Sydney-based Laser Clinics Group is defying category conventions as it looks to expand in the Canadian market with a feel-good message.
The hero work is frenetic, with an EDM backbeat, a glowstick spelling out “magic,” popping balloons and people pushing one another around in a grocery cart.
The campaign is designed to be about igniting people’s inner confidence, while bringing personality and life to the category, with a dramatic change in look and feel, explains managing director at Laser Clinics Canada Toby Milton. Milton says that since Laser Clinics started in Canada in 2022, the brand has been “super successful,” with huge demand as people look to boost their self-worth post-COVID-19.
“We’ve definitely got an ambition to grow,” Milton says, with the company looking to add 20 retail locations in the next three years.
This is the first major brand campaign by the advanced beauty and skincare treatment company, which is positioning itself with its “science of feeling good” messaging.
It’s a positioning undergirded by products reviewed and approved by Laser Clinics’ Medical Advisory Committee, an international group of leading dermatologists and physicians.
The client base is really broad, Milton says, spanning gender and age ranges, with the competitive set including the likes of Skin Vitality, which has 13 locations in Southern Ontario.
Ogilvy ANZ is the agency behind the work, as the company is based in Sydney, with Torchia providing communications support.
“We play on YouTube, and on our socials through Meta,” Milton says.
The latest campaign is primarily digital, with some digital screen assets at the brand’s seven locations across Cadillac Fairview and other malls in the GTA, and at Union Station in Toronto.
“We have a ton of opportunity in the clinics, as we have fantastic digital screens… which are super impactful as you walk past,” he says.
With more than 200 clinics across Australia, New Zealand and the U.K., Laser Clinics delivers more than three million treatments each year and operates via a franchise model.
