Galderma and Marina Maher Communications
Galderma and MMC Inspire Thousands of Women to Face Their Hands & Ask for Restylane Lyft
After the face, hands show the most visible signs of age. As years go by, loss of volume can result in wrinkles, prominent bones and tendons and bulging veins. So when the FDA approved Restylane Lyft in May 2018 as the first and only hyaluronic acid dermal filler to help reverse the signs of volume loss in aging hands, Galderma launched an expansive public relations effort.
Research revealed that 78% of women wish they could change the way their hands look, and 60% even tried to hide them sometimes. Most believed nothing could be done. So MMC’s earned-first campaign encouraged consumers to Face Their Hands, and ask to learn more.
The campaign conquered two challenges. While Restylane Lyft was the first hyaluronic acid filler approved for the hands, another type of filler had been on the market since 2015. How could the campaign make sure media would focus on Galderma’s product? Second, beauty writers pay more attention to facial products. How could it keep up the noise level for Restylane Lyft for hands?
To develop multiple angles, it worked with two very different experts: Celebrity manicurist Deborah Lippmann discussed ways of beautifying hands, and celebrity dermatologist Doris Day served as a go-to resource for all things dermatology. Campaign elements included media toolkits for aesthetic providers, short videos and even “Hand Clap,” a signature nail polish color.
Awareness surpassed goals, with branded website traffic increases directly correlated to earned media. Overall, it achieved 1 billion media and social media impressions, with 970 media placements. Website visits climbed 26% during the launch.