Maly’s: HairCares Brand Identity

Challenges After rebranding Maly’s, the third largest US distributor of salon quality products, MSLK was commissioned once again to establish a rewards program that would boost sales, inspire customer loyalty, and reinforce Maly’s commitment to the salon community. Strategy After rebranding Maly’s, the third largest US distributor of salon quality products, MSLK was commissioned once again to establish a rewards program that would boost sales, inspire customer loyalty, and reinforce Maly’s commitment to the salon community. Design The look and feel of HairCares picked up on the Maly’s brand identity. Maly’s blue brand color was employed in the word “hair” to establish a connection with the company. Furthermore, the “i” was dotted with a heart to reinforce the personal connection and philanthropic nature of the program. This heart symbol would also become a shorthand graphic symbol for HairCares in many applications. Success HairCares and its brand positioning was a tremendous success. In its first year, the program raised over $20,000 and led to increased consumer loyalty, as well as a 12% increase in sales at the seasonal sales events.