From Brand Reset to £726k in New Revenue: Building a Salon Business with Serious Momentum
A legacy brand with no modern strategy
When Haringtons came to us, they had nine salons, a loyal client base, and a story rooted in their founding years. But that story hadn’t been updated in decades and the brand hadn’t kept pace with the business they’d become. There was no clear proposition, no marketing strategy, and no consistent creative. Just great people, good instincts, and a lot of potential being left on the table.
That’s where we came in. We redefined the brand from the ground up - proposition, positioning, personality and built the marketing strategy and creative rollout to match.
The challenge
Haringtons needed more than a refresh. They needed to reconnect with lapsed clients, attract new ones, and create a more structured path to long-term growth. Booking behaviour had changed, loyalty was weaker, and brand awareness was patchy outside of their local communities. The opportunity wasn’t just to improve what was there, it was to create a scalable brand system that could stretch across regions, unify teams, and strengthen the customer experience at every point.
What we did
We built a brand with meaning, momentum and money behind it. That meant creating a fresh proposition rooted in what hair really means to people, defining tone of voice, visual style and five clear brand pillars, and designing and delivering a full customer acquisition strategy. Crucially, we worked closely with customers to map the full brand and retail experience from first impression through to in-salon service and beyond. Then we partnered with salon teams to ensure that experience was delivered with consistency and care, from how the brand showed up on the wall to how it felt at the backwash.
We developed campaign content across email, video, web, social, influencer and in-salon channels, and equipped the internal team with toolkits, training and resources to bring it to life at every level. This wasn’t a surface campaign. It was a complete rethinking of how the brand worked, communicated, and delivered value.
The creative idea
The campaign focused on transformation - not in a makeover sense, but in the emotional, everyday way that great hair can make people feel more like themselves. We told honest stories: the client rebuilding confidence after illness, the postnatal mum carving out time for herself again, the colour change that brings someone back to life after a hard winter. The creative was grounded, inclusive, and emotionally sharp; everything the brand wanted to stand for.
How we rolled it out
We handled the full creative development and campaign production, partnering with Muddy Stilettos for targeted regional reach and developing video and digital content in multiple formats. We introduced new in-salon materials, customer offers, window vinyls and branded touchpoints. And we created and nurtured a prospect database of 8,000+ contacts through tailored content and smart email flows. This wasn’t a flash campaign — it was a long-game marketing strategy designed to convert and retain.
The results
- 5,368 new clients acquired
- £726,000 in first-visit revenue
- Lifetime value projection: £1.51m
- Campaign ROI (year one): +1,016%
- New client growth: +35% vs 2019
- Individual salon growth range: +11% to +151%
- 2 Marketing Campaign of the Year awards at British Hairdressing
Why it worked
Because it was built on what really matters. We didn’t just create a campaign — we built a brand from the inside out. We started with real customer experience, involved the people on the ground, and built a system that worked in the real world. We gave the business a modern identity, a commercial strategy, and a confident voice. Then we helped them show up in the right places, in the right way, for the right people. And we never lost sight of the emotional truth at the heart of the brand: how hair makes people feel — and the power of getting that right.
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