AbbVie’s Allergan Aesthetics brand gets a facelift

Allergan Aesthetics has updated its brand and business with a new look that features actual patients. (Allergan Aesthetics)

AbbVie’s Allergan Aesthetics is freshening up its look with a modern brand identity.

Following its acquisition by AbbVie in May, the standalone unit focused on medical aesthetics took the opportunity to do a few nips and tucks of its business and image. The new look and brand debuted October 5.

The new website features warm peachy tones, sparse and simple graphics and a diverse group of attractive people, including real patients. A specialized microsite with an introductory video about moving "forward together" specifically targets healthcare providers.

Print and digital ads with the modern brand are running across multiple platforms and Allergan Aesthetics' social channels.

Spinning out of AbbVie as a separate company provided the "opportunity to rebrand our business, honoring our heritage while looking ahead to the future,” Carrie Strom, AbbVie senior vice president and Allergan Aesthetics global president, said in an email interview.

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After surveying more than 500 employees and clients to find out what the company meant to them, the company went with a new theme centered on empowering confidence in patients, in healthcare providers and with employees inside the company.

“Our new branding reflects beauty, confidence, and the diversity of our consumers," Strom said. "The visuals include actual patients that are representative of people who use our products."

The aesthetics industry initially suffered at the beginning of the COVID-19 pandemic as people hunkered down at home and stayed away from hospitals and doctors' offices. But more recently, aesthetics has bounced back, as people are once again investing in non-surgical tweaks.

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In September, Allergan Aesthetics’ flagship Botox cosmetic treatment returned to television advertising with its “Own Your Look” commercial. The company also recently enlisted actress and producer Malin Akerman as spokesperson for a joint CoolSculpting and CoolTone campaign, the first effort to market both products together.