The Peel Diaries
In today’s fast-moving world of swipes and scrolls, it is rich content that reigns supreme. Working closely with PCA SKIN® we are proud to introduce Peel Diaries, a series of videos that follow real members at Massage Envy franchised locations addressing skin concerns with chemical peels, and bringing the audience along for the ride. While the peels are certainly the highlight of the series, it is truly the esthetician who is the hero in this story as we watch from consultation to service as well as follow up. In total there will be 9 videos released addressing skin concerns from hyperpigmentation and fine lines and wrinkles to uneven skin tone and tackling common peel misconceptions. This type of long-form content allows our conversation with members and guests to dive deeper in on the benefits of professional peels, as well as drive revenue based not on a promotion, but on education and storytelling. In fact, following the first email send an estimated $68,389 in incremental retail revenue was driven off the shoulders of this content in addition to the estimated $376,671 in services from those who opened the email. Exciting stuff! If you haven’t done so already, be sure to check out the Peel Diaries page and look out for the full suite of videos to be released soon!
Adam Feldpausch, concept, direction
Justin Wallace, videographer
Jacob Smith, editor