Instead of discussing with the specialist trade partners medical issues- as it is usually done, we addressed directly the female and male users with our new campaign for Medi, a compression stockings producer. With the new claim and the cross channel and cross geography lifestyle campaign we not only broke down acceptance barriers, but also convinced trade and healthcare professionals. Increased acceptance of the brand, higher revenues and better treatment adherences proof, that beauty is the best medicine, not only for patients and users, but also for the company and the specialist trade all over Europe.