Purple is the new black
Allergan’s acquisition of Corneal and other, smaller businesses in France created the opportunity to join forces and introduce a new game-changing hyaluronic acid filler to clinics. Initially, they were focusing on the EMEA region only.
The market was being dominated by one brand, Restylane from Q-Med. Our task was to first get under the skin of this sector and then turn it upside down by launching a new brand that could seriously challenge the runaway market leader.
Research we conducted among current users and considerers revealed a desire to feel more positive and pampered than current brands in the category were promising. Users were also looking for a natural outcome. Further research among practitioners and healthcare professionals revealed that all products and brands were seen to be pretty much the same.
Research confirmed our hypothesis that the rich purples and silvers would clearly indicate a luxurious, prestige brand. Bold hero photography shot underwater in a submersion tank added a feeling of glamour and modernity in a category dominated by medical whites, blues and greens.
Supported by our detailing and trade marketing support, the brand rapidly achieved wide distribution and 15% market share within a year in EMEA, with other regions soon to be added into the mix.
The new brand concept, identity, packaging and launch communication collateral helped create a new $750 million global franchise network.
“The branding and communication materials developed for Juvederm Ultra have been the key success factors in the launch. Sell-in has been fantastic and the resulting rate of sale has been significantly ahead of our target expectations. The premium presentation of the new brand has leapfrogged anything that the competition were doing and has created a new dynamic in the category.”Christine Wellman Brand Manager
