Thermage encountered declining sales and negative perceptions in the marketplace. Practitioners and consumers perceived the treatment as an ineffective, expensive, and painful skin tightening and rejuvenation procedure. We repositioned Thermage from a technical provider to a procedure branded company and developed 7 additional brand pillars. These new brand assets were utilized in campaigns to both trade and consumer targets. Thermage’s first year sales increased by 32%, they enjoyed a successful Initial Public Offering, and the Thermage brand became one of the most recognized in the aesthetic category.
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