+ Brand Transformation
John Frieda Salons embarked on a brand transformation journey, redefining their identity for a new generation. Discover the essence of 'Beyond Hair,' a concept that made every moment in the salon a transformative experience.
The collaboration between John Frieda and Serge Normant went beyond celebrity status. Their shared vision was to create an 'open doors' environment, where every individual, regardless of background, could experience the salon's magic. This ethos became the driving force, ensuring that the salon was not just a place for hairstyling but a transformative haven. This vision I called ‘Beyond Hair’, which became the heart of the brand DNA crafted to create a narrative around a timeless brand.
The Transformational Journey of John Frieda Salons
In the vibrant landscape of beauty and style, John Frieda Salons found themselves at a crossroads. Rooted in a legacy and in partnership with celebrity stylist Serge Normant, they embraced a pivotal challenge: to rejuvenate their brand for a younger audience while honouring their classic roots. The answer lay in a brand transformation initiative, focusing solely on their salons in London and NYC, and a vision called 'Beyond Hair.'
At the core of this transformation was the crafting of a unique brand DNA. 'Beyond Hair' was not just a tagline but a promise—a commitment to an extended experience that touched not only the physical but also the emotional. From a welcoming atmosphere to exceptional service, John Frieda Salons aimed to be more than just a hairstyling destination; they aspired to be a sanctuary—a place where clients felt fabulous, confident, and at peace.
'Beyond Hair' was not just about hairstyling; it was about a holistic transformation. It meant instilling a feel-good factor, boosting confidence and transforming the moods of each client. This concept became the heart of their brand DNA, shaping every aspect of their desired salon experience.
-
The key outcomes of this journey included an identity refresh, a revamped social media strategy, and a new website for the London Aldford Street salon.
-
The initiative aimed to broaden the salon's appeal, making it accessible to a more diverse demographic including business professionals, mothers, bloggers, and fashion enthusiasts. Despite post-COVID challenges, including the closure of the Serge Normant NYC Salon, the enduring essence of 'Beyond Hair' emphasises that the salon experience extends beyond a mere service, becoming a meaningful journey of self-discovery and empowerment for clients. This is an important brand cornerstone that came out of this process and I hope will continue to inspire the ongoing transformation of the John Frieda Salons brand.
Review
“We always saw ourselves as a benchmark for the industry. And for the future of the business and the John Frieda brand, I’d love for us to get back to that. I’m very excited. I didn’t think about a full rebranding opportunity until I saw your presentation. I haven’t thought about rebranding anything for decades. I realise what an important opportunity this is because you are your brand, and if we are to get more organised and reach new audiences, which we need to do, having a new, cool, modernised brand is essential. You’ve done an amazing job with this proposal. Overall I feel you’ve captured our personality, our style, the understated cool, and the vision. Which is the most important starting point. Thank you. ”
— John Frieda | John Frieda Salons
