The Challenge

Following Allergan’s acquisition of CoolSculpting, the brand had strong clinical credibility but lacked the emotional connection needed to drive preference and desire. The opportunity was to move beyond how the technology worked and better understand what consumers were really seeking: greater confidence and the ability to feel more like themselves.

The Solve

I helped lead the team in repositioning CoolSculpting around this deeper consumer motivation, translating clinical efficacy into a more aspirational and emotionally resonant brand story. We defined a clearer brand purpose, evolved the visual identity, and developed strategic creative guidelines that aligned how the brand showed up across campaigns, digital experiences, and key consumer touchpoints.

The Impact

The work shifted CoolSculpting from a clinically driven product story to a more premium, consumer-centered brand built around confidence and possibility. The new positioning created a stronger emotional foundation for marketing, gave teams a more cohesive system to work from, and helped the brand communicate not only what CoolSculpting does, but why it matters to the people choosing it.