SELECTED PROJECT
Luminous Skin
Brand development · Website · Content · Digital marketing
Growing with Luminous Skin while keeping it personal
Applebee has worked with Luminous Skin across brand development, website design, treatment information, social content, advertising, print and digital visibility. The relationship now spans around seven years.
Luminous Skin is led by Registered Cosmetic Nurse Lacey and works across Nelson, Tasman and regular Blenheim clinics.
Over time, the job has never been simply to make the clinic look more polished. It has been to help the brand evolve as the business has grown, while keeping the personal relationship between Lacey and her clients at the centre of it.
01 / THE BRAND
Creating a brand that felt personal from the start
Applebee created the Luminous Skin brand identity, shaping the visual direction and the way the clinic presents itself across print, digital and online platforms.
The aim was to create something polished and professional, but still warm, approachable and personal enough to reflect the relationship Lacey builds with her clients.
Over time, the brand has continued to evolve across colour, typography, imagery, messaging and treatment communication, while keeping that original personality intact.
Messaging such as “Your skin. Your way. With Lacey.” and “One face. Every visit.” has helped strengthen that personal positioning and reinforce the continuity of working with the same practitioner.
03 / THE WEBSITE
Making complex information easier to understand
Cosmetic and advanced skin treatments can involve a lot of information, and people often arrive with questions long before they are ready to book.
The site has been developed around clearer treatment information, stronger structure and easier pathways through to the next step.
It also supports wider marketing activity, including local search, campaigns and the clinic’s Timely booking system.
03 / CONTENT & SOCIAL
Bringing more of Lacey into the marketing
Social content has gradually moved away from straightforward treatment promotion towards a more human, educational style.
Content series including Things I hear every week, Myth Mondays, Clinic Diaries and Nobody tells you this about… create opportunities for Lacey’s experience, perspective and personality to come through.
That is particularly valuable in a business where trust is often built well before someone books an appointment.
Content spans treatment education, common questions, clinic life, new services and practical information while taking the advertising requirements around cosmetic medicine into account.
04 / CAMPAIGNS
Building familiarity before asking for a booking
Applebee supports Luminous Skin with campaign work across Nelson, Tasman and Blenheim, including Google Ads, campaign creative, landing pages and location-specific promotion.
The approach is deliberately more about consideration and familiarity than hard selling.
Cosmetic treatments are generally considered decisions, so pushing someone immediately towards a booking can be less useful than helping them become familiar with the practitioner, understand their options and feel confident enough to take the next step.
Campaign messaging has therefore focused on consultations, practitioner experience, treatment information and making Luminous Skin easier to discover when people are actively researching their options.
05 / ONGOING SUPPORT
Building on what came before.
Luminous Skin has never been a project that finished with a website launch.
Over eight+ years, the work has continued across website updates, treatment launches, social content, campaigns, advertising, print and digital visibility.
Because the brand and business are already well understood, each new piece of work can build naturally on what came before.
THE WHOLE RELATIONSHIP
One business.
Many moving parts.
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Brand identity
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Website design
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Website content
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Social media
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Campaign creative
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Google Ads
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SEO + local visibility
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Print + ongoing design