From our insights, we saw what people were looking for. Now, we were looking to divorce the medical aesthetics category from plastic surgery’s negative perception and align it with a movement people are really connecting with.
Self-care: More than a trend, it’s a lifestyle
The term “self care” can be used at any point to describe ways that people engage in any sort of “self” act including drinking water, working out or journaling every day. The act of taking time for yourself (and consuming products) for your own betterment, is classified as a deliberate act of self-care. There are 13.1 million uses of #selfcare on Instagram. Scroll through #selfcare and you’ll see a mix of memes, tricks to clear skin, meditation tips and vitamin regimes.
Looking for inspiration outside the industry:
There is a lack of differentiation in the medical aesthetics industry between competitors. From here, we saw competitors relying on stock imagery, leading with promotions and listing their services without providing meaningful context to these procedures.
From our insights, we understood what our audiences were looking for. The opportunity is to celebrate choice, beauty and embrace conversations about aesthetic modification.
A shift in the beauty industry:
New beauty companies have made their brands synonymous with “self care.” Brands like Glossier, Aesop, Lush and Goop have all approached conversations around beauty, taking care of your body and mind with transparency. They’ve also aligned their product with a lifestyle and positioned it as a resource for self-investment. They stayed away from cliches and tropes and instead, some focused on unisex branding and customization.
These beauty companies were disrupting the industry by positioning themselves as caring, independent and optional. They invest in connecting with real people and supporting their customers’ beauty journeys.
Before considering a new brand name, we set out to create a brand messaging system that would achieve our brand strategy objectives.
Self modification has been happening for thousands of years.
Humans have always used tools at our disposal to put our best face forward. Through fashion, accessories, makeup, societies in every culture around the world have exercised an element of adapting or altering their physical traits to make a statement.
Whether the statement is to conform or stand out. Humans use their body as a platform to communicate. There is a basic human tendency for self improvement and aesthetic modification.
The beauty industry has often assumed that people are collectively looking for one specific definition of beauty and that the only way to desire change is to desire perfection. This is the disconnect between the beauty industry and people. By projecting images of perfection, the industry alienates potential audiences. Most people are not interested in the pursuit of perfection and find it an unrealistic goal.
Our brand must celebrate choice and service personal evolution.