Case study · Consumer technology
Tria Beauty
The message moved from the device to the transformation.
year over year
Tria Beauty, maker of light-based skin care devices, grew website revenue 63% year over year after CRC rebuilt its brand identity, positioning framework and website narrative for the North American market, with Remark Growth Marketing running the performance marketing.
- Client
- Tria Beauty
- Sector
- Light-based skin care devices
- Work
- Brand identity, positioning framework, website narrative
- Engagement
- Stakeholder extraction, persona sub-sets, relaunch. Remark Growth Marketing ran performance marketing; CRC wrote the identity, positioning and site
The bottleneck
Tria's laser devices were ahead of the category on performance, innovation and convenience. The marketing wasn't. The company wanted a stronger position in North America, and its communications described the hardware when the customer was buying a result.
Tria also sold different products to different needs and mindsets, which meant one message would fit nobody well.
What we extracted and built
Client surveys and in-depth interviews with Tria's customers and key stakeholders surfaced the focal points of the brand and the ground it could hold against competitors: the first-mover in skin-care laser technology, said plainly.
The positioning work identified Tria's most valuable audience groups in the new market, their challenges and motivations, and built a positioning framework around them, with persona sub-sets for each product line so that every message could speak to a specific person.
Then the website narrative: copy that let a customer experience the advantages of the device before owning it, and want the result enough to click Buy Now.
The product.
The devices the story had to sell, as Tria shows them today.
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The paper trail.
Pages from the brand identity deck and positioning framework.
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What changed
A clear brand identity deck, a positioning framework unique to Tria, and messaging that raised the brand's perception, awareness and affinity in North America.
Website revenue rose 63% year over year across the relaunch, and referral revenue rose more than 600%.
“CRC's branding and copy works! Website sales jumped significantly after the brand refresh. We couldn't be happier. The overall value delivered far exceeded our total investment.”
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