Fighting media driven barriers in aesthetic cosmetology.

Overview

Aesthetic cosmetology helps women look and feel younger, and the industry is growing double-digit globally and across the Nordics. Yet many myths and stereotypes surround the treatments — fears of injections, unnatural looks and altered facial expressions — and overcoming these barriers was the primary focus for the brand’s communication.

For one of the largest aesthetic cosmetology clinics in Finland, we explored the barriers and drivers among prejudiced consumers using our proprietary Heatlab® methodology for social-media communication. We also spoke with Nordic opinion leaders to understand how to counter the popular myths and craft messages specific to the Nordic countries.