Merz Aesthetics is launching a global campaign with Gwyneth Paltrow in support of Xeomin (incobotulinumtoxinA). The Oscar and Emmy-award-winning actor, author and entrepreneur, will share her experience with Xeomin as well as her views on beauty and aging through a variety of media and marketing efforts in North America, Europe, Asia-Pacific and Latin America.
“We are super excited,” said Bob Rhatigan, CEO of Merz Aesthetic. “This is the first ever medical aesthetic partnership for Gwyneth Paltrow. It is also the first fully integrated global campaign for our newly formed aesthetic business.”
The integrated campaign is launching today, September 17, with two Instagram Live sessions. One with Paltrow and her treating physician, plastic surgeon Julius Few, MD—which will be hosted on the Paltrow’s Instagram page—and the second with InStyle editor-in-chief Laura Brown at @laurabrown99. These will be followed by media interviews in North America, Europe, Asia-Pacific and Latin America and marketing campaigns on social media. Marketing materials will also be provided for practitioners to display in their practices.
“For me, beauty is about deepening happiness versus trying to chase youth,” said 47-year old Paltrow. “It’s no secret that I’m an open book when it comes to trying new beauty regimens, but I want to know what’s in a product before putting anything into my body. Finding highly purified and proven products is so important. That’s one of the many reasons I started using Xeomin a few years ago.”
“Gwyneth and I have been friends born out of mutual respect, which began with a shared desire to be true to yourself and to embrace ones’ desire to look and feel your best—the definition of graceful aging,” said Dr. Few, founder of The Few Institute for Aesthetic Plastic Surgery. “Like Gwyneth, more and more of my patients tell me they don’t want to look different—they just want the outside to reflect how they feel on the inside. Xeomin, which is backed by science, helps give their frown lines a smoother appearance.”
The heart of the campaign ties back to Paltrow’s philosophy on beauty, which is that women should give themselves the permission to do whatever they want to do to feel good. Paltrow will be sharing details about what she does to look and feel her best and will ask women to do the same on social media using #DareToSelfCare.
“It’s such an exciting time for Merz Aesthetics and for our flagship brand, Xeomin,” said Rhatigan. “Our philosophy is ‘Your success is our success.’ We are launching this global campaign now to help ensure that we all get back to a healthy environment by continuing to draw in people who are considering medical aesthetic treatments but have not yet taken the step to seek doctors out.”