MILAN LASER HAIR REMOVAL

The Challenge: Laser hair removal isn't an impulse purchase. It's expensive, personal, and something people can put off indefinitely. Our creative has to earn attention and give people a reason to act.

What I Did: I leaned into core differentiators that didn't just sell someone on laser hair removal, but on Milan specifically. I set the tone, built the brand voice and identity, and leaned into why we're different.

I helped craft omnichannel experiences for all customer-facing marketing campaigns, growing the company to 400+ clinics and becoming the largest laser hair removal company in the country.

Anniversary Sale

Milan's Anniversary Sale is one of the biggest promotional moments of the year. The challenge was to make it feel like more than a discount and create a recognizable campaign that could carry a major offer without losing the brand.

The big idea: La Dolce Liscia - The smooth life.

Rather than treating "Milan" as the company name, we borrowed from the spirit associated with its namesake – sophistication, ease, heritage, and craftsmanship – to create Milan Laser's own version of an Italian summer.

Campaign moodboard

La Dolce Liscia had to live in two worlds: an elevated brand campaign and a hard-working Anniversary Sale. The creative system was built to flex from lifestyle storytelling to offer-first performance creative.

Meta Paid Assets

Copy + creative direction: Jessica Stensrud

Motion design: Lindsey Fisher + John Matychuk

Graphic design: Kayla Leuth + Megan Monismith

Iterations

We took our successful hero images and iterated on hooks/themes for Meta.

Reddit + TikTok

Summer Kickoff

Summer is peak shaving season – and peak laser hair removal advertising. In a category full of smooth-skin promises, we needed a summer campaign that could make starting laser hair removal feel urgent without relying entirely on a discount or countdown clock.

The big idea: The Last Summer Like This

Instead of selling another "summer of smooth," we focused on the little rituals people wouldn't have to miss. The last pre-pool shave. The last razor-packed vacation. The last summer planned around hair removal.

We're not offering another way to manage unwanted hair. We're guaranteeing the end of needing to manage it at all.

Campaign moodboard

Campaign messaging focused on the idea of "the endless summer" vs. "the endless cycle." The feeling of freedom pitted against feeling trapped in the hair removal loop. For urgency, we leaned into: Start this summer. Change the next one. The goal is for her to imagine her life in summer without the burden of unwanted hair and the daily chore of removing it. Promo was present, but the emotional driver was the main story.

Meta Paid Assets

Meta Paid Assets

Iterations

We took our winning assets and iterated on bundle-led creative vs. promo-led for Meta.

End-of-Season Sale

August is an in-between month. Summer isn't quite over, fall hasn't started, and "end of summer" promotions all start to look the same. Instead of focusing on what she could get from laser hair removal, we focused on what she could finally get rid of.

The big idea: Leave it Behind

Routine is returning. People are easing back into it. There's one foot in summer, one foot in fall. Life's picking back up, but she doesn't have to bring everything with the routine.

Campaign moodboard

Once the territory was established, the idea could flex from conceptual brand creative to direct-response executions built around specific customer tensions, benefits, and offers.

Meta Paid Assets

Copy + creative direction: Jessica Stensrud

Motion design: Lindsey Fisher + John Matychuk

Graphic design: Kayla Leuth + Megan Monismith

Iterations

We tested ways into the promo and tried creative speaking to different body areas.

Labor Day Event

Milan had never attempted a Labor Day promotion. This was our opportunity to lean into a well-known retail event that's crowded with sales. We needed a promotional idea that could own the holiday, communicate our offer, and still connect naturally to what laser hair removal actually gives people.

The big idea: Labor Saved

Summer ends. The maintenance hasn't. The invisible labor has followed her into another season. But why put in the work for something temporary? Every hair removal method asks her to keep working. We're the only ones who want you to stop.

Campaign moodboard

A Labor Day campaign built around one of our simplest benefits: less work. Small amounts of labor that add up to something much bigger: time back. Instead of celebrating the work people do, we celebrated the work they could stop doing.