Jan
06

PaloVia: a new brand changing the game in personal care

There’s a new game in town.  And it’s creating surprising and delighting value for women looking to reverse the signs of aging.

PaloVia is the first FDA-cleared, at-home laser clinically proven to reduce fine lines and wrinkles around the eyes. It’s just been introduced for home use (and launched on QVC) by Palomar Medical Technologies, an industry leader and pioneer in the science of using lasers and light to improve personal appearance.

I had a chance to speak with Nancy Teumer, Palomar’s Consumer Global Marketing Director. Here’s a quick “lessons learned” that she said contributed to the PaloVia brand’s successful launch.

1. Nothing replaces a superior product. The PaloVia laser delivers unique and superior value to customers, helping them achieve what they’ve never before been able to at home. For a marketer, according to Nancy, “it doesn’t get any better than this.”

2. The customer has been the center of their universe. Seemingly obvious, but not always the case. Their attitudes, needs and behaviors informed Palomar’s work on this new brand every step of the way – explored through qualitative, quantitative and online chats.

3. Consistent communication. Between Nancy’s team and senior leadership, between client and agency, between agencies. Along the way, everyone was in sync, expectations were understood and there were never any surprises.

4. Honest and open dialogue. Nancy’s external resources have permission (in fact, are expected) to call it like they see it. They don’t always win, but they’re always heard. And the collective team output has been better as a result.

5. Established future brand vision. From early-on, Palomar researched, established and agreed to a future PaloVia brand vision — which informed all of their decisions and their work. And creatively executing against an agreed long-term vision makes it easier to know you’re doing the right things and measuring the right things.

6. Laser-like focus (pun “intended”). Flowing from above, Nancy said she and her teams (to deliver this entire launch on time) focused on what was critical (the target consumer and her motivations, creating a strong visual identity and presence, consistent brand messaging, etc.) and didn’t waste time or energy on anything else.

All early indications are that PaloVia’s off to a great start. But as Nancy said to me “now the fun really starts.”

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About The Author

Eric Brody is President of Trajectory, a branding + marketing agency creating the momentum, the vital energy, a brand needs to reach its full potential. The firm works exclusively across the three intrinsically connected industries of Healthcare, Personal Care & Wellness and Active Lifestyle. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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