Support System
by Evelyn Pecikonis, staff editor for DERMASCOPE
As self-care and beauty become bigger priorities for the average person, the days of skin care professionals performing treatments, selling products, and calling it a day are gone. Spa owners wear many more hats now – that of a treatment provider, social media manager, marketing specialist, influencer, and much more – and it is safe to say that it can quickly get overwhelming. So when an aesthetics brand comes along and not only provides top quality devices and support to professionals, but also takes most of the marketing guesswork off of their shoulders, it is a rare gem. BTL Aesthetics is that gem.
BTL Aesthetics has been providing spa businesses with the best in body sculpting for the last 30 years with no signs of slowing down anytime soon. They boast half a dozen devices under their belt – the most recent addition being the EXION, a multiplatform device to boost hyaluronic acid and improve scars, texture, volume, and women's wellness concerns – and market directly to consumers, utilizing word of mouth and results-driven marketing to take the pressure off of.
PROFESSIONAL SUPPORT
EMSCULPT Week
In 2019, BTL created National EMSCULPT Week, an annual event specifically designed to drive clientele into the doors of EMSCULPT and EMSCULPT NEO providers. Taking place on the sunny horizons of summer, practitioners celebrated EMSCULPT Week by posting pictures of themselves, their colleagues, and their clients posing with BTL devices as well as posting testimonials on social media about the positive impact of BTL device treatments.
By showcasing BTL devices on social media platforms, spas had the opportunity to drive bookings within their own businesses while also being entered into a giveaway with the grand prize being a device of the winner’s choosing.
BTL Body Boutique
With locations in New York, New York and Beverly Hills, California, BTL Body Boutique is a first-of-its-kind storefront dedicated to educating medical aesthetics professionals on BTL devices. They offer hands-on education and training, including demonstrations, marketing support, event hosting opportunities, and other resources for professionals using or interested in using BTL devices.
These brick-and-mortar locations offer what BTL vice president of U.S. marketing, John Ferris, calls “a space that covers every touchpoint from education to final sale”. With BTL representatives on-site and available to offer support and answer questions, BTL Body Boutique’s two locations are invaluable assets to entrepreneurs looking to add these devices to their business or just to connect with their local aesthetics community.
REACHING CONSUMERS
Celebrity Endorsements
Besides the support they offer, BTL Aesthetics reaches consumers directly through many avenues, celebrity endorsements being a huge one. According to a study from Mediaedge:cia, consumers are more likely to try or buy something a celebrity has endorsed. BTL devices and treatments capitalize on this, being lauded by the likes of Kim Kardashian, Jessica Simpson, Rebel Wilson, Jennifer Lopez, and Megan Fox, with Drew Barrymore serving as the first EMSCULPT celebrity ambassador. Additionally, in 2021, BTL teamed up with Chicago Bulls star Andre Drummond to launch the BTL Cares scholarship program, awarding $15,000 in college grants to five student athletes.
Magazines & Roadside Advertising
Magazine features and roadside advertising are two other ways BTL markets directly to consumers. They have been featured in Cosmopolitan, People Magazine, Elle, Women’s Health, DuJour, Town & Country, InStyle, Shape, and Marie Claire, among other publications, bringing BTL advertising to consumer eyes and getting those consumers onto professionals’ treatment tables. With events like 2022’s EMFACE the Nation, a 77,000-mile bus tour reaching 46 states, BTL gives consumers the opportunity to try their services personally from the brand itself. The tour included swag, demonstrations, treatments, and influencer appearances, and continues to get bigger and go further each year.
It is already rare to find a company that offers complete support with trainings, demonstrations, and representatives readily available for questions, but when that company goes above and beyond by assisting in consumer marketing efforts, it sounds too good to be true. Luckily, that is not the case here. BTL Aesthetics is a trailblazer not only in sculpting devices, but in the aesthetics industry in general, and their presence will only continue to elevate the industry aesthetics practitioners call home.