The 60-, 30- and 15-second DRTV spots were created and produced by Chicago-based agency Suite Partners, aided by director Steve Hylen and Carpe Diem Productions. The ads are airing nationwide on networks including E!, Lifetime, Fine Living, Oxygen, WE, Bravo, VH-1 Classic, VH1 and Style.
The ads drive viewers to www.Silkn.com and the company’s 1-877-DO-SILKN toll-free number.
Tom Goslau, VP of marketing and business development for Home Skinovations, described the ads as “brand-response television.”
“The ads have the traditional beauty branding that consumers would expect, but with a very clear call to action,” he explained. “The hybrid of those two ideas makes it possible to use the video as a tool that can be used in a bunch of different formats.”
Online banner ads are running throughout the beauty-focused Glam Publisher Network and on the social network MakeupAlley. Different banner ads drive to either Silkn.com or the product’s YouTube channel, where users can watch video clips and ads.
Goslau said that since the campaign launched November 10, site visits have quadrupled.
Users can also follow Silk’n SensEpil on Facebook and Twitter (@SilknSensEpil). Goslau added that this week, Silkn.com will introduce an opt-in for an e-mail newsletter on site, so the company can send interested users additional information about product availability.
The product, which sells for $499, uses FDA-cleared Home Pulsed Light (HPL) technology to remove unwanted hair. HPL technology can also be used for skin rejuvenation, acne and cellulite treatment and body shaping and tightening.
It is the second product that Home Skinovations has launched in the US. The first was simply called Silk’n, which was released in April 2008. It used the same technology as the Silk’n SensEpil, but had a stricter level of FDA clearance, allowing it only to be sold directly through physicians, Goslau explained.
The DRTV campaign is slated to run through December, but Goslau said the company is planning other marketing initiatives for next year. “We’re also planning work with QVC that should go live in December or January,” he said.