“Dancing with the
Stars” pro Julianne Hough has been named the first “long-term celebrity brand partner” for Daxxify, Revance’s four-year-old competitor to AbbVie’s Botox in the battle
against frown lines.
“It’s the only peptide-formulated frown line treatment,” Haugh says in a social media post,
pointing out one of the brand’s main selling points.
Using the same neurotoxin as Botox, Daxxify adds peptides rather than animal-based albumin as a stabilizer. This helps Daxxify become
a vegan option while placing the brand in common with a trend of people using peptides against frown lines. (People explored just one example in this recent article.)
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In her post, Hough then then gives another Daxxify selling point: “I love how fast it keeps working. It
kicks in within two days…And it lasts and fades gradually, so I have more time between appointments.”
Through year’s end, Hough will post another six content pieces across
Instagram Stories, Instagram Reels and TikTok, Daxxify told Marketing Daily. Paid media through 2027 is also part of the plan, although the brand didn’t provide any details beyond
“multiple channels.”
Daxxify represents the “first innovation in frown line treatments in 20 years and has become the fastest-growing neurotoxin in the U.S.,”
Revance’s CMO Adelle Walker said in a statement.
The biggest seller in the category – Botox – last year launched its largest-ever ad campaign, titled “The One and
Only,” across linear TV, connected TV, digital, social, and out-of-home.
In this spot, Botox used its own dancing pro in one of
several ads showing real people “embracing the one and only version of themselves.” In a press release, the brand noted that, after being in the market for more than 20 years, it was
“the product patients ask for by name and tell others about.”
More recently, Botox has turned to its own celebrity -- Olympic figure skating champion Tara Lipinsky -- to espouse “the one and only you.”
Botox holds a 63.2% market share in
the category, according to Coherent Market Insights.