espace
Created in 1995 as first franchise in France in beauty industry and been market leader for a couple of years. Today the network represent 65 institutes, with around 40/45 beauty centers in Paris.
Client
espace
Year
Service
Brand identity
Brand management
Web design
The brief
01 | 05
With new identity the company is expecting to show customers at a first sight that Espace Epilation does much more than hair removal (as it's been known until now by the market). Desire is to quit this image of hair removal specialist and wants to show they are a full services beauty institute, but democratic and affordable.
The long term strategic goal is to federate more the current network of franchised shops, and drive a more corporate communication, since today each shop is free to do things by itself, due to a lack of strong brand identity and guidelines.
At the same time there's the goal to increase the number of institutes, strengthen the brand awareness in the all country.
At the moment Espace Epilation is the main and only brand, there is no other sub-brand, as they don't have products with their own brand, always third party companies. The new identity will be applied in store (inside and outside), all merchandising and communication materials, stationery, website and social networks.
The change of the logo needs to be done smoothly: at first on the web, then on paper communication material, then merchandising, and finally stores. This decision is due mainly to structural reasons. Today the stores need to feel a new positive dynamics before agreeing to afford radical changes in their stores at their own expenses.
So that re-designing the logo is a necessity for the marketing, but also a psychological strategy to push a new positive attitude in the company.
With new identity the company is expecting to show customers at a first sight that Espace Epilation does much more than hairs removal (as it's been known until now by the market). Desire is to quit this image of hairs removal specialist and wants to show they are a full services beauty institute, but democratic and affordable.
The long term strategic goal is to federate more the current network of franchised shops, and drive a more corporate communication, since today each shop is free to do things by itself, due to a lack of strong brand identity and guidelines.
At the same time there's the goal to increase the number of institutes, strengthen the brand awareness in the all country.
Espace Epilation needs to ensure the franchisees that the brand (and the company itself) is heavily reliable in the customer management (taking care of relationship and offering support to franchisee in sales and marketing).
The urge is to reposition of the brand on a higher level and after reaching a better perception in minds customers, extend the target to “men” (brand new dynamics and approaches, even if already counting among customers, and growing).
3
projects delivered for espace: branding, video, web
What we delivered
Logo, Claim, Brand identity, Stationery, Brochure, Promo cards, In store panels, Exhibition stand design, Products packaging, Corporate video, Brand manual, Web strategy, Web design, Mobile site, Video
• The idea is that the logo has to be strong enough to work by itself, without even mentioning the name if possible: something easy to recognize at a first glance, especially in the streets (thinking to stores signs, billboards, adv), that is the reason for the use of an icon.
• Together with the new logo, which distinguish itself among other competitors logo by colors choice, also to feel closer to male customers, we have determined a new tagline (claim): "la beautè au quotidien", in order to widen the borders of the brand perception in customers minds (not only "hair removal").
• In order to help franchisees to better understand the brand change they are undergoing, we delivered some specific communication tools to introduce them to the change: two corporate video and a complete brand manual, with practical applications of the new logo and brand.
• To strengthen the brand awareness (in customers and franchisees as well) we also suggested the realization of branded products (visage cream, massage oil, etc.).
• We have clear in mind that we have to help the company to reach its strategic goals. The primary goal of being online for Espace Epilation is to generate offline traffic to the (physical) shops. In order to achieve the primary goal we have divided it into smaller goals, easier to achieve, aiming the same direction: achieving the primary goal. Since they can be divided into 2 main targets goals: B2C and B2B.
B2C goals are:
– increase sales of membership on & offline (since value of a member is much higher than a random customer) making very visible the advantage of being a member (and using a strong call-to-action)
– increase sales of products/services on & offline facilitating the booking (especially declined for mobile site, where experience of booking has to be comfortable and easy to do)
– know more about the clients.
B2B goals are:
– simplify and unbend the relationship with franchisee; attract new investors and franchisee.
In order to do that we have developed some marketing tools.
Website:
– we can talk of several websites, since there is a website for B2C including pages dedicated to each retail shop, a store for B2C user (according to the idea of strengthen the brand awareness delivering own branded products for daily use) and a dedicated section for B2B prospects (investors and franchisee).
Social Media Networks:
– redesign of the facebook page and advertising campaign to grow the numbers of "likes" and later on begin an open communication with the base, in order to give the brand a "human" side.
– LinkedIn page especially for B2B audience.
Extranet:
– dedicated to franchisee, with login, where to find useful info and even downloadable materials to improve in-store marketing and communication.
Related projects
Other projects in the fashion & beauty sector.