WHAT'S YOUR YOUNESS?

Laser Clinics Australia is the category leader, famous for democratising laser,
skin and injectables treatments. However, it was becoming an increasing problem
that all competitors in the exploding market looked exactly the same.
And were at a constant pricing war competing for customers.

This had resulted in consumers making functional rather than emotional decisions
about which provider to use. There was little brand loyalty, with consumers simply
waiting for the next best deal to hit the market.

So we set out to shake things up.

We elevated and distinguished LCA above the chasing pack by evolving from
a price leader to a brand and customer driven market leader. Encouraging
customers to reconsider the total value equation (not just price) and build
a deeper level of advocacy for the LCA brand.

We created an engaging, compelling and distinct brand identity behind
which the entire business united to execute with impact.

With our bold visual identity refresh and striking imagery (logo remained
as previous) we also re-framed the entire category with a more emotional stance.

We live in a world where looking good counts in your favor, and yet there’s
so much judgement from others. We wanted to acknowledge this stigma
and embrace that we all have the right to look the way we choose.
This led to the posing of a question designed to prompt people to consider
what it is that makes them… well, them.

“What’s your youness?” was born as the starting point for a movement
to empower people around their looks. In turn, breaking the mould of
the industry and placing Laser Clinics Australia top of mind.