TDD talked to Heather Santos, Brand Manager of Solta Medical, and Dean Sollami, Vice President and General Manager at Solta Medical, about their recently launched Better with Age campaign highlighting the potential benefits of its Thermage treatment for women aged 40 to 60.

Here’s what we found out:

TDD: Please tell us about the origins of the ‘Better with Age’ campaign.

Heather Santos:  “Thermage FLX is a non-invasive radiofrequency device for use in the treatment of wrinkles on the body, face and around the eyes, including upper and lower eyelids. The ‘Better with Age’ campaign was developed in response to a significant gap identified in our research: while 70% of aesthetic patients expressed interest in non-invasive skin tightening, only 32% were aware of the available options. Additionally, many patients felt disconnected from current aesthetic advertising, with half reporting that they couldn’t relate to the age of the models and nearly half finding the scenarios irrelevant. This presented a unique opportunity to create a campaign that resonates with our target audience—women aged 40 to 60—by … positioning Thermage as a treatment for addressing lax or saggy skin. We’ve structured the campaign around relatable scenarios focused on getting ready for and feeling confident about life’s big events, such as a girls’ weekend at a winery, a vow renewal, and a class reunion, using older models to authentically represent our demographic.”

TDD: What are some of the goals of this campaign?

Ms. Santos:  “The primary goal of the ‘Better with Age’ campaign is to raise both category and brand awareness for non-invasive skin tightening with Thermage, particularly among women aged 40-60. We aim to create a message that is aspirational yet relatable, encouraging women to consider Thermage as a treatment to enhance their skin’s appearance. By featuring the campaign across major markets like LA, NYC, and Miami and utilizing various media platforms, we aim to amplify our reach and generate demand. Additionally, we emphasize that Thermage offers subtle, natural results with minimal downtime and is safe for all skin types.”

TDD: What do you want dermatologists and dermatology advanced practitioners to know about the campaign and its insights?

Dean Sollami: “We want dermatologists and advanced practitioners to know that the ‘Better with Age’ campaign is grounded in patient insights and market research. It’s designed to connect with an audience that has often felt underserved by traditional aesthetic advertising. The campaign’s message—aging like a fine wine—applies both to the patient and to Thermage as a brand, delivering discreet, natural results for all skin types. Additionally, this campaign represents a significant investment in helping to drive consumer demand into your practice, supporting the growth of your business by raising awareness and encouraging patients to seek out Thermage treatments. Solta Medical is committed to supporting dermatologists and their staff through comprehensive, complimentary training throughout their journey with Thermage. We have a dedicated team of account representatives who are continually invested in helping you grow your business with Thermage, as their success is dependent on your success with our devices. Through the ‘Better with Age’ campaign, we’re encouraging patients to explore these benefits and engage with their aesthetic providers to see how Thermage can be a key part of their skincare journey as they age.”