Just in time for summer, Allergan brings back Real Housewife to promote fat-freezing treatment

Real Housewives of New York's Sonja Morgan is back with Allergan's second "Denial" ad campaign. (Allergan)

Allergan is coordinating its denials—in this case, two “Denial” ad campaigns for its CoolSculpting body contouring system. Its latest, “Bikini Denial,” with “Real Housewives of New York” star Sonja Morgan, follows its “Denim Denial” push that ran last year starring “Sex in the City” actress Kristin Davis.

It’s Morgan’s second campaign for CoolSculpting after headlining a fall campaign educating women about the procedure and encouraging them to consider it self-care. She and Davis join Olympic ice skater Johnny Weir and golf pro Ian Poulter, who rep for the brand helping to target men as part of its “Not Cool Vs Cool” umbrella campaign.

Connecting the denial-themed campaigns was purposeful, CoolSculpting team members said in an email interview, and they aligned the new work with the larger marketing initiative begun with the denim campaign. Similar to that earlier work, which recognizes that women hold onto jeans in hopes of fitting into them again, "Bikini Denial" recognizes the the feeling a woman might get "when realizing that swimsuit season has snuck up on her and she is not prepared to bare it all at the beach or pool,” they said.

Webinar This Week

OTC Innovation to Avoid Stagnation: Survey Insights, Expert Advice, and Latest Technologies to Boost Your Product’s Performance

Join us for a complimentary webinar on November 13 at 11am ET / 8am PT. Listen to industry experts as they analyze the critical role of innovation in OTC products, and strategies for achieving it.

Part of the reason for the pre-summer push has to do with the CoolSculpting procedure. Because it takes about three months to see results, Allergan is encouraging women to learn more now, the team said.

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

Morgan shared her personal story at a New York event last week and will continue to talk about her experience on social media. As with the earlier campaign, consumers can again enter a sweepstakes to win a free CoolSculpting treatment.

Allergan laid out expectations for the CoolSculpting brand last year, estimating it will surpass $1 billion in annual global sales by 2025, as part of a total projected $7 billion to $8 billion aesthetics business haul anchored by blockbuster brand Botox. CoolSculpting picked up an FDA indication to treat jawline fat in October, expanding its list of FDA-approved treatment areas that already includes bra fat, back fat, thigh fat, abdomen fat and more.

Suggested Articles

Ebola has claimed thousands of lives in recent outbreaks, but now the world has a licensed vaccine option in Merck's Ervebo.

Drugmakers have voluntarily recalled their generic Zantac from the U.S. market after the FDA raised concerns, but it has not been without a cost.

The role of distributors like AmerisourceBergen, is to ensure patients can get access to therapies, no matter where they present.