Aesthetic treatment company, Laser Clinics Group, has launched a new global brand and campaign via Ogilvy Network ANZ, 'The Science of Feeling Good'.

Developed by Ogilvy Network ANZ, the campaign is being run across Australia, New Zealand, Canada, and the UK, with the new platform marking a shift from functional advertising to a more emotionally driven approach. The campaign includes a TVC, social, DOOH, OOH, and in-store assets.

Ogilvy was appointed by Laser Clinics Group in 2023 following a competitive pitch and was initially tasked with providing strategic PR, influencer and social support. Ogilvy's remit was later expanded to include end-to-end brand strategy and creative across digital, media and in-store. The new brand campaign is the first work launched via Ogilvy since their appointment.

Ogilvy Sydney Client Lead, Clare Lambert, said: "This is the first time any brand in the category is speaking to consumers on an emotional level. And we opted to take this approach because while Laser Clinics Group sells treatments, it does so in a way that doesn’t compel consumers to conform to any beauty standards – it just encourages them to feel good, whatever that might mean for them. Because at the end of the day, confidence isn’t a one-size-fits all - feeling confident manifests differently for everyone, which became the central point for the new brand."

Ogilvy Sydney ECD, Clark Edwards, said: "Today, in an industry dominated by a sea of same, setting Laser Clinics apart and giving the brand emotional resonance was a great challenge to rise to."

Laser Clinics Global Chief Customer Officer, Kirstie McCosh, expressed excitement about the new direction.

"We were impressed by Ogilvy’s approach and its ability to go well beyond just functional promotion through its integrated offering. We’re incredibly excited to see the result of our partnership now in market and where our brand can go next."