Revance has appointed Ulta Beauty and Procter & Gamble alum Janelle Wichmann as its new chief marketing officer for skincare, as it looks to boost the commercial penetration of its Botox rival, Daxxify.
Wichmann will lead the company's Skincare marketing strategy, brand development and commercial growth initiatives, according to a statement.
She will also be in charge of strengthening innovation and overseeing efforts to “deepen engagement with consumers, healthcare professionals and strategic partners across channels,” as well as spearheading “consumer skincare digital, ecommerce and loyalty,” the release said.
“Janelle joins Revance at an important moment in our evolution, bringing the vision and experience to elevate our Skincare brands while helping shape how we build brands across the enterprise," said CEO Nadeem Moiz.
“Her appointment reflects a more connected leadership model that places marketing closer to our strategic decision-making and creates new opportunities to share consumer insights, creative thinking and commercial capabilities across Aesthetics and Skincare," he said in the company's announcement. "By uniting an expanded leadership team across divisions, we can unlock greater portfolio value and build category-leading brands.”
Revance markets anti-wrinkle therapy Daxxify, a rival to AbbVie’s Botox, which won FDA approval in 2022. Both work as injected neuromodulators.
Botox continues to dominate the space, with Botox Cosmetics generating $2.6 billion in sales in 2025. Evolus also sells its rival Jeuveau, which was approved by the FDA in 2019.
Revance, which was bought out by Crown Labs for $924 million in 2024, no longer gives out sales numbers for its drug, but it had been making around $90 million a year before the merger turned it from a public to a private company.
While its sales numbers are tiny in relation to its rival, what Revance hopes sets Daxxify apart is its reliance on peptide exchange technology. This gives Daxxify a staying-power edge over its AbbVie rival, the company contends.
While Botox injections last for three months, Daxxify can sustain results for half a year and has worked for up to nine months in some patients, the company said at the time of its first approval.
The drug also in 2023 snagged its second FDA green light to treat cervical dystonia in adults. Cervical dystonia causes the neck muscles to contract involuntarily, leading to abnormal movements, pain and awkward posture of the head and neck.
The condition, for which Botox is considered a first-line treatment, affects roughly 60,000 people in the U.S.
Both Evolus and Revance have gone after AbbVie in marketing pushes over the years as they look to chip away at Botox’s major market dominance.
In 2023, Revance asked people to “Break Up With Botox,” while, in 2022, Evolus launched “Switch Your Tox and Love Evolus Forever,” which had an online and digital marketing focus and wanted consumers to move away from Botox and on to Jeuveau.