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Beaule Beauty 

Where the East Meet West 

challenge

  • New entrant to the competitive beauty market

  • Lack brand awareness and credibility

  • Not wanting to engage in price competition, therefore was not on Fave and other 3rd party platforms  

  • Unable to compete with big chains or gain brand awareness due to having just 1 outlet 

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Market Gap and Client's Strength 

  • We spotted a gap in the market: Most beauty salons chains were using western beauty treatments with high technology and man-made chemicals 

  • Beaule has intimate therapist-client relationship due to only 1 outlet 

  • Rare beauty salon to champion natural remedies

  • Firm believer of 'prevention is better than cure' 

  • Hence, it provides many forms of natural, non-invasive beauty treatments for ladies to shine from the inside out  

OUR MARKETING STRATEGY 

  • We decided that our focus should not be on young females who are the usual target audience of most beauty salons 

  • These younger females usually shop in shopping malls where Beaule is not located

  • Instead, Beaule was located in Ang Mo Kio which was a relatively old neighbourhood 

  • There is a group of older, chinese speaking females who are currently underserved by the beauty market 

  • We decided to acquire these mature and chinese speaking crowd with our online advertisements. 

  • We also wanted to nurture young females and educate them on the importance of 'prevention is better than cure' 

  • We created animated content like short videos and gifs to promote shares so to generate organic conversions and interest 

  • We generated simple tips to educate the public on Traditional Chinese Treatments, remedies for body wellness

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IG Stories Bingo to encourage user to share content, and thereby boosting Beaule's  brand awareness

Short video clips on Beaule's wellness treatment. 

Decided to use mandarin copywriting so to target older females who are often underserved in the beauty market 

Results are derived from a campaign period of 2 months 

107,000

29,000  

20X 

IMPRESSIONS

REACH

INCREASE IN 

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