Allergan takes its female empowerment message where pharma rarely goes: tank tops

Less Regret, More Sweat

Allergan’s female empowerment push, #ActuallySheCan, already involves celebrity spokespeople, publication partnerships, and a trio of Tribeca festival films. And now, it’s adding inspirational tank tops into the mix.

Last week, the Dublin drugmaker released three limited-edition tanks, created through a partnership with lifestyle brand Le Motto. The pieces--worn by British fashion model Jourdan Dunn on Le Motto’s website, where they’re sold for $32 a pop--feature the slogans “less drama, more karma,” “less regret, more sweat” and “less hesitation, more meditation,” with the #ActuallySheCan hashtag also appearing on all three.

“The majority” of proceeds from the tank top sales will be donated to non-profit AcademyWomen, which provides mentoring services and other opportunities for military women, Allergan said.

It’s Allergan’s latest iteration of the millennial-focused campaign, which kicked off last summer with hashtags and emojis aplenty—as well as a purple-haired spokescharacter, Violet, who guided website visitors to information on branded Allergan contraceptive Lo Loestrin Fe. More recently, the company partnered with Tribeca Digital Studios to create three female-directed short films about women working to achieve their goals.

The way the company sees it, the tank tops demonstrate the campaign’s “continued commitment to its target audience,” and it expects the shirts to continue “to drive conversation online and offline, bringing the campaign message of empowerment to life in an exciting and fashionable way,” Molly Deiss, Allergan’s executive director for women’s healthcare marketing, told FiercePharmaMarketing by email.

Meanwhile, Allergan’s women’s health products are about to take on a bigger role in the company’s revenue scheme; the company is currently waiting to close a $40 billion-plus deal that will see it ship off its entire generics unit to copycat heavyweight Teva.

- read Allergan's release

Special Reports: Pharma's top 10 M&A deals of 2014 - Actavis/Allergan - Actavis/Forest Laboratories | The 25 most influential people in biopharma in 2015 - Brent Saunders - Actavis

Related Articles:
Allergan amps up #ActuallySheCan campaign with Tribeca festival films
Allergan taps purple-haired millennial mascot for hashtag-heavy women's health push