For years, thousands of hairy souls had been wasting their time, money, and dignity with inefficient hair removal methods. So, what better way to show them the hairless light than with the classic DRTV– only this time, it’s made for the internet, and done in a fresh, unexpected, definitely “non-pharma”-ish style.

Guided by our strategic approach (which we’ll discuss in a bit), we framed our online video around a story of personal triumph. Over unwanted hair. And, subsequently, unwanted hassle, judgements, and baggage.

Our mockumentary features the stories of 6 characters from all walks of life (including all fours), whose unwanted hair has brought them all together in a self-help group. Their transformation from self-conscious patient to empowered individual begins when they’re introduced to the Clear + Brilliant pélo™ laser, an innovative hair removal alternative, and its handpiece-wielding German technician.

We first proposed the concept of the video in mid August of 2015, and by February 4, 2016, it was live as part of the brand’s soft launch. The video was premiered on our YouTube channel for consumers, and we shared it with healthcare professionals at the AAD’s annual meeting in early March.

Now, as we enter into the full launch of the brand in market, it’s one of the key assets in our digital strategy. It’s slated to be featured on our new website and reach our target audience through paid search, social media, a CRM program, and publisher partnerships–including LGBT partners.