The LABoratory a ruby devine salon
ABOUT THE PROJECT
The Business
Industry: Hair Salon
Location: Alexandria, VA
About the Client: A modern, science-inspired salon founded by industry educator Ruby Devine that blends education, collaboration, and creativity to deliver dynamic color services and a wide range of styles through a team committed to continuous professional growth.
Length of Partnership: 9+ months
The Challenge
The LABoratory a ruby devine salon came to us with a strong reputation and loyal client base, but a desire to better showcase the personality and team dynamic that sets them apart. Their primary goal was to bring the salon’s culture to life on social media and highlight the collaborative, fun, and creative environment. Initially, we focused on increasing visibility, aligning with Ruby’s vision by developing a distinct content format that quickly gained traction and led to viral growth across Instagram and TikTok. Over time, the strategy evolved toward conversion-driven content, shifting the focus from industry recognition to client acquisition. Through more intentional storytelling, salon-specific features, and client-centered content, The LABoratory has seen steady growth in increased link clicks and location taps, ultimately supporting their goal of building a more robust clientele. Before working together, much of what made The LABoratory truly stand out—its team dynamic, strong personalities, and commitment to ongoing education—wasn’t being reflected on their social media. While the salon already had a solid reputation, the content didn’t fully capture the collaborative, high-energy culture clients experience in person. Additionally, because the stylists are full-time behind the chair, maintaining the consistency and quality of content needed for growth wasn’t sustainable. When we began working with Ruby on a specific, repeatable content format, we brought consistency and clarity to the account, freeing up the team to focus on their craft while still contributing supplemental trend-driven and hair-focused content.
Our Strategy
Our approach for The LABoratory has centered on what we call “reality TV–style content," unscripted, personality-driven storytelling that captures the salon. Rather than relying on heavily produced or scripted videos, we guide the team with light prompts, such as topics, questions, or recent in-salon moments, to naturally bring out their dynamic, humor, and authenticity on camera. This approach allows the audience to experience the culture behind the brand, not just the results of the work. In addition to team interactions, we document real client moments, highlight unique aspects of the salon experience, and showcase events and ongoing upgrades to their services. The result is content that feels genuine, engaging, and differentiated—turning their strongest asset, their people and environment, into their most effective marketing tool.
Content Produced: Video content only
Posting Frequency: 4 times per week
The Results (90 Days)
● In our first 90 days, the account received 935,803 on Instagram and 27,000+ views on TikTok.
● In our third month of working together, The LABoratory reached 427,985 accounts on Instagram (reflecting a 1,712.5% increase)
● Following our strategy pivot, external link taps increased by 9%, suggesting that the client-facing content, although it does not perform as well overall, is effectively serving its primary purpose of driving more conversions, as intended.
Video Examples
Let’s Work Together
Our team is based in DC, Virginia, … Let’s collaborate to bring your business the online results it deserves.
