New “Own Your Look” Botox Campaign Targets Millennials

Allergan’s new direct-to-consumer campaign, "Own Your Look," aims to address the most common misconceptions around Botox Cosmetic (onabotulinumtoxinA) among millennials, namely the fear of looking frozen.

This is the first campaign from the brand created specifically to address millennial women and men who are increasingly curious about aesthetic treatments, while continuing to speak to core consumers (women ages 34 – 45). The 'Own Your Look' campaign addresses the fear of looking unnatural head-on by showcasing real Botox  Cosmetic users in their 20s, 30s, and 40s and their authentic facial expressions in response to all sorts of life events.

"Millennial consumers are curious about Botox Cosmetic, and this new campaign will modernize the iconic brand to appeal to this generation and empower them to own their look with Botox  Cosmetic," says Carrie Strom, Senior Vice President, U.S. Medical Aesthetics, in a news release. "We know … the most common reason preventing them from getting treated is the fear of looking unnatural. Our goal is to let consumers know that Botox Cosmetic delivers subtle results – so they can look like themselves, just with fewer lines."