Successful relaunch: Emotional communication overcomes emotional barriers
Instead of using medical arguments to talk to retailers, we directly targeted women. To allay their primary prejudices against compression stockings, we addressed them with the claim "Beauty is the best medicine". Through this emotional cross-channel, cross-platform and pan-European lifestyle campaign emphasising unadulterated beauty and elegance, we not only reversed emotional hurdles but also convinced retailers and doctors. The result was significantly greater brand acceptance, higher revenues and increased patient compliance. This proved that beauty is not only the best medicine for users, but for the company and retailers as well.