Endo International plc is kicking off more than 200 patient events across the United States as part of the new campaign.

Endo International plc is kicking off more than 200 patient events across the United States as part of Butt First, a new direct-to-consumer awareness campaign about Qwo (collagenase clostridium histolyticum-aaes). 

Qwo received FDA approval in July 2020 and is the first and only injectable treatment for moderate to severe cellulite in the buttocks of adult women. QWO is available in aesthetic practices across the country. 

"Butt First conveys factual information about the causes and treatment of cellulite, while also striking an emotional connection with women," says Rob Catlin, Senior Vice President & General Manager, Endo Aesthetics, in a news release.  "The multi-channel campaign encourages women who are bothered by their cellulite to start a conversation with their aesthetic provider to find out if treatment with Qwo is an appropriate option."

"Cellulite has never been an easy topic for patients to raise with their aesthetic physicians and vice versa," adds Kim Nichols MD, a Connecticut-based, board-certified dermatologist and host of one of the upcoming patient events. "With the Butt First campaign, Endo Aesthetics is offering patients and physicians a judgement-free way to discuss an issue that affects the vast majority of adult women of all races, ages, body types and fitness levels—cellulite. I look forward to seeing current and future patients empowered by these open and honest conversations."

"In this month that celebrates women, we're proud of the mostly female marketers who developed this campaign and the women healthcare providers who helped bring QWO to market," says Stephanie Wenstrup, Executive Director, Aesthetics Marketing at Endo. "Butt First empowers women to choose what's important to them—without apology."

QWO patient events are designed to provide a fun, supportive and educational environment where women can learn about cellulite and whether Qwo is the right treatment for them.  Women interested in attending an event in their area can find a QWO provider on www.qwo.com and ask them about their upcoming Butt First event.

The patient events are part of the larger Butt First campaign, which includes targeted social media, digital ads, content partnerships on beauty and wellness-focused websites, signage and educational materials in doctors' offices and partnerships with industry organizations. A new commercial is running online.