The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
The Heavy Hitters: These fierce competitors made moves to go up against leaders of thriving markets.
In late August, David Moatazedi, president and CEO of Evolus, set out to move the performance beauty company into a new era of beauty by positioning Jeuveau, its neuromodulator, as a beauty treatment.
This bold move took shape in the form of an online-offline campaign called “Jeuveau You See Me,” comprised of social media ads and co-branded social ads with Jeuveau providers, as well as television ads and billboards.
Jeuveau competitors like Botox, Xeomin and Dysport have resisted the “beauty treatment” designation, in favor of “medical treatment,” given injector training requirements. For his part, Moatazedi said the refresh isn’t about doing away with something that’s not working. Instead, it’s about recognizing how the beauty consumer has changed and how they regard neuromodulators.
The 4-year-old brand has rapidly grown since its introduction on the market. According to Moatazedi, Jeuveau has an 11% market share of the neurotoxin category in the U.S. Meanwhile, Botox has 70% market share, according to Glossy’s previous reporting. But Jeuveau is nipping at the Allergan-owned brand by advertising itself as 20-25% less expensive than Botox.
Additionally, Evolus expanded Jeuveau to Europe at the end of 2022 and licensed a new cosmetic filler called Evolysse from medical company Symatase in May. The company plans to share the results of a Phase II trial for a longer-lasting Jeuveau at the end of 2023.
According to Evolus’s earnings for the quarter ending on June 30, the company grew its net revenue by 33% year-over-year to $49.3 million. In step, it raised its full-year 2023 net revenue guidance to between $185 million and $195 million, up from $180 million to $190 million.
“There’s innovation, in terms of normalizing [the injectable aesthetic] category and continuing to drive it into the mainstream,” said Moatazedi. “The Jeuveau creative campaign was just one step in that direction of simplifying the language and making it more approachable.”
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