Brand Launch: Hair, Lash & Brow Bar
INDUSTRY: Beauty, Hair Care, Salon Supplies Store, Salon & Stylist Training
BRAND SCOPE: Website Design, Website Development, Email Marketing
Behind the Brand
Opened in 2017, the Hair, Lash & Brow Bar has a mission is to enhance the natural beauty of their clients within their three studios located in the heart of the Village of Port Jefferson, New York. Their full-service salon offers everything from blow-outs, hair cuts and color to hair extensions. In their lash and brow bar, they offer lash extensions, micro needling, semi-permanent makeup, waxing and more. And in their spa, linked to local hotel, they offer facials, Botox, microdermabrasion, and host bridal parties on their special day. Each one of their expert stylists value the very best in customer service and strive to offer our clients a unique experience when they come to our salon. They have also developed a signature collection of HLB Hair & Lash Extensions along with advanced training for salons and stylists through our HLB Academy and accredited through NYS. Their team at the HLB Academy trains hundreds of stylist and salon professionals throughout the tri-state area in the areas of hair and lash extensions, microblading, semi-permanent makeup and micropigmentation.
I met the owner, Nancy, as she was finishing the build out of their new day spa and looking to enhance the workflow of their three spaces. She wanted to build out her online shop, streamline her scheduling calendar between the three spaces, manage the academy and training courses, and build out an email marketing platform to better utilize the more than 10,000 client emails she had - that she wasn't marketing to.
We began her project taking a deep dive into her current website that had been hosted on GoDaddy, what her current needs were and considered her future business needs as the brand expanded. We clarified key areas we needed to target:
Appeal to an Array of Clients
HLB had many different clients to consider from her retail clients to her stylist clients - and within those genres were specific clients that wanted hair services vs. brow & lash services vs. spa services vs. bridal clients. Her stylist clients ranged from learning how to work with their signature hair extensions to lash extensions, semi-permanent make up and more.
Backend Business Management
Because HLB had so many different sides to the business, we needed to make sure the website platform could work as a virtual assistant for Nancy, helping her to manage the daily schedule of each of her stylist to running her classes and managing her clients needs. With three different locations (all about 1 block from each other), Nancy wanted to streamline income coming into the salon as well - whether it was online or in person, we needed to make sure all bookkeeping was streamlined and funneling to one source to ensure there were no mistakes in her accounting.
Developing The Online Experience
As we started the design and build for the new website, I created a set of mini brand guidelines. Nancy had already had her logos, colors, fonts and patterns designed years prior and we felt as though we didn't need to change the visual direction - we just needed to clarify her brand substance so that the messaging was in line with her brand. As a luxury salon destination, we wanted to make sure her website was clean, modern, and sophisticated. We decided on the Wix Studio platform to integrate her new website on to.
For the design of the website, we focused on a clean homepage with a minimal navigation that linked out to the various areas in the site. We designed a clear hierarchy of services from the salon & spa services to registering for courses and trainings, to booking a bridal party service. We also included an online shop for purchasing that includes both retail and wholesale pricing. Key features include:
Clear Pricing Structure
HLB serves two different client bases: the stylist/salon owner who wants to purchase their collection of lashes, extensions and salon products - and their patrons who want to purchase salon quality hair care, therefore we essentially needed two different shops: a wholesale and retail shop.
Streamlined Booking Process
Whether booking a service as a patron of the salon or registering to take one of HLB Academy's courses, Nancy wanted an easy booking process that was hassle-free. One of the biggest issues salons see regularly is no-show or late clients which can disrupt the workflow for the salon as a whole. One way we were able to cut back on that was by implementing deposits on lengthy or high-priced services or academy courses at the time of booking. This allowed the salon to take a small non-refundable deposit (in the case the client no-showed or was late) that would cover her overhead of paying her stylists, while encouraging her clients to be on time for their appointments.
Marketing & Customer Nurturing
Because of the various parts of the HLB network, Nancy needed to be able to market to an array of different audiences. We integrated her extensive email list into the ConvertKit Email platform that we linked to her website. We developed a set of email marketing templates, sectioned out her different audience groups and scheduled targeted marketing automations and funnels
Building websites that convert.
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"Whatever you do, work at it with all your heart as working for the Lord, not for man." - Colossians 3:23