VR Beauty Consulting was contacted by a business woman who was interested in buying a salon in Dubai. This would be her first venture into the beauty salon industry and after several consultations with our Founder and CEO, Valerie Reynaert, during which options such as starting a salon versus buying an existing salon were discussed, VR Beauty Consulting found the ideal salon to buy.
The existing salon had the benefit of an established clientele, branding, staff, an excellent location etc, however, the client’s vision for the salon extended well beyond that, and with the decision made to purchase the salon, VR Beauty Consulting started the process of supporting our client to bringing her vision to life.
Our first step was to develop a full Marketing Strategy, which would then inform a full Rebranding of the salon.
The marketing strategy not only looked at the competitors in great detail, but included a detailed review of the consumer group as well as the economy. This information, along with our teams’ decades of industry experience, enabled them to craft a brand positioning and marketing communications plan that was unique, that would allow the new salon brand to compete successfully and most importantly, that the salon clients would love. A significant aspect of this process was to rethink how the salon did their marketing, from social media and email to digital advertising.
The next step was to design a salon brand that leveraged the best parts of the existing salon, but elevated them to new heights. Our branding partner did a stellar job of doing just that, by injecting a youthful energy into a brand that faded into the background in the past. All aspects of the new branding were considered in this process, from logo and brand colours, to product packaging and signage.
The client fell in love with her new brand, and within months the new branding was rolled out and the salon was transformed.
With a new vision for the salon in hand, the VR Beauty Consulting team were asked to relaunch the brand online, with social media being the key focus.
The previous owner of the salon had posted content themselves, and a team member in the salon responded to DM’s. Content was largely focused on ‘after’ images and some videos of in the salon. As a result, the performance of these channels was poor with very low engagement and reach. Social media was not driving sales for the salon and this was a missed opportunity for a salon that needed to grow.
A key focus of the content strategy was ensuring that the new brand ethos and positioning, were consistently communicated across all platforms. This approach included:
The first task for the online relaunch was to create visual content that would deliver the above objectives and that could be used across social media, website, emails and digital advertising.
Working with a small team of content creators, including specialist social media photographer and videographer, under the guidance of the specialist VRBC team, soon the client had access to a rich database of images, videos and content that captured the new brand essence, and which was optimised for the various online channels which were relaunched.
The next step was to relaunch the social media channels and to transform them from an ‘energy drain’ to an effective source of business for the salon. The new owner was especially interested in doing digital advertising and was willing to invest in this area.
However, the VRBC team made the following recommendations:
The impact of these efforts was both measurable and significant.
The client was able to report that within the first 2 months, 40% of all revenue generated in the salon was from new clients.
This demonstrated that the marketing was working to attract a stream of new clients through the doors.
Furthermore, marketing was being optimized for various platforms, and the results speak for themselves:
These results were achieved without any advertising money spent.
The client empowered the VR Beauty Consulting team to invest time and energy into marketing activities that really matter, saving time, money and effort.
Some of the key learnings are:
These marketing results demonstrate the power of a structured and consistent brand marketing strategy. Through engaging content, influencer collaborations, and email marketing, the salon significantly grew its online presence and increased customer engagement. Most importantly, it positioned the salon as a go-to destination for expert salon care, reinforcing its brand message of inclusivity and expertise.
Our success is ultimately our client’s success and our client’s trust in VR Beauty Consulting has been rewarded many times over.
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