THE WHAT? Merz Aesthetics has announced a partnership with Gwyneth Paltrow for the launch of the company’s first global campaign for Xeomin, a patented anti-wrinkle injection for frown lines.
THE DETAILS The campaign centers around the Goop Founder’s own philosophy on beauty, which is that women should give themselves permission to do whatever they want to feel good, and carries the hashtag #DareToSelfCare.
Paltrow explains, “For me, beauty is about deepening happiness versus trying to chase youth. And it’s no secret that I’m an open book when it comes to trying new beauty regimens, but I want to know what’s in a product before putting anything into my body. Finding highly purified and proven products is so important. That’s one of the many reasons I started using Xeomin a few years ago.”
THE WHY? Bob Rhatigan, Global Chief Executive Officer of Merz Aesthetics explains “It’s such an exciting time for Merz Aesthetics and for our flagship brand, Xeomin. Gwyneth’s passion for knowledge and learning, and her deeply personal perspective on beauty and aging, are all qualities we at Merz Aesthetics admire in her, and the values we share as a company. We could not be more thrilled to be partnering with her to educate women around the world about a frown line treatment that is uniquely purified without unnecessary proteins.”