House of ENSPA
TWO ESTABLISHED BEAUTY BRANDS — VISUALLY DATED, COMMERCIALLY OVER-RELIANT ON DISCOUNTING, WITH A LOYALTY PROGRAMME ACTIVELY WORKING AGAINST THE BUSINESS. LED A SIMULTANEOUS BRAND OVERHAUL AND STRUCTURAL COMMERCIAL RESET ACROSS A THREE-BRAND PORTFOLIO.
The Nail Spa and Hair by Marquee were established but aesthetically stalled — with loyal but ageing customer bases and no clear path to younger audiences. On the commercial side, 45% of loyalty members were sitting in the highest tier, making cashback costs unsustainable. The programme offered nothing beyond discounting, leaving the team with no tools to build real loyalty or differentiate the experience.
"Both brands had stopped evolving while their audience kept moving.
Led the full rebrand of The Nail Spa and Hair by Marquee — overhauling visual identity, in-store experience and digital presence across both brands. Influencer and social strategies were built across both to shift audience perception and grow visibility with a younger demographic.
A structured promotional strategy was designed to reduce dependency on discounting without sacrificing customer volume. Promotional mechanics were rationalised, offer frequency controlled, and new service launches used as acquisition drivers — 12 new services were launched across the portfolio, each with its own pricing strategy and integrated communication plan.
The programme was rebuilt from the ground up. Tier thresholds were recalibrated so the top tier represented 20% of members — not 45% — restoring exclusivity and reducing cashback exposure. Non-monetary benefits were introduced for the first time: a dedicated VIP service line, birthday gifts and priority booking.
"Loyalty built on discounts isn't loyalty — it's a habit.
