Salon De Bellezza is a whole health and wellness experience. Their product line is almost exclusively Davines whose brand philosophy is “believing in the beauty of individuality and diversity,” while “living a balance of beauty and sustainability.” The entire focus of this best kept secret is products and services wrapped up in the responsibility to self, others, and the world. This message needs to translate to every marketing piece displayed. The challenge was to simplify, clarify, and connect their visual brand collateral with their message of beauty, diversity, and wellness.
Classic beauty meets sustainability. Over the last decade, the beauty industry is becoming more eco-friendly as consumers are increasingly adopting a green mentality and becoming more aware of their own carbon footprint. Natural and organic ingredients across product categories are becoming more popular for their positive health and environmental impacts. Because of this, reaching those consumers with the right messaging supports brand awareness and strengthens the relationship between customer and company.
Working with the owner at Salon De Bellezza, we established a creative direction and strategy to visually align with the core message of sustainable beauty: skin care, hair care, and guilt-free aesthetic maintenance. The photography chosen expressed many emotions from the faces and actions present. The brand colors emphasized are simple and bold to make a clear statement of presence. The verbiage used was direct and informative, highlighting the relationship between company, consumer, product, and purpose. In doing so, we created an arsenal of cohesive visuals that connect consumers with the products and services they value: ones that support their lifestyle and enrich their lives.
Any service provider will tell you that the most important tool in their branded arsenal is their service menu. Any establishment you walk into from auto body shops to fine dining restaurants have them. Yet, it is also the least valued piece of collateral, as it is also just as easy to take for granted and overlook. This is why it was so vital to address this visual first, especially when it comes to point of sale and first glance areas of the retail space.
Testimonials, praise, and accolades are all ways of conveying the same message that translates from Word of Mouth into new customers and avenues of income generation. With big retailers changing how customers engage with businesses, reviews have revolutionized trust and quality expectations for consumers. Without reviews, businesses suffer from being passed up for similar entities with more clout and social reach. Asking for reviews can be a tricky dance, as consumers don’t want to feel forced to engage. That is why these Call to Actions address the desire for the reviewer to “share their beauty experience and have their voice heard.”
Davines Call to Action
Product placement and awareness is key to opening consumers up to connecting with products and complementary services that they may otherwise overlook. Because Davines is the main product line used, it is extremely important to win over consumer loyalty to this earth-conscious hair care line.