Evolus puts on ‘youthful’ new look for Botox rival Jeuveau

Evolus’ branding for its neurotoxin frown line treatment Jeuveau is getting a facelift.

The company unveiled a new look for the product on Tuesday that’s “youthful” and “energetic,” according to CEO David Moatazedi. The goal? To convey that “this isn’t your mother’s Botox.”

David Moatazedi

The new brand features a “Jeuveau, You See Me” tagline and shades of bright pink meant to evoke energy and “unapologetic beauty that’s all inclusive,” Moatazedi told Endpoints News on Tuesday. More than half of new-to-neurotoxin enrollees in Evolus’ patient loyalty program for Jeuveau are millennials or younger, he said. The campaign also marks the first time the company has used male models.

Jeuveau was first approved in 2019 for the temporary treatment of moderate to severe glabellar lines, better known as frown lines. While the drug is currently dosed roughly once every four months, similar to rival Botox, the company presented interim data earlier this year suggesting potential six-month duration for an “extra-strength” dose, which could put it in direct competition with Revance’s longer-lasting Daxxify.

Other medical aesthetics campaigns have been going younger over the last several years as well, including Merz’s Xeomin, which enlisted celebrities such as pop star Joe Jonas, and Revance, which unveiled a Botox “breakup” song in June.

“Our focus is on this younger generation. It’s a modern, edgy brand,” Moatazedi said.

Jeuveau controls roughly 10% of the market, the chief executive said. Treatments reached a record high in the second quarter of 2023, totaling 147,000, the company revealed in its most recent quarterly results. Botox Cosmetic, which has dominated the market for years, raked in $1.65 billion in sales last year.

“It’s not just a one-time campaign, it’s a sign off for our brand,” Moatazedi said about the rebrand. “The way we see it is that each consumer has their own identity, how they use these products, why they use the products and how they feel … we try to convey that.”

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