ALLERGAN, INC. Marlow, UK, 27th October 2014 - Global healthcare leader in medical aesthetic treatments, Allergan Inc., is set to launch a major UK consumer campaign to change perceptions and behaviours within the anti-ageing category, including its own market-leading facial filler brand, JUVÉDERM®, to encourage people to talk more positively about ageing.
The campaign, backed by leading aesthetic practitioners, was informed by extensive qualitative and quantitative research on 2,000 women from across the UK, which showed that women today feel much more positively about getting older than the anti-ageing category often suggests. However, they are still looking for effective beauty treatments that help them age the way they want and fear being judged by society as vain or superficial for wanting to look their best.
The research also revealed a lack of understanding around facial fillers which are often wrongly perceived as an un-natural looking treatment associated with extreme celebrity make overs, whereas the reality for millions of everyday women who choose fillers is a much more subtle effect that helps them retain their vibrant look, without losing the expression and character that comes with a few wrinkles.
The campaign features six everyday women who have previously been treated with JUVÉDERM®. The crux of the campaign is to show that treatment with beauty products such as facial fillers is about embracing, not fighting the ageing process. The women, ranging in age from 35 to 69, will feature across outdoor and print advertising in major cities, in an advertorial partnership with Hearst Magazines UK and throughout media activities and consumer events. None of the women's wrinkles have been air-brushed in the campaign images, to show other women that you don't need photo shop to look great with facial fillers.
Allergan's Vice President & Managing Director, Caroline Van Hove, leading the marketing of its facial aesthetics products, said: "The anti-ageing category currently presents younger models as an aspirational, but unattainable, goal rather than reflecting the women's desire simply to look their best for their age. We've learnt that women want to positively embrace their hard-won signs of getting older but they still want to choose the way they age. And the issue is that today, women do not explore all of their options, not because they do not want to look their best but they feel harshly judged by society for wanting to soften the few odd lines they do not like staring back at them in the mirror. And the fact is, all of us, women, want to continue to show our vibrant and audacious self regardless of their age! Our bold campaign, #THISISME features women of all ages and backgrounds encouraging other women to continue to embrace the positives about getting older, but empowering them to make their own treatment choices and not be ashamed, so they can age as they want to."
Key findings from the research behind the campaign* include:
- Ageing well is more important than looking younger (only 20% of women say they want to look 5 years younger¹ but 41% say they want to look fresher and radiant²)
- Fillers, and those who have them, are stigmatised by society, leading to an inner conflict among those considering treatment (24% of women don't have treatment until a year or more after it was considered²)
- Women don't talk about the treatment they've had, meaning other women considering treatment are denied the opportunity to discuss it with other women (even once treated, social stigma becomes the 3rd biggest concern about having fillers²)
Zoe Fenn, Associate Director at global cultural insight agency, Flamingo led the qualitative research said: "This research project provided robust and detailed insights about the psychology of female ageing including a surprisingly positive outlook and a healthy sense of humour about getting older. The anti-ageing category trades on worries and anxieties that don't really represent the way most women feel - they are much more self-accepting and take a moderate view to beauty and improving their appearance rather than coveting the images we are used to seeing in magazines and adverts. We would encourage all beauty brands to be more positive and empowering in the way they engage women on this topic."
As part of the campaign, Allergan is also launching an enhanced clinic locator tool on www.juvederm.co.uk to make it easier for people to connect with qualified practitioners in their local area. Allergan has long advocated that people interested in facial injectable treatments should always consult with a trained and qualified medical aesthetics healthcare professional.
For more information about the #THISISME campaign, event listings and testimonials, visit the campaign website, www.this-is-me.com.
Notes to editors:
* Additional research stats available on request
About JUVÉDERM®
As we get older, our skin loses volume, elasticity and tone, causing some of the tell-tale signs of visible ageing. Facial fillers like those in the JUVÉDERM® range, simply replace lost volume using the same naturally found ingredient, HA, that is lost from the skin as we age. The entire JUVÉDERM® range of products have been authorised for use in Europe and each product carries the European registration stamp, the CE Mark. Allergan is firmly committed to science, innovation and quality, and that's why each product within the range has been thoroughly tested in clinical trials. Allergan is deeply committed to practitioner training and has launched the Allergan Medical Institute to ensure qualified practitioners know how to use the JUVÉDERM® products to help restore lost volume and create natural looking, subtle results.
About Allergan
Allergan is a multi-specialty health care company established more than 60 years ago with a commitment to uncover the best of science and develop and deliver innovative and meaningful treatments to help people reach their life's potential. Today, we have approximately 11,700 highly dedicated and talented employees, global marketing and sales capabilities with a presence in more than 100 countries, a rich and ever-evolving portfolio of pharmaceuticals, biologics, medical devices and over-the-counter consumer products, and state-of-the-art resources in R&D, manufacturing and safety surveillance that help millions of patients see more clearly, move more freely and express themselves more fully. From our beginnings as an eye care company to our focus today on several medical specialties, including eye care, neurosciences, medical aesthetics, medical dermatology, breast aesthetics, and urologics, Allergan is proud to celebrate more than 60 years of medical advances and proud to support the patients and customers who rely on our products and the employees and communities in which we live and work.
Media contacts, and to arrange to talk with one of our ambassadors:
Allergan media team, The Red Consultancy - allergan@redconsultancy.com or Marie-Claire.OSullivan@redconsultancy.com / 020 7025 6542 / 07725 205 837
Karen Dennehy, Medical Aesthetics PR Manager, Allergan EAME - dennehy_karen@allergan.com / +44 1628 497 217 / +44 7824 017 950
References:
¹ Data on File: Beneath the Skin of Beauty' research, 2011
² Data on File: perceptions towards dermal fillers, 2014
|
distributed by
|
