Faceology

Concept, website, email, internal communications and social media

A beauty start up asked for a concept and branding for their beauty salon opening in Russia. They wanted to base their treatments on a skin diagnosis method developed by Dermatologist Leslie Baumann. The 16 Baumann Skin Types were based on combinations of: dry/oily, pigmented/non-pigmented, sensitive/ resistant, and wrinkled/ tight.

Instead of using this unappealing and unmemorable code I suggested the use of flowers. Each flower with characteristics connected to the skin type.

All copy was translated to Russian so here’s some examples of what the cards say:

Sweet pea: Sweet peas enjoy dry soils. Like this flower your skin type (DSNT) tends towards dryness and sensitivity like the sweetpea’s delicate blooms. It is unmarked and beautifully smooth.

Lilac: Lilac bushes love full sun and do well in dry soils. Like this flower your skin type (DSNW) is sun-lined and dry. It is sensitive like the Lilac’s tiny flowers and beautifully unmarked.

Lily: Lilies have beautifully smooth leaves and even grow in water. Like this flower your skin type (OSNT) is oily, non-marked and perfectly smooth. It also may be sensitive to irritation.

Hydrangea: The hardy Hydranga likes moist conditions and blooms all season. Likewise, your skin type (ORPT) is resistant to irritation, oily, sun-marked but smooth like the hydrangea’s pretty flat petals.

Primrose: The lovely Japanese Primrose is moisture loving with crinkled leaves. Similarly, your skin type (ORPW) tends towards oiliness, is sun-lined and sun-marked. It is also wonderfully resistant to irritations.

Flower Pin Badges

Instead of carrying this card with them, I suggested the salon create a range of flower pin badges. When someone got their first treatment they could be given their flower badge to wear on their coat. This way when they come in next the Cosmetician can immediately see what treatment they need. It will also serve as a reminder to our clients to come back and get their next facial.

Posters and Social Media Ad Concepts

POST COPY FOR USE IN SOCIAL MEDIA:

At Faceology we use 16 flower profiles to diagnose your skin, then treat it in a harmonious, kind way. Come to our salon and find your flower.

15s Films for Social media concepts

Stop motion animations see flowers from our Faceology skin types form parts of faces with simple drawn elements.