What the World’s Most Popular Wrinkle Treatment Looks Like on First-Timers

Wrinkle relaxing injections may be the most popular nonsurgical treatment in aesthetics, but that doesn’t mean everyone has tried them. For many, the decision to get injections is still a big step. That’s the idea behind the new “One & Only” campaign, which puts real patients, including first-timers, front and center.

The campaign, which runs across TV, digital and social focuses on authenticity and transparency. Rather than actors, it highlights everyday people who’ve chosen Botox Cosmetic and shows exactly how the treatment fits into their lives.

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“There are so many conversations happening around treatment transparency and wellness. Aesthetic discussions are moving away from private conversations to public dialogues around attainable treatments and real, natural-looking results. Now is the perfect time for us to debut The ‘One & Only’ campaign to reiterate that Botox Cosmetic has been a pioneer of the transparency trend in the aesthetics industry,” said Glen Curran, Senior Vice President, U.S., Allergan Aesthetics. “For years, we have tapped real people, not actors, to appear in our advertising to illustrate that people of all walks of life can rely on the predictable and proven results that Botox Cosmetic can deliver.”

The message goes beyond showing wrinkle reduction, as it taps into the current shift around aesthetics where transparency rules. What used to be whispered about is now openly shared among friends, on social media and in everyday conversations. By showcasing first-timers and repeat patients side by side, the campaign aims to show that the treatment is a personal choice, but one that’s no longer hidden behind closed doors.

The campaign shows patients doing what they love, whether it’s work, family or hobbies, while showing that after the treatment, they still look like themselves. “Through The ‘One & Only’ campaign, we’re able to illustrate that Botox Cosmetic champions the uniqueness in all of us, and even after treatment, you still look like yourself, just with fewer lines,” adds Curran. You can watch the first clips from the campaign here and here.