Good skin is a reflection of hard work and expertise. Skincare is basically a hobby. Which is why setting out to convince a global audience of women that their skincare routine could be better was a delicate task. Luckily, PicoSure had the advantage of being a treatment that worked with skin’s natural processes to create a renewal that could never come from a jar. Now all we had to do was empower women to consider lasers over creams. So we simply showed off clean, unretouched skin and let our audience know that a perfect complexion was a thing she already had – it was just waiting to be let out with a little more science and a little less fuss. The accompanying copy helped to frame the treatments as approachable without being patronizing and motivating instead of denigrating. What resulted was a beautiful blend of science and skin that felt positive and achievable, and looked naturally amazing.