Merz Aesthetics®, the world’s largest dedicated medical aesthetics business, today announced the latest extension of their first-of-its kind, multi-year campaign, ‘Beauty on Your Terms’ with the addition of award-winning actor and musician Demi Lovato as the newest XEOMIN® (incobotulinumtoxinA) brand partner.
The partnership with Lovato is a continuation of Merz Aesthetics’ multi-channel, digital-first ‘Beauty on Your Terms’ campaign, which has reimagined traditional pharmaceutical marketing strategy. First launched in August 2022, the campaign was developed to introduce XEOMIN®, an FDA-approved double-filtered anti-wrinkle injection to temporarily improve the appearance of frown lines, to a younger adult audience that is new to the injectables category and to empower them to embrace beauty on their own terms.
As a powerful advocate for authentic self-expression and self-care, the 31-year-old will be integrated across all campaign channels, including marquee cultural moments that reach a savvy, aesthetically focused audience at the intersection of music, beauty and fashion. In addition, campaign content will be featured across Lovato’s social media channels, demonstrating how XEOMIN® has become a staple in her skincare treatment and beauty regimen and is something she feels everyone can be open about.
“The ‘Beauty on Your Terms’ campaign really resonates with me because I have always believed in the importance of being true to who you are and owning the choices that help you look and feel like the best, most authentic version of yourself,” said Lovato. “Part of that is also being mindful of what goes into the products you choose to use. XEOMIN® allows me to maintain the natural look I love with no unnecessary ingredients.”
Demi Lovato is a GRAMMY-nominated and award-winning musician, actor, advocate and New York Times best-selling author. She was first known for her onscreen talents, and soon became a musical phenomenon. From the resilient ballad “Skyscraper,” to the unapologetic earworm “Sorry Not Sorry” and her enduring queer anthem “Cool for the Summer,” Demi’s genre-blending approach has infused pop, R&B, rock, soul and more. Demi has released eight original studio albums, all of which debuted in the Top 10 of the Billboard 200 and four which boast over one billion streams on Spotify. Most recently, Demi released her album REVAMPED featuring rock versions of her hit songs, which hit the top 10 of Billboard’s Top New Albums Chart in line with Demi’s previous releases.
“As one of the most significant global sensations of her time, Demi Lovato embodies the meaning of ‘Beauty on Your Terms,’ by staying authentically true to herself inside and out,” said Patrick Urban, Merz Aesthetics® President, North America. “We are thrilled to welcome another inspirational artist to our campaign, particularly one who has so tirelessly advocated for self-care and has empowered everyone to live authentically across every aspect of their lives.”
To learn more about XEOMIN® and locate a provider near you, visit XeominAesthetic.com where you can access the Find a Provider tool. You can also sign up for the Xperience+ Loyalty Program at xperiencemerz.com to receive instant and future rewards on XEOMIN® and additional Merz Aesthetics® treatments at your preferred practice.
Follow @XeominAesthetic to stay up to speed on the latest news from Demi Lovato.
