THE CHALLENGE: Citrine Salon Bethesda – a high-end hair care and make-up salon in Bethesda, Maryland – sought to differentiate themselves in a competitive marketplace and re-invigorate their brand with a fresh look and feel. Owned and operated by a third-generation Brazilian hair stylist, Citrine Salon desired to underscore the experience of its Brazilian owner and tout the abilities of its first-class staff, while positioning themselves as experts in the areas of beauty and hair-care – specifically the Brazilian Blowout procedure.
APPROACH: Spring13 knew that emphasizing the salon owner’s Brazilian roots would make for competitive positioning and lend itself to the development of great visuals. With this in mind, the team began by developing a new tagline and messaging, as well as a free-flowing, voluminous look and feel that exemplified natural beauty and healthy hair. This was achieved by combining Citrine’s powerful name with Brazilian flora and fauna native to the Amazon and extravagant feather-adorned Carnival costumes. The result was a transformative, high-end appearance that elevated the salon’s branding within the market. Citrine’s new logo became the visual cornerstone of the brand – as “Citrine” is quite literally a rare gem found in Brazil. New business collateral was designed, the website revamped, social media channels were optimized, and in-store promotions were created. These elements worked together to create an exciting, empowered and synergistic new brand for Citrine Salon.
RESULTS: Since launching in May 2018, Citrine Salon has become a more invigorated business with a new image in the marketplace and has gained unprecedented social media awareness, specifically through its Instagram channel. Spring13 helped Citrine Salon achieve a 99.3% increase in the average post reach; an 85% increase in the average post impression, and a 99.2% increase in the engagement rate compared to the average industry benchmark for salons and hair care companies. By partnering with Spring13, Citrine Salon was able to differentiate their business in a crowded marketplace, raise awareness of their services and build a better brand – which has ultimately led to increased profits.