The objective is to identify the important factors to consider while choosing products, understand the brand's benefits in comparison to competitors, and determine the communication channels. This involves the following: 

- Analyzing market trends in aesthetic medicine 

- Evaluating the level of consumer awareness, brand knowledge, and positioning among competitors (product perception) 

- Comparing the functional characteristics of products 

- Comparing product pricing 

- Assessing competitor activity (tools used and target audience) 

- Segmenting the audience 

- Creating profiles of customers (patients) and cosmetologists 

- Identifying influential factors and decision-making processes. Additionally, we have analyzed the factors that influence the choice of fillers for cosmetologists 

- Designing a Customer Journey Map for consumers and cosmetologists 

- Conducting a SWOT analysis of Magic Beauty in the market for both B2B and B2C audiences.

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For the idea of a new identity, we used the communication slogan – Be Magic.

 

We wanted to tell the stories of outstanding women who have made significant contributions to the development of the beauty industry, so we incorporated their signature pattern. The identity was highlighted with a combination of colors featuring complex shades.

 

To prevent the logo from looking too conservative, we combined two opposite font styles: "classic" with serifs (solidity and status) and "modern" styled-like handwriting (conveys the main communication message).