chacochacochacochacochaco
  • ABOUT
  • WORK
  • INTERVIEWS
  • INSIGHTS
  • CONTACT
  • ABOUT
  • WORK
  • INTERVIEWS
  • INSIGHTS
  • CONTACT

FULL REBRAND, REPOSITIONING, WORK

PERMA BLEND: THE FUTURE IS FOREVER


“All the money is made between the lines”

The fastest growing market of the beauty industry isn’t hair, nails or even make-up. It’s permament make up or PMU: applying permanent ink primarily under the skin in eyebrows and lips in procedures known as microblading and lipblushing.

Perma Blend is one of the engines of that growth. Founded by siblings that grew up in their dad’s tattoo parlor, it quickly became the world’s leading supplier of PMU pigments. After acquiring it, BAA decided to elevate it from great family business into a global brand of formidable presence. Chaco was hired to lead this transformation.

Right: Tattoo Lou’s: the legendary Long Island tatoo parlour established in 1958 by Lou Rubino sr.
It is here that Perma Blend founders Lou jr. and his sister Anne Marie grew up among needles, ink and Hell’s Angels.



ASK
1- identify a positioning that would align internal energies
2- refine its tone of voice and visual language into a coherent universe
3- create brand guidelines worthy of BAA’s ambitions

Tattoo-lou’s

SOLUTION: The first thing we did was anchor the brand unequivocally in the world of COLOR. This not only made things easier from BAA’s portfolio management point of view. It also provided a highly emotional and distinctive language to the brand. Color signifies life, health, and beauty: there is a reason we don’t see the world in black and white.

Define Deck Summary (17)

We also understood that the growth of PMU is fueled by new artists joining the market every year. They need reliable products, but the first thing they crave is guidance: someone to trust and learn from. With one of the founder’s solid reputation in the tattoo business and the other’s in education, we knew Perma Blend had the right to claim that role. After studying the success of brands like Adobe and Canon, Chaco recommended the implementation of an “expert strategy”, one that puts the artists first, because after all, their success would be Perma Blend’s.

Define Deck Summary (postioning))

This simple yet powerful articulation provided the a clear and inspiring direction: a celebration of color and a comitment to do anything it takes to help PMU artists everywhere reach the top of their game.

goop-face
READ THE STRATEGY +READ LESS -

“They’ve done it again! Chaco’s strategy-first approach coupled with their world-class creative skills and business acumen consistently delivers. On top of being just an incredibly kind and competent team to partner with. This wasn’t my first project with them, and it won’t be the last”.

 

Anna Vorrias, CMO BAA

goop paintbrush
goop-above
pb_brandpad cover-min
Palette
PermaBlend-2021-Brand-44-min
PermaBlend-2021-Brand-23
Aspirational-A-_1_-min
2022_Permablend_V7 4.51_Page_47-min
2022_Permablend_V7 4.51_Page_48-min
PREV Polybion<br/> From start-up to prime time
NEXT VICTOR:<br/> REiNVIGORATING AN AMERICAN ICON
  • CHACO MAIL
  • CHACO Whatsapp
  • CHACO Linkedin
  • ad

    Hi, I’m Kristi Hines, a freelance writer, ghostwriter, and copywriter who develops high-quality content for businesses.

    Phone: +000 123 456 7
    Fax: +000 123 456 7
    Email: uiueux@gmail.com

  • Categories

    • All
    • cases
    • CLIENTS REVIEWS
    • Design
    • Elements
    • FULL REBRAND
    • INSIGHTS
    • INTERVIEWS
    • News
    • PRODUCT DESIGN
    • REPOSITIONING
    • WORK
  • Recent Posts

    • HOW WAS IT FOR YOU?
    • ADVERTISING SAMPLES
    • VICTOR:
      REiNVIGORATING AN AMERICAN ICON
    • Polybion
      From start-up to prime time
    • PERMA BLEND: THE FUTURE IS FOREVER
  • Recent Comments

    • Bwsm on Audio Post – Hosted mp3
    • Bwsm-Test on Audio Post – Hosted mp3
    • Bwsm on Quote format post
PREVIOUS
Chaco Quarterly

Short, actionable insight from extraordinary sources.

"Because one must distinguish between Information, Knowledge and Wisdom"

The Chaco Quarterly is our mad attempt at countering ever-growing oceans of Information with drops of Knowledge distilled from our work with some of the world most remarkable people.

Designed to make you smarter than Instagram and happier than the news, each CQ provides 90 seconds of advice from an extraordinary individual, one selected quick read from some the world most reputable sources, and a Chaco paper with unusual yet practical perspectives on modern business.

Want the Chaco Quarterly?

Want the Chaco Quarterly?

Short, actionable insight from extraordinary sources.
Because one must distinguish between Information, Knowledge and Wisdom.

The Chaco Quarterly is our mad attempt at countering ever-growing oceans of Information with drops of Knowledge distilled from our work with some of the world most remarkable people.
Designed to make you smarter than Instagram and happier than the news.

ABOUT
WORK
INTERVIEWS
INSIGHTS
CONTACT

    
PRIVACY POLICY

68 Jay Street
Brooklyn 11201
New York


+1 (347) 871.1822
TALKTO@CHACO.CC

 

CHACO - We are Animals.