Juvederm Ultra - Natural Beauty

Russell Place

In a market of anti-ageing products where there were over 160 dermal fillers available, all with relatively low brand awareness, Allergan’s new facial product Juvederm Ultra required a communications solution that differed from the traditional reliance on the B2B channel via medical practitioners.

Juvederm Ultra – Natural Beauty

Principal Author: Russell Place – UM

Contributing Author: Richard Glover – Allergan

CONFIDENTIALITY NOTICE

All ROI data is supplied in commercial confidence. UM and Allergan would be pleased to make an edited version of the entry available as a case study.

EXECUTIVE SUMMARY

This is the story of how JuvedermULTRA® used direct to consumer communicationsto create the new normal for natural beauty.

UM and Allergan used direct to consumer communications to change the rules of engagement within the ‘aesthetic beauty’ market. Traditional reliance on the B2B channel via medical practitioners would not provide the game...

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