Too-snug jeans in the back of the closet? Allergan’s newest spokescelebrity can relate. “Sex and the City” actress Kristin Davis is talking about her CoolSculpting story and how she got back into her favorite jeans as part of Allergan’s new “Denim Denial” digital campaign.
Davis has spoken out on social networks and in media interviews talking about her experience with the treatment that “freezes” fat cells. She said she chose the noninvasive treatment as an alternative to plastic surgery and used it to spot target her midsection, which she said was an area of her body that wouldn’t change no matter how much she worked out or how healthily she ate.
Brent Hauser, Allergan vice president of sales and marketing for body contouring, said in an email interview, “Denim Denial is inspired by the human truth that every woman has a pair of jeans on the top shelf of her closet or tucked away in a bottom drawer that she’s holding on to for that moment when she’s rid herself of that last bit of stubborn fat.”
The target audience for the campaign are the consumers CoolSculpting is intended for—people who are at or near their ideal body weight but still have fat that does not respond to a healthy lifestyle, he said.
The response to the campaign from potential consumers has been positive, with “high engagement” on social media and also with physicians. Some practices are even holding their own Denim Denial themed events, Houser said.
“The campaign is really resonating with women and brings attention to a relatable topic that many don’t discuss and now have a way into the conversation,” he added.
This latest effort for CoolSculpting is running in conjunction with a national TV and multichannel campaign called “Cool, Not Cool,” which began earlier this year.
Allergan, which acquired the CoolSculpting system last year with its $2.47 billion buyout of Zeltiq, has been working to expand the product among not only women but men too. To push the product in that population, it previously brought on figure skater Johnny Weir and golfer Ian Poulter as spokespeople.
Allergan reported sales of $280.3 million from the treatment through the first three quarters of 2018, but its third-quarter haul this year of $84.9 million just barely topped last year's $83.4 million showing. But the company, which is aiming for blockbuster product sales as competitors come after lead drug Botox, is hoping a new approval in jawline-area fat can give the therapy a boost.