The Professional Beauty Association's cosmetology student program takes place each January in conjunction with the International Salon and Spa Expo in Long Beach, CA. I was brought on board to transform the existing marketing campaign into punchy, on-trend visuals to liven up the ballroom event spaces. We decided on a series of backdrops and photo opportunities designed to encourage attendees to share their experience on social media.
This beauty means business.
I proposed the addition of a new tagline to help bridge the gap between the youthful, beauty-centric aesthetic and business-focused content of the event. The tagline was immediately adopted as a secondary slogan for the program moving forward. We utilized the new tagline in window-clings, swag bags, stickers and one of the photo backdrops.