Allergan is launching a new direct-to-consumer campaign for Botox Cosmetic (onabotulinumtoxinA) entitled “Own Your Look.” The campaign is designed to address the most common concerns around BOTOX Cosmetic—fear of looking unnatural—and to encourage people to own their looks and aesthetic choices.
This is the first campaign from the brand created specifically to address millennial women and men who are increasingly curious about aesthetic treatments, while continuing to speak to the BOTOX Cosmetic core consumer (women ages 34 – 45).
“As the category leader, it’s our job to continue to educate consumers about their aesthetic choices. Millennial consumers are curious about BOTOX Cosmetic, and this new campaign will modernize the iconic brand to appeal to this generation and empower them to own their looks with BOTOX Cosmetic," says Carrie Strom, senior vice president, U.S. Medical Aesthetics, Allergan. “We know there are 25 million people currently considering injectable treatments in the U.S. today, and the most common reason preventing them from getting treated is the fear of looking unnatural. The ‘Own Your Look’ campaign addresses this head-on, by showcasing real BOTOX Cosmetic users in their 20s, 30s and 40s. Our goal is to let consumers know that BOTOX Cosmetic delivers subtle results, so they can look like themselves, just with fewer lines.”