Back to the root.
Brand architecture, end to end
Clauderer has treated hair loss in Paris since 1968. The house had the expertise, the loyalty and a base of sixteen thousand clients. It lacked a reason to come in, and a reason to come back.
Every relationship began with a diagnosis, and so with an admission: I am losing my hair. The step meant to open the door had become the threshold few would cross. Those who did came for a treatment, then stopped coming. Sixteen thousand of them lay dormant in the base.
Three months, three readings, one idea.
Diagnosis
Three analyses run side by side: the anti-hair-loss category, the clients and those still hesitating, the house itself. Our systems sped up the research and widened what we could read; they informed every decision and took none. Each analysis surfaced a territory.
Honesty
A market built on promises of regrowth. The open ground belongs to whoever tells the truth about hair.
The gaze and the measure
Hair is lived in the mirror, and in the eyes of others. What reassures is what can be measured.
The house and time
A Paris address since 1968, and follow-ups counted in years. Time is the one asset the category cannot buy.
The threshold of admission
The moment you admit that something is changing. The territory Clauderer alone can hold, provided it stops being a barrier.
Platform
Go back to the root, and follow a whole life.
The root becomes the starting point of everything, from the product to the advice, and following becomes the promise of the house. The idea moves Clauderer from treatment centre to a hair cosmetics brand, expert in the root.
One line bridges health and beauty: beautiful hair is healthy hair. The audience widens to everyone who cares for their hair, well beyond those ready to say they are losing it. People now come into Clauderer through care.
Identity & content
A new identity between the Paris house and the editorial page: ivory, the signature Clauderer · Paris · since 1968, and a plain, upright type to tell the truth about hair.
Then a content system in regular columns. The routine opens the conversation, each treatment explained gesture by gesture. The autumn shedding and the received ideas on hair turn honesty into a voice that comes back every week. The new site carries a retail offer: the whole range of the house, from Émulsion n° 18 to N° 6R, now sells online.
Building on the base the house already had.
Campaigns
A digital reactivation campaign sent to the sixteen thousand dormant clients. The strategic idea, going back to the root, shaped it from the first message to the last.
Customer relations
An internal CRM tool, sized for a team of three: the base sorted, every client followed, the follow-ups going out on their own. The team keeps its hand on every conversation.
dormant clients reactivated
new appointments booked
internal CRM tool built and handed over
A dormant base of 16,000 clients brought back, new appointment bookings up 45 per cent, and a house that now sells products as well as treatments.
“You showed me angles and ambitions I had not considered.”
The brand platform, written
The identity and its source files
The content system and its columns
The site and its retail offer
The reactivation campaign
The internal CRM tool