case studies | Galderma | Restylane Silk
Galderma | Restylane Silk
Perfecting the Pout : Launch of Restylane Silk
Galderma prepared to introduce Restylane Silk as the first official product launch following its acquisition of a major aesthetics portfolio. The timing was critical—and the challenge significant. The injectable filler market was already dominated by an entrenched category leader holding approximately 80% market share. At the same time, consumer stigma around lip injections remained high, fueled by misconceptions, fear of unnatural results, and a lack of education. Among providers, off-label use of existing fillers was common, creating confusion around safety, efficacy, and appropriate treatment standards. To succeed, Restylane Silk needed more than awareness. It needed credibility, differentiation, and cultural relevance—anchored by its distinction as the first and only FDA-approved filler specifically indicated for lip enhancement and the treatment of perioral lines.
case studies | Galderma | Restylane Silk
Results
Our Mandate
- Clearly defining its unique clinical benefits
- Elevating FDA approval as a critical proof point
- Reframing lip injections as refined, precise, and medically validated
- Driving confidence among both healthcare professionals and consumers in a crowded, skeptical market
Our Approach
GOLD developed a fully integrated launch strategy designed to redefine expectations around lip enhancement while positioning Restylane Silk as the credible, category-advancing choice. The strategy centered on:
- FDA differentiation as a leadership platform, not a footnote
- Education-first storytelling, addressing stigma, safety, and outcomes head-on
- Dual-audience engagement, speaking simultaneously to healthcare professionals and consumers
- Earned influence, using media, expert voices, and trusted creators to legitimize the conversation
- Cultural normalization, shifting the narrative from “augmentation” to artistry, subtlety, and confidence
Our Execution
GOLD executed a comprehensive launch program that combined earned media, influencer engagement, education, and professional support to drive rapid awareness and adoption.
Key initiatives included:
- National, local, and trade media relations that established Restylane Silk as the first and only FDA-approved filler for lip enhancement and perioral lines
- Influencer product trials with top-tier beauty and lifestyle voices to demonstrate natural-looking results and reduce consumer stigma
- Experiential blogger and media events designed to educate, engage, and spark conversation
- Original consumer research to uncover perceptions and misconceptions around lip injections—used to shape messaging and media narratives
- Educational social media content that translated clinical benefits into accessible, consumer-friendly language
- Healthcare professional training and marketing support to reinforce proper use, clinical differentiation, and patient confidence
- Strategic messaging to address and counter off-label use by reinforcing the importance of FDA-approved indications
Rather than simply announcing a new filler, GOLD reset the conversation—creating clarity, confidence, and credibility at every touchpoint.
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Our Impact
The launch of Restylane Silk successfully positioned the product as a category-defining innovation within aesthetic injectables—breaking through a market dominated by a single player and reshaping how lip enhancement was discussed, evaluated, and trusted. By elevating FDA approval, addressing stigma through education, and aligning clinical credibility with cultural relevance, GOLD helped establish Restylane Silk as a differentiated, medically validated option embraced by providers and consumers alike.