Ready for Botox, millennials? Allergan has launched its first campaign targeting you

Allergan’s latest target for Botox Cosmetic is millennials. If there's any doubt, just look at the crowd of 20-somethings in its newly launched TV ad: Young people exaggerate their facial expressions surprised, embarrassed or laughing with no noticeable frown lines or forehead wrinkles. The ad notes: “Look like you with fewer lines.” The campaign, Allergan’s first specifically meant for millennial men and women, is a bid to modernize the brand and appeal to the up-and-coming younger market. Allergan is, in fact, riding the aesthetics category wave it created as it sweeps up millennials, whose use of botulinum toxin and specifically the Botox brand is climbing.
In the past five years, Botox injections have increased by 22% among 22- to 37-year-olds, according to the American Academy of Facial Plastic and Reconstructive Surgery. The organization’s facial plastic surgeon members reported the trend is led in part by an emphasis on early care or “pre-rejuvenation” among consumers in their 20s and 30s. The average age of Botox's current core consumer is 46. “As the category leader who created this market, it’s our job to continue to educate consumers about their aesthetic choices,” said Carrie Strom, Allergan's senior vice president in the U.S. for medical aesthetics, in a press release.