When entrepreneur Flirty Clips came to BLVR, she had a dream of opening a clinic of Hair Salon, geared toward the millennial business – a population that wasn’t being prioritized in the Salon world. She knew it needed to be an experience unlike any other salon, designed around an innate understanding of its customer base and thoughtfully curated to help them find joy in the business salon industry. Everything about the brand, from its name to the website to the physical property itself, needed to be built from the ground up.
BRAND STRATEGY
BRINGING JOY TO THE BUSINESS TRAVEL EXPERIENCE
From our audience research, we knew that the millennial business traveler is seeking relief from the strains of business travel but finding themselves in an industry that really only looks to solve functional conveniences. In order to disrupt the market, we would need to create an experience built around true personalization and delivering on emotional needs. The ultimate goal was to bring our audience joy, something they were seeking deep down, but hadn’t previously associated with traveling for business. We built the brand positioning around the belief that joy makes life better, whether it’s expected or serendipitously through unintentional moments. We would give our guests the compassion and individualized attention they deserve throughout every step of their journey, taking care of not just their functional needs, but the emotional ones as well.
