Assai Healthy Skin is a boutique skin spa and medical wellness center based in Chalandri, Athens, specializing in personalized dermatological health and Healthy Aging.
Over a 7-year strategic growth partnership, the brand evolved from a local beauty salon into a signature skin clinic and women-focused wellness club, built on science, trust, and long-term skin care.

This project documents a full brand transformation: repositioning, expansion, ecosystem building, and the creation of a sustainable promise around helping women find their best skin - and their best self - over time.

Transform a conventional beauty salon into a credible, long-term wellness club for women, without losing commercial viability or brand consistency.

Key challenges included:

• Shifting perception from “beauty treatments” to skin health and medical wellness

• Establishing authority and trust in a competitive aesthetics market

• Aligning owners, practitioners, and brand vision

• Building a scalable model across services, communication, and digital presence

• Supporting physical expansion without diluting the brand

I served as Head of Marketing & Strategic Growth for Assai Healthy Skin over a 7-year engagement, leading the brand’s transition from a beauty salon to a women-focused skin clinic and medical wellness brand.

My role combined strategic leadership and hands-on execution, overseeing the full spectrum of brand, marketing, and growth decisions.

Strategic Growth Leadership (Years 1–5)

• Designed and led a 5-year Strategic Growth Plan covering brand positioning, services, communication, and expansion

• Repositioned the brand from “beauty services” to skin health, Healthy Aging, and long-term wellness

• Defined brand narrative, tone of voice, and customer promise

• Restructured service architecture and treatment menus

• Led digital marketing strategy, content systems, and performance growth

• Directed a full 360° brand rebrand across physical and digital touchpoints

Stabilization, Training & Expansion (Years 6–7)

• Ensured brand and operational consistency during scale

• Supported internal training and team alignment

• Acted as senior advisor on campaigns, launches, budgets, and pricing

• Managed reputation and communication coherence across channels

In Year 5, I led the brand strategy for Assai’s expansion to southern Athens with a seaside location at Astir Beach, adapting the brand experience, treatment menus, and communication for an international and seasonal audience.

A key innovation was the introduction of a personalized digital navigation system on the official website, allowing users to filter content by gender, age, and life stage (including pregnancy), and receive tailored Beauty Programs and treatment recommendations - reinforcing Assai’s positioning in personalized skin health and medical wellness.

Website assai.gr

Instagram assai heathy skin