Brand Name: Yan Zhen Aesthetics

Category: light medical beauty Mona Lisa life beauty

The Expression of Brand Core Temperament: Truth

Brand core temperament slogan: beauty is design first, beauty is different!

Brand core strategy: beauty, design first!

Brand vision: let people who love beauty meet in the world? More beautiful yourself!

Yan Zhen's mission: to be a craftsman dedicated to the cause of beauty!

Brand core values: 16.

Truth: Honesty first, seeking truth from facts, not over-promising, not telling lies.

True love: grateful to parents, grateful to enterprises, grateful to customers and grateful to colleagues.

Sincerity: respect the profession, colleagues, guests and teachers.

Sincerity: Do things with temperature, be people with temperature and provide services with temperature.

Sincerity: work hard and always keep the spirit of cooperation and enterprising.

Truth, goodness and beauty: integrate public welfare undertakings into life and work, not because they are small.

Authenticity: Don't forget your initiative, and take a good career as your life's mission.

Real content: respect aesthetics and pursue the sublimation of beauty on the basis of its original appearance.

Project background

A beauty salon that has been open for 30 years.

1989, the first beauty salon in Wuxi-Mona Lisa was established. At that time, the beauty salon was a new industry, which had not been valued and recognized by most people. When the founder Mr. Hu came into contact with this industry in Shanghai, he became fascinated. "It can make people beautiful, what a wonderful career!" With longing and hope, Mr. Hu returned to Wuxi from Shanghai and established the Mona Lisa. Perception and creativity of beauty is a plus item for people in the beauty industry.

It's not easy to open a store for 30 years. We often say that making a brand is to lay the foundation, but how to make a brand stand firm is not simple. What we all find difficult seems simple to Mr. Hu.

Adhere to three points:

1. Try it yourself to find the best products for customers.

2, do not exaggerate, do not deceive people, honest service.

3. Being young and loving such pure and sincere feelings not only made Mr. Hu gain a lot of true love powder, but also kept it today after 30 years? Spring and vitality.

founder

The Inheritance and Development of the New Manager

It is not difficult to see that creativity and the exploration of beauty can be inherited. Teacher Hu's daughter, Ru Nan.

(New manager) That's right.

High flyers, photographer, painter, management department, just returned from studying in Switzerland ... all kinds of experiences make this girl look different. Under the petite and lovely appearance, there is a strong perception and momentum for the future of the beauty industry.

The appearance of the new manager gave the whole brand a brand-new life. "I want to be different" has become an opportunity for transformation.

"Want to be different" is no longer a product and equipment that is constantly trying to update; "Want to be different" is the desire and exploration of brand renewal vitality. It is not easy to stick to a store for 30 years, and it is not easy to open up more markets and opportunities after 30 years; Therefore, Mona Lisa decided to relocate and upgrade the whole store. 20 19, found the idea of fulu.

market survey

Is Shuangmei Club Yes or No?

At the beginning of brand upgrading, there is one direction that Ru Nan really wants to try, and that is medical beauty. Does the Mona Lisa's 30 years represent the beauty of life? In the past 30 years, Ru Nan's new exploration of beauty industry belongs to another 30-year starting point. There is no conflict between the two. But is it too risky to set up the Twin Sisters Club in Wuxi? Ru Nan throws such a question? Can you do it? How?

A beauty salon that has been doing business for 30 years suddenly wants to transform from raw beauty to medical beauty. The first thing to explore is market opportunities. Fulu creatively views the national medical beauty market and captures the possibility of combining "health beauty+medical beauty = double beauty".

Xinyao was founded on 20 13 and listed on Nasdaq on 20 19, becoming the first internet medical beauty platform in the world. With the large-scale advertising of New Oxygen, the layout of the national market is overwhelming. On 20 17, Ningyue, a high-profile investment company from Wang Sicong, opened in Beijing, and cooperated with stars Qin Lan and Gan Wei in the closed loop of "offline clinic+online platform+data cloud service", hoping to become a Starbucks of medical beauty.

Medical beauty has developed for a long time in China. Traditional medical beauty can be divided into public and private institutions. Which camp? Camps are more commercial. At the same time, the cost of obtaining customers is high, and some data show that it is generally around 6000-7000 yuan. In the general environment, medical and aesthetic institutions increasingly need brand building and consumer recognition.

Medical beauty? High risk, serious customer bundling, mixed drugs and lack of industry self-discipline. , let the knife move? The risk will increase. This also makes the light medical beauty that does not need to move the knife through non-surgical projects such as injection and laser suddenly stand out in the market.

According to statistics, most of the top ten most popular medical and aesthetic projects in China are non-surgical. Light medical beauty with skin management as the mainstay has become the mainstream. Is light medical beauty "non-invasive" and? The advantages of "less risk" and "more convenience" are gradually recognized by the public. More data show that before receiving medical beauty, people generally try water in light medical beauty, which makes non-surgical projects attract more groups.

It is a very good direction to ignore the vigorous development and good situation of medical beauty. What about those beauty clubs?

American industry has an unwritten development route. Health beauty (life beauty) storage customers, medical beauty (medical beauty) sales customers. In short, medical beauty is the downstream chain of health and beauty. This also shows why a big and beautiful brand should be beautiful. Medical and aesthetic institutions should draw cooperation between students and the United States. The concept of "double beauty" is self-evident, which is a good way to get through the upstream and downstream, and several brands in China are doing it. Of course, what we want is not reproduction, but harmonious integration.

Light medical cosmetology's concept is subdivided from the medical beauty plate. Usually refers to the fixed knife, through injection, laser and other means, in the middle layer of medical beauty and health beauty, it can become a win-win situation.

In China, there are not many beauty salons that directly play the brand of Shuangmei Club. In essence, it is the high requirement of medical beauty for clinical license. Beauty is a non-invasive beauty, and you can't even pick out acne unless you get a certificate.

Shuangmei is not unable to do it, but requires a higher establishment. If you can do it, then do it.

Brand strategic positioning

The real study of aesthetics came into being.

Through the brand planning tool of Fulu's creative brand temperament methodology, the research manual of brand temperament strategic system, combined with the unique assets of the market, industry pattern, consumers and brands for 30 years, Fulu creatively refined the real brand temperament unique value expression! Concentrate the unique strategic value of the brand with a word "true"! When a word "true" is locked, then what remains is the unity of knowledge and action!

Naming is strategy!

The real naming of research aesthetics is strategic naming!

Starting with a real word not only covers the unique strategic value of the brand, but also highlights the unique temperament of the brand. The word "strict array" also injects a sense of "ingenuity" into the brand, because truth and ingenuity are inseparable, because this is really the truth from the heart, and everything is the unity of knowledge and action.

The word aesthetics directly highlights the brand category, so that consumers can know it when they see it. At the same time, brand naming should also consider its communication cost. The so-called communication cost is "to be simple". Naming can't be complicated. Dig up resources from consumers' minds, so that all consumers can see at a glance. Follow his eyes, his brain and his heart, at a glance, every second counts!

Since then, the Mona Lisa has been promoted to a real aesthetic. From life beauty plate to comprehensive aesthetic brand covering light medical beauty.

Where does the real brand temperament come from?

Treasure hunt from Party A!

The first step of treasure hunt: feel the founder and team, let people understand!

Brand temperament is a stable brand characteristic emitted by the brand. When consumers enter this brand, they can feel it!

Any consumer decision is based on the overall perception of the brand, and brand feeling is the basis of consumer decision-making. We always believe that "there is no so-called pure rational consumption, and the so-called rationality is just a reason to convince the sensibility." To be a brand in the beauty industry, the most important thing is how to attack the right brain and emotional brain of consumers and capture the hearts of consumers! Because "the heart will act"!

Brand temperament can be seen from the insight of the founder to a great extent. Why? As I said above, a brand is a complete whole, and the founder is the operation center of this whole! In other words, every brand is holographic, and you can see the whole brand from a tiny touch. As the famous marketing guru kotler said, I walked into a brand and spent 15 minutes making a basic judgment on the brand!

Fulu Creative starts with the founder's insight, conducts in-depth interviews and research, obtains answers from the founder through questions, and feels his emotions and his core business philosophy through the founder's answers! We call this investigation "treasure hunt of Party A". In fact, in this question and answer, many natural things will be quietly revealed. What the planner should do is to be an inspiration catcher and capture these beautiful things! This is the real good thing without thinking!

The second step of Party A's treasure hunt: look back at the past scenes and spy on the treasures in the 30-year history!

In the 30-year operation of Mona Lisa brand, the simplest business philosophy is: no exaggeration, no over-commitment, and truly serve every customer. This doesn't sound tall at all, but thirty years of integration of knowledge and practice is the temperament of going deep into the bone marrow of enterprises. Just a lot of times, people inside don't notice it, or don't think it is at all. But often the more I feel that nothing is great, the most remarkable thing is. Because it is done every day, it has penetrated into everyone's words and deeds. And the treasure we want to dig is these things!

We found the word "truth" in the 30 years after Mona Lisa (later, real aesthetics)! This word, like the center of the ball, the center of the circle and the heart of the people, is priceless and unique!

Consumer Research: Listen to stories, find inspiration and prove it!

Never try to get ready-made answers from consumers! Consumers' emotions and feelings about brands are more important than answers, and the story between consumers and brands is more important than "truth"! The answer may lie, but a person's feelings and emotions will not lie! We do consumer research, and what we are more willing to look for is this "non-deceptive thing"!

From the beauty of one person to the action of the whole family, you will find this story everywhere in real research aesthetics!

From helping customers pick up their babies to meticulous service, such stories abound!

.......

The survey of old customers and the feedback of zero bad reviews on the public comment port also confirm this point. At the same time, through market research, consumers hope that the products will be more professional and more authentic from the inner level. Similarly, the beauty salon is also a service-oriented industry, and the service will never jump out of a "true" word!

Therefore, truth is not only a tangible product, but also an intangible brand unique temperament, which exists at every end of the brand! It is distributed in every word and deed of every operator in it!

The temperament methodology of Fulu creative brand puts forward that strategy is the anchor of the brand, and only with the anchor can it shine. Strategy is the treasure of brand, and it is a unique value that some people don't have!

Applying the beautiful strategy of Yan array aesthetics to the forefront, Fulu creatively put forward the concept of aesthetic design, and proposed that if you want to be beautiful, you should design first! Unique strategic value as a brand.

Strengthen the theme position of aesthetic design in the brand, formulate personalized beauty programs according to the individual needs of consumers, and respect individual differentiation! Strengthening beauty requires personality beauty and professional beauty! Help consumers understand themselves first, and then create a unique solution that suits them!

Therefore, we have strengthened this strategic value in advertising language creation.

Creation: Beauty is designed first, which is really different!

To create a brand story, we take the Mona Lisa as the background for 30 years, weave stories, and restore a brand heart by combining the personal experience of founder Mr. Hu.

Our theoretical thinking about brand stories is "weaving brand stories"! Yes! It's made up, not made up! Everyone has their own unique growth trajectory, and each brand has its own unique story. You don't need to make it up at all, because it already exists. All we have to do is find it and dig it up! It's like finding one bamboo stick after another to weave a bamboo basket!

The magic of brand stories to make women beautiful: unique.

1989, a young girl founded the Mona Lisa, the first beauty salon in Wuxi, with the original intention of "bringing beauty to everyone". I didn't think about it either. What will happen in 30 years? Scenery and territory only know that sincerity cannot be changed. In the past 30 years, there have always been people blooming everywhere and bearing fruit everywhere; Sometimes the leaves are always there. She chose to pour her heart into only one place. Choose the most suitable products for skin care and identify the advantages and disadvantages of various instruments. Don't seek the same beauty, just seek the unique truth. Her persistence comes from inner abundance, sincerity and commitment. It also comes from her pursuit of "the magic of women becoming beautiful": harvesting the best state of skin and enjoying the unique and confident beauty.

20 19 Mona Lisa is 30 years old. She has her own inheritance for 30 years, and so does the brand. The birth of the new brand is precisely because she passed on the "magic" to her daughter. The persistence and persistence of two generations have opened up a new world of beauty industry.

Light of Yan Zhen Aesthetics Medical Beauty &; Monalisa life beauty

Beauty is designed first, but it's really different.

Deduction of brand temperament

"Truth"-Deduction of Brand Temperament

Fulu's creative brand temperament methodology emphasizes that brand upgrade is not only the upgrade of brand image, but also the overall upgrade of internal and external systems of the brand. Brand upgrade is the overall upgrade of brand strategy and tactics, and brand upgrade is the cognitive upgrade of the brand. All upgrades are aimed at shaping a brand with unique brand temperament.

In the upgrading of brand image, in order to express the "true" temperament and conform to the concept of "beauty", we use natural plants to express it, and adopt green, which represents nature, as the main color of real research.

In the design and deduction of brand visual sensory system, we continue to use natural flowers and leaves as the design content throughout the brand image. Extract plant elements from nature and interpret the brand temperament of "truth".

In space design, VIS is the visual basis for continuing the brand core. A store, in order to attract attention, must have bright spots in the store design, in order to make this store the most beautiful in the whole street.

Door head design is flow design, not eyeball design!

Streets are like supermarket shelves, shops are like products on shelves, and pedestrians on the road are like people visiting supermarkets. Only by attracting people's attention can we bring business into the house! Therefore, the design of store signs is traffic design. A good store sign should not only accurately convey brand information, but also attract people's attention! We will collectively call the store design that conforms to this concept "Range Rover Store Design", which will attract customers into the store like the hand of a lucky cat!

About what? Why must the head and storefront design be eye-catching? Is this from a marketing perspective? The degree of consideration. Floating population, street shops, there is nothing better than small shops. Shops attract better "advertising effect".

In previous studies, we found that many people passed the Mona Lisa without knowing that it was beauty.

Hospital. As an old comprehensive store in Mei Sheng, the best exhibition space in the front hall of the store was given to the hairdressing department. People passing by look inside through the glass, and the intuitive feeling is: this is a barber shop. As consumers who don't know the Mona Lisa, the cost of cognition is too high. In other words, the brand first gives the products with relatively weak brands, which will produce great cognitive misunderstandings in the cognitive construction of consumers!

Around the unity of knowledge and practice of natural plants, a large logo flower was made for real aesthetic research, and it was used as? Store design is mainly for decoration. First of all, this number represents the real aesthetics. Secondly, it captures consumers' attention in an enlarged way and in a way that is too big to exceed consumers' cognition. Meanwhile, the whole? Shops can be illuminated. Let people within 300 meters notice that there is a shop here, a shop born for beauty.

In the design of the store, the different requirements and space presentation of hairdressing department, manicure department and beauty department are weighed. Sand on the first floor? Area. Although a 500-square-meter shop sparrow is small and complete, it combines the original beauty and beauty, and also combines the medical beauty treatment room to present comprehensive beauty in all directions. In the creation of beauty, designers spare no effort to present a spiral staircase of real aesthetics. On the basis of the original building structure, the effect of spiral staircase is made, which further focuses people's attention on beautiful things.

There is not only beauty in space, but also the presentation of brand information. Brand information, logo, graphics, advertising language, vision and other contents all appear in every space in different forms? Fall down. Let customers who love to share get real aesthetic information when taking photos and sharing, and achieve a ubiquitous communication state. Everyone should remember that words have energy!

The temperament methodology of Fulu creative brand emphasizes that all brand design interpretations should focus on the core temperament value of the brand. Only by focusing on one center can we truly interpret the brand as a whole and show its unique temperament! From the strategic center to the end, the presentation of the aesthetics of true research shows the unique temperament of true research and exudes the charm of "truth"