The Baldan Group is one of Italy’s leading manufacturers and distributors of beauty & aesthetic products and equipment, supplying over 7,000 centres in Italy alone.

The Baldan Group are now launching their ground-breaking, state of the art systems to the UK market. As experts in the sector for over 40 years, The Baldan Group merge beauty, wellness and body care with technology and innovation. This allows them to achieve the best and most natural looking results for this widely expanding market with a more knowledgeable customer.

Services utilised

  • Key Opinion Leader engagement
  • Distribution & Retail
  • Media Relations
  • VIP Relations
  • Market Entry & launch

Services utilised

  • Key Opinion Leader engagement
  • Distribution & Retail
  • Media Relations
  • VIP Relations
  • Market Entry & launch

The Challenge

As a new brand to the UK, our challenge was to introduce their systems to both trade and consumer titles, creating the demand for treatments, and thus strengthening the draw for medispas and salons to purchase the technology. The Baldan Group installed systems at their training centre in Central London so that we could launch to consumer press, creating brand awareness, and driving trade demand simultaneously. Our success depended on consumers knowing the treatments and recognising their USPs and superiority over alternatives in the same market.

Strategy

Ahead of the launch of each system RKM supported The Baldan Group by outlining a planning calendar, so that treatments would be launched at the optimum time of year for highest interest and demand. By strategically planning treatment launches by season we helped to position The Baldan Group as a market leader for luxury medical and aesthetic systems. The launch of each system was planned to release to key trade press and large consumer titles at the same time, building brand awareness and ensuring that The Baldan Group’s name was on everyone’s lips. We implemented an all-encompassing media strategy to build brand awareness, establish consumer and trade media trust and drive editorial. This resulted in increased demand for the systems and treatments both in a B2B and B2C capacity.

The results

In just over a year since launching to the UK market The Baldan Group have become an authoritative voice in the world of medical & aesthetic beauty treatments and have machines in clinics across London and the whole country. Editorial has been secured in leading online and print consumer press (The Daily Mail and The Mail Online, Marie Claire, GetTheGloss, Woman & Home), all the brand’s key trade titles including Professional Beauty, Guild News, Aesthetics Medicine, Aesthetics Journal, and key influencer reviews have been placed on social media. We have built a large following for the brand and their treatments, with endorsements from beauty writers and editors, clinicians and doctors countrywide who are now using The Baldan Group’s machines themselves. In addition to extending to a reach of 16,447,489 in consumer press (in 8 months).

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reach of trade press (in 8 months)

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launches to the UK market, 1 product

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pieces of press (in 8 months)

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