Getting Real: Allergan taps Real Housewife to helm new CoolSculpting effort

Allergan’s crowd of fat-freezing celebrities just gained a Real Housewife. Sonja Morgan, one of the cast members of the Bravo series in New York City, is the face of the company's new CoolSculpting “Let’s Get Real About Self-Care” program.

The new initiative, centered on Morgan—and promoted through digital, social, public appearances and other marketing materials—aims to make the case “that self-care is no longer considered an indulgence, it’s essential,” according to Allergan, referring to its procedure to remove unwanted fat. 

An aesthetic procedure like CoolSculpting—which uses freezing temperatures to break down fat cells under the skin that die off and leave the body over time—may not fit the mainstream definition of self-care, but as Allergan explains it, "every individual looks at self-care in a unique way."

"We hope to begin a dialogue that encourages people to share their own self-care goals and how they plan to achieve them, whether that means learning more about personalized body contouring, squeezing in a few extra hours of sleep or finding the perfect new lipstick shade,” an Allergan spokeswoman said via email.

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Morgan joins other celebrity spokespeople for the brand, including actress Kristin Davis, Olympic ice skater Johnny Weir and golf pro Ian Poulter. Davis’ “Denim Denial” promotion reaches out to women about their last effort to banish ill-fitting jeans from their closets, while Weir and Poulter are helping the brand target men as part of its “Not Cool Vs Cool” umbrella campaign.

Allergan recently launched a new TV ad in that series—which rolled its first TV commercial a year ago this month—along with a promotion to sign up to win a free treatment.

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Allergan acquired the CoolSculpting system through its $2.47 billion buyout of Zeltiq in 2017. In the third quarter, the system delivered revenues of $84.9 million, compared with $83.4 million for the same period in 2017.

Allergan VP of sales and marketing for body contouring, Brent Hauser, touted the Morgan partnership in a press release.

“Patients want to understand every detail of CoolSculpting—how the treatment feels, what results to expect, and more," he said. "With Sonja's help, CoolSculpting will educate women about freezing away stubborn fat and the value of self-care."