Brazilian Beauty, a leading franchised beauty brand, is set for a major brand refresh in June 2016, designed to empower women to celebrate their own style of beautiful. 

Francesca Webster, CEO and founder, said signage, website and stationary collateral changes would be made to enhance the customer experience. The changes are intended to promote client confidence in their own beauty styles.

“The brand refresh was about projecting these values via all customer touch points and about the fact that we have grown so much in our service offering over the years,” said Webster.

Twelve months in the making, the strategy was created from feedback and insights from consumers, team members, and franchisees.“The re-branding will reassure our existing customers that we are a thought leader in our category and the expert brand of choice to trust with their beauty needs.”

So what does this mean for the franchisee?

“The brand refresh will not radically change the franchise model, rather, it will enhance the offering,” said Webster.

As the majority of franchisees have a high level fit out, Webster said the costs have been minimised to minor signage, website and stationary collateral changes.

For franchisees with a lower level of fit out, dates have been set to bring their salons in line with the network.

“Overall franchisees will have access to a wider demographic and larger market share as the brand has been positioned to offer a wider range of expert products and services,” she said.