The Context

Knowing that many potential customers get stuck at the consideration phase when it comes to facial fillers, Juvéderm was looking for a big idea to move customers down the path to purchase. This would require much more than a simple launch event because it was key that we really understood and addressed what would motivate women to purchase.

The Solution

Working with our partners at Proof Inc., we developed a measurement framework to understand Canadian women’s concerns about facial fillers and what it would take to overcome them. This data helped us design an event experience that would address their questions and debunk myths around the product category. The event, called Beauty Decoded Live, featured a ‘live lab’ which allowed potential customers to see, touch and feel the injectable solution on their hands.  We included private consultation areas for mini appointments with well-known dermatologists and kiosks that used technology to show the power of the product by augmenting a selfie photo. Hosted by The Social’s Lainey Lui, the event also featured a live injection led by renowned specialist, Dr. Mauricio de Maio.  During the live demonstration, there were audible gasps from the audience as they witnessed Juvéderm’s instant, natural-looking results.

By measuring perception with a pre-event questionnaire, tracking activity on-site using RFID bracelets and conducting a survey post-event, we proved that we were able to reduce the most common barriers to trial and drive consultation bookings up by 35%. Our learnings from the event were applied to develop social, editorial and influencer content to amplify messaging across Canada throughout the remainder of the year.


Services Provided

  • Event Design & Ideation
  • Event Production
  • Venue & Partner Management
  • Registration Website & Onsite Services
  • VIP Management & Security
  • Creative Services
  • Production & Development
  • Brand Ambassador Recruiting & Training
  • Measurement & Analytics