In a word: image. Consumers associated Brazilian Beauty more with the Brazilian than beauty.
To establish the brand as Australia’s leading full-service beauty salon, we created a campaign that shifted the focus from rational product and service messaging to a new emotional platform championing confidence: Believe in Beautiful.
Launching with a campaign to find the six new faces of Brazilian Beauty, we encouraged women everywhere to embrace their own kind of beautiful. The finalists featured in a multimedia campaign celebrating individuality – and a series of online TVCs inspired women to confront their own reflections and learn to love themselves for who they are.
Winner of 2017 AMI Queensland Award for Marketing Excellence.
Prior to rebrand, only 7% indicated Brazilian Beauty was a ‘brand for me’ – increasing to 25% in post research. Tonally, ‘superficial’ as a brand descriptor decreased from 33% to 10% and ‘vain’ from 29% to 3%.
Unprecedented levels of brand engagement across social media – including over 400 submissions for the new face of Brazilian Beauty competition.
Online bookings exceeding pre-relaunch levels every month.
$1.7m increase in total group revenue – equating to 15.8% year-on-year growth. On sales alone, a 240% ROI has been achieved. Franchisees received a staggering 1133% ROI.