Brand repositioning and communication for medical aesthetics
This case demonstrates how premium branding and strategic medical communication can strengthen brands and elevate perceived value in the aesthetic injectables market.
Cristália Injectables is the medical aesthetics division of Cristália, one of the largest pharmaceutical laboratories in Brazil and a leader in anesthetics production in Latin America, with a strong presence in the hospital and pharmaceutical markets.
The creation of this division represented a strategic move by the company to enter the medical aesthetics and facial harmonization market, with a portfolio including botulinum toxin, dermal fillers, and PDO threads — a highly competitive segment dominated by global brands.
In this context, it became necessary to structure not only the product launches, but also the development of scientific credibility, technological perception, and brand positioning within the medical community.
The Brazilian medical aesthetics market is among the largest in the world, showing rapid growth and high competitiveness among global laboratories.
To gain relevance in this environment, launching products alone is not enough. It is essential to build trust among medical specialists and establish a narrative capable of connecting science, technology, and clinical practice.
The Cristália Injectables division needed to structure:
- strategic brand positioning in the aesthetics market
- scientific narrative for the products
- visual identity and language aligned with the premium segment
- a communication ecosystem focused on physicians and distributors
- strategic presence at national and international scientific events
Definition of the Injectables division’s positioning within the Brazilian medical aesthetics market. The tagline “Where science meets aesthetics” was developed to synthesize the brand’s purpose and reinforce the connection between scientific rigor, technological innovation, and aesthetic outcomes.
Communication was structured by connecting the technical differentiators of the products to clinical practice, creating a narrative capable of translating science into perceived value. This approach strengthens credibility within the medical community and positions the brand as a technological solution aligned with the contemporary demands of aesthetic medicine.
Development and standardization of the brand’s key visual assets for communication with physicians and partners.
Among the materials developed:
- Institutional key visual
- Creative direction for product mockup images across the portfolio
- Definition of premium visual and verbal language
- Brand experience
Structuring materials and content focused on medical education and support for the sales force.
Key deliverables included:
- technical materials for physicians
- scientific monographs
- digital materials for communication and sales
- content for brand digital activation
- audiovisual support materials
Development of a communication structure for the promotion and coverage of national and international medical events.
Key initiatives included:
- content production at Asia Experience
- coverage of a botulinum toxin event
- coverage of speaker training in South Korea
- brand activation at CIOSP
- production of institutional and scientific content for digital channels and communication
These actions were essential to strengthen the brand’s relationship with physicians and expand its presence in the medical aesthetics market.
The project established the strategic communication foundations for Cristália’s expansion into the medical aesthetics market.
This work enabled:
- the development of a premium perception within the aesthetics segment
- alignment between science, technology, and communication
- strengthening of the brand’s presence within the medical community
- a strategic framework for future product and technology launches