DOREMI KOREAN HAIR SALON
DOREMI Korean Hair Salon is a specialist Korean hair studio in Singapore, formed by a team of Korean coiffeurs with over 13 years of local experience. Established in 2010 and rebranded in 2024, their stylists each bring more than 35,000 hours of hands-on expertise. They focus on Korean hairstyling, colouring, perming and intensive hair treatments, complemented by full Korean make‑up services. Partnering with MUCOTA, L’Oréal and Milbon, they deliver trend‑led, long‑lasting Korean looks tailored to every client.
Target Market Analysis (Personas)
The K-Beauty Trendsetter
This persona is driven by social media trends (TikTok/Instagram) and wants to replicate specific looks from K-dramas or K-Pop idols.
Name: "Aesthetic Alice"
Demographics: Female, late teens to late 20s. Student or early-career creative.
Behavior: Heavily follows Korean pop culture. Changes hair color/style frequently (every 3-4 months). Values "Instagrammable" results over longevity.
Spending Power: Moderate to High (willing to save up for the "perfect" hair transformation).
The Goal:
To achieve a specific, trendy "Idol" look (e.g., Wonyoung-style waves, Ash Grey Balayage, or Hime Cut) that looks authentic, not a "local copycat" version.
She wants a salon that understands terms like "C-Curl," "S-Curl," and "Aegyo-mori" without needing excessive explanation.
Pain Points:
Authenticity Gap: Frustrated by local stylists who claim to do "Korean Perms" but deliver generic "Auntie curls."
Bleach Anxiety: Wants vibrant colors but fears "frying" her hair to the point of breakage.
Price Shock: Often encounters salons that bait with low prices but add hidden costs for "bleach length" or "essential treatments" at the counter.
Website Features For Persona
"Meet Our Team" Section: Highlight the stylists' origins (e.g., "Senior Creative Coiffeur from top Korean chains") to build authority and trust in their authentic skills.
Gallery/Instagram Feed Integration: High-resolution photos of real client results showing trendy styles (Balayage, Airtouch) to serve as visual proof.
Transparent Pricing Menu: Clear breakdown of costs for "Creative Colour" and "Bleaching" to alleviate anxiety about the final bill.
The "Burned" Perfectionist
This persona has had traumatic salon experiences in the past (damaged hair, orange brassy color, or aggressive upselling) and is now extremely cautious
Name: "Skeptical Sarah"
Demographics: Female, 30s to 40s. Working professional.
Behavior: Researches salons extensively before booking. Reads Google Reviews religiously. Sticks to one stylist once trust is established.
Spending Power: High (willing to pay a premium for safety, consistency, and peace of mind).
The Goal:
•Damage Control & Restoration: Her primary goal is hair health. She wants colour or perms that do not compromise the integrity of her hair.
•Trust & Transparency: She seeks a "consultative" relationship where the stylist will honestly tell her no if a treatment will damage her hair.
Pain Points:
Aggressive Hard-Selling: She hates being trapped in a chair while a stylist pushes a $2,000 package or "essential scalp treatment."
Chemical Trauma: Fear of ammonia-based products that sting the scalp or leave hair brittle.
Inconsistency: Tired of getting a good cut once, but a terrible one the next time.
Website Features For Persona
"No Hard-Selling" Promise: A dedicated "About Us" section or banner explicitly stating the salon’s philosophy against aggressive sales tactics (a key differentiator for DOREMI).
Detailed "Process" Pages: Educational content explaining the "6-Step Colour Process" or "Pre-Treatment Protection" (e.g., using Milbon or L'Oréal iNOA ammonia-free products) to reassure her of safety.
Consultation Booking: A feature allowing her to book a "Consultation Only" appointment or a WhatsApp chat widget for pre-visit questions.
The Executive Wellness Seeker
This persona views the salon visit as a form of therapy and self-care, not just a maintenance chore. They value efficiency, privacy, and relaxation.
Name: "Corporate Chris" (Male/Female)
Demographics: 35+, Senior Management or Business Owner.
Behavior: Very busy schedule; values punctuality. Views hair care as part of overall grooming and stress relief.
Spending Power: Very High (values time and experience over cost).
The Goal:
Efficiency & Polish: Needs a low-maintenance, professional cut (e.g., "Down Perm" for men to flatten sideburns, or sleek Rebonding for women) that looks good with minimal daily effort.
Relaxation: Specifically interested in "Head Spas" or Scalp Treatments to de-stress after a long work week.
Pain Points:
Time Wastage: cannot afford to spend 5 hours in a salon for a procedure that should take 3.
Crowded/Noisy Environment: Dislikes chaotic, loud salons. Wants a semi-private or calm atmosphere to perhaps answer emails or relax.
Scalp Issues: Often deals with stress-related scalp issues (hair loss, dandruff, sensitivity) and needs clinical-grade solutions, not just cosmetic ones.
Website Features For Persona
Head Spa Menu: A dedicated, prominent section for "Scalp Treatments" and "Head Spas" (like the Ayurveda or Waterfall Spa) with duration times listed clearly.
Online Booking System: A seamless, mobile-friendly booking engine that allows them to secure a slot instantly without calling.
Service Durations: listing the estimated time for each service so they can plan their busy day accordingly.
Colour Palette
This warm, muted brown palette positions DOREMI as a refined, contemporary Korean hair salon. The light taupes create an airy, minimal canvas for layouts and background surfaces. Mid‑tone reference natural hair shades, ideal for typography, service cards and product highlights. The deep espresso accent anchors the brand with sophistication, working well for logotype, navigation and calls‑to‑action. Together, the palette communicates softness, understated luxury and timeless, gender‑neutral elegance.
THE LOGO
The DOREMI logo uses bold, geometric letterforms that echo the rhythm of musical notes, conveying a playful yet confident Korean identity. Rounded counters and softened corners create a friendly, approachable feel, while the heavy weight projects reliability and strong brand presence. The Hangul wordmark balances the Latin logotype, reinforcing authenticity. Clean, monochrome execution supports versatility across digital and print touchpoints, allowing hair visuals and colour work to stand out while the logo remains a modern, instantly recognisable signature.
