Silk Laser Clinics

Background

With a strong foothold in South Australia where the brand was ‘born’, SILK Laser Clinics play in a highly competitive category with myriad entrants from the national brands (such as Laser Clinics Australia), through to individual operators in strip shopping centres.

SILK have ambitions to become a national, category leading brand and had undertaken a rapid growth strategy to achieve these goals, including the acquisition of a number of existing businesses. So they needed to ensure that there was a solid strategic foundation for the brand to underpin the ambitions.

Approach

The key challenge for the brand was creating a suitable identity, tone and promise that stretched across the breadth of their service offering and customer base – from basic waxing, through to complex recommendations and procedures for clients with acute skin problems, where trained experts provide detailed diagnosis  and advice, using the latest in technologically to underpin this analysis.

The brand communications needed to provide certainty about the level of expertise that was inherent in the SILK offering for those who needed treatments and cosmetic injectables, but also needed to offer a compelling retail promise for the more functional offerings (ie waxing) that were the financial foundation of the business.

Solution

Based on the brand promise ‘in the pursuit of amazing results, we continually strive to provide the highest quality products and services for our customers. Delivered by a team of trained experts, equipped with state of the art technology, we ensure every client can access quality procedures. Backed by a lifetime guarantee, to elevate how they feel in their own skin’, a new brand direction was introduced for SILK Laser Clinics.

This new direction featured in advertising, in-store, on their website and social media assets creating a consistent, differentiated and appealing brand in a category of ‘sameness’.