Transforming a Cosmetology Holding During Challenging Times


A cosmetology holding boasts a collection of premium professional brands from France, Italy, and the United States, along with a network of franchise cosmetology salons. They cater to both B2B and B2C customers, providing high-quality products and services.

The Challenge:

In April 2020, the COVID pandemic hit, forcing salon closures and highlighting the inadequacies of their existing websites. These websites didn't align with the CJM and the evolving needs of our business. Their online shop had been in development for two years with a dismal 0.1% conversion rate.


Content Creation and Webinars:

  • We began creating content for our brands and ventured into video production, a previously untapped resource.
  • Online webinars were initiated to engage and retain our clients, both B2B and B2C.
  • Email marketing strategies were meticulously set up to cater to our diverse customer base.

Revamping the Online Shop:

  • Recognizing the need for change, I took on the role of a PPC specialist.
  • Our initial attempt at retargeting ads on the old website yielded a 0.1% conversion rate, rendering ads ineffective.
  • Leveraging my network, we upgraded to a new, responsive website, exceeding our original budget by 10%. This investment resulted in a tenfold increase in conversion rates.
  • We engaged a PPC agency to handle our advertising efforts, and this partnership has continued for over three years now.

Content Creation and Marketing:

  • Despite my background in photography and video production, I collaborated with the PR and SMM teams to create engaging content for both B2B and B2C markets.
  • This content not only raised brand awareness but also helped us maintain sales during the challenging COVID period.

Revamping Franchise and B2B Websites:

  • Through market research and customer interviews, we identified changing trends and needs.
  • "Attention Guinot" project was launched, featuring feedback from salon directors on YouTube, resulting in a top 10 ranking on Google for "franchise cosmetology" in Russian.
  • Overcoming hurdles in coordination with various departments and the French head office, we successfully redesigned three websites within 1.5 years.

Building the Personal Brand of the Holding's Owner:

  • We embarked on a journey to establish the personal brand of the holding's owner by creating compelling content and running awareness campaigns on Instagram.

  1. SMM for Beauty Salons:

  • Previously handled by administrators, we introduced specialized social media management for our salons in two different cities.
  • I oversaw the hiring of an SMM agency, created detailed guidelines, and managed negotiations with the CEO to ensure smooth operations.

Launching Laser Skin Care Services:

  • We executed a comprehensive marketing strategy for the launch of our new laser skin care services, including website development, content creation, and promotional campaigns.

Results as of February 2022:

  • Our main website has undergone a complete redesign and now aligns seamlessly with the updated CJM.
  • Our franchise ranked among the top 10 on Google, a remarkable achievement in a competitive market.
  • Solutions were implemented to significantly boost the conversion rate of our online shopping website, enabling the successful execution of advertising campaigns.
  • Various email campaigns and funnels were deployed effectively for both B2B and B2C customers.
  • New services were launched successfully.
  • Our PPC ads and online shopping efforts continue to yield positive results, reinforcing our position as a market leader.

This transformation journey showcases our adaptability, strategic thinking, and commitment to staying at the forefront of the cosmetology industry, even in challenging times.