By creating conversations in tune with the online moment of the beauty industry, Allergan Aesthetics has built its reputation in the territory of trust
Context
Allergan Aesthetics, founded in 1950 and headquartered in Irvine, California, is a leading medical aesthetics company known for developing and marketing category-leading brands such as BOTOX®, JUVÉDERM®, HArmonyCa®, Latisse® and CoolSculpting®. As part of AbbVie since 2020, the company puts science and innovation at the heart of its activities, operating globally in 90 countries. Allergan
Aesthetics began its journey with Talquimy in 2016, driving solid recognized and award-winning work since then.
What conversations does the brand participate in?
There are recurring issues where the brand is already positioned. Throughout its history with Talquimy, Allergan Aesthetics has presented treatment possibilities in the field of aesthetic medicine but has also addressed the importance of ethical boundaries within this industry. All of this, combining activities on its proprietary channels with the engagement of large media outlets, ensuring complete coverage for its audience universe.
How to sustain a consistent relationship and innovative communication?
The brand’s communication has evolved over time, both in terms of narrative and of media, including branded content, activations, and paid campaigns in its ecosystem of initiatives. In its early years, Allergan Aesthetics worked within the context of empowering women and relevant education about aesthetic treatments and their impacts, seeking to produce inspiring and positive content.
Video Case – Power of my beauty
In line with the critical spirit permeating articles and posts on social media, and faced with the countless challenges during and after the pandemic, Allergan Aesthetics evolved towards approaches that also motivated important reflections, as is the case with the award-winning “Own Your Image” program, which was designed and developed by Talquimy with the goal of starting conversations and reflections about the negative impact of the excessive use of image filters on people’s self-esteem. As a leader in the aesthetic medicine industry, Allergan Aesthetics has taken responsibility for delivering quality information to patients about aesthetic procedures, making healthy treatment choices, and mitigating unrealistic standards.
Result
The launch of the cause to healthcare professionals, Allergan Aesthetics customers and employees brought immediate engagement, demonstrating that the topic is commonplace and of great importance in the daily lives of professionals. There was a relevant impact on social media and, in the month of launch alone, there were more than 100 articles in the press with coverage in the main health and beauty editorials nationwide. The topic remains relevant and is part of the main conversations about beauty and mental health.
Highlight: the Allergan Aesthetics cause on IG Delas, the women’s channel on the IG
Portal, which has 51 million+ unique users per month and a mainly female audience.
The Allergan Aesthetics cause is featured in Glamour, one of the most relevant
women’s magazines in the country.
(healthy living portal), which has 16 million+ unique users monthly, and a mainly female
audience.
