Positioning

  • Not a salon
  • Not a spa
  • Not a cosmetic surgery clinic
  • Not a dermatologist

Middle position:
Best of both worlds

  • relaxing and approachable and a treat like the first
  • serious & trustable like the last

Not so casual like the first, not so intimidating like the last

Dermat weakness:

  • immune to competition= too good for too long
  • don't know the economic playbook

Beaty: cottage industry
Corporates: too impersonal