In a Scroll-Stopping World, Stories Win: How Aesthetics Brands Can Use Social to Connect, Not Just Convert

When medspa OrangeTwist launched its “Make Time For You” campaign that was awarded the Digiday Media Award for the “Best Multi-Channel Campaign,” it did something unusual: it made people laugh. In an industry often defined by aspiration and perfection, the campaign used humor, humanity and the personification of Father Time to spark a conversation about the emotional barriers to self-care. The campaign became a case study in how strategic storytelling and smart media can transform not just perception, but performance.

Whether you're running a single-location medspa or marketing a national aesthetics brand, the truth is, the landscape is noisy and many messages get tuned out. But by focusing on real human insights and meeting customers where they are, your message has a better chance of getting through.

Here’s how brands in the aesthetics space can think differently (and more effectively) about how they connect.

Start With Emotion, Not the Menu

Most marketing in the aesthetics category leads with services or credentials. But the real traction starts when you lead with the emotional friction. For example, the insight that people feel too time-starved for self-care reframes the conversation entirely. Instead of selling Botox, you’re addressing burnout, because it’s not just about looking better. It's about feeling like you have the bandwidth to even begin.

Stress, exhaustion and constant over-scheduling are part of the reality many potential customers live in. Acknowledging that builds connection. And when you position your brand as the relief, not the chore, you shift perception from luxury to necessity.

Ask yourself:

• What emotional need or cultural truth are we tapping into?
• Is our creative solving a real human problem or just listing features?

Father Time was cast in the campaign as a symbol of many consumers' struggle to prioritize self-care, making the message more relatable and emotionally resonant.Courtesy of MoontideDon’t Be Afraid of Bold Concepts

In a crowded space, familiarity often reigns, but breaking through requires fresh thinking. Casting Father Time in OrangeTwist's campaign to symbolize the modern struggle with self-care might sound wild, but it was rooted in real insight. Time, not appearance, was the enemy.

If your concept could run for any other brand, it’s probably not distinct enough. Creative bravery, grounded in strategy, is what earns attention and trust.

Media Strategy Deserves Equal Attention

Great creativity can fall flat without the right distribution. The smartest campaigns are just as disciplined about where and how they show up. That starts with access to the right data, because understanding where your audience is in their journey is just as important as what you’re saying. 

A self-care message hits differently when it appears in moments of pause, not panic. Whether it’s on streaming platforms, podcasts, paid social or even dark social, getting the media mix right means prioritizing mindset over just media spend. Relevance drives results, and mindset trumps demographics. Place your message where your audience is most likely to pause and reflect.

Make the Budget Work Smarter

You don’t need a massive budget to make an impact, but you do need an integrated mindset. Think beyond a single ad unit. How can that core idea stretch across paid, owned and earned channels? How can a shoot capture content for broadcast and organic social? How can an ad concept become a larger brand narrative? When you plan for the ecosystem from the start, you make your dollars work harder and your message goes further. Integration isn’t just efficient. It’s essential.

Look for ways to streamline without watering down. 

Think Beyond the Treatment Room

The most effective marketing in aesthetics isn’t about looking perfect. It’s about feeling seen. Consumers want more than a list of treatments. They want to feel understood, and to be met where they’re at in their skin or body journeys.

If your brand can speak to their real lives, real challenges and real aspirations, you won’t just sell more treatments. You’ll build more trust. And in a world where everyone is short on time, that trust is the most valuable currency you can earn.

About the Author:

Caterina Toscano is the Senior Director of Media & Influencer at Moontide, where she leads integrated campaign strategy for wellness, beauty, and lifestyle brands. Moontide is an independent media and marketing agency fueled by data, media, creativity and technology to drive meaningful results. The agency was recently named a Webby Awards honoree, and a winner of both the Digiday Media Award for Best Multi-Channel Campaign and received a Top 40 design recognition from Indie Agency News.