AbbVie unveils 'See Yourself' Botox campaign, days after new rival approved
Tanya is 42 and a mom of nine “sports kids,” always running from one activity to the next. She’s also one of the faces behind AbbVie’s latest “See Yourself” Botox Cosmetic campaign.
Before treatment, Tanya said she didn’t consider Botox sooner because she simply didn’t have the time. Thirty days after treatment, she smiles into the camera with a life “as full as it was before, just with less lines.”
In its latest campaign, AbbVie’s Allergan unit tapped 25 real patients to tell their stories before and after Botox treatment. In short videos, patients speak about why they pursued Botox in the first place and what’s changed since. For Javi, a 31-year-old fitness instructor, it was seeing himself in a photo.
“I looked closer and I was like, ‘That’s what everybody sees?’” he says with a chuckle. “The lines were so prominent, it’s all I saw in the photograph.”
Participants were selected from a pool of 20,000 applicants in AbbVie’s first-ever open casting call for Botox, the company said in a news release. The subtle jokes and upbeat soundtrack diverge from the more serious tone of the campaign’s first iteration, created by Oscar-winning documentary filmmaker Errol Morris and launched last year.
“I met my husband in 2002,” Stephen, a 52-year-old makeup artist, said with tears in his eyes in last year’s campaign. “That afternoon, I called my friends and I just said, ‘I’ve met the man I’m going to marry.’ I miss those eyes.”
The new campaign launches as Botox gains a longer-lasting competitor, Revance Therapeutics’ Daxxify, which was approved just last week. While people using Botox may need to return for injections every three to four months, Daxxify potentially requires just two injections per year.
“Our mission continues to be rooted in showing up authentically, sharing candid, sincere stories and content highlighting our real patients’ reasons for getting treated and how they feel about treatment,” Carrie Strom, AbbVie SVP and Allergan Aesthetics president, said in a news release. AbbVie was not immediately available for an interview.
“At a time when people want transparency and honesty, we are giving them just that, real patients with real results,” Strom said.
Participants answered the 10 most commonly searched questions about Botox in before-and-after footage, treatment diaries and behind-the-scenes shots. Did it hurt? “Quick pinch,” Wendy, a 51-year-old hospital administrator says. “Going to be honest with you, I hate needles.”
Medical aesthetics ads have been trending younger, with Merz recently tapping 33-year-old singer-songwriter Joe Jonas to market its Botox rival Xeomin. The company debuted its “Beauty on Your Terms” last month, targeting people in their 20s and 30s “who are interested in anti-wrinkle injections to treat frown lines between the eyebrows or are curious about them,” North America business head Patrick Urban told Endpoints News.
The campaign claimed that US adults under age 45 show a higher interest in cosmetic treatment than older adults, but are often held back by a stigma around cosmetic work.
Botox for cosmetic uses earned AbbVie $695 million last quarter alone, plus another $678 million for therapeutic uses.
“The reality is my patients don’t want to see more models staring into the camera while striking a posh pose,” clinician Sherly Soleiman said in AbbVie’s news release. “They want to see people they can fully relate to because they have similar challenges, desires and hopes in life.”