Allergan taps #WeAllGrow influencers for help steering Latinas to CoolSculpting

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Allergan recently sponsored a discussion examining the attitudes of Hispanic women toward aesthetic procedures. (Allergan)

Allergan is targeting a new growth market with its fat-fighting CoolSculpting treatment: Hispanic women.

The Dublin drugmaker surveyed 255 members of Latina influencer network #WeAllGrow to find that 63% were considering cosmetic surgery as they aged. Ninety-four percent said they had trouble losing weight on certain areas of their bodies, and 52% said they’d combine diet and exercise with a body contouring procedure to get it done.

The company, along with #WeAllGrow, also hosted an aesthetics conversation featuring a board-certified dermatologist and well-known trainer Gia Fey, whose Spanish-language workout videos made her a YouTube sensation. Mike Jafar, Allergan’s VP of body contouring, moderated the discussion.

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“Our collaboration with #WeAllGrow is the first step in our desire to learn about Latina perspectives of beauty and their attitudes towards aesthetic procedures,” he said in a statement, adding that Latinas in the U.S. spent $2.49 billion last year on beauty-related products.

RELATED: Allergan roasts fad fat-fighting techniques in new 'Not Cool vs. Cool' campaign

When it comes to CoolSculpting, Latinas aren’t the only group Allergan is trying to bring into the fold. Earlier this year, it rolled out a multichannel campaign featuring figure skater Johnny Weir and golfer Ian Poulter in an attempt to reach men.

CoolScupting, which Allergan acquired in last year’s $2.47 Zeltiq buyout, has so far churned out solid sales. And Allergan has needed them to make up for underperforming Kybella, another fat-buster—targeted at double chins—from a different recent buyout.

Meanwhile, the company itself has pledged to slim down by hiving off its women’s health and anti-infectives unit, a move that would allow it to zero in on aesthetics and other businesses it deems “core.” Disgruntled investors, though, have called the idea “half-hearted” and instead called for change at the top of the company to revive slumping shares.

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