A happy coincidence put data in front of Allergan’s aesthetics marketing team that proved Botox appointments spiked around the holidays.
The research showed that November 20 is the busiest day of the year to book a Botox treatment, about 79% higher than average, according to research from Zocdoc.
The aesthetics team knew that aesthetic treatments have seasonality, with spikes around the holidays, so it declared November 20 as National Botox Cosmetic Day and build an entire marketing and education effort around that data point.
“It was one of those fun facts, and it made sense to have our very first National Botox Cosmetic Day on November 20,” said Colleen McKenna, VP of marketing for U.S. medical aesthetics at Allergan. “The biggest time of year, as you might guess, is going into the holidays. We wanted to create a national moment in time to not only celebrate the brand and current patients, but a moment to educate all those people who are considering Botox.”
The research identified and ranked the most popular days for booking Botox appointments. Rounding out the top five, with some ties, after November 20 were December 4, December 21, December 11, October 26, December 19 and November 16.
Allergan partnered with influencers including author Jenny Mollen and macro and micro online influencers and doctors to promote the event. For the Botox holiday, Allergan also offered patients a buy one, get one offer on $100 gift cards for treatment.
The team added information about the holiday to the end card of Botox TV ads running on November 20. The holiday is celebrating Botox’s influence on the market and culture, McKenna said.
“We’re celebrating Botox, the iconic brand it has become and the role it played in creating and shaping the aesthetic market,” she said. “We want to reflect on the fact that it’s part of the American culture.”
Like with other Botox campaigns, Allergan highlights the results and debunks myths about the treatment, McKenna said, which is part of the brand’s strategy to bring in new customers. Botox posted on its social profiles on Wednesday that the high volume of customers trying to claim the gift card offer temporarily overwhelmed the website.
“The brand still remains a huge opportunity to educate consumers who are interested or sitting on the fence and wanted to learn more before they take action,” McKenna said. “It’s an opportunity for us to keep the conversation going and bring more consumers into the aesthetic market. We will use this as an opportunity to talk about the real results of Botox, debunk some of those barriers around natural appearance and get education out there.”