Merz Americas is launching a new advertising campaign for Xeomin (incobotulinumtoxinA) called “Later Haters,” which urges  women to “X out” judgment, stop apologizing for caring about how they look and put an end to feeling guilty about their self-care routines.

The new advertising campaign will be featured across multiple channels nationwide and further amplified in select markets.

“Later Haters” is geared toward a new audience—“The Reclaimers.” They are women who have spent the last several years building a career or raising a family, taking care of everyone and everything else, and are finally saying, “it’s time to get back to me.” These women are ready to refocus on taking care of themselves, reclaiming their individual identities and confidence on their own terms.

Merz connected with women by talking with groups of girlfriends. In the course of these intimate conversations, these women revealed how they want to embrace their self-confidence and make choices about looking and feeling their best without guilt or judgment.

“More and more women are reclaiming their individuality and coming to see me, ready to invest in their best self, even if that means using an anti-wrinkle treatment such as Xeomin for the first time,” says Dr. Lara Devgan, MD, MPH, FACS, a board-certified plastic and reconstructive surgeon at Lenox Hill Hospital, Greenwich Hospital and Manhattan Eye, Ear & Throat Infirmary in New York City, Chief Executive Officer of Dr. Devgan Scientific Beauty and Chief Medical Officer of RealSelf, in a news release. “These are everyday women who want to look like themselves—just a little fresher—and ‘Later Haters’ tells them it’s okay to take action as part of their self-care routine.”

The highest interest in cosmetic treatments is among younger adults, who have yet to enter middle age. In fact, U.S. adults under 45 (49 percent) are nearly twice as likely as those 45 and older (28 percent) to be considering a surgical or nonsurgical treatment in the next 12 months.

“Traditionally, external judgment has held women back from seeking injections or, if they do, from talking about it, for fear of being labeled as someone who is fake and self-absorbed. Xeomin’s ‘Later Haters’ campaign takes on a new tone, embracing today’s woman and her right to live her life on her terms, without judgment,” says Christina Meyer, Head of Injectables Marketing, Aesthetics, Merz North America. “We want women to know that whether it’s for a meeting in the board room or school drop-off, they should ‘X out’ the doubts and project the confidence they know they have, and XEOMIN can be a part of that.”