Giving a best-in-class beauty brand a makeover

In 2004 Vanita Parti launched the UK’s first walk-in brow threading bar in Fenwick, London with a mission to change the way women think about beauty. From these humble beginnings Blink developed a new sector in beauty and became a global brand with over 30 locations and a flagship store in the UK, two in New York, one in Copenhagen as well as offering a range of over 60 brow cosmetic products. In 2014 Vanita was awarded an MBE for services to the beauty industry.

The Challenge

MONOGRAM was engaged to carry out a rebrand to help take the business to the next level, domestically and internationally. As the UK’s market leading brow brand and with significant expansion plans ahead it was time for a refreshed and more refined identity. Our brief was to create a clear positioning. To surprise and delight.

The Results

Six months after launch and the rollout of the refreshed identity across 30 retail locations and over 65 products/SKUs — results have surpassed all expectations. Our client reports that there has been a fantastic press and customer reaction to the new branding and packaging, which has seen an impressive 40%+ growth in sales. In September sales were further boosted by over 100% following a feature by India Knight in Sunday Times Style.