Global healthcare leader in medical aesthetic treatments, Allergan Inc., is set to launch a major UK consumer campaign to change perceptions and behaviours within the anti-ageing category, including its own market-leading facial filler brand, JUVÉDERM®, to encourage people to talk more positively about ageing.

The campaign, backed by leading aesthetic practitioners, was informed by extensive qualitative and quantitative research on 2,000 women from across the UK, which showed that women today feel much more positively about getting older than the anti-ageing category often suggests. However, they are still looking for effective beauty treatments that help them age the way they want and fear being judged by society as vain or superficial for wanting to look their best.

The research also revealed a lack of understanding around facial fillers which are often wrongly perceived as an un-natural looking treatment associated with extreme celebrity make overs, whereas the reality for millions of everyday women who choose fillers is a much more subtle effect that helps them retain their vibrant look, without losing the expression and character that comes with a few wrinkles.

The campaign features six everyday women who have previously been treated with JUVÉDERM®. The crux of the campaign is to show that treatment with beauty products such as facial fillers is about embracing, not fighting the ageing process. The women, ranging in age from 35 to 69, will feature across outdoor and print advertising in major cities, in an advertorial partnership with Hearst Magazines UK and throughout media activities and consumer events. None of the women’s wrinkles have been air-brushed in the campaign images, to show other women that you don’t need photo shop to look great with facial fillers.

Allergan’s Vice President & Managing Director, Caroline Van Hove, leading the marketing of its facial aesthetics products, said: ‘The anti-ageing category currently presents younger models as an aspirational, but unattainable, goal rather than reflecting the women’s desire simply to look their best for their age. We’ve learnt that women want to positively embrace their hard-won signs of getting older but they still want to choose the way they age. And the issue is that today, women do not explore all of their options, not because they do not want to look their best but they feel harshly judged by society for wanting to soften the few odd lines they do not like staring back at them in the mirror. And the fact is, all of us, women, want to continue to show our vibrant and audacious self regardless of their age! Our bold campaign, #THISISME features women of all ages and backgrounds encouraging other women to continue to embrace the positives about getting older, but empowering them to make their own treatment choices and not be ashamed, so they can age as they want to.’

Key findings from the research behind the campaign* include:

  • Ageing well is more important than looking younger (only 20% of women say they want to look 5 years younger¹ but 41% say they want to look fresher and radiant²)
  • Fillers, and those who have them, are stigmatised by society, leading to an inner conflict among those considering treatment (24% of women don’t have treatment until a year or more after it was considered²)
  • Women don’t talk about the treatment they’ve had, meaning other women considering treatment are denied the opportunity to discuss it with other women (even once treated, social stigma becomes the third biggest concern about having fillers²)

Zoe Fenn, Associate Director at global cultural insight agency, Flamingo led the qualitative research said: ‘This research project provided robust and detailed insights about the psychology of female ageing including a surprisingly positive outlook and a healthy sense of humour about getting older. The anti-ageing category trades on worries and anxieties that don’t really represent the way most women feel – they are much more self-accepting and take a moderate view to beauty and improving their appearance rather than coveting the images we are used to seeing in magazines and adverts. We would encourage all beauty brands to be more positive and empowering in the way they engage women on this topic.’

As part of the campaign, Allergan is also launching an enhanced clinic locator tool on to make it easier for people to connect with qualified practitioners in their local area. Allergan has long advocated that people interested in facial injectable treatments should always consult with a trained and qualified medical aesthetics healthcare professional.