Below: Before and After Images in Slide Show, Summary, Credits
With over 225 franchise locations in the United States, Amazing Lash Studio is the leader in lash extensions. After being acquired by WellBiz Brands in 2018, ALS was looking for a national marketing campaign to put the brand on the map and transform the brand’s strategy and identity, encompassing in-studio experience, out-of-home, advertising, and social media.
During the acquisition process, many of ALS’s marketing initiatives were put on hold, while the number of franchises continued to increase. The brand was long overdue for an identity that reflected the quality and sophistication of their services. In creating an integrated brand positioning strategy and design, our aim was to leverage color, shapes, symbols, and words to create a cohesive and memorable experience across all touch-points nationally. It was essential to accentuate ALS’s competitive advantage of consistent quality regardless of location. Working within a very aggressive timeline, [we] delivered results.
ALS needed more tools in their brand toolbox. Colored gels were leveraged to differentiate their lash extension services from traditional cosmetic beauty photography. Playing on the existing ALS “pillow” logo, [we] created dynamic layouts featuring avant-garde rectangles. Strategic cropping and bold graphics were employed to create social content. On packaging, color coding combined with cheeky messaging, helps the consumer to self-select products that are right for them. Analysis of top-performing content on social allows us to continually define and refine the benefits consumers value most.
After almost ten years with the same brand identity, ALS franchises are excited and invigorated to share such powerful and disruptive promotions. The buzz translated into bottom-line success, producing results such as 50% member reactivation, ROI of 14x the media spend, 67%-87% reduction in customer acquisition costs, and 70% increase in organic followers.
Client: Amazing Lash Studios – www.amazinglashstudio.com
SVP Marketing and Innovation, WellBiz Brands, Inc.: Sheila Ullery
VP of Marketing, Amazing Lash Studios: Ariel Clay
Brand Strategists/Designers: MSLK – www.mslk.com
Creative Director and Brand Strategist: Sheri L Koetting
Senior Designer: Emily Veras
Designers: Silvia Lambarri, Ashley Turcheck, Nova Megantara
Digital Strategist: David Van Veen
Model Photographer: Bill Diodato