Challenge
Defining the client's brand essence and establishing Bernard's as a lifestyle
brand, beyond the confines of your typical salon/spa.
Solution
Buzz MG developed a creative marketing campaign that positioned Bernard's
as the source of being Beautiful. Based on our B Looks campaign, we used
fashion-forward illustrations that captured the essence of 4 different
looks: B Sexy, B Glamorous, B Natural, B Exotic. The overall message was
to B Beautiful, B Bernard's. The campaign was launched simultaneously
with the introduction of Bernard's exclusive cosmetics line. Buzz worked
closely with Bernard's beauty team to select color palettes and the design
of the cosmetics packaging. To further strengthen their brand, Versace
and Jan Marini cosmetics lines were replaced with B Cosmetics. Sleek and
stylish face palettes including a bronzer, blush and eyeshadow were created
to embody each of the 4 Bernard's looks and sent to various trendsetters
and media within the market.
Results
Bernard's new look and B Cosmetics line generated interest and excitement
among Bernard's current and potential clients and within the Philadelphia
media. The B Cosmetics line, along with the campaign, solidified the power
of Bernard's brand and significantly increased retail sales within their
salon