From a chaotic feed to Direct posts: The relaunch of a multi-service salon in Germany

About the project

Beauty Retreat is a beauty retreat in Germany offering a wide range of services, including laser hair removal, permanent makeup (eyebrows/lips), eyelash extensions, injectable and skincare treatments, and more.

The business had outgrown the local office level, but social media didn't convey the true expertise of the craftsmen and the high quality of service.

Website: beauty_retreat_ma

Subject:

Beauty

Services:

Region:

Germany

Period for analysis:

01.04.2026 — 31.07.2026

Client's business objectives

Task No. 1: Increase brand awareness.
Create a premium, recognizable style in the local market and stand out from the competition.

Task No. 2: Combine different services into a single ecosystem.
Harmoniously combine laser hair removal, cosmetology, permanent makeup, and eyelashes in one profile without visual noise.

Task #3: Build selling content.
To remove barriers and fears among the audience, and facilitate the decision-making process regarding complex procedures.

Objective #4: Increase customer trust and LTV.
Transform subscribers into a loyal community of regular salon guests.

Results for 3 months:

Subscriber growth: 313
Direct requests: 130
Views on popular posts: 320 thousand

What and how we did

01. Audit, Positioning, and Tone of Voice

We analyzed the local beauty market in Germany and the behavior of its target audience (expats and locals). We identified key client pain points: fear of poor results, pain during procedures, and confusion about the level of sterility and qualifications of the professionals.

Based on this, we developed a premium yet thoughtful positioning and a discreet Tone of Voice.

02. New visual concept and brand identity

We developed a visual language for the brand: clean aesthetics, minimalist typography, a calm palette, and high design standards.

We created universal design templates adapted to the specifics of each individual service.

03. Structuring directions and content strategy

We developed a classification system to cover the full range of services:

Cases and Before/After: real macro results without blur;
Procedures and Safety: demonstration of sterility protocols, equipment and certificates;
Expert advice: debunking myths and fears (especially relevant for laser and permanent makeup);
Inspo & Mood: aesthetics of details, salon atmosphere, service and care;
Reviews and live emotions: genuine impressions of clients after their visit.

04. Production, creative and format adaptation

We implemented systematic content creation for key placements:

Reels: macro photography of processes, textures of preparations, dynamic transformations;
Carousels: step-by-step guides, analysis of indications/contraindications, and algorithms for preparing for procedures;
Stories: Daily immersion in the salon atmosphere, free appointments, interactive tests, and consultations via Direct.

All content was created by the client, and we did the editing.

05. Analytics tracking and optimization

We regularly monitored reach, saves, and Direct requests. Based on audience behavior, we adjusted the content plan and categories.

Examples of the visuals we created

apply visually, new page:

apply visual Stories

Results

3 months of work on the project

313 new subscribers
130 Direct requests
320,124 total views

A holistic premium experience
Beauty Retreat salon received a cohesive visual design. The account no longer looked like a collection of random photos and became a fully-fledged, aesthetically pleasing business card.

Balance between all service areas
No procedure is lost in the profile anymore: cosmetology, laser, and permanent makeup now have a clear structure and a regular flow of targeted queries.

Reducing the cost of customer acquisition
Thanks to detailed fear analysis and expert content analysis, potential clients come to Direct already "warmed up" and ready to sign up without any hesitation.

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Cost of SMM promotion

SMM – Light (FB or Instagram)

Main works:

Competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by an SMM specialist (15 posts);
Writing and publishing 15 posts in the news feed per month;
Preparing and publishing 20 posts in Stories within a month;
Preparation of situational content (up to 5 posts);
Conducting 1 activation mechanics (competitions, promotions);
Targeting with the "post boosting" format to attract new clients to target audiences;
Development of 6 additional banners for "post promotion" (in a unified brand style);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: from 27,200 UAH* Order

*The price is for agency work, excluding the advertising budget.

SMM - Premium (Fb+Inst+Target)

Main works:

Analysis of competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by a designer (30 posts);
Writing and publishing 15 posts in the news feed per month;
Preparing and publishing 40 posts in Stories within a month;
Preparation of situational content (up to 10 posts);
Conducting 1 activation mechanics (competitions, promotions);
Targeting with the "post boosting" format to attract new clients to target audiences;
Development of 10 additional banners for "post promotion" (in a unified brand style);
Targeted advertising: classic and dynamic remarketing (for eCommerce);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: from 53,900 UAH* Order

*The price is for agency work, excluding the advertising budget.

SMM from scratch (Fb or/+ Inst)

Main works:

Competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by an SMM specialist (12 posts);
Writing and publishing 12 posts in the news feed per month;
Preparing and publishing 20 posts in Stories within a month;
Preparation of situational content (up to 2 posts);
Targeting with the "post boosting" format to attract subscribers (3/12 posts participate in boosting);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: from 25,000 UAH* Order

*The price is for agency work, excluding the advertising budget.

SMM – Standard (Fb+Inst)

Main works:

Analysis of competitors' market in social networks;
Development of a content strategy with headings based on SMM goals;
Creating and designing a profile (filling in information about the company, adding Stories, Highlights);
Creation of visual design for the feed by a designer (30 posts);
Writing and publishing 15 posts in the news feed per month;
Preparing and publishing 40 posts in Stories within a month.
Preparation of situational content (up to 10 posts);
Conducting 1 activation mechanics (competitions, promotions);
Targeting with the "post boosting" format to attract new clients to target audiences;
Development of 10 additional banners for "post promotion" (in a unified brand style);
A dynamic report in Data Studio on social media performance and plans for the next month.

As a bonus you will receive:

Setting up and installing Facebook Pixel and Google Analytics analytics systems;
Early access to testing beta functions of advertising systems;
Recommendations for increasing the conversion rate of website landing pages (if you have a website);
Recommendations for promotional offers;
A separate team for your project;
Quick project launch within 3 business days.

Price: 39,700 UAH* Order