Evolus is revolutionizing its approach to promoting its Botox alternative. The previous campaign had been contributing to impressive growth for their wrinkle-reducing product Jeuveau, but Evolus is now aiming for more. This shift has prompted them to introduce new branding that aims to “inspire individuals of all genders to confidently embrace their beauty without reservations.”
In a market largely dominated by AbbVie’s Botox, which is practically synonymous with wrinkle reduction, Evolus strategically targeted millennials to establish a unique space for Jeuveau following its approval in the US in 2019. This strategy has yielded positive results. Recent strong sales performance in the second quarter prompted Evolus to raise its full-year guidance and project a potential revenue increase of over 30% for 2023.
Evolus’ accomplishments thus far have been rooted in a campaign directed at millennial women. The previous website, characterized by its pink tones, featured images of women in their 20s and 30s accompanied by slogans like “meet Jeuveau, and say a big hello to a toxin made for the modern era.”
The California-based beauty company has now archived that website. Visitors to the new Jeuveau website are greeted with a looping video showing people dancing and blowing kisses. Gradually, the phrase “Jeuveau, You See Me” appears in handwritten font, letter by letter, overlaying the video.
“We’re excited for the public to see the new look of Jeuveau, which reflects the attributes of the evolving clientele for toxins. We are immensely proud of the patient satisfaction that Jeuveau has delivered since 2019 – largely due to delivering excellent product performance to the ever-changing market that is looking for a brand that’s reflective of their needs. The rebranding of Jeuveau is a significant part of our commitment to doing exactly that.”
– David Moatazedi, President and CEO of Evolus
Evolus’ choice of models and imagery reflects its rejection of the “traditional female-focused archetype” and response to “the growing number of men turning to treatments to achieve a youthful, toned, and vibrant aesthetic.” The goal is to use inclusive messaging to “encourage consumers of all genders to live unapologetically and embrace their beauty.”
This shift in approach comes a year after Evolus presented a retrospective comparison of the effectiveness of Jeuveau and Botox in adult males. While Evolus is steering away from gender-specific promotion, they continue to target a younger demographic compared to the traditional users of wrinkle-treating neurotoxins.
