Qipao – Beauty Website

The Challenge

Qipao is not a single beauty salon. It is a multi-location beauty network with a wide catalogue of services and a customer journey that changes depending on the user’s intent. Some visitors want to find the nearest institute, some want to compare treatments and prices, others want to book quickly, and some are discovering the brand for the first time.

The challenge was therefore to structure a large service offer without making the website feel complicated. Beauty treatments can quickly become difficult to browse when categories, prices, durations, salon availability and appointment options are not clearly organised. The website had to keep the experience light, fast and reassuring, while also supporting a national network model.

Strategic Approach

Our strategy focused on three priorities: clarity, accessibility and conversion.

The website had to instantly communicate Qipao’s positioning: a contemporary and original beauty institute brand where users can come with or without an appointment and discover beauty services from an accessible price point. This positioning is important because it removes a common barrier in the beauty sector: the feeling that treatments are expensive, formal or difficult to book.

The site architecture was therefore designed around practical user journeys: discover services, consult prices, find a salon, book online and understand the brand. Each section supports a simple decision: “What treatment do I want?”, “Where can I get it?”, “How much does it cost?” and “Can I book now?”

UX & Booking Experience

For a beauty network, the main conversion objective is appointment generation. The interface therefore needs to make salon discovery and booking easy. The website supports this by connecting service categories with location-based salon pages, where users can view available treatments and local institute information.

The service catalogue covers essential beauty categories such as epilation, nails, face care, eyebrow services, body care, slimming and semi-permanent polish. This broad offer required a clear hierarchy so users can browse by need rather than feeling lost in a long list of treatments.

Brand Positioning

Qipao’s brand is built around accessible, modern beauty. The concept is designed to feel urban, young, efficient and inclusive, with services that combine affordability and professional expertise. Franchise sources describe Qipao as a contemporary and original beauty institute concept offering modern aesthetic services, with or without appointment, in a young urban spirit.

This positioning guided the digital tone: direct, energetic and practical. The website needed to avoid the cold luxury codes often used in the beauty sector and instead reflect a more democratic beauty promise: fast access, visible services, clear pricing and a colourful, approachable identity.

Multi-Location & Local SEO Strategy

A key part of the website’s value is its local structure. Individual salon pages, such as Paris 11, Lyon, Lens, Lille République, Thionville, Ermont, Chantilly and Dudelange, allow the brand to support local search behaviour while keeping the national identity consistent.

This is essential for a network business. Users rarely search only for a beauty brand; they search for a beauty institute near them, a specific treatment, or a salon in a specific city. The website therefore acts as both a brand platform and a local acquisition engine.

Service Catalogue & Commercial Clarity

The treatment catalogue was structured to support quick comparison and decision-making. Qipao’s offer includes everyday beauty needs as well as more specific services, which allows the brand to serve both recurring customers and occasional visitors.

The “beauty from €4” promise works as a strong commercial entry point. It gives users a low-friction reason to explore the offer, while the broader catalogue encourages upsell opportunities through nails, facials, body treatments, slimming, eyebrow services and beauty packages.

Result

The result is a bright, accessible and conversion-oriented beauty platform that reflects Qipao’s core positioning: modern beauty made simple, affordable and easy to book.

The website helps users move quickly from discovery to action, whether they are looking for a specific treatment, a local institute, a price, or an appointment. It also supports the brand’s network growth by giving each salon local visibility while preserving a consistent national identity.