Genre Hair Salon

Transforming Digital Presence with a Focus on Sustainability

Background

Genre Hair Salon, based in Hobart, Tasmania, embarked on a comprehensive makeover of its online presence to realign its image with its evolving brand identity. Traditionally, the salon had embraced a chic, black-themed branding, heavily featuring Redken products. However, with a strategic shift towards using more sustainable and ethical hair care brands, there was a pressing need to update the salon's website and digital footprint to better reflect this new direction.

Problem Statement

The existing website for Genre Hair Salon felt outdated and lacked user-friendliness, which hindered the salon's ability to attract new clients and serve existing ones effectively. The salon's rebranding towards sustainability required a fresh online platform that could communicate the essence of the new brand, showcase its commitment to sustainability, and enhance user experience.

Solution

Re-Brand

Website Redesign on Squarespace

Content Development and Management

Google Maps Optimisation

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Revitalised Branding and Colour Scheme

To reflect the salon's connection to nature and commitment to sustainability, a new colour scheme was introduced, featuring a refreshing surf spray, whisper, and shell. This palette embodies the salon's vision of lightness, airiness, and a bond with the natural world.

Website Redesign with Squarespace

Leveraging Squarespace for its versatility and design-centric templates, the salon's website underwent a complete makeover. The new design emphasises the airy and natural aesthetics of the salon, with the colour scheme and layout curated to enhance the overall user experience.

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Content Management and Eco-conscious Copywriting

All website content was meticulously crafted to highlight the salon's philosophy of beauty, ethics, and sustainability. The "About Us" section and service descriptions articulate the salon's use of sustainable products and its dedication to offering a luxurious yet environmentally responsible salon experience.

Optimisation for Local Discovery

Google Maps optimisation was a critical step in ensuring the salon's visibility in local search results. This update was crucial for guiding potential clients to the salon effortlessly, thereby enhancing local foot traffic and online booking inquiries.

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Outcome

The reimagined website has successfully positioned Genre Hair Salon as a pioneer in sustainable beauty practices within Hobart. The fresh, nature-inspired branding and user-friendly design have attracted a broader audience, leading to an increase in appointments and positive client feedback. The website effectively communicates the salon's unique value proposition, marrying luxury with sustainability.

Genre Hair Salon's digital rejuvenation illustrates the power of aligning a business's online presence with its core values. By embracing a nature-inspired branding and committing to sustainability, the salon has not only enhanced its market appeal but has also championed the cause of eco-conscious beauty practices in the industry. This case study serves as a testament to the significance of thoughtful branding and digital strategy in today’s competitive business landscape.

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Increased Open Rates:

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Higher Click-Through Rates (CTR)

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Boost in Conversion Rates

What our clients say about us

I was so excited to see your list of e-commerce optimisation insights alongside the refined flows. What a welcome surprise! We really appreciate the time and consideration from your team to help uplift Etikette's entire online ecosystem.

Katharine Ahern ~ Brand & Marketing Manager

We craft bespoke websites that drive business success

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