Femina Flaunt Salon

Helping build a new Salon brand from The Times Group

The Times of India Group, India’s largest media conglomerate was to extend its legacy brand ‘Femina’ into beauty services to launch Femina Flaunt Studio Salon. They appointed us to define the brand strategy, brand visual identity, user experience, brand launch campaign, in salon and online assets.

In a market where the competition is not just international salon brands but also the local next door salon, how do you create mind space for a new age studio-salon?

The answer, we instinctively realised, would stem from our TG. The always “on” multifaceted, almost MPD millennials who perennially wish to travel, explore, discover and reinvent themselves. Their worst fear is death by monotony.

What is life if it doesn’t express something new and different everyday, be in the form of one’s tweets or by way of one’s looks. We married this beautiful quirk with the salon category insight of people’s quest for new feathers to uplift their emotions, making them feel grand after every visit to the salon.

NEW DAY, NEW YOU was the tagline we chose to express this phenomenon.

And it came along with a distinct visual language, tone of voice and brand essence based on this positioning. We worked closely with the brand partners to bring alive the unique ‘Top 10 hair looks’ for the online & offline communication assets.

We created the Retail Experience Design for the statement making first salon situated at the prime location – Khar Linking Road in Mumbai. The in-salon consumer experience was designed to delight all the 5 senses. Starting with an Instagram-worthy welcome drink, zany section headers on salon walls, and screens displaying latest trends from around the world.

Spread over 3000 sq feet, the studio salon is a contemporary hotspot, serving global beauty services and trends in hair, make-up, nails and skin.