Flawless: Refreshing a beauty brand through customer insight

As one of the Philippines most iconic skin & beauty clinics, Flawless were looking to reposition their brand for their next stage of growth. Tangible designed sociographic research to better understand Filipinos attitudes toward health & beauty before developing positioning hypotheses for Flawless.

Visit: www.flawless.com.ph

Marketing & Communications

At the outset Tangible were requested to refresh Flawless and not overhaul the brand. Our visual and verbal identities revolved around the brand positioning of: ‘The expertise to make beauty easy’. As research informed us 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 also medical expertise.

People & Culture

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.

Products & Services

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.

Spaces & Places

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.