Thermage encountered declining sales and negative perceptions in the marketplace. Practitioners and consumers perceived the treatment as an ineffective, expensive, 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 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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