photo of laptop on a bed opened up to OrangeTwist's wellness campaign

Lessons from the OrangeTwist “Make Time For You” Campaign

Mental health and wellness has emerged as a critical focal point in today’s conversations, from healthcare to marketing, as consumers increasingly seek holistic well-being, both physically and mentally. This shift has significant implications for the aesthetics industry, where the connection between how we look and how we feel is more apparent than ever. As marketers, acknowledging and integrating mental health into campaigns not only meets a growing consumer demand but also fosters deeper, more meaningful connections with audiences.

The recent “Make Time For You” campaign by OrangeTwist serves as a compelling case study in effectively aligning aesthetics with mental well-being.

The Growing Importance of Mental Health + Wellness in Marketing

Mental health and wellness has traditionally been a challenging topic to address in marketing due to its deeply personal and complex nature. However, as societal awareness around mental health grows, so too does the expectation that brands will engage with these issues thoughtfully. According to a study by McKinsey, 79% of consumers believe wellness is important, and 42% consider it a top priority. This trend is reflected in the rising demand for products and services that promote mental well-being alongside physical health.

Marketing strategies that incorporate mental health and wellness themes resonate strongly with consumers, as they tap into a deeper, often unmet need for balance and self-care. Brands that embrace this approach can build loyalty and trust by showing empathy and understanding for their audience’s struggles. Addressing mental health in marketing goes beyond merely promoting products—it’s about fostering a dialogue that can lead to positive change in society’s perception.

Aesthetics and Mental Well-being: A Symbiotic Relationship

The link between aesthetics and mental health is well-documented. Research suggests that how we perceive our physical appearance can significantly impact our mental well-being. The aesthetics industry, particularly in areas like skincare and cosmetic treatments, plays a crucial role in this dynamic. For many, improving one’s appearance is not just about vanity; it’s about enhancing self-esteem, confidence, and overall happiness.

However, the pursuit of aesthetic perfection can sometimes lead to negative mental health outcomes, such as anxiety and body dysmorphia. This presents a unique challenge for marketers in the aesthetics space: how to promote beauty and self-improvement without contributing to unrealistic standards or exacerbating mental health issues.

The OrangeTwist Campaign: A Case Study in Empowerment and Inclusivity

OrangeTwist’s “Make Time For You” campaign, developed in collaboration with Moontide Agency, is a powerful example of how aesthetics brands can navigate this complex landscape. The campaign was designed to promote OrangeTwist’s range of non-invasive treatments, but with a twist—it focused on the importance of self-care and mental well-being, rather than just the physical outcomes of the treatments.

At the heart of the campaign is an empowering message: in a world where people often feel they don’t have enough time for themselves, “Make Time For You” encourages individuals to reclaim their time and prioritize self-care. According to data from the campaign brief, a significant percentage of people—especially women—feel overwhelmed by their daily responsibilities and struggle to find time for themselves. By addressing this pain point head on, OrangeTwist not only offers a solution but also empowers its audience to take control of their well-being.

The campaign’s inclusivity is another crucial element. While aesthetics has often been marketed primarily to women, “Make Time For You” broadens the conversation by recognizing that the desire to look and feel good is universal. The press release highlights how the campaign deliberately extends its message beyond traditional gender boundaries, showing that self-care and aesthetic treatments are for everyone, regardless of gender. This inclusive approach not only expands OrangeTwist’s reach but also challenges outdated notions about who gets to care about their appearance and mental health.

These elements of empowerment and inclusivity are what make the “Make Time For You” campaign particularly impactful. By encouraging a diverse audience to prioritize their mental and physical well-being, OrangeTwist positions itself as a brand that truly understands and supports the holistic needs of its customers. This approach not only resonates deeply with consumers but also sets a new standard for how aesthetic brands can contribute to the broader conversation about mental health.

Leveraging Mental Health in Aesthetic Marketing

For brands in the aesthetics space, the key takeaway from the OrangeTwist campaign is the importance of integrating wellness into marketing strategies. This involves more than just promoting the physical benefits of aesthetic treatments; it’s about understanding and addressing the emotional needs of the audience.

To effectively leverage mental health in marketing, brands should:

  1. Promote Self-Care, Not Perfection: Encourage consumers to view aesthetic treatments as a form of self-care rather than a means to achieve perfection. This approach can help mitigate the negative mental health impacts associated with unrealistic beauty standards.
  2. Use Empathetic Messaging: Craft messages that resonate with the emotional experiences of your audience. Show empathy and understanding for the mental health challenges they may face, and position your brand as a supportive partner in their wellness journey.
  3. Foster Authentic Connections: Build trust by being authentic in your communications. Avoid superficial or insincere messaging, and instead, focus on creating genuine connections with your audience through transparency and honesty.
  4. Highlight the Emotional Benefits: Emphasize the emotional and psychological benefits of your products or services, such as increased confidence or reduced stress. This can help consumers see the value in what you offer beyond just physical improvements.

As the conversation around mental health and wellness continues to evolve, so too must the strategies that marketers use to engage with consumers. The intersection of mental health and aesthetics presents a unique opportunity for brands to connect with their audiences in meaningful ways. By taking a holistic approach to marketing, as demonstrated by the OrangeTwist “Make Time For You” campaign, brands can not only meet the growing demand for wellness but also contribute positively to the quality of life of their consumers. In doing so, they can build stronger, more resilient brands that resonate deeply with today’s wellness-conscious audience.Provocative definitions of success stimulate fresh thinking and shared purpose. The fusion of branding and messaging lies at the heart of effective marketing strategies. Consistency in brand identity across various platforms strengthens brand recognition and fosters trust among the target audience. A unified messaging strategy ensures that all communications, whether via social media, print, broadcast or digital advertising, resonate with the brand’s core values and promises. This alignment not only enhances brand recall but also deepens the brand’s connection with its audience.

References: