Constantly In a Rrush: A Millennial Beauty-Servicing Brand

Rrush is the only express beauty salon located in the Saudi capital that offers express beauty and grooming services. It’s a one-stop destination for busy young women that want to maintain their daily beauty routine without compromising time. They reached out to Blue Hat to create a Digital Communication Strategy that would communicate the brand values of efficiency, consistency, trend-oriented and youthful.

After Blue Hat’s team concluded with the digital audit and research phases, they commenced with defining the target personas to best assign resonating themes. Relevance is key, so the themes used for content creation ranged from beauty services, final looks, in progress content, aesthetic shoots, inspirational quotes, reviews, knowledge sharing and more. The use of empowering quotes and messaging such as “hello gorgeous” found spatially and digitally (ex.stickers), aim to provide a feel good energy and a confidence boost to clients.This diversity of content portrays how the brand is more than a beauty salon brand, but is a millennial brand built on the foundation of consumer needs. The visual portrayed the content through a delicate balance of branded posts and photography.

In order to achieve consistent visuals, a unique color palette of bright and cold pink hues was chosen to best represent the vibrant brand personality. The branded content seen in the posts and stories follow Rrush's graphic guidelines for a constant look and feel. The account also includes custom illustrations used in highlights and stickers developed to bring out fun and lightness to the page.

Harnessing trends through short-form reels was important to creatively express the unique concept, whether it is getting your nails done while working on the laptop to learning about some beauty related dos or don'ts. The content was centered around the customer and their life.

Fostering a sense of community among Rrush’s loyal customers was important, so a two-conversation was incited through interactive stories, stickers, polls, user generated content, and more. This sense of trust is expressed through constantly highlighting the ladies and staff behind the brand in the social content.