstration area.
Developing audience-specific messaging that could easily adapt between pediatric- and dermatology-focused shows.
Encouraging visitor engagement and social media sharing through interactive elements.
Facilitating natural visitor flow around the exhibit and ensuring branding consistency and visibility across the floor.
The Solution
Exhibit Concepts designed a flexible, interactive exhibit for Henkel that combined advanced AV integration with a warm, approachable brand presence. Tension fabric arches housed optional AV tile screens, allowing seamless transitions between static and dynamic content. This flexibility ensured visual consistency while adapting easily to different show needs.
Interactive zones like the Science Demo Area, featuring live or recorded presentations, and dual-function touchscreens offering product info and photo booth capabilities, boosted visitor engagement. Swappable graphics allowed Henkel to tailor messaging to specific audiences, such as pediatricians or dermatologists, while maintaining cohesive branding.
The open, flowing layout—with curved structures, soft colors, and clean lines—guided visitors naturally through key areas. Custom fabrication using durable, modular materials ensured both aesthetic appeal and structural integrity, aligning perfectly with ALL Free & Clear’s message of gentle yet effective care.
The Takeaway
Henkel’s ALL Free & Clear exhibit perfectly balanced interactive technology, flexible storytelling, and brand authenticity—creating a gentle yet commanding presence on the show floor. By designing a space that was adaptable, welcoming, and engaging, Exhibit Concepts helped Henkel bring the ALL Free & Clear promise to life, reinforcing trust with healthcare professionals and consumers alike.
