The new endota spa nourish.nuture.you campaign puts a spotlight on the diversity of natural beauty. It aims to bring into focus the brand’s holistic wellbeing offering.
CEO Melanie Gleeson said this approach represents the vision she had for the business from the beginning. It is aligned to endota’s transition from retail spa network to a wellbeing leader that creates results-based skincare, performs treatments in spa, educates beauty and massage therapists through its certified wellness colleges and offers a complete online hub of wellness tools to its customers and members.
endota spa wellbeing campaign showcases diversity
“While the business has grown and evolved exponentially over the past 20 years, the goal has always been to make people feel better and to make wellbeing a healthy habit, rather than a luxury,” said Gleeson.
“In launching this new brand position and identity, endota is now fully embracing and representing our belief that the experience of wellbeing is our natural state.”
Gleeson added “Wrinkles, scars, stretch marks, hair, smile lines – there is true magnificence in diversity and that is what we see every day across our network.”
Three renowned photographers shot models without make-up, hair or wardrobe assistance, in natural light. The pictures were not retouched.
The new creative direction also features a reworking of endota’s malachite brand mark.
The new campaign is running across radio, out-of-home, podcast advertising, paid social and search.
It is also on the endota website, CRM and across its more than 100 spa point-of-sale digital screens.
The new brand and visual identity will also be rolled out fully across its Australian and New Zealand spa network signage and product packaging in the near future.
Find out what else is happening in the wellness market in Australia.
