Research by Harvard Business Review found that emotionally connected customers are more than twice as valuable as highly satisfied customers.

So how to use nostalgic marketing in following fields:

Aesthetic Medicine

While aesthetic medicine has had a well-established presence for a long time, it experienced a significant surge in popularity in the early 2000s. It was driven by technological advancements and increased media attention. Particularly influential was the portrayal of these treatments as a “celebrity solution” which helped make aesthetic medicine procedures more desirable to the general public.

The most potent nostalgic element in this field is the universal desire to be young. Directly selling “youth” can be controversial and is a topic for another discussion, but…

the “nostalgia tool” you should definitely use in aesthetic medicine is to leverage nostalgia by emphasizing the long history of technological advancements and the safety records of procedures. Don’t forget – the desire for youth isn’t new.

Wellness

In wellness nostalgia can involve reintroducing traditional practices that evoke a simpler and perhaps “purer” time. Practices like salt therapy rooms, classic yoga sessions and the other simpliest ways that make you feel better. These offer a break from the high-tech, fast-paced modern lifestyle and giving something time-tested, appealing to those seeking-comfort-in-the-familiar feelings.

With ChatGPT it’s now very easy to travel back to any era and explore what wellness meant to people during different times.

Beauty

Beauty is particularly well-suited for nostalgia marketing. The easiest way to businesses is reintroducing products with “old” packaging but improved formulations. For example: do you remember the roll-on lip glosses from the 2000s? I remember taking them to school and I even recall this watermelon scent and the texture. I remember exactly how they felt.

Marketing can also play up how beauty procedures were once considered special occasions rather than daily routines. Visiting beauty studios was more luxurious, pampering experiences rather than “self care routine” as it is today.

TIPS on how you can use nostalgic elements in marketing

1. Showcase the history of innovation:

Some people LOVE trying new things and are always open to innovation. Others might be skeptical or hold on to older and proven beliefs. This is where nostalgic marketing can help!

In aesthetic medicine highlighting the evolution and long-term safety of treatments reassures customers about the reliability and credibility of your services. Share timelines or backstories of how certain treatments have developed and improved over the years.

By invoking a sense of familiarity and time-tested effectiveness, you can encouragea feeling of comfort and security, making clients more likely to choose your services.

2.Bring in some “classic” treatments/ products.

Bring back “tried and true” treatments and products known for their effectiveness. This not only appeals to older generations who may be familiar with these but also attracts younger clients eager to experience these proven options.

3.Sensory experiences

You can also enrich the customer experience by paying attention to little details. For instance using familiar scents or playing music hits from your target demographic’s youth can strengthen emotional connections. Whether it’s on social media or at a client event for a specific age group – keep these small but impactful elements in mind can really resonate with your audience.

Nostalgia marketing is about creating a bridge between past comforts and modern-day values. It resonates on a deeper emotional level, providing a powerful tool for differentiation and customer loyalty. By thoughtfully integrating nostalgic elements, businesses can appeal to the sentimentality of consumers and build a stronger connection.

Generational targeting

To use nostalgic marketing effectively it’s important to segment your audience by generations and understand exactly where they fall within that generation. Each generation has different memories and associations.

NB! In addition to generations there are also micro-generations that fall between two larger generational groups – Xennials and Zillennials

Xennials (1977*-1983*): This term describes individuals born between Generation X and Millennials. Xennials are said to have experienced an analog childhood and a digital adulthood, which gives them a unique perspective compared to either generation. They grew up without the internet but adapted quickly when it arrived.

Zillennials (1989*-1998*): This term is sometimes used to describe those who fall between Millennials and Generation Z. Zillennials have characteristics of both generations – they are familiar with a world before social media became pervasive (like older Millennials) but were also young enough to fully embrace social platforms like Instagram, Snapchat and TikTok as they gained popularity (like Gen Z).

*years vary a bit in different sources

So to succeed you need to identify which cultural touchstones your target group remembers and build on those shared experiences. Find out what products, trends, icons made an impact during their formative years and use those elements to create a genuine connection.

INSIGHTS: INDUSTRY VOICES & TWA BLOG