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In the beauty industry, the experience begins long before the service.
The customer finds the brand, observes the space, gets to know the people behind it, analyzes reviews, follows social media, schedules appointments, and creates expectations even before arriving.
Therefore, EMME works on the company's image in a 360º approach, giving structure to what already shines.
Digital presence
Website, social media, Google, content, reputation, and communication all need to present a recognizable and consistent brand, regardless of the channel through which the customer arrives.
Image of the founder
Those who lead a business also communicate.
We work on positioning the founders to transform their knowledge, vision, and experience into authority that strengthens their own brand.
Team image
The team is part of the brand promise. Communication, presentation, behavior, and employee experience directly influence the perception that the customer forms about the company.
This is where employer branding begins to meet customer experience.
Image from space
Physical space is also communication. The facade, reception area, materials, signage, visual details, and presentation need to be aligned with the online positioning.
The experience cannot promise one thing on Instagram and deliver another when the door opens.
Customer Experience
Marketing brought the customer this far. What happens next determines whether they return, recommend the brand, and build a relationship with it.
EMME observes the journey as a whole, identifying points that can improve perception, flow, communication, and loyalty.
Everything needs to tell the same story.
When brand, people, space, and experience follow different directions, the customer notices. Standardization doesn't mean making everything the same; it means creating a recognizable foundation that allows the business's identity to emerge consistently.
That's where a truly strong presence is born.
GP Hair Experience is our biggest before and after.
This case study illustrates the principle that guides EMME 's work: creativity may attract attention, but sustainable growth requires structure, adaptation, organization, standardization, optimization, and consistency.
GP Hair Experience
From salon to company.
GP Hair Experience represents EMME's longest and most comprehensive relationship with a brand. Over eight years, the marketing team has accompanied the evolution of the business, adapting strategy, communication, and projects to each new phase.
The result is a case study that cannot be reduced to social media alone: it involves revenue, team, capacity, authority, founder positioning, market recognition, and expansion of the brand's ecosystem.
Best Luxury Hair Salon 2025
GP Hair Experience received the Luxury Lifestyle Awards for Best Luxury Hair Salon in the Netherlands.
10×
Revenue grew approximately tenfold over eight years.
2 changes
Growth necessitated two salon relocations to increase operational capacity.
1K → 25K
The Instagram community grew from approximately one thousand to 25 thousand followers.
#2 in 2024
GP Hair Experience has won second place in the Netherlands' Salon Top 100.
4x
The team has become approximately four times larger.
#3 in 2025
The following year, it remained among the top three salons in the country.
Growth doesn't happen on its own.
The results of the GP Hair Experience were built through consistent teamwork, with different skills, decisions, and people contributing throughout each phase of the business. Marketing played an important role in positioning, presence, acquisition, and brand development, but it was only one part of this transformation.
As the business grew, it also became necessary to develop leadership skills. With the work of stepUp People Development , the founder underwent a leadership development process and acquired other essential competencies to keep pace with a larger company, a more structured team, and new management challenges.
This shift in mindset helped solidify growth: the brand became more professional externally, while leadership, people, and structure matured internally.
Growing up also changes perception.
Throughout this journey, the branding work went beyond customer acquisition. Gleiton Pedro 's image was developed alongside the company's growth, strengthening his authority as founder, hairstylist, Wella Passionista, and entrepreneur.
The journey also brought recognition as a Brazilian entrepreneur in the Netherlands, media coverage, and new opportunities for partnerships and increased brand visibility.
When a brand grows, the ecosystem grows with it.
The evolution of GP has opened up opportunities for new businesses, brand extensions, and projects, including 369 Premium Hair , The GP Hair Academy , and, most recently, Valerius by GP Hair Experience.
More than just increasing reach, the long-term work helped build a brand capable of sustaining new experiences and new business opportunities.
