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Merz Kicks Off Later Haters Campaign Behind Xeomin

Merz Americas is telling women to stop feeling guilty for caring about how they look. And that includes no shame in seeking cosmetic treatments.
Launching today is a novel direct-to-consumer advertising campaign for Xeomin designed to let women know it is OK to take care of themselves. Xeomin is the latest botulinum toxin type A approved by the U.S. Food and Drug Administration to temporarily improve the look of moderate to severe frown lines between the eyebrows in adults.
Called Later Haters, the concept encourages women to stop apologizing for caring about how they look while putting an end to feeling shame for opting for procedures to reduce signs of aging. Featured across multiple channels nationwide, a video spot shows women swinging a bat and a hammer at glass walls with words such as frown lines, doubts and regrets. The campaign was created by Frank About Women, a division of Mullen Lowe and represents a “non-pharma” approach from a pharmaceutical company. “We feel it is very unique and disruptive and totally different in its space,” said Christina Meyer, head of Injectables Marketing, Aesthetics, Merz North America. “We believe this is an empowering conversation we are starting.” Later Haters targets an audience of women

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Via:: https://wwd.com/beauty-industry-news/skin-care/merz-kicks-off-campaign-later-haters-campaign-1202925460/