juvederm brand public relations campaign
TRANSCRIPT
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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