Treatwell: Closer than ever

In early 2021, and as we were slowly emerging out of lockdown, we decided to re-evaluate Treatwell’s brand proposition and make it one that was more suited to our B2B audience – salons. Having already repositioned ourselves as an advocate for the beauty industry throughout lockdown, we wanted a new tagline that reflected this and that more accurately described Treatwell’s role as the ‘facilitator’ in the salon booking.

And so, “The brighter way to book hair and beauty” was replaced with “Behind every appointment”

To launch this, and coincide with the reopening of salons, we developed a digital-first creative campaign (with the view to scale it to ATL at a later point, depending on the Covid situation).

“Closer than ever” was our ‘come back’ message. We wanted to highlight the need for beauty professionals (after a long lockdown of DIY treatments) in an emotive way, and, for the first time, we wanted to feature and credit the salons in our photography.