Naé Beauty – Website

The Challenge

Naé is not a single beauty salon with a limited list of services. It is a multi-centre beauty and wellness network with a wide catalogue of treatments, several booking destinations and a strong quality promise. The website therefore had to make the offer easy to understand while preserving a premium, calm and reassuring brand image.

The challenge was to organise many different services — body treatments, slimming, massages, skin coaching, face care, medical-aesthetic face treatments, lash and brow services, manicures, pedicures, male treatments, hair removal, children’s rituals and extra wellness services — without overwhelming the user.

Strategic Approach

Our strategy was built around three priorities: clarity, confidence and conversion.

The website had to quickly answer the user’s main questions: what does Naé offer, where is the closest institute, what kind of expertise can I expect, and how can I book? The main navigation reflects this logic with direct access to “Nos centres”, “Nos soins”, “La qualité Naé”, “Les produits Naé”, “Nous contacter” and “Réserver”.

The homepage introduces Naé as an “univers de beauté et de bien-être” and frames the experience around emotional balance, expert advice and a moment of escape. This gives the brand a more elevated positioning than a purely transactional beauty website.

UX & Booking Experience

The conversion journey is structured around online reservation. The “Réserver” action is made prominent and gives users direct access to booking links for each Naé centre: Chaumont-Gistoux, Genval, Louise, Uccle Cavell, Uccle Fort-Jaco and Waterloo. This reduces friction by allowing visitors to choose the institute that matches their location before moving into the booking flow.

The service sections also connect directly to booking options, which is important for a beauty brand: users may enter the site through a treatment category rather than through the homepage. Each major service universe becomes both an information page and a conversion gateway.

Brand Positioning & Quality Promise

A key part of the website is the “Notre qualité” section. Naé presents quality as an ongoing investment in training, gesture precision, product selection and technology mastery. The site also highlights Naé Academy, created to support continuous training and opened to the wider public, partners and beauty schools.

This quality positioning is essential in the beauty sector, where trust depends on expertise, hygiene, technique and visible results. The website does not simply list treatments; it explains why clients can trust the method, the products and the professionals.

Treatment Catalogue

The treatment catalogue is broad but organised into clear beauty universes. Body care focuses on slimming, vitality and relaxation, including palpé-roulé massage, endermology, radiofrequency, lipocavitation, spray tan and massages. Skin coaching presents personalised face care based on skin analysis and individual recommendations. Eye treatments cover tinting, lash lifting, brow lift, extensions and Russian volume. Hands and feet include nail styling, polish, extensions and spa medical pedicure.

The site also expands the audience beyond the traditional female beauty market by including male grooming and children’s rituals. This reinforces Naé as a complete beauty and well-being destination for different profiles and needs.

Local Presence & Multi-Centre Structure

The “Nos centres” section gives the website a strong local acquisition role. Each institute is listed with address information and direct itinerary access, including Naé Louise in Brussels, Naé Waterloo, Waterloo by Hôtel Van Der Valk, Genval, Uccle Fort-Jaco, Uccle Cavell and Chaumont-Gistoux.

This structure supports both brand visibility and local SEO. Users can discover the brand centrally, then quickly identify the nearest centre and book the relevant treatment.

Result

The result is a premium, structured and conversion-oriented beauty website that translates Naé’s expertise into a clear digital journey.

The platform supports service discovery, institute selection, online booking, brand reassurance and professional credibility in one coherent ecosystem. It positions Naé Beauty as more than a network of institutes: a complete beauty and well-being universe built around expertise, continuous training, personalised advice and care.