Merz Announces Gwyneth Paltrow as Face of Xeomin

Merz Aesthetics, a global leader in medical aesthetics, recently announced a partnership with Oscar and Emmy award-winning actor, author, and entrepreneur, Gwyneth Paltrow, as the face of the company’s first global campaign for Xeomin (incobotulinumtoxinA).

Xeomin is FDA approved for use in glabellar lines in adults. It’s a product uniquely purified to remove unnecessary proteins, according to Merz.

“For me, beauty is about deepening happiness versus trying to chase youth,” says Paltrow, founder of wellness brand, Goop, in the press release announcing the partnership. “And it’s no secret that I’m an open book when it comes to trying new beauty regimens, but I want to know what’s in a product before putting anything into my body. Finding highly purified and proven products is so important. That’s one of the many reasons I started using Xeomin a few years ago.”

Grounded in creating natural-looking results, Merz says the campaign focuses on patient desire to reflect inner youth while also highlighting Paltrow’s self-care philosophy.

“Like Gwyneth, more and more of my patients tell me they don’t want to look different–they just want the outside to reflect how they feel on the inside. Xeomin, which is backed by science, helps give their frown lines a smoother appearance,” says Julius Few, MD, founder of The Few Institute for Aesthetic Plastic Surgery.

Using the social media hashtag #DareToSelfCare, Paltrow will be sharing what she does to feel good and look her best and encourages other women to do the same.

This is Paltrow’s first medical aesthetics partnership and the first global integrated marketing campaign for Merz since announcing it would be operating independently as the largest dedicated global medical aesthetics company in November 2019, according to the release.

“It’s such an exciting time for Merz Aesthetics and for our flagship brand, Xeomin,” says Bob Rhatigan, global chief executive officer of Merz Aesthetics. “Gwyneth’s passion for knowledge and learning, and her deeply personal perspective on beauty and aging, are all qualities we at Merz Aesthetics admire in her, and the values we share as a company. We could not be more thrilled to be partnering with her to educate women around the world about a frown line treatment that is uniquely purified without unnecessary proteins.”