Creating a luxury experience: Podcast Interview with Daniel Langer on Lashgasm Radio with Jenelle Paris
Listen to the podcast on Spotify
“This is life changing”
- Lash Affair customer feedback
Jenelle Paris is a celebrity in the world of lashes. At Lash Affair, she and her team are changing stories, providing their clients with the most luxurious lash experiences. The feedback Jenelle and her team get almost daily is, “This is life changing,” as they change the stories of their customers.
“I am addicted”
- Lash Affair customer feedback
Équité has built Lash Affair’s global brand strategy, the brand positioning, and the unparalleled luxury experience with a particular focus on celebrating the moment the stories of customers are changed. The moment they experience their Lashgasm. Everything was rigorously strategized and planned to achieve the most customer-centric experience. “A brand has to be like an opera play, every detail matters, every moment, every element. We need to create a feeling, and repeat it again and again, in every interaction,” is what Daniel Langer, CEO of Équité is convinced of. To build Lash Affair’s luxury experience, Équité used its proprietary Next Generation Systematic Value Creation Approach, starting with a brand audit to identify the white space for the brand, followed by a strategy phase that included building the brand story and precise execution guidelines, and an acceleration phase where the customer journey is outlined, prototyped, and optimized in every detail. As a result, customers tell us that they are “addicted.” Changing the narrative from a product focus to a radically customer-centric approach is a critical success factor. It’s all about servicing and empowering customers to the point where they say, “I can't believe it’s me.”
“I can’t believe it’s me”
-Lash Affair customer feedback
Another critical point was to define the brand tonality and emotion. The brand is all about being real and delivering incredible services without bullsh*ting. It creates an inspiring and safe environment for clients to be themselves and to change their story.
The one to two hour ritual that clients experience in the Lash Affair Studios was created to be nothing but the best time spent in the month, with every detail meticulously strategized, timed, and orchestrated. It’s an example of extreme value creation with every detail in mind. And a take on luxury that keeps things real, personal, and powerful.
“Creating the brand positioning, story, and luxury experience for Lash Affair was an exceptional project because we had the freedom to develop a category disrupting brand strategy, second to none, authentic, raw, disrespectfully respectful, luxurious, and giving a f*ck about any convention”
- Daniel Langer, CEO Équité
In the podcast Jenelle and Daniel talk about the story behind changing stories, what luxury is, Gen Z, sustainability, and what brands and entrepreneurs should do to be more successful.
Listen to the podcast on Spotify
