As it looks for new ways to connect consumers with its dermatology, women’s health, and aesthetics portfolios, Allergan is increasingly calling on celebrity heavyweights to promote its products. In the past year alone, the drugmaker has partnered with TV and stage star Lea Michele, movie star Kate Bosworth, and reality-TV personality Khloé Kardashian.
Allergan, which estimates that 62% of its customers are women, sees the celebrity involvement as a way to create authenticity and draw attention to its brands.“It’s part of a multi-channel strategy,” said Jag Dosanjh, SVP, medical dermatology for Allergan, who developed the partnership with Kate Bosworth for its acne treatment Aczone. “People consume their media in many ways, they look for different sources. Whether it’s in their Facebook feeds or anything else, having other ways to connect with consumers — so they can understand the issues — is important for us to look at.”
See also: Allergan debuts #ActuallySheCan campaign
Celebrity partnerships are an important part of the media mix for Allergan because they help break down stigmas around certain disorders, Dosanjh added. “Part of our job is to try and demystify that many woman suffer from acne. We thought Kate [Bosworth] would be ideal for this because people admire her style and persona, and Kate actually struggles with adult acne. That allows people individually to think, ‘Okay, it’s not just me.’ She had her own story.”
Last July, Allergan launched #ActuallySheCan, a campaign that was directed at millennial women. That initiative drew on a network of female celebrities, including Michele, to foster a discussion among women. Other popular celebrities, like Emmy Rossum (“Shameless”) and model Miranda Kerr, posted content with the hashtag in support of the campaign. While an unbranded initiative, ActuallySheCan’s website featured product information for the company’s birth control pill Lo Loestrin Fe.
Kardashian, for her part, helped kicked off the Live Chin Up campaign in March for Kybella, a chin fat reducing injection, at a New York event. There, she moderated a panel, which also featured a dermatologist and a patient, who discussed her experiences with submental fullness — commonly referred to as a double chin.