The Power of PARLOR
The Power of PARLOR campaign transformed PARLOR into one of the fastest-selling furniture ranges for Capital Hair & Beauty.
Project Overview
With competition increasing in the salon furniture market, Capital Hair & Beauty needed to reposition their in-house brand, PARLOR, as a stylish, durable, and credible option for professionals. My approach centred around trust, capturing the voices of real salon owners to build authenticity, while elevating the brand with high-end production values. Filmed in a custom-built PARLOR studio, the campaign blended sleek visuals with real-world stories, helping reposition PARLOR from “own-brand” to industry favourite.
Project Goals
The objectives were to drive growth, improve brand perception, and increase purchase intent through an authentic, high-impact campaign.
Champion Real Testimonials: Capture first-hand accounts from real salon owners to establish trust and credibility.
Drive Growth: Position PARLOR as the go-to choice for salon professionals to directly influence purchasing behaviour.
Increase Awareness: Reach new and existing customers across Capital’s digital and physical retail environments.
The Challenges
The objectives were to drive growth, improve brand perception, and increase purchase intent through an authentic, high-impact campaign.
Champion Real Testimonials: Capture first-hand accounts from real salon owners to establish trust and credibility.
Drive Growth: Position PARLOR as the go-to choice for salon professionals to directly influence purchasing behaviour.
Increase Awareness: Reach new and existing customers across Capital’s digital and physical retail environments.
The Solution
I led a team to develop a bold, testimonial-led format designed to work across touchpoints. Central to the creative was a relaxed group discussion between salon professionals, captured with high-end visuals and guided prompts to spark authentic conversation. Each testimonial was then broken into standalone edits to maximise campaign reach.
Branded Studio Environment: Built a visually striking but natural studio space to showcase both the furniture and the stories behind them.
Broad Content Strategy: Created a suite of deliverables, from hero edits to shortform reels, tailored to in-store screens, email, paid ads and social.
High-Efficiency Production Model: Filmed the core content and all cutdowns in a single production window, maximising return on shoot time while maintaining polish.