BOTOX COSMETIC
Real stories are the new luxury. By designing in the language of culture, not category,
we helped one of the world’s most recognizable aesthetic brands rediscover its human voice.
BOTOX® didn’t need another flawless campaign — it needed a reality check. So we built one around a bold, simple idea: honesty.
No models. No filters. Just real people telling their stories.
We launched the brand’s first-ever open casting call — and more than 20,000 people showed up. First-timers, loyalists, and everyone in between.
From there, we built a fully integrated campaign — broadcast films, social, stills, and before/after content — all executed simultaneously across channels.
Social Media
Built as a social-first campaign it was designed for how people actually create and connect. The result? A storytelling model so effective, Meta turned it into a case study for brands entering the Reels space.\
The Results
14-point lift in ad recall
48% lower cost per brand lift compared to standard assets
Adopted by Meta as a global creative best-practice model for aesthetic and lifestyle brands
The campaign not only exceeded performance goals but also redefined the brand’s tone, helping BOTOX® Cosmetic speak to a new generation — one that values authenticity over aspiration.
TREATMENT DIARIES
