At-home, DIY hair coloring products can save you money but can be inconvenient. Gray roots appear like a skunk’s stripe and you have to find the time to head to the store, hope they have the right color on hand, head home, apply, wait, wash and dry. Eventually the color no longer works properly and you have to go through another trial and error process to find a new formula that will do the trick.

Salon treatments are expensive and getting an appointment when you want one isn’t always possible – and, let’s face it – guys may not be comfortable having their hair colored out in the open in a salon.

eSalon understands these downsides to the current coloring options and TWISTED to come up with a fresh solution.

They took the quality treatment you’d get from a salon – think Frederic Fekkai Salons – and twisted it with BirchBox’s customized home-delivery service concept to create an affordable, DIY hair color product delivered right to your door.

They custom-tailor the coloring formula specifically to each individual client… they even put the customer’s name on the bottle.

eSalon looked at an old problem from a fresh perspective and came up with an award winning, simple solution.  (InStyle Magazine named it “Best of the Web” and Total Beauty voted it “Best Hair Color” for 2013 and 2014. *)

How can you learn from this TWIST and make it easier for customers to experience your product? Offer home delivery, same day pickup or an app to place an order. Adding a personal touch, like a sincere thank you note, can let them know you value the unique connection you share with them.

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Finding the right TWIST can help your brand standout. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program.

Brand School is our highly effective, online branding program that will help you grow a stronger personal or business brand. Get more information about the next session and apply for your Brand Health Check HERE.



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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


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