July 3, 2024

miraDry is an innovative non-surgical device that addresses hyperhidrosis, while also helping patients smell good and limit their underarm hair. Media and messaging around the rebrand of “miraDry is Confidence” catapulted device and consumable sales, and industry accolades, leading to its acquisition by Sientra Labs.

THE CHALLENGE

MIRA DRY NEEDED A REFRESH

miraDry initially came to The Seidel Agency seeking to rebrand its image from that of a purely medical procedure to combat underarm sweat to that of an aesthetic lifestyle choice. To do that we leveraged a 360-degree experiential campaign to build the brand and activate audiences around our celebrity spokesperson events.

THE ACTIVATION

THE ULTIMATE UNDERARM

Targeting the right platforms with the right messaging: We began by changing the narrative on Facebook. Instead of battling nasty sweat, we targeted busy moms with our new and improved “ultimate underarm”, which removes sweat and odor, as well as some hair and the need to use potentially harmful deodorant.
To amplify the brand as the best-in-class for aesthetic devices: we reached a 98% Worth it Rating on RealSelf, while being recognized for the “Top 10 Aesthetic Companies” by Aesthetic Everything, as well as the “Most Dynamic International Medical Device” by the Healthcare and Pharmaceutical Awards.
Creating a must-see experience: Leveraging Antonio’s critical acclaim among our key demographic, women aged 40 to 60, we built one-of-a-kind events to showcase our treatment. We generated massive interest using Facebook Live and YouTube influencer videos, as well as local and national coverage, while selling countless packages to those who attended the event.

THE IMPACT

MIRADRY IS ACQUIRED BY SIENTRA!

Growth: Sientra acquired miraDry when it bought Miramar Labs and its device miraDry for $20 million in June 2017.
Awareness: miraDry has become the gold standard for ancillary hyperhidrosis for the underarm, as well as the hands and feet, off-label.
Visibility: miraDry treatment is the only FDA-cleared treatment that can dramatically reduce underarm sweat and odor by addressing the root cause – not the symptoms.

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