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Main Street: Season 3

Episode 3: Today’s Beauty Supply

How we transformed

Today's Beauty Supply

Dig deeper into the thought and decisions that guided the Deluxe team as they developed Today’s Beauty’s marketing strategy.

Located in residential Central Alton, Today’s Beauty Supply provides beauty products to an underserved part of the Alton community. Owner Benjamin Golley opened his store in 2000 to serve the African American community because he noticed the big beauty chains weren’t catering to them. Fast forward 18 years and he’s struggling to make a paycheck. On top of that, his building also houses his passion project, Today’s Place, a safe space for kids in the neighborhood to come after school where he provides snacks and a place for them to do their homework. With absolutely no branding, not even a logo, Benjamin’s marketing is a blank canvas.

Deluxe’s Amanda Brinkman has brought in Season 1 and 2 veteran, Lynne Robertson of Fame Retail in Minneapolis to help transform Benjamin’s cluttered space, while the Deluxe team will take on the task of helping Benjamin find his brand. Along with the team is Ty Pennington, offering his advice for some exterior changes that could help Benjamin attract more customers. In this episode, Deluxe creates a new logo for Today’s Beauty that translates well to his branded clothing and shopping bags, along with a new website that helps showcase Benjamin’s heart and soul for Today’s Beauty and Today’s Place. Tune in to see this one of a kind transformation along with an incredible story of giving back.

Get to know the characters in this episode:

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