CASE STUDY: HYDRELLE BRAND DEVELOPMENT
This facial aesthetics company creates a new product brand extending into a new category for women consumers in the North American marketplace.
Coapt Systems, a global developer and marketer of facial aesthetic products for the plastic surgery and dermatology markets was developing new product innovations outside of their core products of minimally invasive surgical devices. Leveraging the equity in their corporate brand with Physicians and Dermatologists, Coapt wanted to extended innovations into new product categories.
The leadership team needed clarity and guidance on a brand architecture strategy for their new innovations. There were practice distinctions between plastic surgeons and dermatologists that made the corporate brand irrelevant in these new product categories. To avoid confusing customer perceptions, we advised that innovations outside the core product offerings be sub brands in a "house of brands" approach.
The first to market launch was Hydrelle™, a unique dermal filler formulation that was less painful to patients. Targeting a younger, more affluent consumer who regularly undergo treatments of facial dermal fillers, we learned frequency of application would increase significantly if the experience was less painful for the patient.
With this insight, we guided the marketing team to develop the new brand’s value proposition, strategic positioning, and brand messaging platform centered around the product delivering its most compelling functional and emotional benefit–pain free injection. "Nothing feels better than looking fabulous" became the battle cry.
We also provided on-going creative oversight and consulting for in house marketing teams responsible for developing brand assets and marketing communications in an 8-week time frame.
Hydrelle was introduced to Physician customers at a premier facial aesthetics trade show event.
Six months after the product’s introduction, Hydrelle had gained the trust of influential facial aesthetic surgeons and dermatologists who were able to increase incremental consultations with prospective women consumers considering the procedure.
“Thomson did an excellent job of guiding our marketing group through the strategic brand development process for our recent Hydrelle product brand launch. His guidance and creative contributions to our launch success were exceptional”.
Senior Vice President
Global Marketing, Coapt Systems, Inc.