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Brand Launch Of A New Beauty Care Device

CLIENT

Palovia

OPPORTUNITY

At the time Palomar Medical Technologies (the leader in professional anti-aging treatments) was readying their brand launch of the first at-home laser clinically proven to reduce fine lines and wrinkles around the eyes, there was a very large gap between the results that OTC lotions and creams could provide and what could be delivered using professional laser based technology.

Yet at the time, less than 1% of consumers sought out a professional to have anti-aging laser treatments performed. Meanwhile anti-aging lotions and creams were a multi-billion dollar business.  Consumers continue to buy each new anti-aging lotion or skin care regimen – hoping beyond reason that this time the results will be different.

ANGLE

Qualitative and quantitative testing informed our vision, positioning, messaging and creative approach. We learned:

  • there were strong expectations about performance due to the “halo” effect of Lasiks and dermatologist laser treatments
  • that consumers were tired of the OTC topicals shown to be ineffective over the years
  • that the look of both packaging and the laser itself makes the PaloVia laser feel like a sophisticated beauty tool
  • and that using the laser is a proactive way to “fight” aging (meaning I want to look as good as I feel)

SOLUTION

We worked alongside Palomar leadership and Marketing as a true extension of their team every step of the way from developing the brand concept to launching the first ever FDA-cleared in-home laser clinically proven to reduce fine lines and wrinkles around the eyes.

Following our “spend a little…learn a lot” approach, we launched in two phases. First on QVC and through Palovia.com. Second through select high-end retailers, physicians and spas. High-level in-market results include:

  • Phase one gross unit sales in excess of forecast (exact figures are confidential)
  • Successful phase two sell-in to Nordstrom, Von Maur, Bergdorf Goodman, Bloomingdales, among others
  • Distribution in over 100 physician’s offices and spas

SERVICES:

  • Consumer Qualitative & Quantitative Research
  • Competitor and Retail Audits
  • Brand Strategy
  • Name, Logo, Tagline
  • Packaging Structure & Graphics
  • Launch Marketing Plan
  • Creative Concept
  • Launch Campaign
  • Website Build & Design
  • Sales Collateral & Training Aids
  • Retail Displays
  • Events/Desksides With Beauty Editors and Influencers
  • Social Media Plan & Campaign
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“Medical Beauty” Inspiration Boards

Building a brand image that is more medical (centered around the dermatologist) than cosmetic to create a feeling of legitimacy; though end-game is skin and a face that is transformed to look fresher, younger, and more vibrant and beautiful.

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Launch Plan & End-to-End Execution

Following our development of marketing plan, we architected the entire end-to-end brand experience: overarching brand look and feel, packaging, e-commerce website, in-store support, print advertising, social media, events, professional materials through to brand guidelines. Based on successful brand launch, we were appointed PaloVia’s agency of record.

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Measuring Success

100% QVC sell-through every single segment. Distribution expanded to high-end department stores (e.g. Nieman Marcus, Nordstrom), online retailers and spas. Set stage for Palomar to be purchased by Cynosure, a leader in laser- and light-based treatments for minimally invasive and non-invasive aesthetic applications.