Marketing Case Study- iModel Beauty Bar
i-Model Beauty Bar is a luxury med spa located in Downtown, Atlanta. The company also provides additional services such as hair, wellness events, courses and more.
OBJECTIVE: When I was brought on, the company was having an issue making sense of its audience’s needs while scaling its current venture as a beauty bar. Prior to that, the company sold hair extensions and operated mostly as product based business.
The CEO used her success to expand into a brick and mortar business specializing in wellness services. By the time we were working together, she was pleased with the success of her beauty bar, but unsatisfied with the decline in sales from her hair company. My solution was to divide the brands and elevate the content quality on both platforms. We would deliver satisfying content on the beauty bar platform while marketing a clean, quality campaign for the hair platform.
TARGET AUDIENCE: Self care enthusiasts; men and women; couples; CEO supporters.
CHALLENGES: After a month of executing content on the provided social media platforms, I noticed that our hair platforms weren’t performing well at all. After careful research, I learned that these platforms had been used for other purposes prior to being repurposed for their respective uses.
HIGHLIGHTS & WINS: While our time with this brand was short, we learned a lot about brand compartmentalization and the damage that platform recycling can cause.
First things first: eve
TAKEAWAYS: While our time with this brand was short, we learned a lot about brand compartmentalization and the damage that platform recycling can cause.
First things first: every good idea does not need to be executed. Some things need to be saved for later to flourish under its own brand identity. For instance, if you are a booming ice cream company with a ton of young consumers, even though a daycare may serve the demographic, it doesn’t mean you need to have an ice cream company/daycare within the same business and within the same timeline.
Second, quit using old pages to bloom new ideas. You are better off building on a fresh page that doesn’t limit you to old analytics and behaviors that you may not be able to track.
You need a solid infrastructure to support multiple business ventures that serve different audiences. Commit to what serves you and master it before adding on to it. Once you’ve completed that step, place your ideas according to what makes sense for your audience and doesn’t conflict your active company.
A great example of this is Fenty. Rihanna didn’t execute Fenty Beauty, Savage Fenty and Fenty Skin within the same timelines or on the same platform. Each brand was launched within its own timeline and allowed to flourish separately. Fenty Beauty launched in 2017, Savage Fenty launched in 2019 and Fenty Skin was released in 2021. Fenty Beauty was a debut brand that signified a new beauty standard, supporting inclusiveness on all fronts. Savage Fenty was a runway brand, turned subscription model brand that allowed customers to have a new destination for quality intimates besides Victoria’s Secret. Fenty Skin was a solution for Fenty Beauty that gave customers the opportunity to maintain healthy, vibrant skin while participating in product consumption. Each brand made sense for the other while also making space for the other.
My time with this brand prompted me to do the research necessary to assist brand owners with multiple endeavors and limited operational structures. If this is you, my advice is simple: Slow down and take the scenic route. If idea one doesn’t have the support it needs, idea two will only be sabotage.
