Connecting with the Artist inside the Surgeon

ADVERTISING, DISTRIBUTION, & SALES

Inamed Aesthetics (Santa Barbara, CA) is a leading American manufacturer of breast implants and facial rejuvenation products. Its advertising and communications are targeted primarily at surgeons and specialists in the field of plastic surgery.

When Inamed approached LXB Communication Marketing (Quebec City, QC, Canada), the company was looking to reposition its products by developing a strong and unique brand and visual platform that would represent its products for years to come.

Traditionally, manufacturers in this sector have relied on product-based advertising, placing the major emphasis on the technical prowess and the quality of various products. Inamed wanted to go one step further to position itself as a partner in the success of the surgeons.

LXB's research demonstrated that plastic surgeons do not see themselves as merely medical practitioners, but rather as artists who help their patients—who are predominantly female—become the masterpieces they so wish. In light of the popularity of reality television shows featuring plastic surgeons, these practitioners have achieved celebrity status in some circles. Therefore, LXB determined that the best way to communicate with this audience would be to approach them from an artistic standpoint rather than from a merely technical one.

Each woman is different, and a masterpiece in her own right. By using mainly nudes from artists including Picasso, Gauguin, Renoir, and Modigliani, LXB presented Inamed as a manufacturer that understands the reality of plastic surgeons' concerns and artistic achievements, all the while conveying the fact that no two women are alike.

The resulting print advertisements feature a simple, chic, and understated design that confers a high-end image on Inamed. The result was a campaign that speaks directly to the artist within each plastic surgeon.

Copyright ©2006 MX