A communication audit and personal branding mini-strategy that brought the brand's founder out of the salon's shadow
A communication audit for LUISSE on Instagram (66.6k followers) and a personal branding mini-strategy for founder Łukasz Szymczak — a bridge between the salon's account and the man behind it.
Our client
LUISSE is a Warsaw hairdressing brand with a strong presence on Instagram (66.6k followers), built mostly on polished photos of hairstyles and the team at work. Behind the brand is Łukasz Szymczak — an expert with 11 years in the trade, featured in outlets like TVN and Vogue.
Despite the salon profile's large reach, the founder himself stayed in the shadow of his own brand — consultations and video makeovers were dominated by the staff, and the salon's profile gave audiences no path to his personal account.
The challenge
Social Lama's brief was to audit LUISSE's current communication and build a personal branding mini-strategy for its founder, Łukasz Szymczak.
- Giving the brand a "human face" — building a direct, personal connection between the audience and its founder.
- Putting Łukasz's expert potential to work in the "expert behind the chair" format, until now dominated by the staff.
- Connecting the salon profile with the founder's personal account to make it easier to build his personal brand.
- Introducing a regular content series featuring the founder, instead of occasional one-off posts.
- Enriching a feed built purely on aesthetics with the educational, substantive value that builds authority.
Our approach
Diagnosing LUISSE's communication
We analyzed LUISSE's communication and named the key gaps: no "human face" despite the salon's large reach, the founder's expert potential going unused, no consistent link between the salon profile and Łukasz's personal account, and irregular posting whenever he did appear.
We also pointed out that a feed devoted purely to polished photos of hairstyles and the team at work left the brand without the educational, substantive value that would build the founder's authority.
A personal branding mini-strategy for the founder
We proposed adding a direct, clickable link to the personal account @lukaszszymczak.luisse in the salon profile's bio — a "bridge" between the brand and its founder — along with regular posts visible on both accounts at once.
We planned a pinned carousel covering Łukasz's story, his 11 years of experience, and the values he brings to working with clients, plus educational formats and a series of posts and videos featuring him — all wrapped in a strategy that lays out specific actions month by month.
