Sinclair unveils brand transformation and new MaiLi campaign
On top of a global rebrand, Sinclair has announced a campaign to highlight two of its high-performing MaiLi hyaluronic acid (HA) products.
Since Huadong Medicine acquired UK-based aesthetics company Sinclair (formerly Sinclair Pharma) in 2018, the company has undergone a transformative journey.
Last week Sinclair announced the launch of a major rebrand featuring a sleek new logo and calming lavender colour scheme.
Working closely with the Manchester-based creative agency Truth Creative, Sinclair’s global marketing team created the new brand to reflect the company values of agility, ambition and entrepreneurship.
Days after this announcement, the firm confirmed the launch of a new campaign to highlight two of its high-performing HA fillers: MaiLi Precise for eyes and MaiLi Define for lips.
Both MaiLi Precise and MaiLi Define harness the world’s first OxiFree™ HA technology, which works to preserve long molecular HA chains, says Sinclair. By crosslinking HA with low 1,4-butanediol diglycidyl ether (BDDE), the rate at which the body breaks down the product is slowed. The result is a supple, springlike gel that smooths fine lines while providing projection and longevity.
MaiLi Precise has been created to refresh and rejuvenate tired-looking eyes. With long-lasting effects, it can treat fine lines to medium-sized skin depressions in the periorbital area. Added lidocaine helps ensure a more comfortable experience for patients.
MaiLi Define gives a natural super-soft look to lips thanks to the OxiFree technology, says Sinclair, with results visible even at 12 months.
In line with the campaign, the brand has also launched a competition to showcase the range of applications and outcomes that can be achieved with MaiLi. An expert judging panel headed by Dr Sheila Nguyen and supported by Nina Prisk, Jane Wilson and special guest judge, Dr Tijion Esho, will decide the winners. Prizes include an invitation to attend The Sinclair World Experts Meeting in Barcelona for the winner and a MaiLi In-Clinic Experience.
The competition runs until August, with the results announced in September. Clinicians are invited to upload images of their before and after MaiLi Lips case studies on Instagram, tagging @maili_uk and using #MaiLiLipsFTW.
On top of these developments, Sinclair has said it is planning entry into multiple new geographic markets and line extension launches over the next few years. The group has an established sales and marketing presence in the EU markets, Brazil, Mexico, Colombia, UAE, Hong Kong and South Korea and a network of international distributors.
