Project Description

Client Lakmé Salons
Project Nationwide Retail Identity

Iconic Makeover

Challenge

Lakme, an iconic Indian brand symbolising a contemporary Indian interpretation of beauty, needed a retail facelift for their salons to resonate better with their target audience of ‘global Indian’ women.

Interpretation

We worked closely with our Client to understand the audience profile, create audience personae and understand the services on offer. We carried out a design audit of their existing salons and our analysis indicated that the salons were designed mainly from the perspective of the stylists and customer stations were all wall facing or behind partitions.

Solution

For a modern, global Indian woman, we felt the need to drop the partitions and open up the spaces so that all services were visible and cross selling was easier. We made the style stations into a central island packed with skin care products. We hid the messiness of a typical salon with storage built into graphic fines. We created a unique and alluring graphic language and colour palette that embraced the spaces. The geometries were modern interpretations of an Indian mandala which exploded across the space.

Success

The retail experience works on many levels. It creates brand salience, develops brand loyalty and advocacy while enhancing functional efficiencies and must-have hygiene levels through clever detailing. Ultimately, a feel-good environment that inspires the salon staff and gets transferred through delightful service to the customer.

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