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
Research
We conducted ongoing research to monitor target audiences’ preferences and aesthetics trends:
Findings:
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.
Insights:
Strategy
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:
We drove our target to action – not just by visiting Galderma’s ASPIRE website, but by signups and redemptions!
High engagement: 142,700 social engagements across owned, influencer and paid
…and awareness: Pride content reached 195 million people
