When she partnered with the beauty startup Fur, Wells worked closely with Ulta and other national distributors for its retail business. She also worked on the brand marketing for Fur’s B2B line, which markets to industry professionals like salons and spas.
"It was really interesting to see what professionals versus direct-to-consumer customers engaged with, visually and aesthetically."
The professionals responded to a "very different visual representation and design aesthetic that was a lot cleaner and simpler" than what the D2C customers preferred. The industry pros wanted something that felt "consistent, serene, and easy to adapt into their salon aesthetics," Wells says.
On the other hand, customers shopping at Ulta or other distributors responded to a "creative brand that feels contemporary and dynamic."
It reminds me a little bit of staging a home for sale — you're supposed to remove personal photos and effects so that potential buyers can envision their own families in the space.
Same kinda thing: Professional aestheticians creating a spa environment don't want other brands to step on their style.
Wells sums it up: When you're trying to get your customer to convert on something that "will ultimately be incorporated into their business, you have to make space for them to envision their business as part of yours."
