Botox Cosmetics is throwing away its traditional advertising playbook on using models and celebrities, in favor of showcasing real customers and their personal stories.
On Tuesday, Botox, owned by Allergan Aesthetics, released its new ad campaign titled “See Yourself,” in which 18 real Botox customers of different ages, genders, and races talk about their Botox use and answer the question. : “What do you see when you look at yourself?” The current campaign will cover linear TV on channels like Univision, OTT ads on Hulu, digital ads and YouTube ads with a takeover of the YouTube banner that is expected to reach 25 million people. Carrie Strom, svp of AbbVie and global president of Allergan Aesthetics, said the campaign aims to address several key points, including consumer desires for a more authentic branding and barriers to l entry to receive Botox treatments. This includes fear of an unnatural appearance, uncertainty as to whether Botox is right for someone, lack of education and easy access to suppliers. Botox wanted to move away from celebrity and model-run campaigns because they might inadvertently strengthen barriers to entry, Strom said.
“When we share both the emotional and the real reasons people are being treated, it resonates a lot more and it helps break through the barrier of artificial appearance,” Strom said. “When you see all normal people your reaction is, ‘Oh, I didn’t realize they were getting botox treatments and they look alike. “
Strom added that when a tested audience viewed the new campaign and its previous campaign, titled ‘Own Your Look’ from 2019, the new campaign has 2.5 times more influence than celebrities in motivating users. of Botox, new and existing, to receive treatment. In 2020, Botox solicited customers through its social channels to submit personal videos explaining why they are receiving Botox, ultimately receiving hundreds of submissions. What is remarkable about most new commercials is the absence of overt references to appearance or expressions of aesthetic inferiority. Instead, people talk about their goals, lifestyles, and relationships. As Strom put it, “Botox Cosmetic is not about vanity. Botox Cosmetic is all about doing something for yourself.
“More than ever, patients are looking for a way to allow themselves a happy self-care experience,” said Vanessa Coppola, family nurse practitioner and owner of Bare Aesthetic Medical Spa. “If they can connect with these thumbnails [and] imagine in these scenarios, they can give themselves the opportunity to do something just for them. This is [about] the emotional vulnerability of personal care and [is] directly related to how a patient wants to see himself and how he wants to be perceived.
Botox had already started this more authentic approach in October 2020, when Allergan Aesthetics updated its branding to be more clinical with an emphasis on “confidence,” according to a previous Glossy report. It included a new look across all platforms that included showcasing real people of different ethnicities, genders, and skin tones. Biopharmaceutical company AbbVie acquired Allergan for $ 63 billion in June 2019. Global Botox Cosmetic Net Revenue Was $ 477 Million In Q1 2021, According To AbbVie’s results, published in April. Strom said ownership of AbbVie made Botox its biggest marketing investment in the “See Yourself” campaign.
Meanwhile, competitor brand Xeomin, owned by Merz Aesthetics, signed a deal with Gwyneth Paltrow in September 2020 and 2015, Sharon stone was the spokesperson for Galderma’s Injectable Filler Restylane. Overall, celebrity endorsements are a big part of the pharmaceutical industry.
“Using real people for commercials with real stories about how Botox made them younger helps bring to life the big impact Botox has had in the aesthetics market,” said Dr. Howard Sobel, MD, founder of the Sobel Skin practice and the Sobel Skin RX brand. “People want to connect with people their age, and see and understand how Botox not only improved their fine lines and wrinkles, but also made them feel and act younger.”