Launching a successful direct-to-consumer (D2C) brand is no small feat, especially for a company with deep roots in the B2B medical device market. Omnilux, a renowned manufacturer of red light therapy products widely used by dermatologists and clinics, sought to make the leap to D2C in 2019.
Who did they turn to? Rainfactory, of course–the award-winning performance marketing agency responsible for $650+ million in sales AND 60+ product launches over 1 million.
Spoiler alert: the results were spectacular.
Through a combination of strategic execution and relentless optimization, Omnilux became the go-to red light therapy device for skinfluencers and everyday skincare junkies everywhere:
- From 0 to 8-figure annual sales by year 3
- Celebrity customers, including Kim Kardashian, Mindy Kaling, Tom Holland, and Jeremy Allen White.
- Global brand presence, with successful DTC expansion into the US, Canada, UK, EU, and Australia.
- Secured position as the #1 market leader in red light therapy products
“Rainfactory helped launch and scale our DTC business to the mid-eight figures in less than two years. They were truly an extension of our team, and a game changer for Omnilux.” — Quinten Stanier | President, Omnilux
So, how did we do it? Let’s break down how we helped Omnilux grow from its first product launch to becoming a household name with a multiple 8-figure revenue in under 3 years.
Step 1: The Blueprint for Success–Market Research That Means Business
When founder and longtime entrepreneur Sander Ergas approached us, his goal was clear: preserve Ominlux’s legacy in the medical device space while making a strong play in the D2C market. Because data is everything, we began with a comprehensive market test. We:
1. Built a Test Landing Page: Using popcorngadget.com, we clearly outlined the value proposition of their flagship product, the Contour Face.
2. Tested Messaging: Through audience surveys and A/B testing, we identified the strongest selling points—FDA clearance and recommendations by dermatologists–which became cornerstones of the brand’s messaging.
3. Validated Pricing: By anchoring the product’s value to the savings customers would achieve compared to clinical sessions, we successfully communicated its worth.
This initial market test gave Omnilux the confidence to move forward, equipped with data-driven insights that would guide their strategy. It laid a solid foundation for Omnilux’s eventual rise to becoming a global market leader.
Step 2: Building the Brand and Launching D2C
Armed with data-driven insights from our market test, we moved into the next phase of development:
- Content Creation: We organized photo shoots and collaborated with remote photography studios to build a rich library of visuals.
- Website Wizardry: Rainfactory designed and developed Omnilux’s D2C website in Shopify, focusing on user experience and conversions. We continuously A/B tested the site to optimize performance.
- Lead Generation & Advertising: Our team handled all online advertising, email nurture sequences, and lead generation efforts.
Though the initial Black Friday launch of Omnilux’s first product, the Contour Face, was modest, momentum quickly built. Paid media campaigns across Facebook, Google, Instagram, and later Pinterest, TikTok, and Connected TV (CTV) amplified awareness and contributed significantly to their rapid growth. By year three, Omnilux was achieving eight-figure annual sales.
Step 3: Turning Influencers Into Brand Ambassadors
It was the partnership with blogger and YouTuber Hot and Flashy that really started to drive influencer-led growth, with her posts consistently generating measurable spikes in traffic and sales.
To capitalize on this, we:
- Turned influencer content into a production machine for ads and retention campaigns.
- Focused heavily on before-and-after imagery, which resonated strongly with customers.
These strategies not only built credibility but also attracted celebrity customers like Kim Kardashian, Mindy Kaling, Tom Holland, and Jeremy Allen White, whose endorsements further cemented Omnilux’s status as a trusted name in skincare.
Step 4: Expanding the Lineup–More Devices, More Loyalty
Following the success of their inaugural product, the Contour Face, Omnilux introduced additional products like the Neck & Décolleté and Hand devices, as well as their well-received Omnilux Men.
Of course, Rainfactory was right by their side, supporting these launches by:
- Conducting Market Test studies beforehand to uncover optimal positioning and audiences.
- Creating upsell-focused email flows to guide customers through their skincare journeys.
- Timing review invitations to align with product efficacy timelines.
- Proactively addressing customer concerns through updated marketing materials and website content.
Our custom Klaviyo automation sequences—including upsell, cross-sell, retention, and even birthday campaigns—ensured sustained engagement and increased average customer lifetime value (LTV) by more than 20%.
Step 5: Going Global with Localized Strategy for Maximum Impact
But, this wasn’t just a U.S.-based phenomenon. Omnilux’s growth extended far beyond the States, expanding into Canada, the EU, the UK, and Australia. We facilitated this by:
- Setting up localized pricing and content through Shopify Markets.
- Adapting advertising and email strategies to account for seasonal differences across hemispheres.
- Leveraging IP-based segmentation for hyper-targeted campaigns.
Australia, in particular, became a standout market due to its robust skincare community and strong customer adoption rates. By tailoring campaigns to regional preferences and leveraging localized pricing strategies, Omnilux gained a competitive edge across international markets, making it the global leader in red light therapy devices.
Step 6: Scaling with Provider Partnerships, Rich Data Modeling and CTV Advertising
One of the savviest and most effective growth strategies Omnilux employed was partnering with dermatologists and clinicians offices to curate content and promote products. Instead of replacing clinic services, Omnilux’s products created a new revenue stream for providers. This mutually-beneficial relationship also unlocked access to celebrity endorsements, which Rainfactory recycled into high-performing ad content.
On the advertising front, CTV campaigns on platforms like Mountain delivered exceptional results. Lower CPMs compared to social media allowed us to scale efficiently, driving brand awareness and sales. By integrating CTV ads with dedicated landing pages accessible via QR codes, we bridged offline and online customer journeys seamlessly.
How did we know this was all effective? Installing a Media Mix Modeling and Multi-Platform Attribution tool called Northbeam. Rainfactory was an early adopter of Northbeam, and they have published case studies about our success.
Launching Movements, Not Products
Omnilux’s transformation from a B2B staple to a D2C powerhouse is more than just a success story—it’s proof of what’s possible when courage and ambition meet data-driven strategies. Together, we didn’t just launch products; we launched a movement that heated up the skincare device market for years to come.
From earning the trust of everyday consumers to gracing the bathroom shelves of celebrities like the one-and-only KK, Omnilux has redefined the skincare device space. And while the 8-figure revenues are impressive, the real win is the lasting impact we’ve created—turning red, hot reviews into glowing skin and global dominance—one customer at a time.