JUVÉDERM VOLUMA Campaign
JUVÉDERM VOLUMA XC is the first and only filler approved to temporarily correct age-related volume loss in the cheek area in adults over the age of 21. JUVÉDERM VOLUMA™ XC helps create a more youthful appearance to the face and provides natural-looking and long-lasting results up to two years with optimal treatment.
JUVÉDERM VOLUMA XC is the largest product launch in aesthetics industry history.
In just 10 months since launch, over 9,000 injectors were trained. A professional advertising campaign and a Direct-to-Consumer (DTC) advertising campaign catapulted consumer awareness levels to 28%, exceeding that of well-established competitive products. The product line received Allure Magazine’s Best of Beauty Award. The campaign received 2 Rx Club awards and captured 14% of the market. The $50 million dollar sales goal was exceeded by $50 million, resulting in over
$100 million in sales.
The campaign strategy was to quickly communicate the feature and benefit of this groundbreaking new product. This was achieved using beauty and aesthetics.
A typographical logo lockup in the headline near
he cheek emphasized where the product works.
The campaign ad copy communicates how long
the product will last.
This sales aid was a print production manager's dream. No expense was spared. Metallic inks, varnishes, embossing, pockets and fold outs were all part of a very expensive printing process to introduce this new product to the aesthetics marketplace.
Complete Product DSA (Digital Sales Aid)
The sales force was equipped with both traditional print and digital sales aids for a more interactive experience including videos.
AIM integrated marketing strategy tools
An educational tool and platform to help physicians build their practice using 3 tenets: Assess, Inject and Maximize. Tools included within the app include access to a resource center, a before and after gallery and the Allergan Partnership.
AIM integrated marketing strategy tool iPad
AIM Guide Print Materials
AIM integrated marketing strategy tool app
A responsive app built for iOS and Android.
Making the JUVÉDERM VOLUMA XC Campaign
Documenting aspects of how a campaign is made can be a benefit. This video features a look at some of the production behind the JUVÉDERM VOLUMA XC campaign and how the featured model Dana feels about being the face of Voluma.
Four of the models that were used in the campaign speak about their experience and the results they had with JUVÉDERM VOLUMA XC including their before and after photography.
The NEXT Dimension Experience program
A program called The NEXT Dimension Experience was created to introduce and educate physicians to JUVEDERM VOLUMA XC. An instructional training video helps physicians with assessment of volume loss and how to administer JUVÉDERM VOLUMA XC.
National Sales Meeting Video
The hype video, introducing the launch of JUVÉDERM VOLUMA XC, was used to open the national sales meeting.