CASE STUDY
JAWED HABIB HAIR & BEAUTY
JH Salons grown from 18 to 850+ across India, Dubai, Singapore and London. Launched 4 more Salon & Hair Spa formats.
BRAND POSITIONING & CREATIVE | FRANCHISEE GROWTH | BRAND-PRODUCT EXTENSIONS
Brand Overview
Jawed Habib is the most celebrated name in Hair & Beauty Fashion business of India. His vision and passion for Hair & Beauty profession has shaped-up India’s Hair & Beauty Profession business. Jawed has been a brand ambassador to various leading hair product companies and trained millions of hair stylists of India.
Jawed’s business entity is named ‘Jawed Habib Hair & Beauty Pvt Ltd’. The company was established in 2014. The company has aggressively grown over the past 5 years and introduced 4 different formats of Hair & Beauty Service Salons. The company also promotes a Professional Hair & Beauty education Academy in the name of ‘JH – Jawed Habib Academy’. Today, JH salons and academies are spread across the world.
Jawed Habib, the Hair Celebrity wanted to evolve as a Hair & Beauty Corporate Business.
When I met Jawed Habib he was living with this vision of evolving himself into a ‘Corporate Brand’. He was living the vision of redefining the Hair & Beauty Service business in India. We were exploring multiple newer formats of Salon Services from Budget Hair Studios to Premium Full Fledged Salons. We wanted to expand fast and use the Franchisee format to do so.
Jawed Habib’s vision was to reinvent the Indian Hair & Beauty business; all through one company. India was evolving in its culture and was quite ready for such a wave in hair and beauty fashion.
The plans at JH Corporate were very ambitious and aggressive. This demanded a Strong Corporate Brand Identity and a strategic approach to extend the brand into ‘multiple’ product/service extensions. A Corporate Avataar was needed to extend Jawed Habib brand. The company was expected to deliver the Vision to its B2B Business Partners and to the End Consumers.
Developed the Corporate Brand Architecture, Brand Building Exercise and Brand Extension strategy.
The key goal in mind was to create a Corporate Brand which is an extension of Jawed Habib personality but yet more ‘powerful’ as an entity.
The Corporate Entity now had a Corporate Brand Logo and Icon JH was defined to become the Pre-Fix for all brand extensions created for multiple Service Service/Products.
Growth Success
JH Corporate brand has redefined the Hair & Beauty business in India.
As we launched the Brand’s New Corporate Identity we aggressively got into rolling out the vision. The first idea to be rolled out was ‘Dry Hair Cut’ offered in Small 200 sq ft Unisex Studios catering masses at an easy price-point branded as HairXpresso. This was a very fresh idea and it took the market by storm. JH outlets mushroomed in every nook and corner of the country.
The other idea which was shaping up was the Premium high priced ticket Salon branded as BEVELS. Jawed then envisioned a new Hair Spa solution service format salon branded as Hair Yoga.
It’s been a journey of over 6 years since its Corporate Brand Launch. The company had many successes and failures (learning experiments) to master the Indian market. The brand then expanded to Singapore, Dubai and London.
Today, the company owns multiple formats of Service Salons totaling over 850+ functional Salons and Academy across India and world.
STRATEGY TRANSLATION
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