#Allergan Aesthetics #BOTOX Cosmetic #The One & Only

BOTOX® Cosmetic Unveils “The One & Only” Campaign

A New Chapter in Aesthetic Marketing

Allergan Aesthetics, a subsidiary of AbbVie, has launched a significant new marketing endeavor for its renowned BOTOX® Cosmetic. Dubbed “The One & Only” campaign, it marks a bold initiative that emphasizes not just the effectiveness of the product but also the individuality of its users. With more than 20 years of expertise and a first-rate reputation as the #1 selling neurotoxin globally, BOTOX® Cosmetic stands out for its widespread acceptance and effectiveness, being trusted by 95% of aesthetic specialists for personal use and for their friends and families.

Campaign Strategy and Goals

This expansive campaign is the largest in BOTOX® Cosmetic's history, capturing the attention of the audience through national linear and connected TV, digital platforms, social media, and traditional out-of-home advertising. The campaign aims to showcase the uniqueness of each individual who uses BOTOX® Cosmetic, helping to redefine standard beauty norms. The tagline, “The one only BOTOX® Cosmetic. The one only you,” encapsulates this mission. Patients can be their authentic selves even after treatment, reminding everyone that aesthetic choices are deeply personal and individual.

Featuring Real People

In a departure from traditional advertising that uses actors to depict product results, “The One & Only” campaign features authentic individuals—both newcomers and seasoned BOTOX® users—sharing real stories about their experiences. Each person portrayed in the campaign is actively engaging in activities they love, combining their life’s passions with their aesthetic choices. This strategy aims to resonate with potential users by displaying genuine narratives rather than idealized versions of beauty.

Glen Curran, the Senior Vice President of Allergan Aesthetics, shares insights into this approach: “Just as each person is distinct, so too are their aesthetic goals. Our campaign features real people who rely on BOTOX® Cosmetic’s precise and predictable results.” This authentic representation highlights consumer trust and the product's role in helping individuals feel more authentic and confident in their lives.

Consumer Confidence and Loyalty

The demand for BOTOX® Cosmetic reflects a broader trend in consumer sentiment. Market research reveals that 77% of users find the treatment well worth the investment, and loyalty is a key factor: 91% of those surveyed indicated they would continue using BOTOX® Cosmetic if advised it was suitable for them. Moreover, the product was recently awarded