Case Study: Polished Byron Bay – A Transformation in Wellness and Beauty
The client
Polished Byron Bay – a modern sanctuary spa leading the movement of health and wellbeing in the nail, skin and beauty space.
The challenge
Polished Byron Bay had built a loyal local following and established itself as a low-tox nail and beauty salon renowned for its attention to detail, exceptional service, and luxury experience in a safe environment. However, founder Amy Phipps found herself at a crossroads. As she prepared to introduce new products and services aligned with wellness, health, and self-care, she faced a challenge: being deeply involved in daily operations left little time to focus on rebranding and repositioning the business for this new direction.
Amy’s vision was to:
- Develop an add-on treatment model in her business focused on curated, high-value services without high labour costs.
- Introduce a wellness-focused treatment menu.
- Collaborate with aligned local brands.
- Upgrade her website to reflect the repositioning, rebranding and desire to educate her community on the benefits of safe practices and conscious beauty.
- Maintain profitability while authentically reflecting the business’s evolving philosophy.
The Solution
To address these challenges, we implemented a comprehensive strategy focused on repositioning Polished Byron Bay as a holistic nail and beauty spa that reflects its commitment to wellness, low-tox conscious beauty, and self-care.
Through strategic planning and a deep understanding of the business goals and vision, we delivered:
1.Rebranding and Strategic Messaging
Repositioned the business from a service provider to a wellness-focused brand, incorporating “holistic” and “spa” into the tagline: “Polished Byron Bay – Holistic Nail and Beauty Spa.”
Developed compelling brand assets, including the Polished Story and Philosophy, to communicate its mission and values authentically.
2. A New Website with Optimized User Experience
Designed and developed a responsive WordPress website that enhances user experience, reflects the brand’s refreshed identity, and builds authority in the wellness space.
Created SEO-optimized wellness-based copywriting, including taglines, service descriptions, and a revamped treatment menu.
3.Customer-Centric Marketing Tools
Revamped the loyalty program into Polished Perks to reward existing customers and encourage repeat visits.
Launched a weekly newsletter, The Glow Journal, offering value-driven content, wellness tips, and community updates.
Designed and implemented lead-generation tools, including an online customer survey to assess demand for new wellness treatments
4.Focus on Scalable and Wellness-Oriented Services
Supported Amy in shifting from labor-intensive treatments to curated add-on services, introducing a wellness-focused treatment menu featuring innovative offerings like Mukti Organic facials, head spa treatment & LED therapy.
Provided Amy with the bandwidth to hire a new front-of-house manager and curate new products and services aligned with her vision.
The Outcome
The Polished Byron Bay project successfully transitioned the business into a holistic wellness brand, elevating its presence in the beauty and wellness space. The new branding, website, and loyalty programs have enhanced customer engagement, while wellness-focused services have positioned Polished as a destination for self-care.
The project involved the whole team’s expertise – digital strategy, creative direction, copywriting, menu formulation, web design and development.
Amy was able to step back from operational overwhelm and focus on implementing the new menu and building strategic collaborations with local brands.
What The Client Had To Say
“The team at enKompass exceeded my expectations. Kellie and her team’s dedication, attention to detail, and ability to bring my vision to life were incredible. They delivered a seamless rebrand and strategy that perfectly aligned with my goals, all while staying on budget. I couldn’t be happier with the results—it’s everything I envisioned and more.”
Amy Phipps, Founder of Polished Byron Bay
