Project Background

Client:
XY Skin+Body Specialists

Market Offering:
Skin care and beauty treatments

Deliverables:
Brand Strategy
Brand Creative
Website
Digital Marketing

The Task

At a retail level skin and body care industry is dominated by international companies and over saturated with local manufacturers and retailers. This has resulted in the highly competitive space that competes unsustainably on price slashing to maintain and increase market share. For XY Clinic we identified that the company needed to grow based on a sustainable business model and needed to rebrand with the objective being to position them in a different space to most of their competitors, thus highlighting their point of difference.

The Strategy

The brand devised centred on repositioning the client to compete outside of the highly competitive price driven market. In order to achieve this, we shifted the focus from the services they offered, to the solutions they provided. Their value proposition was altered to communicate their in-depth understanding of the diverse skin and body aspirations of customers and not just the company’s treatments. Customers are now encouraged to come and talk to a specialist regarding their desired outcome which in turn are presented with a Skin and Body solution.

 “My company has grown by close to 150% within only 2 years. We have more than doubled our franchises and we are now a force in the industry. I have been in business for over 10 years and the decision to work with Flagship Digital is one of the best decisions I have ever made for my company.”

BILLY RICKMAN, CEO

The Solution

By positioning XY as a specialist in their field as opposed to another provider of treatments as well as introducing a level of consistency around their staff’s processes, we were able to change the demographics of their customers which allowed them to almost double their average transaction value and see a dramatic increase in their growth. XY went from 5 clinics in 5 years prior to approaching Flagship Digital, to expanding to over 15 clinics within 18 months post rebranding.