AGN - Allergan Pins Hopes on Millennials With Juvederm Marketing
Allergan (NYSE: AGN) is continuing its strategy of targeting millennials with its new advertising campaign. In what could be seen as a counterintuitive strategy, the campaign is the latest one for the company's popular Juvederm dermal filler, a product that older customers traditionally use for cosmetic alterations.
Allergan's new video ads for its "Juvederm It" campaign specifically address the millennial preference of using cosmetic filler either without, or before, injecting Botox. It's more typical for people to get Botox treatments to freeze targeted areas and slow the development of wrinkles, and then deploy filler to smooth out those areas.
Instead, some millennials are applying filler exclusively, in an effort to plump out or shape certain body parts. This latest Juvederm It ad in particular zeroes in on the lips, a target of choice for that demographic.