case studies
AuraLux
A Differentiated Technology Deserves a Differentiated Brand: Reintroducing AuraLux
Acclaro Medical developed AuraLux®, an advanced 2910nm cold fiber laser available exclusively at select premium med spas. Powered by the same CoolPulse™ technology behind UltraClear®, Acclaro’s dermatologist-trusted flagship product.
Acclaro engaged GOLD PR to reposition and relaunch the AuraLux brand for two audiences at once: consumers, and the med spa owners and clinicians who offer the treatment.
WHY CLIENTS CHOOSE US
Why Acclaro chose Gold
Aesthetics and med tech expertise
Including 10+ years as U.S. PR and social Agency of Record for Invisalign, the launch of Restylane Silk and Lyft while supporting the Aesthetics portfolio for Galderma, and the US launch, IPO and subsequent growth of CoolSculpting.
Provider and consumer marketing together.
We know how to build demand with patients while giving practices a business reason to say yes.
Fluency in regulated categories.
Claims, content and community management built with compliance in mind from day one.
A senior, integrated team.
Brand strategy, digital, social, content and creative under one roof, moving at launch speed.
case studies | Auralux
Results
Our Mandate
AuraLux is a truly differentiated technology in a competitive aesthetics category. Acclaro asked GOLD to build a brand that makes that difference clear and memorable, and to bring it to life across every touchpoint
- Define a distinct positioning and messaging platform for consumers and for practices
- Create a consumer-facing and professional channel idea designed to stick
- Reintroduce the brand through a new website, visual identity and social presence
- Give leadership and the sales team corporate and sales materials that tell one story
Our Approach
We positioned AuraLux as the new standard in laser skin care: advanced laser care built for the way people actually live. Not a procedure to recover from, but a routine to look forward to, with results that compound over time.
The idea came to life in two platforms. For consumers, “The Glow You Come Back For.” For practices, “Your go-to. Their new ritual.” Both are built on five pillars: modern technology; safety, comfort and convenience; visible results; inclusive access; and routine care.
Our Execution
- Brand Messaging & Positioning Architecture. The source of truth for every AuraLux message, with dedicated consumer and professional tracks.
- A new auralux.com. A consumer experience and a dedicated For Practices section, with a provider locator, science storytelling and content structured for Google and AI search.
- Treatment menu storytelling. Each modality given a clear role in the routine: 3DMIRACL® as The Ritual, Refresh as The Reset, Renew as The Investment and Glide as The Full Picture.
- Visual identity refresh. Warm, editorial and lifestyle-led, with real representation across every skin type.
- Social media relaunch. A new voice and content system for @auraluxlaser that blends education, real results and lifestyle.
- Corporate and sales presentations. Corporate, launch and sales presentations and supporting marketing materials, so leadership and the sales team share one brand story.
- Go-to-market plan. Influencer and KOL strategy, paid social content, thought leadership and blog content.
- Social media governance. Public and employee social media policies and a community management protocol built for a medical device brand.
Featured in:
More than a new website. A reintroduced brand.
- A clear point of view. The new standard in laser skin care, built around real life.
- A consumer idea designed to stick. "The Glow You Come Back For." gives patients a reason to return and to ask for AuraLux by name.
- Inclusivity at the center. "The laser that finally sees you" makes safety for every skin type a message people feel.
- A business story practices can act on. Recurring visits, a device the whole team can run and a treatment for almost every patient.
- One voice everywhere. Website, social, corporate and sales materials all tell the same story.