Summary4 min read

Med Spa Success Strategies Podcast

Episode: In a Crowded Market, Your Marketing IS Your Differentiation: What Med Spas Can Learn from Old Spice

Host: Ricky Shockley
Date: April 15, 2026

Episode Overview

This episode draws a compelling parallel between the undifferentiated world of body wash/deodorant (using Old Spice as a case study) and the highly competitive med spa industry. Ricky Shockley argues that when products and services are nearly identical across the board, your med spa’s marketing isn’t just a supporting tactic—it becomes the main way to stand out. The Old Spice story, best known for its bold, entertaining ad campaigns, serves as the launchpad for discussing how med spas can leverage personality, consistency, and unique storytelling to build magnetism and lasting client relationships.

Key Discussion Points & Insights

1. The Old Spice Lesson: Differentiation Beyond Product

Timestamp [00:12–01:00]
- Old Spice didn't innovate its product (soap is soap), but transformed how people felt about the brand through unforgettable, humorous marketing.
- This approach made Old Spice a dinner table conversation—not because of product, but perception.
“Old Spice became a phenomenon not because they changed the soap, but because they changed how people felt about the brand.” — Ricky Shockley [00:18]
Parallels with Med Spas:
- Most med spas use the same devices and offer similar treatments. Waiting for a product advantage is futile.
- Instead, magnetism—how people feel when they encounter your brand—is what sets you apart.

2. Know, Like, and Trust Framework

Timestamp [01:01–03:20]
- Before someone becomes a client, they must know you exist, like what you’re about, and trust you can deliver.
- Too many spas focus immediately on credentials and results (trust), but skip the groundwork of being known and liked.
“Most med spas sprint to the trust phase... but they skip the first two entirely.” — Ricky Shockley [01:30]
- Know:
  - Achieved by showing up consistently: through content, ads, and social media—but not just by being present, by expressing a unique point of view.
  - “Not just ‘we offer Botox,’ but something that makes people feel like they understand and connect with who you are.” [02:10]
- Like:
  - Showcase your brand’s unique personality.
  - Are you “warm, approachable, clinical and precise? Luxurious? Fun? Pick a lane and commit to it.” [02:35]
  - The most beloved brands have a distinct personality, and clients should be able to “hear” that voice in everything.
- Trust:
  - Only comes after being known and liked.
  - Built via social proof, results, reviews, and expertise demonstration.

3. The Fourth Element: Intrigue

Timestamp [03:21–04:45]
- Beyond know, like, and trust: intrigue is what drives sharing, engagement, and memory.
- Old Spice didn’t just inform people—they “gave them something interesting to think about, share, and come back for.” [03:50]
- For med spas, intrigue might mean:
  - Offering surprising educational content,
  - Sharing behind-the-scenes moments,
  - Voicing bold or unique perspectives not found elsewhere.

4. Bottom Line: Marketing = Differentiation

Timestamp [04:46–End (~05:15)]
- Marketing must be a deliberate and central part of your strategy, not an afterthought.
- The most successful med spas are not always those with the “best injectors,” but those “making people feel something.”
- Lasting differentiation is emotional and psychological—not technical.
“The bottom line is your marketing is in large part your differentiation. It’s not a fallback, it’s part of the actual strategy.” — Ricky Shockley [04:50]
“The practices that win long term aren’t necessarily the ones with the best injectors. They’re the ones making people feel something.” — Ricky Shockley [05:05]

Memorable Quotes & Moments

“If you’re waiting for a product advantage to save you, you’re going to be waiting a really long time.” [00:54]
“You build that [magnetism] through consistent intentional marketing and advertising.” [01:00]
“The brands that people love have a distinct personality. You can almost hear their voice in everything they put out.” [02:40]
“In your world, that might be education people didn’t know they needed, behind-the-scenes content that makes your practice feel real, or a perspective that nobody else is saying out loud.” [04:06]

Useful Timestamps

00:12 — Old Spice’s marketing transformation
01:01 — The "know, like, trust" breakdown
02:10 — Making your brand visible and unique
02:35 — Choosing and leaning into brand personality
03:21 — The role of intrigue in marketing
04:46 — Marketing as core differentiation
05:05 — The emotional edge of winning practices

Conclusion

Ricky Shockley urges med spa owners to stop waiting for a magical product edge and focus instead on intentional, personality-focused, and consistently intriguing marketing. Just as Old Spice revolutionized body wash with unforgettable branding, your med spa can set itself apart in a crowded market by making people feel something unique.

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Transcript1 lines

[00:00]
A
Foreign. Talk to you today about Old Spice, right, the body wash and deodorant brand and what your med spa can learn from this valuable marketing lesson. So body wash deodorant, they're about as undifferentiated as a product can get. They clean you and they get you to smell good. There's no secret formula, no proprietary technology. But Old Spice became a phenomenon not because they changed the soap, but because they changed how people felt about the brand. They made it funny, bold, and a little ridiculous. And suddenly people were talking about deodorant at the dinner table. Med spas are in a very similar position. Injectables are injectables. Lasers are lasers. Your competitor down the street has access to largely the same treatments and the same devices and often the same or similar training. So if you're waiting for a product advantage to save you, you're going to be waiting a really long time. When you're what can set you apart is what Old Spice figured out. Magnetism. The people feel and get when they encounter your brand. And you build that through consistent intentional marketing and advertising. Here's how that can work in practice. So we've talked about know, like and trust elements a lot as of late. So no, like and trust is the framework. Before anyone books with you, they need to know you exist. A, B like what you're about and c trust that you're the right choice. Those things happen in order. For the most part. Most med spas sprint to the trust phase. Credentials, certifications, before and afters. That's all good, but they skip the first two entirely. And that can be a little bit backwards in terms of a big picture perspective. If you can get people to feel something and connect with your business before they care about your resume, you have an advantage. The knowing part comes from showing up consistently in content, ads, social media. Being visible to people in your market, but visible in a specific way with a unique point of view. Not just we offer Botox, but something that makes people feel like they understand and connect with who you are. Likability comes from highlighting your unique parts of your personality. Are you warm, approachable, clinical and precise? Luxurious? Fun? Pick a lane and commit to it. The brands that people love have a distinct personality. You can almost hear their voice in everything they put out. That's what you're building. The last thing earning trust comes through social proof, results, reviews, demonstrating real expertise, but only after someone already likes you enough to pay attention. And then there's the fourth element that doesn't get talked about, probably enough which is intrigue. Old spikes didn't just inform people, they gave them something interesting to think about, share, and come back for. In your world, that might be education people didn't know they needed behind the scenes scenes, content that makes your practice feel real, or a perspective that nobody else is saying out loud. The bottom line is your marketing is in large part your differentiation. It's not a fallback, it's part of the actual strategy. And the practices that win long term aren't necessarily the ones with the best injectors. They're the ones making people feel something. Sam.