Building consumer trust & brand loyalty
Industry
Pharmaceutical
What I did
Strategy, Comms Planning, Naming, Brand Identity
01 - THE CHALLENGE
Allergan Aesthetics wanted to become the go-to trusted voice for consumers considering an aesthetic treatment. They wanted to create a sub-brand that would sit alongside their products, Botox, CoolSculpting and Juvederm, and deliver educational content and resources to consumers starting their aesthetics journey.
02 - THE OPPORTUNITY
Being one of the biggest heritage brands in the aesthetics space however, Allergan had a huge untapped opportunity: a global audience of consumers interested in aesthetic treatments, at their fingertips. But consumers felt unsure about where to turn. There was no single, trustworthy, and accessible resource on the internet for people considering an aesthetic treatment.
Online content platforms like WebMD and RealSelf either contained overly biased “fluffy” content, or were filled with long, complex overly scientific articles. There was no health balance of accessible yet science-backed. Our research led us to the following diagnosis: There is a really big drop off between awareness, consideration and action when it comes to choosing an aesthetic treatment. We needed to build self-efficacy first, and make the consumer feel informed, empowered and confident.
03 - THE PROCESS
We needed to break down the barriers to entry, and start creating bite-size, digestible content that spoke to consumers like real people. Content that offered simple solutions and made people feel heard, rather than leaving them scratching their head.
The sub-brand also needed a tone of voice that could flex easily to align with each of Allergan’s products, Botox, Juvederm and CoolSculpting – each with their own audience and their very different pain points.
We started by creating a recognisable and memorable brand name, and solid verbal and visual identity. This name needed to fit with their product suite, feel in line with their big heritage brand, and align with everything they were trying to do: decode complex science – whilst being succinct and memorable. The name had a lot of jobs to do.
To come up with the brand name, I played with the idea of simplicity and ease. If Allergan wanted to make the decision to choose an aesthetic treatment an easier one, it had to make the complex science simple. So for a name, we needed to remove the air of an unrelatable pharma brand and replace it with simplicity and ease.
We also wanted to explore 3 potential routes: Educate, Share, and Empower.
After plenty of mind mapping, word play, and lots of other brand naming exercises, I landed on the name Aesy: A play on the word “aesthetic”, simple, and succinct. I ran a week-long brand naming workshop with the team and client, who finally settled on Aesty and Aesthetics Decoded as their top two names, but felt that Aesthetics Decoded was the better fit.
