How we transformed Tria Beauty's consumer-device lineup into one of the most sought-after product suites of the year, during the most challenging year on record.
Client
Tria Beauty — inventor of the first FDA-cleared at-home laser hair removal device.
Engagement
Sector
Tria invented the category. For nearly a decade they were the first and only FDA-cleared at-home laser device. Then copycats flooded the market with cheaper IPL devices, and an oversaturated landscape stalled Tria's marketing.
The brand was seriously undervalued and under-positioned. The photography didn't do the precision of the product justice. The messaging didn't reach the hearts of its audience. And the tone felt dated, an unforgivable sin in beauty. Worse, a broken conversion path was quietly pouring marketing spend down the drain.
Brand identity is paramount, but even the highest mountain stands on a foundation. We started with the conversion path, then the data, then the story.
01 · Conversion Point Optimization™
A broken conversion point makes every ad dollar leak away. We audited a decade of content, sitemaps, navigation, and FAQs, separated high-value from outdated, and rebuilt the UI flow from first landing page to confirmation email. Then we never stopped testing: one button-color test alone lifted clicks 13% and mobile conversions 11%.
02 · Connecting the Silos
Growth doesn't happen in a bubble. We established daily communication and weekly cross-departmental rhythms, then built a shared "Rosetta Stone" of metrics so marketing, finance, and operations could finally speak the same language. Full transparency on pricing, spend, and results meant a no-surprise engagement.
03 · Brand Revitalization
With the foundation solid, we refreshed rather than overhauled — customers still trusted Tria. New hero photography (shot by a photographer who regularly shoots for Canon) finally conveyed the device's precision and luxury. A new brand narrative, built from a one-sentence Foundational Messaging Brief, gave every page a reason to exist.
Tria's existing photography left its devices looking clinical and cold. We commissioned a complete new product suite — shot by a photographer who regularly works with Canon — to bring out the craft, the finish, and the emotional premium of the technology. Elevating the visual identity was the fastest path to elevating the perceived value.
The original packaging looked like every other clinical device on the shelf. We rebuilt it from the inside out — new structure, new hierarchy, new finish — so that from the moment a customer picks up the box, Tria feels like a luxury purchase.
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Within a single year, against the backdrop of 2020, Tria's digital business was transformed. After the brand relaunch, Tria was featured in unsolicited articles by Marie Claire and Oprah Magazine.
63%
YoY increase in revenue from triabeauty.com
118%
YoY increase in Return on Ad Spend (1.96 → 4.27)
606%
YoY increase in revenue through referral traffic
394%
YoY increase in revenue through social traffic
107%
YoY increase in revenue through email traffic
17%
YoY increase in ecommerce conversion rate
"I used to think there was something wrong with me because agencies would never give me what I was expecting. I found out I just had the wrong agency."
Min-Jun Song · Chief Operating Officer, Tria Beauty