Innovative PR campaign to launch and position Juvederm dermal fillers, from the makers of Botox, in India.

1. Juvederm Dermal Fillers
Best Use of PR for complete Brand Strategy, Positioning
and Messaging

2. 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

3. Communication Objective
 To position Juvederm as all new elixir of beauty that give most
effective and visible results
 To educate customers about Hyaluronic Acid and its natural
role in maintaining hydration and elasticity of skin
 Creating 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

4. 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.

5. 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.

6. Coverage Snapshots
Traditional Media

9. Innovative mention of
brand name “Juvederm”
in key subject features

27. Digital Footprints
Creating an interface between offline & online
messaging

29. http://www.glamcheck.com/bollywood/2013/02/22/udita-goswami-launch-of-juvederm-refine/

30. Thanks