Treatwell Takes Self-Care to the Streets
Self-care is no longer a luxury, and Treatwell is reminding Londoners of that with a bold return to out of home advertising after a four-year break. The campaign placed 300 billboards across London Underground stations and wrapped 300 buses with messaging designed to inspire city commuters to prioritise their wellbeing. By blending bright visuals with witty, relatable copy, Treatwell positioned self-care as an everyday essential rather than an occasional treat.
At the heart of the campaign is Treatwell’s booking platform, which connects users with top-rated hair and beauty salons. The aim was not just to sell services, but to shift the conversation around self-care, showing Londoners that a haircut, manicure, or massage can be seamlessly integrated into a busy lifestyle.
Creative Strategy and Placement
Treatwell’s CMO, Joanna Christie, explained that the messaging drew directly from the realities of city life. Commuters face crowded trains, Tube wind and hectic schedules, so the campaign leaned into these everyday moments with playful lines such as “An elbow in the back does not count as a massage” and “Your hair deserves more than Tube wind.” Each billboard and bus wrap was crafted to resonate instantly with the audience, turning familiar frustrations into light-hearted reminders to invest in themselves.
The campaign used hyper-local targeting to reflect the proximity of salons to commuters’ daily routes. Underground stations allowed for longer dwell time, enabling storytelling and playful copy, while buses provided high-impact impressions in motion, capturing attention across busy streets. The combination of static and mobile formats ensured that the Treatwell message reached Londoners multiple times throughout their day.
Visual Identity and Brand Voice
Treatwell’s vibrant, colourful brand identity was integral to the campaign’s success. Bold hues and beauty imagery made the messaging stand out in dark, often visually cluttered Underground corridors, while the high-contrast designs on buses ensured visibility from a distance. The balance of wit, warmth and bright visuals created a memorable and approachable impression that reinforced Treatwell as both a practical booking tool and a lifestyle brand.
Measurable Impact
This campaign illustrates the power of strategic OOH. By combining bus and Underground placements, Treatwell reached a broad audience of commuters, working professionals, and leisure travellers. The careful alignment of messaging, placement and context reinforced brand recall and encouraged actionable behaviour. The campaign also demonstrated that relatable storytelling, when paired with precise media strategy, can turn everyday commuter experiences into opportunities for engagement.
Lessons for Advertisers
Treatwell’s return to OOH underscores the continuing value of outdoor advertising in major cities. Strategic placement, creative relevance and understanding audience behaviour can transform static formats into impactful touchpoints. Hyper-local targeting combined with a clear, relatable brand voice ensures campaigns resonate with viewers while supporting measurable business outcomes.
The Treatwell case highlights that effective campaigns require more than clever visuals – they demand insight, audience awareness and integration across multiple channels. For brands looking to maximise their impact on city commuters, Treatwell provides a compelling blueprint for how OOH advertising can engage and drive tangible results.