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.
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
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.
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.
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.
“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