MiraDry is an FDA approved laser treatment to remove underarm hair and sweat glands. My team was involved in a market penetration case competition for MiraDry and was in the top 3 out of 25 teams.
Our project included primary and secondary research to identify which aspect to focus on for marketing (underarm hair removal or underarm sweating), and defined the positioning and customer profiling for the Singapore market. From there, we came up with several marketing strategies to target each profile. I was involved in MiraDry’s website revamp and campaign strategy to change consumer attitudes.
Website Revamp
MiraDry’s website was difficult to navigate as consumers need to click through many pages to look for information. This causes a lot of friction in the search process.
Also the use of scary or unpleasant images associated with the treatment may put off consumers and deter them from wanting to find out more.
Recommendations
We proposed a website layout that maximises the visibility of the main selling points of the treatment with all crucial information easily found. We also replaced unpleasant images to remove any negative feelings that consumers may have when they browse through the website.
Changing Attitudes
Based on our research, a majority of the public view sweating through workplace clothing as socially acceptable. Those who choose to manage underarm sweating are generally satisfied with non-permanent behavioural solutions. Hence, the company needs to take actions to convince people and change public beliefs of the appropriate social standards.
To bring awareness to this issue, we proposed a social experiment campaign which results will be used for video advertisements aimed at changing perception of the social standards in Singapore regarding sweating.
