HAIR KITCHEN Branding

Since HAIR KITCHEN’s business model is B2B2C (Business-to-Business-to-Consumer), it required an approach targeting both professionals and the end customers. Also, as it is a salon exclusive product, it was necessary, first, to create brand awareness and affinity among salon owners.

​​One of the key elements of this project was the strategy process revolving around a B2B2C model. To this end, we conducted several workshops for businesses and consumers. The ultimate aim of these workshops was to focus on the characteristics of each group and develop the most suitable approach to publicize the new brand. Discussions on the target audience, based on interview analysis and research on customer/user journeys, were shared with the team, including salon owners, to enable a better understanding of real-life situations.

From the workshops, we learnt that both salon owners and end customers collect information on hair care primarily from Instagram. Therefore, we built the communication plan focusing on Instagram and created the social assets accordingly.

The key visuals express the image of “naturalness” by incorporating the power and beauty of natural ingredients, such that consumers associate them with not just hair but broadly with health and well-being.