From First-Time Appointments to Lasting Loyalty
The Problem
The Parlor had built a strong reputation for quality, but the brand wasn’t translating into consistent visit frequency, everyday relevance, or top-of-mind awareness. Many clients perceived the experience as more “occasion-based,” visiting primarily for styling or special events rather than routine care. The challenge was clear: Build stronger brand affinity, increase repeat visits through strategy, storytelling, and a loyalty program worth being a part of.
Services
Brand Strategy
Implementation Strategy
Social Media Strategy
Loyalty Program Development
App Launch Strategy
Location
Kuwait
Industry
Beauty & Hair Care
Collaborator
The JAM Guys
Mahmoud Tomoum
Step 1
Strengthening the Brand Foundation We began with a full brand and operational audit to understand how The Parlor was being experienced across its visual identity, services, social media, and daily operations. The audit revealed inconsistent brand language, fragmented visuals, and an overdependence on occasion-based appointments. Using these insights, we redefined The Parlor’s positioning around “everyday glam,” building a clear brand model optimized for both high-ticket services and high-frequency visits.
Step 2
Designing a Consistent, Client-Centric Experience With the brand foundation set, we developed a full implementation plan to align every touchpoint with the new positioning. This included service optimization, in-salon experience design, targeted offers, and community-building activations such as “Bring a Friend,” “Weekend Ritual” bundles, and birthday blowouts.
Step 3
Building a Loyalty Ecosystem To turn its improved perception into ongoing purchasing behavior, we developed and launched The Parlor’s first loyalty program and mobile app, a tier-based system designed to reward every booking, purchase, and referral. From bonus points and gifting features to clear earning structures and tier rewards, the program aimed to reframe The Parlor’s positioning in people’s minds. The launch campaign activated this system across in-salon touchpoints, social media, and a full digital rollout, creating a seamless path from first visit to ongoing loyalty.
