Esthelogue , a leading Italian company in the beauty sector, stemmed from El.En. Spa in Florence, which has been for over thirty years the leader of a group of companies focused on the development and production of laser systems for medicine, industry and the conservation of artistic heritage. From this successful group comes the laser technology applied to Mediostar Next and Icoone, both aesthetic machines for laser hair removal treatments and body contouring, distributed by Esthelogue in over 400 beauty salons throughout Italy .
THE CHALLENGE
Strengthening the brand positioning, national presence and relationships with the centers that were already affiliates were the first goals of STAND OUT, which decided for this reason to organize the first national convention of the company, rallying more than 400 beauticians from all over Italy, at which the new positioning initiatives were presented. STAND OUT simultaneously took care of brand communication at the national level on web, print and social.
THE SOLUTION
STAND OUT conceived and organized the first convention of Esthelogue in Rome, at the Sheraton Golf Parco de Medici in October 2014. The agency handled the organization of the event and general conception of several innovative services tailored to the company and its customers. STAND OUT designed the format around personal branding for beauticians, allowing greater visibility and dissemination of their brand. For beauty salons across regions, lead generation campaigns were activated through Facebook advertising and several rounds of nurturing the target with e-mail marketing took place.
At the same time, STAND OUT made several celebrity endorsement campaigns on the major social media outlets such as Twitter, Facebook and Instagram that joined the traditional action of the press office.
RESULTS
STAND OUT completed the project over a period of 12 months. During this period they created 22 personal websites for beauticians involved in the personal branding project, and the lead generation and nurturing campaigns generated about 5000 leads throughout Italy. The press office also led the releases of Esthelogue in many national newspapers and the creation of the phenomenon MeDioStar Next, associating Esthelogue treatments with the well-known faces of the Italian show each of which has millions of followers.
The combined effect of these initiatives produced a radical increase of visibility for the company, positioning it as a leader in the epilator laser industry.
