Crowns Hair group is relaunching its salon network under virtual hair and beauty brand Lookfantastic as it moves to consolidate its position in the haircare market.
Lookfantastic, the online arm of the business, distributes luxury hair and beauty products throughout the UK in partnership with upmarket labels including Redken, Kerastase and Dermalogica.
The company, which operates salons in the south and the Midlands, is rolling out the new branding across the stores next week as it prepares to embark on a nationwide expansion drive.
Crowns Hair & Beauty founder and chairman Peter Crown says the brand rethink is designed to create greater continuity across the business as it moves to extend its operations with a target of 35 stores nationwide in the coming two years.
The roll-out is being supported by in-store promotions, including a series of salon open days for existing customers featuring free treatments and other discount offers.