We had general input data, then we analyzed the market and competitors. We conducted a deep analysis of the target audience, identified the main problems of customers, their pains, desires and opportunities.
Considering that everyone in the city knew the cosmetologist Ekaterina, with a good reputation, reviews, etc., we decided to base the concept and positioning on this factor.
We reinforced personal brand and the position of the founder began sound like a beauty expert. The salon itself from just a "beauty salon" has turned into an Aesthetics Center.
When we are working with the target audience,we were revealed the fact that it is difficult for women to register themselves in the salon, because they do not understand the essence and indications for complex services: mesotherapy, carboxytherapy, biorevitalization, etc.