SalonCapri

Creating a Newbury Street Superstar

Challenge

Long respected as a suburban-based, family-owned salon, in January 2013 SalonCapri opened its third location on Boston’s Newbury Street, an area with dozens of competing prestige salons. marlo’s challenge was to ensure the salon’s success by differentiating the SalonCapri experience in order to attract new clients and give them reasons to keep them coming back.


Strategy

Shortly after opening, we delivered “We’ve Arrived!” champagne bottles – along with photography, bios and stats about the salon – to “Best of Boston” editorial teams responsible for choosing annual award winners. In order to keep the new salon top-of-mind with consumers year-round, we developed a robust calendar of timely media hooks, traffic-driving special events, promotions and co-branded partnerships.

We played into the Hollywood Connection by creating next-day in-salon replications of last night’s red carpet looks on chic models which we fed to media with expert commentary and trend predictions. We created proprietary style trend reports and new salon offerings based on celeb looks, color product technology introductions, holidays and runway shows (American Hustle-inspired 70s updos, Boston’s exclusive “hair stitching” style headquarters, etc.). We developed evening offerings partnering local groups and businesses, e.g., Alton Lane, Gilt and Showcase Cinemas, for special events such as men’s nights and trunk shows to capture new demos through their newsletter lists and social media engagement. Finally, we continued to utilize SalonCapri’s robust social platforms to showcase stylists’ talents and on-trend salon services and special “Scoops & Steals” weekly offers.


Results

Over their first 12 months, appointment bookings quadrupled, the salon won “Best Hair Salon” by Boston magazine after just six months in business and national coverage included Lucky magazine’s “cross-country guide to favorite short-hair experts” and InStyle magazine’s annual Beauty Black Book list of “the country’s standout salons and spas.”

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