SXSW 2019 presented a unique opportunity for the RealSelf brand marketing team to engage our users up close and in person, and to make the world of medical aesthetics accessible and fun for everyday consumers.
For the first time ever, RealSelf presented the House of Modern Beauty for SXSW attendees. Part boutique, part gallery, and part spa, the house was purposefully positioned in a prime location for two days on the festival’s most exclusive corridor drag among highly recognizable consumer brands including NBC Universal, Lululemon, and Netflix.
House of Modern Beauty offered some of the latest and greatest beauty treatments and techniques to attendees on a walk-up basis. The goal of this event was twofold: to explore new ways of growing the RealSelf audience, and to introduce people to cosmetic treatments in an environment free from the usual barriers to serious treatment consideration, including finding the right provider, waiting for an appointment, and navigating the cost.
Through partnerships with Natrelle, Cynosure, Galderma, Vivace Microneedling, BTL Industries, SkinCeuticals, Invisalign, HydraFacial, and Dermablend, RealSelf presented a wide array of today’s aesthetic technologies and treatments in a way that consumers could see and experience firsthand.
See below for scenes from our weekend brick-and-mortar activation in Austin.
RealSelf in the House
Designed exclusively for both RealSelf community members and SXSW badge holders, the House of Modern Beauty enabled people to explore the world of medical aesthetics and enjoy complimentary treatments such as facial lasers, injectables, skin care, and body contouring.
The CEO Treatment
RealSelf CEO Tom Seery checks out Cynosure’s TempSure Envi treatment in person. Each of the brands co-sponsoring the House of Modern Beauty invited their own doctors and staff to deliver consultations and treatments to the guests.
Dr. Lara Devgan, our Chief Medical Officer, appeared on several panels with influencers from the beauty industry including Monica Corcoran Harel (The New York Times, The Hollywood Reporter), Jenna Rosenstein (Harper’s Bazaar), Crystal Martin (The New York Times), and Jessica Cruel (Refinery29).
Beauty For All
Plastic surgeon and RealSelf Chief Medical Officer Lara Devgan, MD and Jenna Rosenstein, Beauty Editor of Harper’s Bazaar appeared on a SXSW Interactive panel to discuss the democratization of beauty.
Paging Dr. Franco
RealSelf community members were given the opportunity to ask questions at a special reception with Austin plastic surgeon Dr. Johnny Franco, who also currently serves as a member of the RealSelf Business Advisory Board.