One of Louise’s unique strengths is building long term relationships with her clients many of whom have been visiting her for years. She has a large loyal following and always has a long waiting list for her treatments. As part of the discovery process we floated the plan for Louise’s own skin care range with this large group of loyal followers and they were all excited and wanted to be a part of the process.
This became part of our brand strategy from the get go. We wanted Louise’s customers to feel part of the brand, to have ownership, in the same way her clients had felt for so many years. Inclusivity and accessibility was an important part of her mission and values.
As part of our discovery stage we conducted user testing with a group of 40 volunteers from the large list of clients Louise had at the her skin lounge ensuring we had a wide range of ages, ethnicities, and lifestyles.
With a carefully constructed set of targeted questions we conducted online research over a 4 week period resulting in a database of invaluable qualitative data. From this data we created user personas including challenges that many women face, such as acne, ageing, hormonal changes, and rosacea. These personas would become an integral part of the language we use, the brand tone of voice, the visual identity, and the brand communication.