Taneesa Williamson The new creative direction includes a reinvention of the iconic endota malachite brand mark and talent recast to showcase the beauty of diversity, connection found in vulnerability and the power of strength in one-self.
This month, much-loved Australian brand endota has launched a new brand positioning and campaign, underpinned by the wellbeing leader’s expansion into holistic wellbeing – encompassing its spa, skincare and retreat offerings.
The significant step-change with the launch of its new nourish.nurture.you campaign supports endota’s growth from a spa business to a leader in wellbeing across its spas, products, education and digital wellness offerings. The campaign was captured through the lens of three accomplished photographers – shooting with no wardrobe, no hair and makeup, only natural lighting and no retouching – the endota campaign shows what beautiful truly looks like and brings into focus the brand’s holistic wellbeing offering.
It is an approach that endota’s founder and CEO Melanie Gleeson says is a representation of the vision she had for the business from the beginning. It is aligned to endota’s transition from its initial retail spa network, which was launched in 2000 in an aim to help women feel better and re-connect with themselves, to a leader in wellbeing that creates results-based skincare, performs treatments in spa settings, educates the future of beauty and massage therapists through its certified wellness colleges, whilst offering a comprehensive online hub of wellness tools to customers and members.
“While the business has grown and evolved exponentially over the past 20 years, the goal has always been to make people feel better and to make wellbeing a healthy habit, rather than a luxury,” said Gleeson.
“As a leader in wellness, we know that wellbeing is more than a trend and deeper than a quick fix – we know that something special happens when we actively nurture our own health and happiness, we feel more uplifted, more confident and more authentically ourselves. Ask yourself, when was the last time you took a moment just for yourself and your wellbeing?”
“In launching this new brand position and identity, endota is now fully embracing and representing our belief that the experience of wellbeing is our natural state and we want to encourage Australians to take a moment to nourish and nurture themselves and make the pursuit of wellbeing a way of life to feel free within their own skin.”
Founder and CEO of endota, Melanie Gleeson
Endota has partnered with renowned fashion and beauty photographers Stephen Ward, Nicole Bentley and Jennifer Stenglein on an unconventional brief to bring the new positioning to life.
Aiming to counter the idea of stereotypical representations of ‘beauty’ and make it more accessible to all individuals, endota worked with these celebrated photographers to show the human side, flaws and all, of wellbeing. The result is a beautiful, intimate and raw campaign that contributes to a movement of encouraging people to recognise their own strength and feel empowered as they are.
The new campaign is currently live across radio, out-of-home, podcast advertising, paid social, search as well as owned assets including the endota website, CRM and across its more than 100 spa point-of-sale digital screens. The new brand and visual identity will also be rolled out fully across its Australian and New Zealand spa network signage and product packaging in the near future.
Read SPA+CLINIC’s latest issue here:
There are 5 ways you can catch up with SPA+CLINIC
- Our quarterly print magazine, delivered to your door. Subscribe here.
- Our website, which is updated daily with its own completely unique content and breaking news.
- Our weekly newsletter – free to your inbox! Subscribe here.
- Our digital magazine – click here to view previous issues.
- Our social media – see daily updates on our Instagram, Facebook & Linkedin
