Destiny De'Ve Hair Salon


One year after its Grand Opening, Destiny DeVe Hair Salon and Spa, contacted Traci Allen Inc. to help diversify their image and expand their client base. 

Located in the Columbia Heights area of Washington DC, Destiny DeVe was primed for a tremendous increase in revenue due to the revitalization within the area. A recently opened Target, Best Buy, and theatre welcomed new residents to the area’s burgeoning condominium developments. 

At the same time, a new line of services was being launched by the salon, including nail services, eyelash extensions, make up artists, and waxing services as well as repositioning of Destiny DeVe as a multi-cultural salon. 

New collateral was designed to specifically target the community that surrounds Destiny DeVe. Partnerships with local residential communities was key – promotional materials were included in move in packages for incoming residents; additionally condominium concierge desks were debriefed on DeVe’s services, pricing structure and event schedule. 

In the new material, it was essential to capitalize on the brand affiliations of Destiny DeVe. Focusing on the availability of high-end products was critical – Aveda, OPI, and MAC have a distinct cache in the industry – one that Destiny DeVe leveraged to their advantage. 

The social media strategy was to engage existing clients – encouraging them to follow Destiny DeVe online – and providing several incentives for them to do so. 

Mini Makeover Monday’s were a runaway success – Destiny DeVe invited existing clients, local Lifestyle and Beauty editors, Fashion and Beauty bloggers, as well as the general public, to participate in their exclusive in-salon “Happy Hour.” 

Partnering with next-door neighbor, Rumbero’s Restaurant, hors d’oeuvers, sangria and various cocktails were provided while customers mingled and sampled the new services being offered. Makeovers were captured via Flip Camera, combined with client testimonials and posted to a live stream online, cross promoting across all Destiny DeVe’s channels. 

Additionally, every attendee was entered into a drawing for a full makeover – where one would experience the full scope of Destiny DeVe’s offerings – a head to toe personal beauty renovation! 

Conducting training for DeVe’s staff was another major component to the success of this campaign. Sales and customer service guidance provided the skills necessary to enable the staff to improve their ability to upsell with products and services to their clients in an organic, conversational manner – before they leave the stylists chair. 

DeVe’s media presence increased dramatically during the initial public relations push. The salon was featured in 16 area blogs, as well as Uptown Magazine, Sophisticate’s Black Hair and The Washington Post. Local CBS Weekend News featured Destiny DeVe as well. 

In salon, activities went just as well. An immediate swell in the purchase of secondary services began following the training period. Within 4 weeks of campaign launch, 30% of existing clients purchased 2 or more services during their scheduled appointments. 

New clients increased 37% - including a 15% increase in walk-in traffic. 80% of these first time clients converted to returning customers.