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A New Chapter in a Centennial Brand's History / Mynd Salon & Spa

Submitted By Heat

Description

We repositioned and reinvented the only centennial spa & salon brand in the industry, ushering in a new growth chapter for the business.

Objective

Elizabeth Arden’s Red Door Salon & Spa was long the retreat of choice for luxury services– offering everything from massages to hair styling. But both the Elizabeth Arden and Red Door brand names had slowly lost relevance over the years as modern, single-service salons and spas were gaining share of market. As a result, the centennial brand’s outdated positioning and fragmented visual identity led to a 50% decline in search volume and was beginning to stunt growth altogether.

Technical Challenge

To give the brand a fighting chance, Red Door decided to officially part with its namesake and existing identity and looked to Heat to reimagine their brand and services in this complex category.

Client

Mynd Salon & Spa

Agency

Heat
www.thisisheat.com

Media

Integrated Branding

Market

Culture, Leisure and Sports

Views

35

 

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