Idolize Brows and Beauty’s Rebrand Drives Sales and New Business
Idolize Brows and Beauty’s Rebrand Drives Sales and New Business

How spa franchise Idolize Brows and Beauty leveraged its strong offering into a rebrand that elevated the look and feel of its spas and increased revenue.

Idolize Brows and Beauty's in-demand spa services have consistently fueled the improvement and growth the brand has experienced. Bolstered by a top-tier business model, Idolize grew from its mall kiosk beginnings in Charlotte, North Carolina into a regionally recognizable spa concept. Still, the brand wanted to grow and after turning to franchising late last year, Idolize made the decision to rebrand, remodeling locations, adding services and launching a new product line in a move that has proven itself a lucrative one.

When Mo Pandoria founded Idolize in 2009, its main offering was eyebrow threading. An alternative to traditional waxing that was growing in popularity but lacked a high-quality, customer centric specialist in the beauty segment, Pandoria realized the magnitude of the opportunity in front of him. “As business got better and better, I realized I was really enjoying my love for growing my business, so I quit my full-time job to focus fully on running the business,” Pandoria said.

In the following years, Idolize began to open additional corporate locations, gaining a stronger foothold in the Charlotte area before realizing the brand’s strong business model was fit to scale. When Idolize made the decision to begin franchising, Pandoria knew putting the brand’s best foot forward meant shaking things up.

“I wanted to build a brand that, as time goes by, I could constantly improve upon and innovate. Franchising gave us the opportunity to elevate Idolize’s look, feel, services, culture and overall image,” Pandoria said.

The move achieved all of those goals and more. Idolize’s offering now includes brow, lash, waxing and facial services, from lash extensions and tinting to facials enhanced with specialized formulas and new techniques.

“Idolize now caters to more people and provides more services than it ever has,” Pandoria said. “We’re always improving our waxing and facial services, but it's really all about the customer experience. We focus on giving customers such a quality experience that they become return customers. Most of our clients come back every two to six weeks, which helps grow our business,” Pandoria added.

Idolize’s rebrand entailed a total interior remodel that transformed the look of the spas even cleaner, brighter and more modern. Additionally, an improved point-of-sale system updated uniforms and a new website layout were created in line with one another, bringing seamless consistency of brand image. “At the end of the day, we stand out thanks to our desire to continue improving ourselves,” Pandoria noted.

As a result of its efforts, Idolize has enjoyed a “massive improvement” in sales and the reaction from clients old and new has been positive. “They’ve all been wowed. It makes them feel good to walk into the clean, upscale, relaxing environment we’ve created,” Pandoria said. Idolize has finished remodeling three of its seven locations as it continues seeking franchise partners throughout the Southeast and East Coast with strong business acumen and a passion for providing excellent service above all.

“There’s a ‘wow’ factor when people see our spas. I think the appealing look and feel brings in those that are interested in finding a franchise that they can show off and be proud of,” Pandoria said.