With over 150 independently owned and operated salons and an addittional 35 David Jones stores, Ella Baché is one of the largest and most long-standing beauty salon and skincare franchises in Australia. In 2014 it refreshed its look to cater to a changing beauty environment. Here’s how they did it.
Recognising a need to refresh its branding and salon interiors, in 2014 Ella Baché started the not-small undertaking to upgraded both its brand and store design across the company’s 100 franchises. Despite the challenge of so many locations, the brand successfully created a clean, clinical and well-recognised brand space across multiple salons.
Along with all interior fit-out being upgraded, staff uniforms and marketing material were also re-created and modernised. Australian fashion designer Kim Ellery was enlisted to design a modern, premium-looking uniform.
Within each franchise, the implementation of Ella Baché’s corporate blue colour created a recognisable brand space – important when applying a look across multiple locations.
In each reception area, hero displays were illuminated while retail shelving, common to all locations, showcased the brand’s product.
As Ella Baché is known for being skincare specialists, a comfortable sit-down consultation area was created in the space to allow staff to organically interact with their customers when making recommendations.
Within their cubicle rooms, the design continues to incorporate the company’s corporate colours, blue and white, for a clean, more clinical look. The team at Ella Baché chose Comfortel for its technology and furniture – including electric beauty beds.
“The Comfortel range of beds is very easy for the salon staff to use. The clients constantly comment on how comfortable and relaxed they feel the moment they begin their treatments,” says Hayley Fahd, Ella Baché NSW Field Trainer.
It was important for Ella Baché that their furniture and equipment complimented their overall premium look.
“We have used Comfortel Beds in our new builds across Australia,” says Kym Fitzgerald, Ella Baché Retail Design Manager. “They are the main hardware item we have in our cubicle rooms. It is important that they are practical in terms of use and aesthetically appealing to compliment our new salon retail design concept. The beds provide optimum comfort for the clients and are easy to use for the salon staff. We would highly recommend Comfortel in terms of comfort, reliability and design.”
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I remember meeting Madame Bache in Paris. A gracious and charming lady. I took my grandmother to her warehouse in New York some 35 years ago when Grandma asked me to help her pick out a moisturizer. What a great memory! Too bad the line is no longer sold in the United States. Wish it were easier to find here!