Joe Jonas partners with Merz Aesthetics for injectable anti-wrinkle treatment campaign
17 Aug 2022 --- Singer-songwriter and actor Joe Jonas is entering a partnership with Merz Aesthetics, a medical aesthetics company, to promote the company’s Xeomin (incobotulinumtoxinA) anti-wrinkle product. This move marks Jonas’ “first” collaboration with an aesthetics company and will result in Xeomin’s “beauty on your terms” campaign.
Xeomin is a US Food and Drug Administration (FDA)-approved, double-filtered anti-wrinkle injection that may temporarily improve the appearance of frown lines. Xeomin features a botulinum toxin type A treatment (incobotulinumtoxinA) to temporarily reduce the appearance of moderate to severe frown lines – glabellar lines – between the brows in adults.
“Making the decision to have an aesthetic treatment was about self-care and looking and feeling like the best version of myself,” says Jonas.
“As I explored options with my doctor, it was important to me to understand exactly what was in a product before I am treated with it. That’s one of the main reasons Xeomin has become a complement to my skincare treatment regimen. It provides me with consistent results for my frown lines without any unnecessary ingredients.”
A multi-channel campaign and safety
The announcement of Jonas as the newest Xeomin brand partner coincides with the launch of Merz Aesthetics’ multi-channel campaign, which includes original content and experiential activations and is creatively integrated to reach clients and consumers wherever they are based.
Xeomin may temporarily assist in improving the appearance of frown lines.Jonas will assist in “empowering” men and women to embrace beauty on their own terms through the “beauty on your terms” campaign.
Considering the product’s safety, Merz Aesthetics warns that Xeomin may have side effects. The company details that allergic reactions are one of the worst adverse effects of Xeomin and might be life-threatening.
Itching, rash, redness, swelling, wheezing, asthma symptoms, as well as feeling lightheaded or dizzy are all possible signs of an adverse reaction to Xeomin. Consumers are warned to contact a doctor if they experience these effects after use.
Celebrities in the personal care industry
Celebrities have been making strides in the beauty industry, from introducing signature products to collaborating with brands to market products.
A study conducted at the Esa Unggul University in Indonesia found that celebrity endorsement, as an ethos marketing method, affects consumers’ intentions to purchase products and that most marketers are prepared to make a sizeable financial commitment in order to use the services of celebrities as brand ambassadors.
The researchers found that tying a celebrity’s profile – including their beliefs, routines and physical characteristics – to a product makes it more alluring.
Additionally, singer Harry Styles recently introduced his beauty brand Pleasing, which features a collection of nail paint and skin serums that transcend gender. Supermodel and businesswoman Miranda Kerr also released a new brand Kora Organics, that focuses on skincare.
Within the fragrance space, supermodel Iman Abdulmajid unveiled her first fragrance, Love Memoir. The fragrance celebrates her love for her husband, the legendary pop singer David Bowie, and an “intimate representation” of their devoted union. Meanwhile, Billie Eilish debuted her fragrance, aptly named Eilish and branded as an Amber Gourmand scent.
By Nicole Kerr
