#MomGenes: Mirror, Mirror on the Wall, I Look Like My Mother After All
The aesthetic medicine beauty marketplace is dominated by Hollywood-centric, celebrity-driven campaigns designed to urge consumers to request specific aesthetic brands from healthcare professionals (HCPs). In order to break through in a crowded market, Galderma wanted a unique and insightful way to grow awareness and affinity specifically for Galderma’s Aesthetic and Corrective brands among women.
Galderma realized the potential in looking closely at the mother-daughter relationship. It is among the most powerful bonds in the world, and, for better or worse, it sets the stage for all other relationships. Not only do moms pass down their values, life hacks, and wisdom, they also pass along their genes including the ones that govern appearance. While women value the natural beauty from their mothers, they also have a predisposition to age like them.
Galderma teamed up with MMC to ignite conversations about facial aging across generations on social media. As a way in, women around the country – including influential women in beauty – were asked to recreate their favorite old photo of mom leveraging the social media-fueled, pop culture phenomena of Throw Back Thursday (#TBT) and tying it to #MomGenes. To provide an incentive, Galderma pledged to donate $5 (up to a maximum donation of $50,000) to National Charity League, Inc. for every photo tribute posted to www.MomGenes.com.
Grounding the campaign in research and data, MMC commissioned a nationwide survey of mothers and daughters assessing changing attitudes, fears and perceptions on facial aging and treatment options. The survey helped contextualize the need to start a conversation about “mom genes” among women, and we brought key statistics to life via an engaging animated infographic. The branded campaign website featured a Mom Genes Gallery of photo recreations and encouraged visitors to join the ASPIRE Galderma Rewards loyalty program for rewards and savings. To extend the reach of the campaign, the team developed a suite of communications tools for health care professionals to use to support Galderma Mom GenesTM through their local practices. The mother-daughter charity partner National Charity League, Inc. served as grassroots ambassadors and word of mouth drivers.
A professional photoshoot media event in NYC engaged nearly 30 editors in recreating family photos of their moms to make the story personal and relevant. A time-lapse video of one editor’s experience can be seen at www.people.com/article/we-tried-galderma-mom-genes. Robust website traffic, media coverage, outstanding feedback from HCPs and social media postings from reporters, consumers and HCPs have helped the February campaign launch deliver immediate and growing resonance and impact.