BORCIANI FINAL

C O N T E N T S

S C I E N C E B R A N D S

SK:NDR LEAH

THE PRIVATE SKIN LASER CLINC LLPDESTINATION SKINPRO SKIN CLINICS

B E A U T Y B R A N D S

TRACIE GILES LONDONDESIGNGER PERMANENT MAKE UP BY JANNETTE VICE

JEMMA UPTONNICOLE ZYSK

DEBRA ROBSON

M A I N P O I N T S T O B U I L D I N T O T H E S T R A T E G YNATASHA YOU ARE THE BRAND

AESTHETICSSOCIAL MEDIA

M A I L O N L I N E C O N T E N TBLOG POST ABOUT OMBRE EYEBROWS

TWITTERINSTAGRMFACEBOOK

S C I E N C E B R A N D S

SK:N

https://www.sknclinics.co.uk/

L O C A T I O N 41 locations nationwide in 4 regions: The North and ScotlandLondonMidlands & WalesThe South

C O M P A N Y S U M M A R Y Originally founded in 1990 in Harrogate, the initial specialism was in port wine stain birthmark removal and the company invested in the highest grade lasers avail-able on the market, operated in partnership with the NHS. Before long however, SK:N doctors were treating NHS patients for broader dermatological needs and an ongoing partnership emerged.

After 3 years of operation, a further 2 clinics opened in Birmingham City and Harley Street. The main focus of the SK:N brand is clinically orientated, with a medical director operating in every clinic. Today they claim to be “the UK’s most regulated treatment approach in a meticulously clinical environment”. The key message they use to describe themselves is that first and foremost, they are a medi-cal skin clinic - demonstrated by the use of clear, simplistic photos and graphics of each condition.

N O T A B L E M E N T I O N S • PartnershipwiththeNHS• MembersoftheIHASRegisterofInjectableCosmeticProvidersandQuality Care Commission.• Mediamentionsfromanumberofmediumsincluding:o TV (on BBC1, Channel 4 and Sky)o Magazines (Women’s Own, Marie Claire)o Newspapers (Metro, Daily Mail, Huffington Post and The Times)o Blogs (Female First, Carly Rowena)

T R E A T M E N T S • AcneandAcneScarTreatments• Laserhairremoval• Hairtransplants• Anti-agingInjections• Botox• DermalFillers• HydraFacial• Microdermabrasion• Microneedling• Rejuvenation• Sculptra• SkinPeels• Skin Tag Removal• BirthmarkRemoval• CO2RE

• FacialThreadVeins• Fraxel• Hyperhidrosis• Laserresurfacing• LegThreadVeins• MillaRemoval• MinorSkinProcedures• MoleRemoval• RosaceaTreatment• TattooRemoval• ThreadLifts• VaricoseVein• Wart&VerrucaRemova

P R I C E - Based on the average of three identical treatments by both providers44% more expensive

P L A C E & P R O M O T I O N Initial Customer ContactGoogle (high search engine optimisation), social media advertising, magazine and newspaper advertisement (local and national), recommendations through NHS doctors.

Clinic Layout Clean, simplistic and a scientific aesthetic mirroring the medical treatments provided

Social Media StatisticsTwitter (3.7k)Facebook (30.5k)

Other Marketing Strategies Used

front

T H E B O R C I A N I U N I Q U E S E L L I N G P O I N T C O M P A R E D W I T H S K : N

touch that highly invasive treatments desire

advertising, or amend in pricing strategy.

SK:N

D R L E A H

http://www.drleah.co.uk/

L O C A T I O N 24 Chiswell St, London EC1Y 4TY & 14 York Hill Road, Loughton, Essex IG10 1RL

C O M P A N Y S U M M A R YThe first clinic under the Dr. Leah brand opened in 2014 after a £250,000 injection from Dr. Leah Totton’s success in 2013 series of The Apprentice. The company’s branding, name and imagery is centred on it’s founder, elements of which have been successful but some aspects of her behaviour from the TV series has come under fire.

In interviews, Dr. Leah Totton described the brand as a cosmetic company with a ‘medical intervention’. The tone of voice throughout the website is friendly and open, but with a few medical terms weaved in, referring to her medical background. SK:N openly questioned Dr. Leah’s professional qualifications.

N O T A B L E M E N T I O N SIn partnership with:

Media mentions from numerous mediums (in 2013 and 2014) including:

T R E A T M E N T S

Reduction

facelift) Treatment

Focused Ultrasound

Treatment

P R I C E (Based on the average of three similar treatments by both providers)12% lower*

*note free Skin Analysis Consultation

D R L E A H

P L A C E & P R O M O T I O N Initial Customer ContactGoogle (high search engine optimisation), social media advertising, magazine and newspaper advertisement (local to London and Essex and national)

Clinic Layout Similar aesthetic to SK:N Clinics: Clean, simplistic and a scientific surroundings, mirroring the medical treatments provided

Social Media StatisticsTwitter (157k)Facebook (29.1k)YouTube (32 subscribers)

Other Marketing Strategies Used

procedures, but has not posted a new video in the past 2 years.

T H E B O R C I A N I U N I Q U E S E L L I N G P O I N T C O M P A R E D W I T H S K : N

branding, naming and imagery this has not been a strategy

rather than a modern twist on the cosmetic procedures offered by Borciani

more superficial segment rather than those seeking problem solving

T H E P R I V A T E S K I N L A S E R C L I N I C L L P

http://www.skinlaserclinic.co.uk/

L O C A T I O N Royal Free Hospital, London

C O M P A N Y S U M M A R Y Since 1995, The Private Skin Laser Clinic offers doctor led laser skin treatments in a hospital setting, based in the Dermatology department of the Royal Free Hospital. The website is laden with heavy medical phraseology, with an extremely professional, yet non-personal tone.

The imagery used in this brand appears to be very generic and has almost a stock photo feel. The lack of personalization targets the consumer who is solely focused on the medical angle, and perhaps not after an experience as a whole.

N O T A B L E M E N T I O N S

-sionals, rather than mentions in the media

T R E A T M E N T S

P R I C E (Based on the average of three similar treatments by both providers)9% higher

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (high search engine optimisation), social media advertising, magazine and newspaper advertisement (local to London and Essex and national)

Clinic Layout Hospital setting, clean, medical feel.

Social Media StatisticsTwitter (89)Facebook (734)

H O W C A N B O R C I A N I L E A R N F R O M T H E M ?

-ciani

D E S T I N A T I O N S K I N

http://www.destinationskin.com/L O C A T I O N 18 locations across England. 8 skin clinics located in London and 11 located nationwide (Basingstoke, Birmingham, Bristol, Cardiff, Glasgow, Guildford, Glasgow, Manchester, Reading, Weybridge, Windsor)

C O M P A N Y S U M M A R Y Operating over 10 years, Destination Skin has a young professional target market, with clean, colourful, simplified and youthful branding - identical throughout all 18 clinics nationwide.

The sites are all within significant shopping centres excluding the London clinics, often in large departments stores such as House of Fraser. The imagery used is of

a beauty brand on a larger scale production but this strategy is weak for the con-sumers looking for a more personalised approach, as they may not appear realis-tic. The tone of voice throughout their branding is bubbly, fun, yet professional.

The sites are all within significant shopping centres excluding the London clinics, often in large departments stores such as House of Fraser.

T R E A T M E N T S


to promote via their own personal social media platforms.

o Tastemaker magazines (Notion, 1883, Fabric)o Blogs (Urban Coco, Blog Me Beautiful)

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (fairly high search engine optimisation), social media advertising, magazine advertisement (specifically beauty and unique tastemaker maga-zines famous for their London setting)

Clinic Layout Clean, simple, professional yet colourful aesthetics.

Social Media StatisticsTwitter (2k)Facebook (2.8k)Instagram (783)

P R I C E 8% cheaper (Based on average of two similar procedures


into Borciani’s)

P R O S K I N C L I N I C

http://www.proskinclinics.comL O C A T I O N 7 Locations, 4 London, 2 in South of England (Bluewater, Esher) and 1 in New-castle

C O M P A N Y S U M M A R Y One of the fastest growing cosmetic chains in UK, Pro Skin Clinic offers a wealth of beauty treatments ranging from Laser Hair Removal, through to Liposuction.

The company itself has a very rigid, corporate branding style across all seven lo-cations, similar to the other scientific beauty brands. Pro Skin is positioned at the cheaper end of the industry, with payment plans in place as well as cheaper pricing strategies.

The overall imagery used throughout is very consistent, clean, and professional -

ised. The tone of voice is clinical and proficient, but lacking in the added value of feeling bespoke. The website and overall branding is clear and easily identifiable, with a crisp logo, not too word-heavy (until the consumer probes into the specific treatment pages where the information becomes informative and word heavy. There are few mentions of reviews from consumers which is perhaps a gap that Pro Skin Clinic could work on.


o Magazines (Sunday Times Magazine)o Newspapers (Metro, Daily Mail, Sunday Times and The Times)o Blogs (Female First, Carly Rowena)

T R E A T M E N T S

I-Pixel Skin Resurfacing

Tattoo Removal

P R I C E 24% cheaper (based on the average price of three similar treatments)

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (fairly high search engine optimisation), magazine and newspaper advertisement (local to London and individual clinics as well as national), Facebook Advertising

Clinic Layout Medical feel, clean, utilitarian aesthetics. Strong branding throughout.

Social Media StatisticsFacebook (2.6k)

Treatment

-ment

P R O S K I N C L I N I C

H O W C A N B O R C I A N I L E A R N F R O M T H E M ?-

imised the personalisation aspecto Minimal interaction on Facebook, and no other social media platforms

(potentially missing out on potential clients)

B E A U T Y B R A N D S

T R A C I E G I L E S L O N D O N

http://www.traciegiles.co.uk

L O C A T I O N 24 Beauchamp Place, Knightsbridge, London SW3

C O M P A N Y S U M M A R Y Brainchild of celebrity make up artist Tracie Giles, this boutique makeup clinic aims to bring together numerous aesthetic permanent makeup procedures. The clinic runs a training academy offering weekly and monthly qualifications in var-ious beauty elements.

The company has also recently expanded into the injectables industry such as Bo-tox and other facial volumising treatments. The tone of voice and the phraseology has an extremely personalised, informal feel. It is communicated in a way that you could imagine Tracie herself is talking directly to you. The website is rammed

complete that personalised feel.

On first entering the website, the customers see the YouTube version of their ad-vert, which features Tracie herself as well as many of the practitioners, and happy client reviews. The tone of voice is friendly but professional, but with a main focus on the personalisation aspect throughout.

N O T A B L E M E N T I O N S -

site)

o Magazines (Cosmopolitan, OK)o Newspapers (Daily Mail, The Sun)o Blogs (Expat Makeup Addict, Get Lippy)

T R E A T M E N T S

P R I C E 7.2% more expensive (based on the average of three similar treatments)

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (high search engine optimisation), social media advertising, magazine and newspaper advertisement (local to London and national)

Clinic Layout Exclusive, boutique salon feel. Intimidate booths around the venue.

Social Media StatisticsTwitter (19.2k)Facebook (6.1k)Instagram (11.4k)

T R A C I E G I L E S L O N D O N


the social platforms regularly updated with interesting content (apart from no reg-ular YouTube content)

D E S I G N E R P E R M A N E N T M A K E U P B Y J A N E T T E V I N C E

http://www.designerpermanentmakeup.co.uk

L O C A T I O N 5 Upper Wimpole Street, London, W1G 6BP

C O M P A N Y S U M M A R Y

permanent makeup procedures, tattooing and derma rolling treatments.

Designer Permanent Make Up is located in a building with several independ-ent beauty companies within such as nutritionists, physiotherapists, and hair loss specialists. The website imagery is clear but has a feel that it isn’t quite as pro-fessional as some of the other competitors. The tone of voice is simple, informal and informative, but the website is very text heavy and the fonts style adds to the unprofessionalism and there is no clear branding throughout. What is strongest about Designer Permanent Makeup is the volume of loyal consumers who are

for social strategy).

T R E A T M E N T S

P R I C E 0.9% Cheaper (based on the average of three similar treatments)

P L A C E A N D P R O M O T I O N The company does not have any mentions in press or a high following on so-cial media so it is under the impression that the company is around a year old (looking at the dates of the Facebook posts - May 2015).

The Facebook posts are fairly regular and have a lot of engagement, potentially indicating a strong word of mouth following.

Initial Customer ContactGoogle (a surprisingly high search engine optimisation when googling ‘per-manent makeup London’), Word of Mouth

Clinic Layout Clean, simple, professional aesthetics (nothing out of the ordinary)

Social Media FollowingOnly on Facebook at the moment, with 106 followers.


tool. Other than Facebook, social Media is not used (potentially missing out on interacting with new clients)

J E M M A U P T O N

http://www.jemma-upton.co.uk/

L O C A T I O N 187 Brompton Rd, Chelsea, London SW3 1NE

C O M P A N Y S U M M A R Y

artist based in Knightsbridge. Upton insists that she has a ‘natural approach to makeup’ and is currently the only practitioner in her clinic.

She currently specialises in an array of corrective work, including work with alo-

corrector procedures for alopecia and issues stemming from chemotherapy. This however is not unique as virtually all of the permanent makeup providers offer these services. The tone of voice again is informal and clear on the standard of professionalism the consumer will receive. The imagery of the website is clear and aesthetically pleasing on the first page, but becomes too word heavy and not enough imagery upon further reading on other pages.

T R E A T M E N T S

P R I C E 9% cheaper (based on the average price of three similar treatments)

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (fairly high search engine optimisation), magazine and newspaper advertisement (local to London and national), Facebook Advertising

Clinic Layout Intimate, clean stereotypical clinic aesthetics.



for Borciani

N I C O L E Z Y S K

http://www.nicolezysk.co.ukL O C A T I O N 58 S Molton St, Mayfair W1K 5SL

C O M P A N Y S U M M A R Y With a career beginning in stage, film and television make up, Nicole Zysk moved into the semi-permanent make up sector after realising the incredible benefits of a woman’s routine, but also discovering the number of treatment centres with lit-tle or no experience, which resulted in many women looking for corrector clinics.

Nicole offers treatments including Eyebrow, Eyeliner and Lip Enhancement, but also offers medical procedures such as Micropigmentation and Tattooing. The web-site is very word heavy and does not have a clean, simple layout. Despite this, it is very informative, just not attractive to look at. There is no consistency throughout

high involvement from a cost and physical perspective that the procedure endure.

T R E A T M E N T S o Micropigmentationo Permanent Makeup (eyebrows, lips, eyeliner)o Tattooing

P R I C E The prices are not available on the website, and I am currently still waiting to hear back on a price list.

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (fairly high search engine optimisation), magazine and newspaper advertisement (local to London and national), Facebook Advertising

Clinic Layout Intimate, clean yet this is stereotypical of clinic aesthetics.


H O W C A N B O R C I A N I L E A R N F R O M T H E M ?o The website is scruffy looking, too word heavy, poor layout and has weak brandingo The brand generally is centred around Nicole but she is not featured or there is little brand voicing o Limited range of treatments but high volume of detail into each one.

D E B R A R O B S O N

http://www.debrarobsonldn.co.ukL O C A T I O N 144 Harley Street, LondonW1G 7LE

C O M P A N Y S U M M A R Y Based in the heart of world renowned medical clinicians, Debra Robson LDN states to be a contemporary, professional and discreet semi-permanent clinic.

Debra is very much at the centre of the business’ branding, imagery and pro-

FAME® (Facial Aesthetic Micro Enhancement), using her range of Liquid Perfec-tion® pigments to have a natural and long-lasting effect for the client.

Debra also has a training academy alongside the clinic, which offers weekly courses every month. There is also an online store where customers are able to purchase items such as makeup brushes, and items of makeup. The tone of voice is highly personalized, similar to that of Tracie Giles. The phraseology is informal yet stresses the professionalism of the service the client will receive. The imagery is clear and simple, but the overall aesthetic of the website does feel a little outdat-ed and not as sleek as other competitors.


o Magazines (Sunday Times Magazine) o Newspapers (Metro, Daily Mail, Sunday Times and The Times) o Blogs (Female First, Carly Rowena)

T R E A T M E N T So Eyebrow Shaping and Tattooing Treatments to define or enhance brows.o Eye Liner Treatments to enhance the look and volume of lashes.o Lip Liner Treatments to create a fuller pout.

o Areola Reconstruction Treatments to give women extra confidence after breast cancer surgery.o Medical Reconstructive Treatments for people who have undergone a scarring medical procedure.o Corrective Treatments for people who require colour correction or secondary work from previous treatments.

P R I C E 11.4% more expensive (based on the average price of three similar treatments)

P L A C E A N D P R O M O T I O N Initial Customer ContactGoogle (high search engine optimisation), magazine and newspaper adver-tisement (local to London as well as national), Facebook Advertising

Clinic Layout Luxurious, exclusive, yet medical aesthetics.

Social Media StatisticsFacebook (4.6k)Twitter (1.7k)YouTube (392)

D E B R A R O B S O N

H O W C A N B O R C I A N I L E A R N F R O M T H E M ?o Despite the celebrity clientele and renowned reputation, the website is

tired looking and out-dated. -

agery throughout unlike Debra Robsono Debra Ronson does base their branding around her, and this appears to be an extremely successful strategy which has lead to her having a loyal follow-

ing.

M A I N P O I N T S T O B E B U I L T I N T O B O R C I A N I ’ S S T R A T E G Y.

N A T A S H A – Y O U A R E T H E B R A N D !

From the competitor analysis, the more appealing brands heavily centred the promotion, brand messages, tone of voice and imagery around the leading lady in the company. This strategy creates an extremely personalised relationship, almost as if the practitioner herself was talking to you in a friendly, normal-ised way which puts the consumers at ease. The luxury element was drilled in

experience when using the service. When meeting you, what really struck me

knew each other and you recognised me. This skill needs to be honed in on the website and other points of contact because it truly is invaluable, and the com-

petitors who use this approach really do reap the rewards.

A E S T H E T I C S

The most effective websites have a clear description of the services provided (not too wordy), consistent branding logos and appealing imagery. Your front page is aesthetically pleasing and the logo is strong, yet the home page does not immediately tell the consumer who you are and the services you offer. Utilising the ‘Beautiful Science’ element we discussed would, in my opinion, separate you from the treatments provided by your competitors in the beauty brands, whilst simultaneously drawing in the advantages from being a scientific brand. Looking at many of the beauty brands, the aesthetics are very outdated and are not particularly sleek. By having a fresh, modern imagery, tone of voice and the added mix of a strong personality, the strategy as a whole would strongly set

you apart from your competition.

S O C I A L M E D I A

Social media, when regularly updated and responding to the consumers’ com-ments, was extremely effective at gaining traction, and high numbers of follow-ers. The scientific brands collectively were a lot stronger at the social media tac-tics than those of the beauty brands which highlights a gap in the market. Social Media is a fantastic tool for further putting across your incredible personality, particularly with the Instagram movements of today which is the platform fa-voured by most of the successful beauty brands. Facebook is of course key in the social media strategy, but is arguably the least effective medium across all of the social media platforms as less useful to communicate images compared with Instagram (the use of hashtags is less simple to indicate links with topics) and is less effective at communicating with consumers compared with Twitter.

M A I L O N L I N E C O N T E N T

As mentioned in your email, Permanent brows have exploded in popularity over the last couple of years as new techniques allow for every type of desired look. The fantastic unique element Borciani has compared with competitors is

The Mail Online content will be a fantastic springboard to gain more traction, followers and attention in the beauty world. In order to prepare adequately for

-tion), below are a few suggestions we could discussed further in our follow-up meeting that could be applicable.

B L O G P O S T A B O U T O M B R É E Y E B R O W S

On the back of the feedback received from the journalist, there is a suggestion to compile a blog comprising of the following points:

brow) and other key points

-

talking about your brand)

This detail copy can be used to send out in the form of a press release to a num-ber of beauty press, including magazine, print, bloggers and website contacts. We can discuss further into which specific mediums you would like to target in our follow up meeting. By having an in-depth, detailed chunk of text that can be sent out as a piece of informative content for journalists to base their work upon.

T W I T T E R Twitter is a highly popular platform with your target market. The 300-character limit enables concise, direct messaging and is extremely popular at breaking down the barriers between consumers and brands. Considering one of the fu-ture goals for Borciani is to increase the personalisation aspect, this is a fantas-tic way to directly talk to consumers, competitors, desired clientele (celebrities, and other tastemakers), as well as sharing links to your blog posts, links of interest and links of reviews shared by media.

I N S T A G R A M Instagram is another fantastic tool to embed the personalisation aspect. Shar-ing content such as ‘behind-the-scenes’, ‘look of the day’ and photos of you would give future clients a real flavour of what they are to expect when they use Borciani. The hashtags enable users looking for similar content to stumble across your page thanks to analytics and relatable searches. We can discuss in detail exactly what content would be suitable in our follow-up meeting.

F A C E B O O KConsidering a lot of the competitors still use Facebook, it has been recently documented in numerous marketing journals about how ineffective it is for businesses. Yet, due to the sheer number of consumers on Facebook, it is im-portant not to discount it. Therefore social media efforts should be focused on the above, but any content generated on the main two can be shared secondary through your Facebook page.

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