• by Les Luchter , September 13, 2024

Father Time, apparently feeling too old, decides to get “age-defying treatments like facials and lasers” in “Make Time For You,” a humorous campaign from Orange Twist, a chain of aesthetic treatment centers in California, New Jersey, Texas and Washington state.

The campaign differs from other aesthetics industry marketing that focuses on images of women receiving treatments, notes Orange Twist’s agency Moontide.

Father Time, of course, is not a woman, and Moontide tells Marketing Daily that the campaign is “designed to resonate with those who feel they lack time for self-care -- a sentiment that cuts across traditional demographics.”

Moontide cites MRI-Simmons Fall Doublebase 2023 research, which found that 62% of consumers feel they don't have time for self-care, while 77% “feel pressured to maintain the appearance that their lives are under control.”

On the other hand, the agency says, “While the campaign creative and message is inclusive, our digital strategy primarily targets women, which is the majority of Orange Twist’s client base.”

The “Make Time For You” campaign is running in Orange Twist markets via CTV/OTT platforms like Hulu and YouTube TV, paid social, digital, and paid search.

In addition to the :30 spot linked above,a series of :15 cut-downs will roll out progressively, “maintaining the campaign’s humorous tone,” Moontide says. Media for these will include audio and podcast reads, in addition to CTV, social and search, “and through dark social with a leading global publication.” “Dark social” has been defined as digital content shared via platforms that can’t be tracked by marketers.

The campaign also features in-store signage, blog posts, email marketing, and organic content on OrangeTwist’s social channels.

“Make Time For You” isn’t the company's first use of humor -- nor men -- in its marketing. A campaign titled Find Your Because,"  which launched in 2018 when Orange Twist was just three years old, featured both men and women taking selfies of themselves.

The new campaign kicked off  Sept. 2 and will run through year’s end.

The goal, Moontide says, is “to boost awareness of Orange Twist’s services and encourage self-care through aesthetic and wellness treatments. Success will be measured by engagement rates, brand sentiment, lead generation, and ultimately, increased bookings and customer retention.”