Published January 21, 2016
Volume 24, Number 1

ZELTIQ Expands Market Presence with Ad Campaign,


Aesthetic Medical Company Urges Clients to “Fear No Mirror”

ZELTIQ's new ad campaign uses "Fear No Mirror" as its theme.

By Jay Hipps

Looking to boost the company’s profile, Hacienda’s ZELTIQ Aesthetics has unveiled two new marketing initiatives. The first is a national ad campaign encouraging consumers to “Fear No Mirror” with the company’s patented CoolSculpting technology, a non-surgical, FDA-cleared procedure that selectively reduces unwanted body fat. The second is a collaboration with Galderma, makers of aesthetic medical products including Dysport, Restylane, and Sculptra.
The national Fear No Mirror campaign is based on a direct-to-consumer pilot program that was conducted last year in 11 U.S. cities. CoolSculpting website traffic increased by three times in those markets, and local providers of the procedure experienced a significant increase in patient interest and treatments. The multiple channels ZELTIQ plans to leverage include television commercials, radio spots, digital advertising, social media, and public relations.
“While the CoolSculpting procedure is recognized as the number one non-invasive fat reduction treatment by physicians in the aesthetics space, we realize that many consumers are unfamiliar with our breakthrough treatment,” said Mark Foley, president and CEO of ZELTIQ. “We are excited to build awareness and interest in the marketplace using insights from our direct-to-consumer pilots conducted (in 2015).”
While the ad campaign represents a new step for ZELTIQ, the company’s growth since its 2005 founding is already impressive. The company moved into Hacienda in 2007 and its CoolSculpting procedure was cleared by the FDA in 2010, followed by a successful IPO in 2011. ZELTIQ currently enjoys a market capitalization of over $1 billion, with quarterly year-over-year revenue growth of 34 percent. Millions of CoolSculpting treatments, which works by gently cooling targeted fat cells in the body to induce a natural, controlled elimination of fat cells without affecting surrounding tissue, have been performed by nearly 4,000 CoolSculpting systems in over 70 countries. Market research indicates a 93% customer satisfaction rate with the CoolSculpting procedure.
The new collaboration with Galderma should aid that growth. Galderma’s products are used by physicians to reduce things like crow’s feet and frown lines, and ZELTIQ believes that many recipients of those procedures may be interested in CoolSculpting as well.
“At Galderma, we are focused on advancing skin health and driving category innovation for natural looking results,” said Kelly Huang, PhD, vice president and general manager, Aesthetic and Corrective Business Unit, Galderma, U.S. “Through this uniquely-designed collaboration with ZELTIQ, we are bringing together leading facial aesthetic technology and non-invasive fat reduction to better serve and provide long-term value to our healthcare specialists, as well as increase awareness among consumers.”
“Our shared goal in this collaboration is to combine innovation and technology with relationships to create an extraordinary offering for healthcare professionals and consumers,” added ZELTIQ’s Foley.
The two companies will also create connections between the Galderma portfolio of aesthetic brands and ZELTIQ’s CoolSculpting procedure for healthcare professionals and consumers through their respective industry-leading loyalty programs: ASPIRE Galderma Rewards loyalty program (www.aspirerewards.com) and ZELTIQ’s Crystal Rewards.
Dermatologists, plastic surgeons, and leading aesthetic specialists that offer CoolSculpting can be found at www.coolsculpting.com.
For additional information on ZELTIQ, access the company’s web site at http://www.zeltiq.com


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