Australian Skin Clinics (ASC) has embarked on a new consumer-centric brand identity that empowers people of all ages to speak up about what they deserve from their aesthetic medical professional.
Recent research by ASC revealed consumers felt a lack of confidence to take control of their skin care and visit a clinic or brand they can trust.
The project involved a number of focus groups and surveying more than 1,000 potential clients, current clients and consumers between the ages of 18 and 54 years over a six-month period.
The campaign, titled ‘I deserve’, aims to combat this lack of confidence felt by consumers by featuring natural and relatable looking men and women.
Supporting commentary for the campaign includes ‘I deserve to be #unfiltered’, ‘ I deserve to feel proud of my reflection’ and for men, ‘I deserve skincare as good as hers’.
Australian Skin Clinics’ chief marketing officer, Christie Harris, said the shift in brand identity aims to position the company as a more emotive brand and drive awareness to the company’s key focus of empowering their clients.
“The new identity is exciting and we see the move as a great strategic step forward, with our brand becoming more relatable to our clientele and telling their story through emotive imagery and commentary,” she said.
“The campaign unlocks a more open dialogue to a broader range of audiences and hopes to shift the stigma associated with medi-aesthetic treatments, no matter what gender or age you are.”
The campaign includes an element of interactivity, as the ASC website now includes a space for clients and visitors to tell them what they deserve in terms of skin care and also read what others have said.
“We know that our clients aren’t interested in looking like someone else, they simply want to enhance their real beauty and feel good about it too,” Harris said.
After focusing on expanding its presence and accessibility across Australia, particularly through the recent rebranding of 14 Ella Rouge Beauty Salons in New South Wales and breaking into the scene in Western Australia late last year, ASC’s attention is now shifting towards consumers.
“Now that we are easily accessible across the country, we are focused on listening to the desires of our growing customer base,” Harris said.