Launching a First in Beauty Care Devices
At the time Palomar Medical Technologies (the leader in professional anti-aging treatments) was readying their 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.
Qualitative and quantitative testing informed our vision, positioning, messaging and creative approach. We learned there were strong expectations about performance due to “halo” effect of Lasiks and dermatologist laser treatments, that consumers were tired of the OTC topicals that have been 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).
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
- Qualitative & Quantitative Research
- Brand Vision & Positioning
- Name, Logo, Tagline
- Launch Marketing Plan
- Creative Concept
- Launch Creative
- Website Build & Design
- Social Plan
Launch Plan & End-to-End Execution
Following our marketing plan, we developed every single brand and marketing touch point: packaging, e-commerce website, in-store support, print, social media, events, professional materials. Based on successful brand launch, we were appointed PaloVia’s agency of record.