Julianne Hough is the new face of Revance’s Botox rival Daxxify. The company has enlisted the dancer, actress and host for an awareness and consumer education campaign designed to encourage people to try its wrinkle-busting product.
Revance won FDA approval for Daxxify in 2022, positioning the company to offer a new option to people seeking to temporarily reduce their frown lines. Daxxify entered a market served by a dominant brand synonymous with the product category—AbbVie’s Botox—and challengers such as Ipsen’s Dysport and Merz Aesthetics’ Xeomin.
Like Merz, Revance has identified famous faces as a way to gain traction. Hough, who was involved in a recent endometriosis awareness push, has been a dancer, judge and host on “Dancing with the Stars.”
A millennial with 5.1 million Instagram followers, Hough could help raise awareness of Daxxify among a fast-growing medical aesthetics cohort targeted by Merz. Hough embarked on that effort this week with a video on Instagram and TikTok showing her waking up on a self-care day and visiting a clinic to receive Daxxify.
The video covers Revance’s key points about Daxxify’s peptide formulation and the speed, duration and gradual softening of its effects. The potential for the product to better align with Hough’s busy schedule and give her more time between injections meant she was “intrigued by Daxxify long before formally working with the brand,” the dancer said in a statement.
Hough’s video is part of an ongoing campaign to educate consumers on the benefits of Daxxify and explain why she personally recommends the product and has switched to the brand. Content made by Hough will run on her social media channels and on Daxxify platforms. Revance will support the push with a media spend to drive more consumer awareness and engagement.
The campaign is part of a star-studded fight for the medical aesthetics market. Merz has leaned heavily on famous faces in pursuit of market share, tapping stars including Gwyneth Paltrow, Joe Jonas and Demi Lovato to get the word out about Xeomin.