Opportunity: As one of the Philippines most iconic skin & beauty clinics, Flawless were looking to reposition their facial clinics to grow with the increasing affluence of the mass market.
Insights: Tangible designed psychographic research to better understand Filipinos’ attitudes toward health & beauty. Together with positioning and personality hypotheses, this enabled Tangible to provide the insights for management to move forward with confidence.
Results: Tangible helped Flawless transition from a legacy 2000s facial clinic into a highly resilient, middle-market medical aesthetics powerhouse. By anchoring their strategy on affordability, strict clinical safety, and high-volume mall locations, they have comfortably sustained their position as one of the top five mass-market clinic chains in the country. Branding allowed Flawless to democratize their aesthetic services by packaging medical-grade skin treatments into accessible, affordable mall formats nationwide. Flawless has grown to over 45 clinics strategically placed within major national shopping centres like SM Malls and Robinsons Galleria.
Our brand audit and research insights gave management the confidence that the brand didn’t need an overhaul, but more of a refresh, based around the brand pillars of ‘expertise’ and ‘accessibility’. Research provided the insight that women had moved away from beauty as a ‘power’ statement and were looking for something simple, natural and trustworthy. Tangible adapted many of the visual elements to focus on celebrating the beauty journey from treatment to lifestyle and medical expertise.
Tangible worked with Flawless senior management to better define the roles and responsibilities of the in-house doctors and clinicians to ensure the new brand was brought to life through experiences that had a high-touch for customers.
Tangible helped define the beauty journey for Flawless: Treatment, Products, Supplements & Lifestyle which then allowed us to ideate what and how Flawless could deliver at each stage of the journey.
Tangible were responsible for developing the first major revamp of the retail experience in 10 years. We involved senior management as well as the operations teams to ideate a new customer experience. The result was a scheme that works harder in promoting the expertise within retail outlets (Doctors in every clinic) and promoting the Flawless products.
Visit: Flawless
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+65 6338 6320
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