Since Evolus launched its Jeuveau product in 2019, the company has been determined to blaze a trail within the performance beauty space.
What that entailed to Evolus was expanding the audience for cosmetic procedures from a small niche of wealthy, older women to a broader swath of the general public.
The introduction of the #Newtox campaign years ago indicated that Jeuveau would bring a different attitude toward marketing neurotoxins in beauty treatments.
The brand has long emphasized that these procedures are affordable, fast and for everyone. This messaging has been delivered in conversational and colloquial ways, ranging from advertising at the Coachella Valley Music and Arts Festival to billboards across the country.
This laidback approach to broadening interest and access to neurotoxins appears to be working: Jeuveau revenue grew to $148.9 million in 2022, marking a 49% increase over 2021. Yet there is still room for Jeuveau to grow more and try to catch its primary rival, Botox, which generated $2.6 billion in total sales for AbbVie last year.
Faced with a sizable hill to climb, Evolus has devised a creative advertising strategy to push Jeuveau further into the mainstream.
“We may have stood out a little bit with our colors, our look and the way we communicate,” Evolus CEO David Moatazedi says. “However, we needed to be even more diverse and also push the envelope in terms of being edgy and creating a brand that the consumer can relate to one-to-one. What you see in our new creative is not just a refresh. It is a different tone to the brand.”
The different tone that Moatazedi is referring to can be seen in the recently-launched You See Me campaign, featuring inclusive messages and models of all genders.
The visual anchors of the campaign are a series of playful headshots in black-and-white with “Jeuveau, You See Me!” written across the portraits, followed by each model’s signature. Some also have a gradient filter on top of the photos, ranging from raspberry to orange.
Fashion and beauty photographer Chris Nicholls, who has experience shooting many A-list celebrities, was tasked with giving some Hollywood glamor and energy to the portraits. The message atop each photo appears written by hand, which is a significant detail, according to Moatazedi explains.
“It’s more of this personal element — a handwritten note, signed by the individual,” he says. “It feels like a one-to-one connection. That’s the transition that we’re going through as a brand. And just like Nike had its tagline of ‘Just Do It’, we see our tagline ‘You See Me’ as a way to relate to the consumer.”
As for the campaign’s look and feel, You See Me more resembles an ad for a retail consumer product than a medical procedure, lending credence to Moatazedi’s Nike comparison. This is, of course, not an accident. Jeuveau has long emphasized that its injections are quick, 15-minute procedures that can often cost less than a haircut.
Another vital aspect to Jeuveau’s prospects is normalizing procedures for consumers that may not have previously considered them as an option. Moatazedi says the campaign is driving towards making this beauty experience “delightful and achievable” for consumers.
“These are FDA-approved products that deliver real results versus retail beauty and skincare products,” Moatazedi explains. “We believe the performance beauty category is going to be the fastest-growing category for the foreseeable future. The challenge is normalizing it. Today, in the U.S., 70% of women get their hair colored. We believe this younger generation of millennials and younger consumers will start to approach levels of 20% to 30% of them getting treatments [like Jeuveau] because they know that starting earlier delivers better results over time.”
Jeuveau says the deployment of the campaign is based on local geography and that there are no plans for a national buy. However, the company does have some additional partnerships planned that will be announced later in the year.
