CLIENT
Merz Aesthetics
Can Gumus, Chief Marketing Officer
Katrina Church, VP Compliance
Michelle Berry, Director, Medical Affairs
Christina Meyer, VP, Aesthetics Marketing
Devon Allen, Executive Director, Regulatory Affairs
Hadley Ilif, Regulatory Affairs Manager
Bill Edwards, VP General Counsel
Joe Barry, Associate General Counsel
Katharina Wieland, Sr. Manager, Injectables Marketing
Emily Browder, Sr Director, Corporate Communications/PR
AGENCY
Jennifer Weis, VP, Group Media Director
Brittany Leinbach, Associate Media Director
Amanda Leahy, VP, Associate Director Comms Planning
Sarah Collins, Senior Analyst
Jacquelyn Marano, Senior Strategist
Hillary Patton, VP, Media Director
Raymond Luong, Senior Programmatic Trader
Leah Randall, VP, Group Media Director
Mohammad Haque, VP, Director of Search
Taylor Hoerr, Manager, Analytics
Biosector 2
Meraki
SUMMARY
Xeomin, an anti-wrinkle injection, was up against the category giant, Botox - which is so ubiquitous, it’s interchangeable as the category moniker, outspent by more than 10x. We defied category norms by approaching women as they see us- a beauty brand, not a pharma brand. We worked closely with regulatory to try new tactics, ensuring we would make an impact. The Later Haters campaign empowered women, letting them know they had a choice in anti-wrinkle injections, and encouraged them to find a provider who could give them Xeomin.
