Concept-Business: Edga Male Cosmetic Injectables

Edga

An example of a brand and website with effective communication for this months concept-business. We are tackling the word of male cosmetics — anti-wrinkle (botox), skin boosters and cheek fillers. 

Brand Communication

The brand and website begins by head-on reducing skepticism and tackling a stereotype. By doing this boldly, effectively and being willing to niche down into this lane, it allows this business to be the only real choice in men’s minds in a local area. 

Buyer Profiles

The target buyer profiles either are already sold and comfortable with cosmetic injections or sit on the fence of wanting them but struggling to be comfortable with it on an identity level due to their social conditioning. This website tackles this social conditioning initially, then moves into clarity of location, services, common FAQ’s and a simple online booking form for ease of action. This design encourages men to value appearance and handsomeness. It shows that this is already common in men with parallels to barbers and the gym, sparking the thought — so why ignore my face? 

Name

The name is derived from a make name Edga - but is also a play on the words to be pronounced Edge-a, alluding to straight angles, being edgy and not following the status quo.

Logo

The logo font is welcoming, inviting, and creates safety for the male viewer, and the colour palette is intentionally bold, attractive and yet with masculine underpinnings. 

Maketing

For a niche business with a monopoly in a local area, a two part digital strategy should prove effective: brand awareness and search engine marketing. In other words, targeting the top of the sales funnel of men who aren’t ready t buy but one day will be, which is a much larger number which will eventually split off as customers to a range of different business, as well as those who are ready to book in now and are hunting online.

I will recommend that the brand awareness video be a type of representation of the website home page. To reduce scepticism and to educate on the ridiculousness of feeling shame around this type of treatment, while creating a persona of the type of male that the customers would aspire to be.

Search engine marketing would need to niche down. Time and money would be wasted broadly targeting ‘Botox near me’ for example, as 90% of the viewers are likely to be women. However searching ‘Botox for men’ and searches of the like would hold a great opportunity and less competition. The competition would be exisiting cosmetic injectable businesses also wanting a piece of that pie, however they are likely using one page to achieve that Google SEO position, where Edga would have a whole website to tatrget those male based searches.

Opportunity

This business allows men to receive anti-wrinkle injections without needing to go to a women’s centred clinic, where they also may see other women and potentially feel embarrassment. At Edgar, men can go to a men’s only location where they will only see other like-minded men. They are willing to invest and this business could have a monopoly in a city.