Business Overview.
Zein Obagi, MD, one of the most influential dermatologists in the world and founder of both the Obagi® and the ZO Skin Health® skincare lines, sought to make his revolutionary ZO products (previously only available in dermatology offices) more accessible to a wider audience. In this capacity, Dr. Obagi decided to launch ZO Skin Centre® locations in elevated, high traffic mall and lifestyle centers. Each of the locations would be a physician-owned & managed franchise (by a dermatology physician colleague who utilized ZO products in their practice) offering dermatology and cosmetic services as well as the ZO product line.
Engagement Summary.
KT Marketing was tasked with creating the ZO Skin Centre® brand and marketing strategy, and then successfully launching the concept and its first location in Newport Beach, CA. It was also tasked with creating marketing plans and templates that could be easily implemented by subsequent franchise locations. KT Marketing led all aspects of brand development, marketing planning & and marketing execution.
Results.
- The first ZO Skin Centre at Fashion Island in Newport Beach, CA launched in May 2014 with tremendous buzz and excitement, including: significant press and blogger coverage, influencer endorsements and significant brand presence in the local market.
- A press & blogger preview event attracted more than 50 media professionals, and follow up garnered regional and national media attention in the Orange County Register, Los Angeles Times, Modern Luxury, C California, New Beauty, Elle and more.
- Upon the Centre opening, consumers were treated to a weekend of events designed to create local buzz including an opening night VIP party, free skin assessments, mini facials, sample products and skincare Q&A sessions with Dr. Obagi and his Newport Beach partner, Dr. Aaron Kosins. These activities were key in helping the business achieve a fast start and profitability within Year 1 of operation.
- The marketing templates created by KT Marketing for the Newport Beach launch were shared on a portal for all franchise owners to access, and since that time, have helped numerous ZO Skin Centre® locations successfully launch across the globe.
PROJECT DETAILS
CLIENT
ZO SKIN CENTRE®
Date
2013-2015
CATEGORY
Brand Marketing