How We Unified a Beauty Brand Portfolio to Drive Franchise Growth
The Problem
WellBiz Brands had built a portfolio of four thriving beauty and wellness franchise brands. Drybar, Amazing Lash Studio, Elements Massage and Radiant Waxing each had strong consumer followings and proven concepts. The challenge was that the WellBiz Brands parent story was largely untold, and prospective franchisees weren’t connecting the individual brands back to the larger portfolio opportunity. We saw a way to change that.
The Solution
Curious Jane built a franchise development strategy that led with WellBiz Brands as the umbrella brand, establishing its credibility at the top of the funnel before introducing the individual sub-brands. We used the recognition of Drybar — the most well-known of the four — to elevate the others and create a cross-selling opportunity across the portfolio.
From there, we identified where WellBiz Brands’ ideal franchisee prospect was spending her time and built a targeted media strategy across Google and Meta to reach her. PR rounded out the approach, building authority and visibility for the parent brand in franchise and business publications. This led to a significant increase in lead volume and quality.
