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Launching a First in Beauty Care Devices

CLIENT

Palovia

OPPORTUNITY

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.

ANGLE

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).

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.