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United Kingdom

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From our brewery in the heart of Windsor, we’ve been bringing brands to life for over three decades.
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Netherlands

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Overlooking a charming canal (where doesn't in downtown Amsterdam?), our offices are a mere stone’s throw from the iconic Rijksmuseum.
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United States

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With our talent spread from East to West coasts, 1HQ United States is home to some of brightest strategic and creative minds in North America.
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Singapore

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Close to the action and the water of Marina Bay, our office is based in the very heart of this culturally diverse and vibrant city-state.

What was the challenge?

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.

What was our thinking?

Our initial competitive audit showed the category was flooded with traditional, medical problem-solution language and imagery.

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.

What did we do?

Our positioning work promised ‘beauty reborn’, focusing both on the functional benefit of improved patient comfort and a more natural yet aspirational outcome.

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.

What did we achieve?

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.

What did our client think?

“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

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