Hydrafacial, a patented skin treatment performed by estheticians in medical offices, spas, hospitality venues and beyond, began as a B2B business that marketed solely to providers of the device-based procedure. But over the last 18 months, the brand has carved out a new marketing approach that combines B2C tactics to drive interest at the consumer level.

“We are a B2B business at our core. We sell our devices and our consumables to providers who then perform the treatments on consumers,” said Amy Juaristi, Chief Marketing and Communications Officer at BeautyHealth, owner of Hydrafacial. To support its customer base, the company invests in those providers with education, events, grants and strategies to build their businesses.

But Hydrafacial has shifted to marketing to consumers directly as well, most notably through its 50-city GLOWvolution pop-up event, a full day of treatments, yoga and other wellness-focused activities for influencers, media, providers and consumers. “This year the theme was ‘Glow on,’ this idea that with every treatment, we're passing on a best-kept-secret in beauty,” Juarista explained, “whether that's a recommendation to a friend, from a daughter to a mother, or even the esthetician to her clients. We are passing the ‘glow on’ with each one.”

Here's the marketing story behind Hydrafacial; how it supports a provider customer base; the brand’s successful B2C pivot; plans to ramp up influencer marketing investments; and the challenges of marketing to a more discerning beauty consumer with a growing number of wellness treatments at their fingertips.

Lastly, ICYMI: here’s a replay of our chat with SheaMoisture CMO Taydra Mitchell Jackson on LinkedIn earlier this week, which touched on the inspiration for the brand’s “Black Men Love” digital campaign, the success of its men’s product business and engagement through consumer experiences. Plus, check out her best advice for aspiring CMOs.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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