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Guiding Treatwell through Pride campaigns

We guided an authentic approach to promoting LGBTQIA+ friendly businesses

Treatwell is a leading platform in Europe for booking hair, beauty, and wellness treatments, working with over 40,000 salon partners across 13 countries and processing over 5 million bookings every month. We partnered with the brand to provide marketing teams with the skills and confidence to launch an LGBTQIA+ friendly badge to signpost inclusive hair & beauty spaces on the Treatwell platform.

Taking their first steps into DEI work, Treatwell felt the right place to start was through the strand of LGBTQIA+ rights, knowing that there is an innate link between the beauty industry and gender-affirming care.

We facilitated an inclusive planning workshop with LGBTQIA+ advisors from our network who have both lived experience as well as hair and beauty industry expertise to review Treatwell’s proposed campaign strategy, messaging and materials. This was followed by ongoing strategic counsel on the criteria Treatwell salons needed to meet in order to be eligible to receive an LGBTQIA+ friendly badge, alongside providing detailed briefings, crisis and risk mitigation planning for all relevant stakeholders. We also advised on earned and owned media outreach plans and messaging. 

To date, over 10,000 professionals across Europe have wholeheartedly embraced Treatwell’s mission of making beauty a more inclusive space for everyone, with 4000 salons across Europe signing up for the LGBTQIA+ friendly badge within a week of its launch.

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