Beauty

Beauty Salon Dubai: Applied Neuromarketing & The Enneagram

This project bridges the gap between Cognitive Psychology and UX Design. We reimagined a single luxury beauty service through 9 distinct lenses, each optimized for a specific Enneagram Personality Type. By tailoring color theory, copywriting tone, and visual hierarchy to specific subconscious drivers, this experiment demonstrates that design is more than aesthetics—it is a precision tool for conversion.

Psychological Breakdown

Select an Enneagram type to see how the landing page adapts.

Type 1

The Architecture of Integrity & Perfection

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Strategy

A rigid, symmetrical design focusing on precision, hygiene, and high moral standards to alleviate the fear of imperfection.

Key Elements

check_circle Symmetrical Grid Layout for visual order.
check_circle Specific Quantitative Data (99.8% Satisfaction).
check_circle "Immaculate" and "Protocol" copywriting.

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The Neuromarketing of Perfectionism: Type 1s possess a loud "inner critic." To convert them, the landing page must silence this voice by signaling absolute competence. We utilized a sterile white and clinical blue palette to trigger subconscious associations with purity and correctness.

By replacing emotional sales copy with structured terminology like "Protocol" and "Systematic," we frame the purchase as a responsible act of self-improvement rather than a frivolous indulgence. The use of non-rounded numbers (e.g., 99.8%) specifically targets their skepticism, proving that the service is measured, managed, and error-free.

Type 2

Reciprocal Care & Emotional Connection

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Strategy

A warm, relationship-focused design that reframes self-care as a necessary fuel for helping others, using soft colors and communal proof.

Key Elements

check_circle Warm Terracotta and Peach color psychology.
check_circle "Nurturing the Nurturers" permission-based copy.
check_circle Testimonials focused on emotional connection.

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Overcoming the Guilt Barrier: The primary barrier to conversion for a Type 2 is the feeling that spending money on themselves is "selfish." This design strategy explicitly grants them permission to receive.

Visually, we avoided sharp angles, opting for rounded UI elements and soft photography to mimic a welcoming embrace. The copy focuses on "reciprocity"—the idea that you must fill your own cup to pour into others. By highlighting reviews that mention "feeling seen" and "emotional healing," we validate their core desire to be loved and appreciated, triggering an oxytocin-driven trust response.

Type 3

Status, Exclusivity & Competitive Edge

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Strategy

A high-status, editorial-style layout that markets the service as a competitive advantage and a symbol of elite success.

Key Elements

check_circle "Command The Spotlight" aspirational headline.
check_circle Scarcity Tactics (Only 5 slots remaining).
check_circle High-Fashion "Lookbook" aesthetic.

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The ROI of Beauty: For the goal-oriented Type 3, beauty is not just wellness; it is a tool for professional and social advancement. We stripped away "relaxation" themes and replaced them with status signals.

The layout mimics high-end fashion magazines (Vogue, Harper's Bazaar), leveraging authority bias. We utilized scarcity triggers ("Limited Availability") to activate their competitive drive and fear of missing out (FOMO). The call-to-action is direct and efficient, promising a transformation that will make them the "winner" in any room they enter.

Type 4

Authenticity, Depth & Unique Expression

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Strategy

A moody, artistic design that rejects mass-market trends in favor of "bespoke" rituals and deep emotional resonance.

Key Elements

check_circle Dark, moody Teal and Abstract imagery.
check_circle "Beyond the Ordinary" differentiation copy.
check_circle Triptych layout emphasizing "The Art" of beauty.

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Marketing to the Exception: Type 4s are allergic to anything that feels "basic" or "standard." If the landing page looks like a typical commercial, they will bounce. Our strategy was to present the service as an artistic discovery.

We used words like "Alchemy," "Deconstruct," and "Singular" to promise a depth of experience that goes beyond the surface. The design breaks standard grid rules, using asymmetry and shadows to appeal to their aesthetic sensitivity. By validating their need to be unique, we convert their longing for identity into a purchase decision.

Type 5

Data-Driven Competence & Mastery

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Strategy

A minimalist, data-rich interface that respects user autonomy and builds trust through transparency and technical mastery.

Key Elements

check_circle "Technical Brief" download options.
check_circle Molecular/Chemical ingredient breakdown.
check_circle Grid overlays and HUD-style data visualization.

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Conversion Through Competence: Type 5s conserve their energy and fear intrusion. A "hard sell" will cause them to withdraw. Instead, we treated this landing page as a scientific whitepaper.

We removed emotional adjectives and replaced them with "Molecular Weights" and "Peptide Infusions." This respects the Type 5's intellect. The inclusion of secondary buttons like "View Clinical Evidence" reduces the pressure to buy immediately, paradoxically increasing the likelihood of conversion by giving them the autonomy to "study" the product first.

Type 6

Risk Mitigation & Trusted Security

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Strategy

A safety-first design heavily reliant on social proof, guarantees, and authority figures to neutralize anxiety and risk.

Key Elements

check_circle Green color palette (Psychological signal for "Safe").
check_circle "Secure Your Appointment" phrasing.
check_circle Staff photos with tenure and credentials.

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Silencing the Amygdala: The Type 6 mind is constantly scanning for threats. This design is a masterclass in risk mitigation. Every visual element is chosen to signal stability and trustworthiness.

We highlighted "Hospital-Grade Hygiene" and "Money-Back Guarantees" to address their "worst-case scenario" thinking. By displaying the faces and long-term tenure of the staff, we replaced the fear of the unknown with a familiar "committee of trust." The copy emphasizes "Loyalty" and "Community," satisfying their deep need for support and security.

Type 7

FOMO, Excitement & Instant Gratification

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Strategy

A high-energy, gamified experience using neon visuals and urgency to promise instant gratification and future pleasure.

Key Elements

check_circle Neon Dark Mode aesthetic (Nightclub vibe).
check_circle Countdown Timer to induce FOMO.
check_circle "Unleash Your Sparkle" future-pacing copy.

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The Dopamine Design: Type 7s fear boredom and pain. This landing page is designed to look like the beginning of a party, not a medical appointment. We utilized high-contrast neon colors to stimulate visual excitement.

The copy creates a sense of "Future Pacing"—focusing entirely on the fun they will have after the treatment, rather than the process itself. Gamification elements, like countdown timers to the New Year, trigger an immediate impulse to act, bypassing logical deliberation in favor of enthusiastic participation.

Type 8

Dominance, Power & Executive Control

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Strategy

A bold, commanding design that frames the service as a power move, utilizing direct language and high-contrast luxury codes.

Key Elements

check_circle Black and Gold "Power Palette."
check_circle Imperative verbs ("Command," "Assert").
check_circle Intense eye contact from the model.

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Respecting the Gut Instinct: Type 8s despise weakness and manipulation. They want straight talk. This design is bold, direct, and unapologetic. The "Boardroom Contour" package frames beauty as "Armor" for their daily battles.

We used a heavy font weight and a dark, luxurious color scheme to match their intensity. The Call-to-Action, "Assert Your Dominance," is radically different from standard marketing; it challenges the Type 8 to take control of their image. We sell them power, not pampering.

Type 9

Frictionless Harmony & Gentle Renewal

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Strategy

A frictionless, serene design using pastel gradients and soft language to promise a restoration of inner harmony and peace.

Key Elements

check_circle Pastel gradients and soft-focus imagery.
check_circle "Silent Tea Ceremony" feature.
check_circle Low-pressure calls to action ("Reserve" vs "Buy").

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The Path of Least Resistance: Type 9s often procrastinate to avoid tension. To convert them, the UX must be completely frictionless. We removed all hard borders and high-contrast jarring elements, replacing them with a fluid, "water-like" design.

The copy emphasizes "Harmony," "Flow," and "Silence," promising that this experience will not demand anything from them, but rather restore their energy. It is a digital sanctuary that invites them in gently, avoiding the aggressive marketing tactics that usually cause them to tune out.

Aggregate Impact

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Lead Volume

1000

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Avg. Time on Page

8.3

Highest Converting Segment

Type 1

The Reformer