DUSO has been in the aesthetic equipment market in Ukraine for 18 years, providing cosmetology clinics, medical centres and beauty studios with high-quality solutions: from professional hardware lifting to comprehensive turnkey equipment for institutions.
But even experienced businesses reach a point where the usual methods of promotion stop working, the market shrinks, and potential customers confuse a premium product with a mid-range segment. Sales decline despite strong expertise and an impeccable reputation.
In such circumstances, you need a systematic analysis of the current situation and a marketing strategy rather than a single tool.
Introduction to the project
DUSO is the official distributor of innovative Israeli equipment for cosmetology, focused on the premium segment of clinics and certified specialists. The focus is on the ENDYMED PRO device, which uses the patented 3DEEP™ RF technology for deep skin lifting without surgery.
The company combines:
- Sales of equipment with a high level of scientific and clinical validity (FDA, CE certificates, clinical trials).
- Training programmes for aestheticians who launch procedures with the device.
- Post-sales support – from marketing support to maintenance.
- Reputational approach – DUSO works only with trusted clinics and specialists, focusing on long-term cooperation, not “selling for the sake of selling”.
But even with a strong product, services and experience, DUSO faced a challenge
🔹 The market for cosmetic equipment has shrunk.
🔹 Sales have fallen, despite a stable level of requests.
🔹 Customers do not understand enough how DUSO differs from competitors.
🔹 And even the flagship – ENDYMED PRO MAX – did not realise its potential in promotion.
At the same time, the team had an ambitious plan: to increase revenue by 30% and sell twice as many devices as in the previous period.
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A window of opportunity for a new wave of growth
The field of professional cosmetology in Ukraine is currently at a turning point. After a significant decline during the first years of the war, the industry is gradually not only recovering but also transforming. And this is creating a unique window of opportunity for those players who are able to think in terms of solutions, and not just products for business.
From recession to growth
- In 2020, the beauty and health market was valued at UAH 128 billion.
- In 2022 , there was a 30-35% decline in GDP, a drop in purchasing power, and more than 30% of beauty salons closed.
- However, already in 2023 , more than 19,000 new individual entrepreneurs were registered in the beauty segment.
- In 2024, the import market for cosmetology equipment exceeded pre-war volumes by UAH 3 million, demonstrating a clear recovery trend.
📈 In 2025 , further growth is expected due to the return of customers, the professionalisation of the industry, and interest in hardware technologies.
Demand and behaviour of the B2B audience
There are currently more than 6,400 active beauty salons in Ukraine. At the same time, the segment is showing steady annual growth of ~5%, with strong demand in Lviv, Kyiv, Odesa and Dnipro.
Beauty business clients are increasingly looking for comprehensive support along with equipment: from consultations to training and salon development. Multifunctional systems with a premium effect, such as Endymed, are especially valued.
Key market trends
🔹 Innovations: <Demand is growing for technologies with proven effect: 3DEEP, microneedle RF, multi-platform solutions.
🔹 Changing consumer demands: <Salon clients prefer anti-age, therapeutic and relaxation treatments, which means that salons are looking for devices that provide them.
🔹 Readiness to invest: Despite the war, the beauty business is looking for solutions with high ROI.
Competition
The RF equipment market is saturated: Morpheus8, Secret RF, Vivace, Infini are actively promoted by local distributors with aggressive marketing campaigns.
However, only Endymed combines:
- invasive and non-invasive RF therapy;
- patented 3DEEP technology;
- clinically proven results.
These advantages should be the core of marketing communication.
DUSO with the brand ENDYMED has a unique opportunity to take a strong position in the market by combining an innovative product with deep expertise, service and support for customers’ businesses.
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Competitor analysis
At first glance, the RF equipment market in Ukraine seems saturated. But if you dive deeper, you’ll see that most players either operate in the low-cost segment or have little expertise in positioning premium products.
Each of them claims anti-age effects, non-invasiveness, and clinical effectiveness. But in reality, the struggle is not for technology, but for trust, reputation, and ability to sell results</a17.
We conducted a detailed audit of the key market players: their websites, communication, social media, promotion, positioning, advertising creatives, influencers’ activity, and other factors that influence customers’ buying decisions.
Інсайт: більшість брендів втрачає конкурентну перевагу через те, що не комунікує про неї системно. На етапі впровадження команда звикає до переваг продукту й починає сприймати їх як «норми ринку». Як наслідок, у комунікації зникає акцент на цінності, яка насправді формує вибір. У B2B-позиціюванні виграє не найкраща пропозиція, а така, що чітко сформульована та доноситься послідовно.
Some of the conclusions we came to after analysing competitors:
✅ Competitors actively use doctors’ cases.
✅ Show before/after results on social media.
Invest in local webinars and demo days.
✅ Use landing pages with a focus on ROI for clinics.
Lack of systemic expertise in communications.14 Brands do not explain the underlying differences in technologies, do not talk about certification (FDA / CE), do not demonstrate post-purchase support.
✅ Low level of emotional engagement. Websites and communications are focused on “selling a device” rather than “solving a problem for a beautician’s or clinic’s business”.
Even with the advantages of competitors, the market creates an additional opportunity for DUSO: to enter the market as a partner who helps launch the procedure, accompanies the specialist and takes on part of the marketing burden.
You have a premium product, but your clients don’t understand why they should choose you? Sign up for a free consultation – and we’ll discuss how to convey value and sell services without forced discounts.
A premium product needs premium communication
We entered the project at a stage when it already had a time-tested product, grateful customers who see results after every procedure, and a service that truly deserves to be called a partner.
But what did it look like from the outside?
The website did not convey a sense of premium. Social media looked more like a beautician’s diary than a market-shaping brand. Communication was about the device, not about what the client would get with it.
The company was focused on its business, but in today’s world, when the market is oversaturated with offers and consumer attention is scattered, the product that clearly and consistently demonstrates the value is chosen: “I solve a need – here’s how and why“.
Growth areas:
🔺Lack of a marketing foundation. The project did not have a positioning that accurately conveyed value. There was no visual system, no funnel structure, no analytics tools, no clear brand voice.
🔺Social media without focus. Content was created without a content strategy and analytics. Communication was often focused on existing customers, but at the same time, the opportunity to attract potential ones was lost.
🔺The website didn’t work for sales. At the level of design, structure, and messages, the site resembled an “information page” rather than a lead generation and persuasion tool.
We saw a demand for a systemic transformation of communication around a premium product and formed answers to key questions:
🧩 How to make customers see for themselves why this system is the best?
🧩 How to build trust if the device costs from $20,000?
🧩 How to explain complex technology in simple language without losing expertise?
🧩 How to build sales not through “discounts” but through value?
Do you work in the beauty segment? Your website and social media are your brand’s showcase. <We are waiting for a consultation to show you how to make it a convincing showcase.
Who comes and how?
Duso was steadily running ads and getting leads, but at the same time, they didn’t have a quality system for analytics and lead generation funnels.
Therefore, at the request of the client, we :
- Conducted a full diagnosis of the advertising account.
- We built funnels for each segment of the target audience.
- We developed separate offers adapted to the real choice factors: ROI, support, brand.
- We formed a digital ecosystem that warms up the customer at every stage – from the first click to the application.
Advertising campaigns were active, promoting products from different lines. But:
- The goal is – “traffic“ instead of “conversions“.
- Meta Pixel is installed only on one page, the rest of the landing pages remain “invisible” to Meta.
- There is no analytics on click-throughs, user behaviour, cost of the application. Not even UTM tags.
Additionally, we set goals for improvement:
- Campaign goals are not aligned with real business objectives.
- There is no full-fledged Pixel and Google Analytics, , which makes it impossible to build audiences, retarget or do Lookalike on those who are really interested.
- Use of large audiences: Some contain up to 11 million people, which is too broad for B2B niche advertising.
- Too low budgets: With a daily budget of $2 in such a niche, advertising is difficult to learn. It’s like feeding a sports car a teaspoon of petrol a day.
After the audit of advertising campaigns, our specialists prepared expert opinions and practical recommendations on how to improve the lead generation funnel.
Insight: A lead generation strategy is not just about steady traffic and lead flow. It’s about creating a controlled system that allows you to manage three key variables: demand, cost per acquisition, and quality of conversions.
Test launch
The DUSO team decided to immediately launch a new wave of advertising to test the effectiveness of the recommendations in real life and supplement the analytics with practical insights.
Every marketing strategy has a moment to test hypotheses in a real-world environment. That’s why we launch test lead generation: to make data-driven decisions rather than making assumptions.
We set up audiences using recommendations from the analysis and developed creatives and texts.
The test campaign in Meta Ad lasted 2 weeks and reached more than 19,000 unique users.
The test campaign is a chance to test hypotheses without losing budgets and get data for improvements from experts who have analysed not only your business, but also the market.
How do customers choose in the premium equipment market?
Choice factors are the criteria that influence a customer’s decision. That’s why we conducted an in-depth analysis that allowed us to collect and systematise the key motivators for buying in the premium aesthetic equipment niche.
The uniqueness of our approach is that we don’t get attached to individual avatars, but cover the whole range of behavioural scenarios. <We don’t invent conventional “Lena, 35 years old”, but collect real decision-making triggers and group them into categories.
These factors are then adapted into the basis of all communication and form a strategic backlog: list of tasks to move towards business goals in a focused manner.
Additionally, the marketer conducted a SWOT analysis with a focus on the market, audience, and digital, where he collected strengths, weaknesses, opportunities, and threats for DUSO.
📎 Read more about the “Choosing Factors” framework and the results that clients get from its implementation in the article.
Marketing strategy
In each case we work with, we go to the final with full analytics, conclusions and tools to further achieve business goals. Because marketing is about consistency, proven data and effective solutions.
What the DUSO team received as a result:
- Market, niche, competitor and digital presence research.
- A marketing strategy adapted for B2B sales of a premium product.
- Specific recommendations for websites, social media, advertising, and content.
- Audit and test lead generation with real results.
- Clearly structured selection factors and a map of the growth zone.
- Tools for achieving business goals.
When a client comes to us, we become a strategic partner with a team that is ready to move to the top together.
Do you need a team that thinks systematically? Sign up for a consultation at – to discuss your project and its goals.
