I attended the American Academy of Dermatologists conference in San Francisco this weekend.
This annual event is a monster of an event, and according the local papers about 19000 people attend the event. The exhibition areas are just vast, and everyone who is anyone in skincare and related issues are there. I suspect you may well be more noticed if you were not there, as people would be wondering why you dared not to be there.
It is clear that some companies want to make a very big statement by taking a large and very visible presence with massive stands and quite amazing displays and talk at their booths. The talks have lines of people waiting to join, though how much is for the gift packs at the end than the content I am not sure. For example the P&G gift back was worth a fortune at retail as had Pro-X kit which retails for 40 dollars, Fusion razor etc.
Johnson & Johnson, L’Oreal, Biersdorf, P&G, Clinique and other consumer brands seem to have the largest stands and presence. Interesting as it feels the more consumer focused the brand is and the more it is advertised on TV in the USA, the bigger the stand was. This may be because they are large brands from large companies and so have the funds. Or they feel the need to shout louder and louder to reassure the professionals that they are interested and focused on them.
In the USA, unlike parts of Europe and Latin America, dermatologists will recommend patients towards TV advertised brands. Something that is not as common in the other regions. Saying that at the European equivalent (EADV) the consumer brands are just as visible, but less so.
All in all very interesting exhibition
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