From new brand to profitable monthly cadence.
03/Beauty + wellness
Artnouveau Beauty Clinic.
Repositioned an anti-aging clinic into a natural-rejuvenation upper-mid market brand.
Project
- Year
- 2021
- Region
- Moscow, Russia
- Practice
- Atelier
What we shipped
Strategy
Repositioned from anti-aging to natural rejuvenation, with restructured pricing.
Events + PR
Monthly turnkey events, PR, and marketing materials.
Credits
- Maria Volkova · creative direction
- Lumaé Atelier · strategy + PR
- Independent IT partner · site + content
- Positioning concept
- Marketing + promotion strategy
- PR + event management
- Sales support + staff training
- SMM + marketing materials
The brief
A new beauty and wellness clinic in central Moscow had a location and a service mix. No cohesive concept, no positioning, no promotion plan.
Hard constraints. Competitive central district, no parking, no elevator to the fourth-floor clinic. Owners wanted immediate sales, not multi-year brand building.
What we did
- 01
Market research, target portrait, competitor scan.
- 02
Strategic repositioning. From anti-aging to natural rejuvenation. Long-term global trend, sharper differentiation, less price-sensitive audience.
- 03
Adjusted positioning to upper mid-market given equipment constraints. Restructured pricing.
- 04
Monthly turnkey events to drive immediate conversions. Trained administrators on upselling. PR around each event.
- 05
Packaged services for higher repeat sales. Partnership offers for adjacent communities. Added a spa zone based on the research findings.
What changed
Average client lifetime value after service packaging rollout.
Turnkey events delivered across the engagement, each fully booked.