In 2025, Allergan Aesthetics leadership and brand teams were concerned with brand booth attendance at major HCP conferences, translating to poor return on investment. With Plastic Surgery The Meeting (the largest plastic surgery conference in the US) to be held in New Orleans in October 2025, our goal was to increase our lead generation metrics more than 50% YOY by attracting surgeon attendees into the booth in a way that was meaningful and aligned with our brand campaign message of “Value Beyond the Implant.”
With the conference being held in the beautiful and historic city of New Orleans, our idea was to transform the booth space into an immersive, visually stunning French Quarter experience as the backdrop for an extravagant fashion show featuring real Natrelle® patients and their unique stories. Titled “New Orleans French Quarter in Bloom”, we supported the theme with black-and-white illustrations to highlight the historic architecture of the French Quarter in a 2D café-style sketch quality, which gave the concept a hand-drawn, authentic feel. We paired those illustrations with high-fashion styling and the Natrelle color palette — dark blue, olive, soft blue, and pink to support breast cancer awareness — creating a modern, elevated look rooted in New Orleans culture. As their inspirational stories were narrated, each patient proudly walked the runway in glamorous couture alongside AI-animated scenes featuring historic French Quarter landmarks. They wore gowns adorned in blooming shades of blue representing Natrelle® and shades of pink in honor of Breast Cancer Awareness Month.
As a result of The Faces of Natrelle Fashion Show activation in the booth, we achieved 75% growth in booth attendance compared to last year measured by lead generation metrics, surpassing our stated goal of 50% growth.
