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HydraFacial is an advanced non-laser skincare system, offering a customizable procedure to help all faces, improving the appearance of fine lines, wrinkles, enlarged pores, congested skin, and brown spots. The company pioneered hydradermabrasion, and while the HydraFacial Company is a leading aesthetic device manufacturer, they consider themselves a challenger brand in the skincare industry/facial space.
As HydraFacial’s PR agency, EvolveMKD’s objective was to create buzz and excitement that rose above the noise in the oversaturated skincare category. The primary goal of the tour was to make HydraFacial a household name. By offering complimentary HydraFacials across the country to demonstrate the technology first hand, the agency aimed to drive men and women into spas and doctor’s offices to ask for a HydraFacial by name. A secondary goal of the campaign was to sell enough devices to cover the cost of the Tour; to create measurable revenue gains for the company.
The agency invited and scheduled media appointments in all 16 cities of the Tour, ultimately treating over 250 media, influencers, and celebrities to HydraFacials. In total, almost 3,500 HydraFacial treatments were performed on the Tour.
Following the HydraFacial World Tour announcement, editorial coverage in national media coverage such as Vogue, Allure, and InTouch, garnered over 24M impressions on Day 1. The agency secured 500MM+ media impressions in the first three months.
By the end of the tour, EvolveMKD successfully secured 1B total impressions from the Tour, resulting in a 47% year-over-year increase in HydraFacial media impressions. Website searches for Find a Provider; also increased 83% year-over-year, with a total of 177k searches performed in 2018. Most importantly, HydraFacial met and exceeded their goal of $125,000 in device sales per event by 148%, creating substantial revenue gains for the company.