Merz Encourages Women to Smash through Labels and Judgment with Disruptive New DTC Campaign for XEOMIN® (incobotulinumtoxinA)

Marketing News – MarketingTools365 – Mktg News – Marketing Tools 365 – //// Business Marketing news and Mktg News : Merz Encourages Women to Smash through Labels and Judgment with Disruptive New DTC Campaign for XEOMIN® (incobotulinumtoxinA) :

Fresh campaign breaks traditional medical aesthetics marketing
approach to stomp out the stigma and tap into a new segment of women,
The Reclaimers

RALEIGH, N.C.–(BUSINESS WIRE)–Merz Americas announced today the launch of a new advertising campaign
for XEOMIN® (incobotulinumtoxinA) called “Later Haters,”
which calls for women to “X out” judgment, stop apologizing for caring
about how they look and put an end to feeling guilty about their
self-care routines. XEOMIN is the latest botulinum toxin type A approved
by the U.S. Food and Drug Administration (FDA) to temporarily improve
the look of moderate to severe frown lines between the eyebrows
(glabellar lines) in adults.

“Later Haters” is geared toward a new audience—“The Reclaimers.” They
are women who have spent the last several years building a career or
raising a family, taking care of everyone and everything else, and are
finally saying, “it’s time to get back to me.” These women are ready to
refocus on taking care of themselves, reclaiming their individual
identities and confidence on their own terms.

Taking a unique approach to market research, Merz connected with women
during their most honest and open moments by talking with groups of
girlfriends. In the course of these intimate conversations, these women
revealed how they want to embrace their self-confidence and make choices
about looking and feeling their best without guilt or judgment.

“More and more women are reclaiming their individuality and coming to
see me, ready to invest in their best self, even if that means using an
anti-wrinkle treatment such as XEOMIN for the first time,” said Dr. Lara
Devgan, MD, MPH, FACS, a board-certified plastic and reconstructive
surgeon at Lenox Hill Hospital, Greenwich Hospital and Manhattan Eye,
Ear & Throat Infirmary in New York City, Chief Executive Officer of Dr.
Devgan Scientific Beauty and Chief Medical Officer of RealSelf. “These
are everyday women who want to look like themselves—just a little
fresher—and ‘Later Haters’ tells them it’s okay to take action as part
of their self-care routine.”

The highest interest in cosmetic treatments is among younger adults, who
have yet to enter middle age. In fact, U.S.
under 45 (49 percent) are nearly twice as likely as those 45
and older (28 percent) to be considering a surgical or nonsurgical
treatment in the next 12 months.

“Traditionally, external judgment has held women back from seeking
injections or, if they do, from talking about it, for fear of being
labeled as someone who is fake and self-absorbed. XEOMIN’s ‘Later
Haters’ campaign takes on a new tone, embracing today’s woman and her
right to live her life on her terms, without judgment,” said Christina
Meyer, Head of Injectables Marketing, Aesthetics, Merz North America.
“We want women to know that whether it’s for a meeting in the board room
or school drop-off, they should ‘X out’ the doubts and project the
confidence they know they have, and XEOMIN can be a part of that.”

The new advertising campaign will be featured across multiple channels
nationwide and further amplified in select markets.

“XEOMIN is the fastest growing brand in the U.S. aesthetic toxins market
and is the only clinically proven anti-wrinkle injection uniquely
purified to remove unnecessary proteins,*” said Bob Rhatigan, CEO of
Merz Americas. “The new campaign for XEOMIN is designed to sustain and
increase that momentum by connecting with our customers in a way that is
timely, relevant and authentic.”

For more information about XEOMIN, please visit

*Studies have not been performed to determine whether the presence or
absence of accessory proteins has a long-term effect on safety or

Merz in the Americas

Merz has a direct presence in six countries in the Americas, as well as
a network of selected professional distribution partners in South and
Central America and the Caribbean. Merz in the Americas is headquartered
in Raleigh, North Carolina, and has facilities in Mesa, Arizona,
Franksville, Wisconsin, as well as offices in Toronto, Canada, Mexico
City, Bogotá, Colombia, São Paolo, Brazil and Buenos Aires, Argentina.
For more information, visit

About XEOMIN® (incobotulinumtoxinA)

XEOMIN® (incobotulinumtoxinA) is the latest botulinum toxin
type A approved by the U.S. Food and Drug Administration (FDA) to
temporarily improve the look of moderate to severe frown lines between
the eyebrows (glabellar lines) in adults. For more information, please

XEOMIN® (incobotulinumtoxinA) IMPORTANT

Read the Medication Guide before you start receiving XEOMIN (Zeo-min)
and each time XEOMIN is given to you as there may be new information.
The risk information provided here is not comprehensive. To learn more:

  • Talk to your health care provider or pharmacist
  • Visit
    to obtain the FDA-approved product labeling
  • Call 1-866-862-1211


XEOMIN is a prescription medicine that is injected into muscles and used
to improve the look of moderate to severe frown lines between the
eyebrows (glabellar lines) in adults for a short period of time

It is not known if XEOMIN is safe and effective in children under 18
years of age.


XEOMIN may cause serious side effects that can be life threatening.
Call your doctor or get medical help right away if you have any of these
problems anytime (hours to weeks) after treatment with XEOMIN:

  • Problems with swallowing, speaking, or breathing can happen within
    hours to weeks after an injection of XEOMIN 
    if the muscles
    that you use to breathe and swallow become weak. Death can happen as a
    complication if you have severe problems with swallowing or breathing
    after treatment with XEOMIN.

    • People with certain breathing problems may need to use muscles in
      their neck to help them breathe and may be at greater risk for
      serious breathing problems with XEOMIN.
    • Swallowing problems may last for several months, and during that
      time you may need a feeding tube to receive food and water. If
      swallowing problems are severe, food or liquids may go into your
      lungs. People who already have swallowing or breathing problems
      before receiving XEOMIN have the highest risk of getting these
  • Spread of toxin effects. In some cases, the effect of botulinum
    toxin may affect areas of the body away from the injection site and
    cause symptoms of a serious condition called botulism. The symptoms of
    botulism include: loss of strength and muscle weakness all over the
    body, double vision, blurred vision and drooping eyelids, hoarseness
    or change or loss of voice, trouble saying words clearly, loss of
    bladder control, trouble breathing, trouble swallowing.

These symptoms can happen hours to weeks after you receive an injection
of XEOMIN. These problems could make it unsafe for you to drive a car or
do other dangerous activities.

Do not use XEOMIN if you are allergic to XEOMIN or any of the
ingredients in XEOMIN (see the end of this Guide for a list of
ingredients in XEOMIN), had an allergic reaction to any other botulinum
toxin products such as rimabotulinumtoxinB (MYOBLOC®),
onabotulinumtoxinA (BOTOX®, BOTOX® COSMETIC), or
abobotulinumtoxinA (DYSPORT®) or have a skin infection at the
planned injection site.

Before receiving XEOMIN, tell your doctor about all of your medical
conditions, including if you:

  • have a disease that affects your muscles and nerves (such as
    amyotrophic lateral sclerosis [ALS or Lou Gehrig´s disease],
    myasthenia gravis or Lambert-Eaton syndrome) have had any side effect
    from any other botulinum toxin in the past
  • have a breathing problem such as asthma or emphysema
  • have a history of swallowing problems or inhaling food or fluid into
    your lungs (aspiration)
  • have bleeding problems
  • have drooping eyelids
  • have plans to have surgery
  • have had surgery on your face
  • are pregnant or plan to become pregnant. It is not known if XEOMIN can
    harm your unborn baby.
  • are breastfeeding or plan to breastfeed. It is not known if XEOMIN
    passes into breast milk.

Tell your doctor about all of the medicines you take, including
prescription and over-the-counter medicines, vitamins and herbal
supplements. Talk to your doctor before you take any new
medicines after you receive XEOMIN

Using XEOMIN with certain other medicines may cause serious side effects Do
not start any new medicines until you have told your doctor that you
have received XEOMIN in the past.
Especially tell your doctor if

  • have received any other botulinum toxin product in the last four months
  • have received injections of botulinum toxin such as
    rimabotulinumtoxinB (MYOBLOC®), onabotulinumtoxinA (BOTOX®,
    BOTOX® COSMETIC) and abobotulinumtoxinA (DISPORT®)
    in the past. Be sure your doctor knows exactly which product you
    received. The dose of XEOMIN® may be different from other
    botulinum toxin products that you have received.
  • have recently received an antibiotic by injection
  • take muscle relaxants
  • take an allergy or cold medicine
  • take a sleep medicine

Ask your doctor if you are not sure if your medicine is one that is
listed above.

Know the medicines you take. Keep a list of your medicines with you to
show your doctor and pharmacist each time you get a new medicine.

Possible Side Effects

XEOMIN can cause serious side effects that can be life threatening
 allergic reactions. Symptoms of an allergic reaction to
XEOMIN may include: itching, rash, redness, swelling, wheezing, asthma
symptoms, or dizziness or feeling faint. Tell your doctor or get medical
help right away if you get wheezing or asthma symptoms, or if you get
dizzy or faint. See “Warnings.”

The most common side effect of XEOMIN in people with glabellar lines

  • headache

These are not all the possible side effects of XEOMIN. Call your doctor
for medical advice about side effects. You may report side effects to
FDA at 1-800-FDA-1088.

General information about the safe and effective use of XEOMIN

Medicines are sometimes prescribed for purposes other than those listed
in a Medication Guide. You can ask your pharmacist or doctor for
information about XEOMIN that is written for health professionals.

Active Ingredient: botulinum toxin type A

Inactive Ingredients: human albumin and sucrose

Copyright © 2018 Merz North America, Inc. All rights reserved. MERZ, the
MERZ logo and XEOMIN® are registered trademarks of Merz
Pharma GmbH & Co. KGaA. BOTOX®, DYSPORT® and
MYOBLOC® are registered trademarks of their respective owners.


Emily Browder

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