The Rx aesthetic marketplace is dominated by Hollywood-centric, celebrity-driven campaigns, but Galderma was looking for a bold PR campaign that instead aligned with the company’s vision of helping people uncover their very best selves by providing natural-looking results.
We teamed up with Marina Maher Communications to ignite conversations about facial aging across generations.
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.
We asked women around the country 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. As an incentive, Galderma pledged to donate $5 (up to $50,000) to National Charity League for every photo posted to MomGenes.com and sponsored a sweepstakes with monthly and grand prize winners.
The campaign included a nationwide survey of mothers and daughters assessing changing attitudes, fears, and perceptions on facial aging and treatment options. Results helped contextualize the need to start a conversation about "mom genes" among women. We found 90% of moms and 88% of daughters agreed there’s more pressure to look young now, yet more than half of mothers had never talked about facial aging with their daughters.
The campaign website featured a Mom Genes Gallery of the submitted photo recreations and encouraged visitors to look into our products and join the Aspire Galderma Rewards program. We worked with healthcare professionals, providing them with communications tools to support Galderma Mom Genes in their local practices. The National Charity League, a mother-daughter charity, served as grassroots ambassadors and word-of-mouth drivers.
We held a media event in New York where we engaged editors in recreating family photos of their moms to make the story personal and relevant for their coverage. Since the launch in February, we’ve seen robust web traffic, media coverage, and social media participation. The campaign continued to gain momentum in the lead up to Mother’s Day, when the online sweepstakes ends.
Alisa Lask is VP of U.S. marketing aesthetic and corrective at Galderma