Objectives

Aesthetic treatments like fillers and neuromodulators have gone from extreme to mainstream. They are no longer just for celebrities and affluent 40+ women. Today, more diverse groups of people are turning to aesthetics to reduce signs of aging and give faces a natural, fresh look, which is why Galderma, the world’s largest independent dermatology company, has been targeting people beyond what many perceive as its core market.

Part of the rationale for Galderma broadening its target is its XpresHAn Technology™ in many of Restylane’s dermal fillers, which addresses concerns about getting unnatural results because it allows users to maintain natural movement expressions. Galderma’s XpresYourself campaign encouraged people – including people of color and those who are younger, male, and LGBTQ+ -- to express themselves unapologetically so they can be the best versions of themselves.

When Galderma learned that the theme of the 2022 NYC Pride Fest was “Unapologetically Us,” celebrating the community's resilience and determination to live with no apologies, it saw a serendipitous fit with its XpresYourself campaign and product portfolio. 

Objectives

• Raise awareness of Galderma's portfolio among LGBTQ+ market
• Drive sales and loyalty by boosting memberships and redemptions through the Galderma ASPIRE Rewards program.​

Strategy and Execution

Research
We conducted ongoing research to monitor target audiences’ preferences and aesthetics trends:

• Restylane and Dysport Awareness, Attitude, Usage (AAU) research: Primary market research of awareness/usage, motivators/goals and barriers, audience demographics and nuances in behaviors/drivers by age group
• GAIN Diversity in Aesthetics Analysis: Multi-modal analysis combining primary market research and social/digital data to uncover top aesthetics preferences, goals and barriers among Black/Caucasian/Asian/Hispanic/Latino audiences.
• Galderma Quarterly Trend Reports: Social/digital analysis capturing shifts and trends in aesthetics usage by gender/age

Findings:

• Closing the Gender Gap:

Appreciation for personal aesthetics is historically part of gay culture. The number of men using wrinkle relaxers like Dysport grew 50% from 2018 to 2021. Use of dermal filler among men, particularly gay men, grew 40% in the same time period.  

• While men make up 14% of current filler users, they comprise 47% of potential users (considering trying fillers for the first time
• Gay men are thought to be one of the fastest-growing groups in the cosmetic medical industry. However, precise data are difficult to obtain because doctors rarely question patients about their sexual orientation.
• Increasing Interest among minorities: Minority-non-Caucasian audiences comprise 11% of current filler users, but 25% of potential users  
• Treatment at Younger Ages:
• The average age of first filler treatment is trending down, from 47.8 in 2018 to 43.8 in 2022
• 30-39-year-olds make up 31% of current filler users, but 43% of potential users 

Insights:

• A celebration of self requires outward expressions of physical as well as emotional self-care
• Galderma’s aesthetic portfolio promotes self-esteem and self-regard, core building blocks of pride   

Strategy

• Drive engagement and awareness for the Galderma portfolio of products that celebrates the concept of expressing yourself through an omnichannel approach, incorporating social, influencer, earned and experiential touchpoints leading up to, during and post NYC Pride.

Execution

The Galderma booth at PrideFest provided information about its product portfolio of injectables (Restylane, Dysport and Sculptra) with special live performances throughout the day, a chance to win prizes, personalized consultations with top NYC aesthetic injectors and the opportunity to receive up to $200 off Galderma Aesthetics treatments through a Galderma ASPIRE Rewards offer.

Consumers were encouraged to sign up for the chance to win an up to $200 treatment through ASPIRE rewards program across all touchpoints as the measurement team tracked unique links to show where the signups occurred.

Makeup artist Jamie Greenberg built pre-event buzz around Pride and Galderma’s products with XpresHAn technology while drag queen Izzy Uncut performed at Galderma’s booth throughout the day to create excitement and encourage onsite engagement.

In addition to in-person activations, Galderma launched an XpresYourself influencer program with mid-tier/microinfluencers. Health and wellness influencers Luke and Kelsey Pearson and actor Jason Rodriguez captured real-time content and provided a behind-the-scenes look at the event. Their videos will be unveiled on both the company’s and their individual social channels over the coming months.

Event promotion:

• Posted social content before, during and after the event on @RestylaneUSA
• Issued a press release, pitched media and sent e-blasts to potential Pride attendees

Results

We drove our target to action – not just by visiting Galderma’s ASPIRE website, but by signups and redemptions!

• 5,200 website sessions resulting from PrideFest
• 1,587 ​ASPIRE signups with an average redemption rate of 43.6%!
• Onsite at the PrideFest event, 33% of Galderma booth attendees signed up for ASPIRE

High engagement: 142,700 social engagements across owned, influencer and paid

…and awareness: Pride content reached 195 million people

Media