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Entering a foreign market came with key hurdles:
No clear brand identity so the company lacked distinct positioning, tone of voice, and visual identity, making it hard to stand out
Limited audience insights with little understanding of Romanian customers, their pain points, and emotional triggers
Inconsistent branding that caused a need for a unified system that worked with Romanian customers
Intuitive, unstructured marketing because efforts were scattered, without a clear strategy or long-term vision
We led a comprehensive brand strategy process, ensuring a data-driven, market-ready approach:
Deep audience research. Uncovered real customer needs, frustrations, and behaviors in Ukraine and Romania
Market, trend & competitor analysis. Identified gaps in Romania’s beauty market and strategic opportunities
Brand positioning. Freedom as a core value. Freedom from daily shaving, pain, self-doubt, and outdated beauty standards
Customer journey mapping. Defined key touchpoints—key moments where a customer interacts with the brand (social media, booking experience, in-salon visits, and staff interactions)—and created a step-by-step communication plan to build trust and loyalty
Visual identity & brand style. Designed a look that reflects ease, comfort, and modernity while reinforcing the brand’s core message
Laserty has transformed from an intuitive approach to a strategically driven brand with a strong foundation for growth. Its bold, distinctive identity now resonates with international audiences, while the fully implemented strategy is already driving steady expansion in Romania through a cohesive, trust-based brand experience
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