Background

• Best performing service at Lakmé Salon was haircuts, thanks to their skilled stylists
• Most women seemed to prefer low-cost options for frequently required services like waxing etc.
• They wanted to attract more customers to try-out the other services, beyond haircuts

Objective

• Promote salon services beyond haircuts and collect leads for the same

Campaign Details

• Runway Range package – grouped Chocolate Wax, Cysteine Infusion, Youth Facial and Nail Art
• Started a social media campaign called #RunwayReady to promote the Runway Range
• Advertised on social media and led people to a lead collection form on the salon website
• Leveraged the Lakmé Fashion Week association to establish expertise in runway services
• Got influential fashion and lifestyle bloggers to write in exchange for free experientials
• Publicized the campaign on social media with contests for further discounts on the package
• Integrated with in-salon promotions by asking customers to share their #RunwayReady selfies

Results

• Visible increase in the number of appointments as well as actual footfalls in most salons
• Salon revenue from the targeted services increased noticeably in the campaign period
• Best part was that there was a decent retention in terms of post campaign loyal customer base