Merz Encourages Women to Smash through Labels and Judgment with Disruptive New DTC Campaign for XEOMIN® (incobotulinumtoxinA)
Fresh campaign breaks traditional medical aesthetics marketing approach to stomp out the stigma and tap into a new segment of women, The Reclaimers
Merz Americas announced today the launch of a new advertising campaign for XEOMIN® (incobotulinumtoxinA) called “Later Haters,” which calls for 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. XEOMIN is the latest botulinum toxin type A approved by the U.S. Food and Drug Administration (FDA) to temporarily improve the look of moderate to severe frown lines between the eyebrows (glabellar lines) in adults.
“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.
Taking a unique approach to market research, Merz connected with women during their most honest and open moments 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,” said 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. “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,” said 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.”
The new advertising campaign will be featured across multiple channels nationwide and further amplified in select markets.
“XEOMIN is the fastest growing brand in the U.S. aesthetic toxins market and is the only clinically proven anti-wrinkle injection uniquely purified to remove unnecessary proteins,*” said Bob Rhatigan, CEO of Merz Americas. “The new campaign for XEOMIN is designed to sustain and increase that momentum by connecting with our customers in a way that is timely, relevant and authentic.”
For more information about XEOMIN, please visit www.xeominaesthetic.com.
*Studies have not been performed to determine whether the presence or absence of accessory proteins has a long-term effect on safety or efficacy.
Merz in the Americas
Merz has a direct presence in six countries in the Americas, as well as a network of selected professional distribution partners in South and Central America and the Caribbean. Merz in the Americas is headquartered in Raleigh, North Carolina, and has facilities in Mesa, Arizona, Franksville, Wisconsin, as well as offices in Toronto, Canada, Mexico City, Bogotá, Colombia, São Paolo, Brazil and Buenos Aires, Argentina. For more information, visit www.merzusa.com.
About XEOMIN® (incobotulinumtoxinA)
XEOMIN® (incobotulinumtoxinA) is the latest botulinum toxin type A approved by the U.S. Food and Drug Administration (FDA) to temporarily improve the look of moderate to severe frown lines between the eyebrows (glabellar lines) in adults. For more information, please visit www.xeominaesthetic.com.
XEOMIN® (incobotulinumtoxinA) IMPORTANT CONSUMER SAFETY INFORMATION
Read the Medication Guide before you start receiving XEOMIN (Zeo-min) and each time XEOMIN is given to you as there may be new information. The risk information provided here is not comprehensive. To learn more:
• Talk to your health care provider or pharmacist
• Visit www.xeominaesthetic.com to obtain the FDA-approved product labeling
• Call 1-866-862-1211
XEOMIN is a prescription medicine that is injected into muscles and used to improve the look of moderate to severe frown lines between the eyebrows (glabellar lines) in adults for a short period of time (temporary).
It is not known if XEOMIN is safe and effective in children under 18 years of age.
XEOMIN may cause serious side effects that can be life threatening. Call your doctor or get medical help right away if you have any of these problems anytime (hours to weeks) after treatment with XEOMIN:
• Problems with swallowing, speaking, or breathing can happen within hours to weeks after an injection of XEOMIN if the muscles that you use to breathe and swallow become weak. Death can happen as a complication if you have severe problems with swallowing or breathing after treatment with XEOMIN.
o People with certain breathing problems may need to use muscles in their neck to help them breathe and may be at greater risk for serious breathing problems with XEOMIN.
o Swallowing problems may last for several months, and during that time you may need a feeding tube to receive food and water. If swallowing problems are severe, food or liquids may go into your lungs. People who already have swallowing or breathing problems before receiving XEOMIN have the highest risk of getting these problems.
• Spread of toxin effects. In some cases, the effect of botulinum toxin may affect areas of the body away from the injection site and cause symptoms of a serious condition called botulism. The symptoms of botulism include: loss of strength and muscle weakness all over the body, double vision, blurred vision and drooping eyelids, hoarseness or change or loss of voice, trouble saying words clearly, loss of bladder control, trouble breathing, trouble swallowing.
These symptoms can happen hours to weeks after you receive an injection of XEOMIN. These problems could make it unsafe for you to drive a car or do other dangerous activities.
Do not use XEOMIN if you are allergic to XEOMIN or any of the ingredients in XEOMIN (see the end of this Guide for a list of ingredients in XEOMIN), had an allergic reaction to any other botulinum toxin products such as rimabotulinumtoxinB (MYOBLOC®), onabotulinumtoxinA (BOTOX®, BOTOX® COSMETIC), or abobotulinumtoxinA (DYSPORT®) or have a skin infection at the planned injection site.
Before receiving XEOMIN, tell your doctor about all of your medical conditions, including if you:
• have a disease that affects your muscles and nerves (such as amyotrophic lateral sclerosis [ALS or Lou Gehrig´s disease], myasthenia gravis or Lambert-Eaton syndrome) have had any side effect from any other botulinum toxin in the past
• have a breathing problem such as asthma or emphysema
• have a history of swallowing problems or inhaling food or fluid into your lungs (aspiration)
• have bleeding problems
• have drooping eyelids
• have plans to have surgery
• have had surgery on your face
• are pregnant or plan to become pregnant. It is not known if XEOMIN can harm your unborn baby.
• are breastfeeding or plan to breastfeed. It is not known if XEOMIN passes into breast milk.
Tell your doctor about all of the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements. Talk to your doctor before you take any new medicines after you receive XEOMIN
Using XEOMIN with certain other medicines may cause serious side effects Do not start any new medicines until you have told your doctor that you have received XEOMIN in the past. Especially tell your doctor if you
• have received any other botulinum toxin product in the last four months
• have received injections of botulinum toxin such as rimabotulinumtoxinB (MYOBLOC®), onabotulinumtoxinA (BOTOX®, BOTOX® COSMETIC) and abobotulinumtoxinA (DISPORT®) in the past. Be sure your doctor knows exactly which product you received. The dose of XEOMIN® may be different from other botulinum toxin products that you have received.
• have recently received an antibiotic by injection
• take muscle relaxants
• take an allergy or cold medicine
• take a sleep medicine
Ask your doctor if you are not sure if your medicine is one that is listed above.
Know the medicines you take. Keep a list of your medicines with you to show your doctor and pharmacist each time you get a new medicine.
Possible Side Effects
XEOMIN can cause serious side effects that can be life threatening including allergic reactions. Symptoms of an allergic reaction to XEOMIN may include: itching, rash, redness, swelling, wheezing, asthma symptoms, or dizziness or feeling faint. Tell your doctor or get medical help right away if you get wheezing or asthma symptoms, or if you get dizzy or faint. See “Warnings.”
The most common side effect of XEOMIN in people with glabellar lines include:
These are not all the possible side effects of XEOMIN. Call your doctor for medical advice about side effects. You may report side effects to FDA at 1-800-FDA-1088.
General information about the safe and effective use of XEOMIN
Medicines are sometimes prescribed for purposes other than those listed in a Medication Guide. You can ask your pharmacist or doctor for information about XEOMIN that is written for health professionals.
Active Ingredient: botulinum toxin type A
Inactive Ingredients: human albumin and sucrose
Copyright © 2018 Merz North America, Inc. All rights reserved. MERZ, the MERZ logo and XEOMIN® are registered trademarks of Merz Pharma GmbH & Co. KGaA. BOTOX®, DYSPORT® and MYOBLOC® are registered trademarks of their respective owners.
Merz North America