The agency bagged the brief with the company following a competitive pitch. Although Lumenis has used Hill & Knowlton and August One in the past, there was no incumbent.
Taking in consumer PR and medical education, the UK brief will see Road promote a treatment due be launched later this year.
Lumenis’ ActiveFX system performs face-lifts with as few as four days’ recovery for the patient, compared with several weeks by surgery. Road claims the technology is ‘almost surgical’ standard but is far less invasive and painful. Cosmetic surgeons, doctors and patients – mainly women – considering aesthetic treatment are the target audience.
Jarman said: ‘It is a growing market for men as well. Patients are interested in outcome, downtime and cost. The aesthetics market is booming, driven partly by innovation and partly by people’s barriers to cosmetic treatment reducing – laser therapy is already used for hair removal.’
In addition to facelifts, the technology will be used to remove blemishes, wrinkles and scars.
Jarman leads the account, reporting to Lumenis UK marketing manager Clive Swan, and Remco Shmitz, the company’s European MD. Digital platforms will be a key part of the programme.