Parlon
Built an in-house creator program that grew a beauty booking platform's audience by 20K followers
Parlon is a beauty and wellness booking platform. Instead of relying on polished brand ads, I created and managed Parlon Besties, an in-house creator program, and paired it with a daily content system that grew the audience by 20K followers in 6 months.
+20K
Followers in 6 months
10
Parlon Besties managed in the in-house creator program
Brand and industry
SaaS · Beauty and wellness booking platform, connecting customers with salons, spas and clinics
My role
Brand & Community Manager
June 2022 – January 2024
I owned brand engagement and social strategy: planning, content production, the Parlon Besties creator program, merchant and KOL partnerships, and performance reporting.
The challenge
Parlon is a marketplace, so it has two audiences to win: customers who book treatments, and the salons and spas that list on the platform. People had to trust the platform before they'd buy a deal, and polished brand ads don't build that kind of trust in beauty.
What I did
Created the Parlon Besties creator program
I built and managed a roster of in-house creators, the Parlon Besties. I assigned each one content from the calendar, directed their videos and kept every post on-brand. The Besties visited merchants and shared their experience on camera: salon visits, treatment reviews, "top Parlon picks" and how-to-book walkthroughs. The content felt native to social, like a friend's recommendation, while staying fully on-message.
Created a three-pillar content system
Every post fit one of three themes, planned on a biweekly calendar:
- Tactical: merchant features, deals and perks that drive bookings
- Educational: how to buy a deal and book an appointment on Parlon
- Thematic: cultural moments and lifestyle content, like Father's Day pampering, World Yoga Day or a day in the life at Parlon
Turned partners into content
Merchant features gave salons and spas free exposure while showing customers where to book. KOL (key opinion leader) PR kits and unboxings brought creator reach to the platform, and giveaways rewarded new followers.
Launched TikTok with a weekly feedback loop
I published daily across Instagram and TikTok, then reported weekly on views, likes, comments, shares and engagement rate. Each report ended with takeaways that shaped the next week, such as making educational content more entertaining and turning interview clips into short-form video.
The results
| Metric | Result |
|---|---|
| Follower growth | +20K in 6 months |
| Content | Daily video, produced through the Parlon Besties creator program |
| TikTok engagement rate | 6.6% in an early launch week |
| TikTok weekly video views | +36% week over week in an early launch week |
What I learned
In beauty, trust comes from people, not brands. An in-house creator program gave Parlon the authenticity of UGC with the consistency of a brand team: real faces and real experiences, directed, on-brand and published every day.