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A client project for a local hair salon in a highly competitive Tokyo area, focused on aligning customer insight, value proposition, brand messaging, pricing direction, and service experience. The work connected strategy and execution through ongoing iteration rather than a one-off campaign.
Period: Jul 2010 – Oct 2012
Overview
A UX-focused branding and customer experience strategy project for a local hair salon in a highly competitive Tokyo area. The work combined customer insight, service positioning, ad direction, pricing alignment, and iterative improvement to strengthen acquisition, retention, and customer value.
The salon was struggling with low acquisition and weak retention in a saturated local market. It lacked a clear value proposition and a differentiated brand story, making it difficult to attract the right customers and build repeat visits. The work required aligning business goals, user expectations, and creative execution across both the salon team and internal account-side stakeholders.
The challenge was to shape a brand story and customer journey that not only attracted new visitors, but also built loyalty and higher-value relationships over time.
Customer & Market Understanding
Brand & Experience Strategy
Execution & Iteration
Monthly visitors
~20 → 70+
Retention rate
10% → 30%
Revenue per customer
+30%
Competitive Landscape Mapping
Used to clarify where the salon could differentiate in a crowded neighborhood market.
Goals / Gaps / Priorities Snapshot
A working structure used to align direction and decision-making.
Style Preference Segments
Defined lightweight customer segments to guide tone, visuals, and service framing.
Ad Creative Example
An example of how the strategy was translated into ad-ready copy and visual direction.
Monthly Performance Review
Used to support the monthly iteration loop across message, response, and next actions.