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Rooting Phenix Salon Suites in Manchester

Phenix Salon Suites, a global empire with more than 300 locations in the US, had plans to launch the first of its kind in the UK. Starting with Manchester, Phenix Salon Suites wanted to build up its brand and cement itself as the best place in the hair and beauty industry to be your own boss, readying the brand for expansion as it grew across the UK.

Objectives

Launch the first Phenix Salon Suites in the UK

Position Phenix Salon Suites as the best place in the hair and beauty industry to be your own boss

Build the profile of the brand in Manchester

Build a community and empower people to be their own boss

What we did.

To ready Phenix Salon Suites for launch, we arranged a photography and videography shoot to capture plenty of content that could be used across multiple platforms, including Phenix’s social channels, and within our PR and marketing. As a highly visual site, we wanted to showcase all the different types of businesses being established in the space. As a US-founded brand, we worked with partner agencies to develop the existing brand and proposition and managed the brand’s new website, tailoring it for a UK (and Mancunian) audience.

To celebrate Phenix Salon Suite’s new Manchester home, we hosted a VIP press launch, with the guestlist made up of regional press and influencers, local hair and beauty contacts, salons, and representatives, and other local businesses of note. We invited our guests for an exclusive first look inside the space and the opportunity to speak with the first few tenants, as well as working with Gooey and Didsbury Gin to provide refreshments for the night.

We built up brand awareness and showcased the strength of the brand by securing business profiling opportunities within hair and beauty trade and North West business media. To build the profile of the brand, and tenants’ businesses, we tapped into our little black book of influencers to offer them a gifted treatment from one of the tenants in return for beautiful imagery of their experience shared with their followers.

As well as PR & marketing support, we consulted on community engagement initiatives to empower and build up trust and rapport, and encourage networking between tenants.

“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”

— John Gillespie, Phenix Salon Suites

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