In the super competitive aesthetic medicine industry, it takes smart communications to stay on the leading edge.
Cynosure is the leading maker of lasers used in aesthetic medicine. Nothing is more competitive than the business of beauty, as patients are constantly searching for the newest way to look and feel younger.
This relentless innovation engine requires clinicians to be constantly learning about the latest and greatest technology, driving the need for workshops to get them up to speed. Cynosure set the bar on educational programs, but a slew of competitors soon followed the leader.
“Nothing is more competitive than the business of beauty”
KHJ was engaged to reinvigorate Cynosure’s workshops and create an experience that was harder for others to copy. Our solution was a total event communications surround, a 360-degree campaign including digital that targeted physicians before, during and after the workshop. It was highly personalized and not easy for competitors to match.
To stay ahead of the pack, Cynosure enhanced Picosure®, its game-changing tattoo-removal laser, to include skin revitalization capabilities.
We understood that tattoo removal and skin revitalization were different worlds, so our challenge was to appeal to these distinct customer segments. At the same time, we had to develop messaging to catch the attention of physicians as well as patients.
Since PicoSure works by activating cell signaling, we created an approach that invited physicians to “think inside the cell.” It appealed to their intellectual curiosity, and worked nicely with our patient approach: “signaling a new day in skin revitalization.” Our thinking helped signal a new day for PicoSure.
“We work hard to uncover an insight that drives the strategy and yields breakthrough creative.”