How LaserAway, Tombras, and impact.com Built a New Channel Growth Engine

The Challenge

The US medical aesthetics industry is one of the fastest-growing consumer categories, but also one of the most complex to navigate as a performance marketer, given strict regulations, high consideration purchase behaviour, and rising acquisition costs across established channels. LaserAway, operating 200-plus locations as the nation’s largest aesthetic dermatology provider, needed a partner capable of building something genuinely new in the channel, not just optimising what already existed.

The Strategy

Tombras and impact.com built a full-channel affiliate programme from the ground up, designed to function as a long-term strategic advantage rather than a tactical add-on. The programme was built to complement and reinforce LaserAway’s existing paid channels rather than compete with them, with incrementality measurement embedded from the start. It spanned upper, mid, and lower funnel partners, integrated AI-driven discovery, and was structured to create a competitive moat as the category begins to catch up.

The Work

The partnership combined rigorous programme architecture with bold tactical decisions, including the addition of non-traditional performance partners, the renegotiation of legacy arrangements, and the engineering of content to capture AI-driven search opportunities. Cross-functional collaboration between Tombras, impact.com, and LaserAway’s internal teams was central to the programme’s success, with the three parties working as a unified unit rather than in separate lanes.

Results

The programme delivered millions in verified revenue, a impressive amount of incremental leads, excellent ROAS, and drove a significant proportion of LaserAway’s year-on-year same-store paid media sales growth lift. As other providers begin exploring affiliate models in 2026, LaserAway already holds the infrastructure, relationships, and insight to stay ahead.

The Judges’ Verdict

Judges recognised this as a uniquely ambitious and well-executed partnership, praising the strategic vision that elevated affiliate from a tactical channel to a core growth engine. The full-funnel integration, the management of complex healthcare regulations, and the measurable uplift across the entire marketing mix were all highlighted as marks of an exceptional collaboration. A deserving Partnership of the Year.

“This is a strong partnership and it was a unique strategy that needed to tackle several different aspects of the channel. It really feels as though the impact that Tombras was able to make lifted all other channels.”