Cynosure Lutronic
Global PR Campaign Drives International Awareness for Cynosure Lutronic’s XERF Launch
About Cynosure Lutronic
Cynosure Lutronic is a global leader in aesthetic and medical technology, developing innovative laser, light and energy-based systems for healthcare professionals and aesthetic practitioners around the world.
When the company prepared to introduce XERF – its next-generation monopolar radiofrequency technology – to the EMEA market, it needed to generate awareness quickly and establish the technology as a significant new development in the rapidly growing non-invasive skin-tightening market.
The Challenge
Launching a new aesthetic technology across multiple international markets presents a very different PR challenge from a conventional product launch.
XERF was entering an increasingly competitive market, with practitioners and patients already familiar with a range of radiofrequency and skin-tightening technologies. The challenge was therefore not simply to announce the arrival of another device, but to generate meaningful international visibility around Cynosure Lutronic and position XERF as a next-generation technology.
With the EMEA launch taking place across multiple territories, the campaign also needed to work beyond English-language media, generating coverage across key European markets while creating wider international visibility.
Our Solution
Catalyst PR developed and executed an international media relations campaign to support the EMEA launch of XERF.
The strategy centred on a strong product announcement, backed up by region-specific trends unearthed in a European-wide programme of research, highlighting the technology behind XERF, the growing demand for non-invasive skin tightening and the opportunity for aesthetic practitioners to offer patients advanced treatment options.
Rather than limiting the campaign to specialist aesthetic and beauty media, Catalyst targeted a broad international mix of healthcare, medical aesthetics, business, technology and news outlets. This helped take the story beyond the immediate aesthetic industry and create wider awareness of both XERF and Cynosure Lutronic.
The campaign was rolled out across EMEA markets, with coverage generated in multiple languages and territories, while international syndication extended the reach of the launch well beyond the core target markets.
The Result
The EMEA launch generated significant international media coverage in the first few days of the campaign:
428 pieces of coverage
2.5 million estimated audience
4,100+ brand mentions
Coverage appeared across a wide range of international media, including specialist, business and financial publications. Key coverage included outlets such as Adnkronos, Yahoo! Finance, AOL, onvista, ADVFN and StreetInsider, alongside coverage across European markets including Germany, Italy and Spain.
The result was a substantial international media footprint for XERF at launch, helping Cynosure Lutronic establish visibility for its new technology across the EMEA market while extending the story into wider international business and news media.
The Impact
For a major international product launch, PR needs to do more than generate a handful of specialist articles.
By combining targeted aesthetic and healthcare media relations with an international distribution strategy, Catalyst PR helped Cynosure Lutronic turn the EMEA launch of XERF into a story with global reach – generating hundreds of pieces of coverage and millions of opportunities to see the brand and its new technology.
