Talking about beauty has always been on our agenda, but that does not mean that creating the ideal campaign for a beauty salon was simple. The challenges were diverse, after all the owner of the spa, who was also the main hairdresser, has always been a recognized and awarded professional in Brazil and Lebanon. However, the main goal in this project, was to disconnect the company from the image of the owner, since the objective was to transform a business into a franchise in the United States. For this it was necessary to standardize the environment, services and align all campaigns.
The name already existed, so we started with the creation of the logo. We opted for something minimalist highlighting the initial letters BF, because despite the name of the salon Blonde Factore, the salon offers services for all types and colors of hair, male and female, as well as aesthetic treatments and massages. So, with the new BF Salon, we opened up a range of opportunities and automatically the business started to be seen as a complete spa, where customers left transformed from head to toe.
We create uniforms for hairdressers, manicurists, beauticians and assistants.
We develop exclusive packaging for products with the BF Salon brand, from shampoo, conditioners, to moisturizing creams, among others. We designed a new sign for the facade, pamphlets and business cards.
On social networks, the posts followed a specific schedule, with before and after photos, skin and hair care tips, fashion trends, events, celebrities and especially promotions to intensify engagement.
The objective was to create informative content to stimulate the client and consequently attract her to the spa. On the spot, we created an exclusive space with a special background and light where customers are photographed, and photos published on social networks.
We launched the channel on YouTube, where we weekly record a theme about the universe of beauty with the salon owner and interviews with customers and representatives of partner brands. We ran campaigns in major Florida magazines and newspapers. We negotiate sponsorship at events and all media purchases. We launched campaigns for commemorative dates, such as Mother’s and Valentine’s Day, practically one new activation per month. Highlighting the loyalty card, where each customer visit accumulates points that can be exchanged for services for her or third parties. The media plan involved online and offline strategies always thinking about expanding in business, public relations and digital marketing.