Juvederm Dermal Fillers

Best Use of PR for complete Brand Strategy, Positioning and Messaging

The Brief Allergan, the brand owner of Botox, launched Juvederm family of

dermal fillers for non-surgical facial contouring, lips enhancement and other cosmetic indications

The new product being a prescription dermatological solution faced regulatory limitations in advertising its various benefits

In view of the taboo attached with cosmetic treatments in the Indian market, the product was expected to face difficult time.

Juvederm, which contains naturally occurring Hyaluronic Acid, had tremendous potential to become the natural, safe and convenient substitute for anti-ageing, facial rejuvenation and beauty enhancement

Communication ObjectiveTo position Juvederm as all new elixir of beauty that give

most effective and visible resultsTo educate customers about Hyaluronic Acid and its natural

role in maintaining hydration and elasticity of skinCreating a distinctive identity of Juvederm as natural beauty

filler separate from chemical/toxic- based anti-ageing injectibles

Building the category of dermal fillers and establish it as most effective tool for facial beauty augmentation and non-surgical corrections

Role of PR PR was made the central tool for all brand communication of

Juvederm The category of dermal filler was created by seeding regular media

stories Juvederm was made synonymous to dermal fillers and was clearly

highlighted in all stories related to the category Several Bollywood celebrities were roped in to launch a series of

Juvederm variants India’s leading cosmetologists, clinics and brands recognized the

power of new beauty filler and highlighted the big benefits of natural Hyaluronic Acid.

Results Juvederm received overwhelming response from media,

clinicians, beauty clinics and end consumers. Several hundred media stories were published across languages

and regions of the country Brand Juvederm was mentioned as synonymous to hyaluronic

acid based dermal fillers in media by doctors and cosmetologists A PR worth nearly Rs. 5 crore was ensured by huge media space

garnered by the brand Juvederm becomes the market leader in India and generates

substantial business from the very first year.

Coverage SnapshotsTraditional Media

Innovative mention of brand name “Juvederm” in key subject features

Digital Footprints

Creating an interface between offline & online messaging

http://www.glamcheck.com/bollywood/2013/02/22/udita-goswami-launch-of-juvederm-refine/

Portal: Glam Check Date : 21st Feb 2013

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