Ideal Image Re-brands, Plots Growth

Ideal Image is getting a whole new look.
The 120-location med spa is best known for its laser-hair-removal services, but the business has broadened its scope of offerings, and has a whole new look to match.
The re-branding includes a new logo, web site and renovated retail interiors, according to Ideal Image chief marketing officer Annemarie Frank. Frank joined the business roughly a year ago, following private equity firm L Catterton’s acquisition of the company in 2015.
“Part of our growth strategy is not only to increase the number of locations that we have, but also within each location to broaden the number of services we provide,” Frank said. The idea is to reach more people, she noted. Laser hair removal tends to be favored by the younger set with more years of shaving ahead. But procedures like Botox and fillers are helping to bring in consumers in their 30s, 40s and 50s, Frank noted.
With that and months of customer research in mind, Ideal Image decided to re-brand with an eye to strengthening its brand identity, Frank said. The look includes a new logo (black and white has been replaced with blue) as well as a new tone to its messaging in order to engage

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