The Lash Lounge
The Lash Lounge is a membership-based salon franchise with independently owned and operated locations nationwide.
I was brought on as the Marketing/Design Consultant for a new location under construction in Metuchen. During my time working with the salon I lead the social media channels, developed marketing strategies to drive memberships, organized business/influencer partnerships, art direction for photoshoots, as well as provided print and digital collateral to drive sales.
Client
The Lash Lounge (Metuchen)
Project Date
2018-2021
Category
Creative strategy
During the salon’s construction, I began working on a visual identity and marketing plan for the salon. Having no physical salon, staff or body of work to showcase presented a challenge – so I created several moodboards and social media schedule plans to help the business owners visualize the direction. The goal was to better relate to the local demographic, while presenting the salon as a high-end experience.
Relying mostly on Instagram, the curated feed was successful in drawing local interest, increasing our leads pre-grand opening, and ultimately aided us in hiring a team of stylists as our Instagram feed put a “face” to the salon while it was still being constructed. Building the traction ahead of stylist hiring also meant that by the time new hires entered training, sharing posts of the training sessions only aided in gaining more organic interest in the salon’s opening.
Lookbook and photoshoot
To showcase our stylist’s work and build a photo library during our soft opening, we offered an opportunity for stylists to perform a free service on a model for an in-house photoshoot. This helped to set a realistic expectation for the customer, without relying on stock photography or photoshopped images to promote the salon as we built our customer-base after opening. To highlight the customization of the lash work, we chose models we felt best represented the lifestyles of our customer demographic: moms, commuters, glam and natural. We also took a series of group shots to promote our bridal packages.
Social Media
Instagram was a great tool to build the brand organically ahead of the salon opening, and a way to blend different types of content to attract audiences interested in our services, promotions, retail products and aftercare. I organized local influencer partnerships to help promote our brand and reach to different audiences in the NJ area.
Business and influencer partnerships
Working closely with the salon manager, we identified different areas of opportunity for cross-promotions with nearby hair & nail salons, yoga studios, gyms and retail boutiques. As the business grew, we began to work with local influencers offering them a package in exchange for scheduled posts promoting the salon, their stylist, their custom discount code, the product line and demonstrating aftercare routines and product demos. I also organized the partnership for The Lash Lounge Metuchen to be the official lash salon sponsor for the Miss NJ & Miss NJ Teen USA pagaent in 2019.
Other featured work:
