Allergan Launches ‘Trying That, Trust This’, COOLSCULPTING® Campaign to empower consumers

Allergan has announced the launch of a new international marketing campaign for its leading brand, CoolSculpting^® which aims to raise awareness of the clinically proven¹ technology used for reducing stubborn fat.^2,3,4

According to data from the American Society for Dermatologic Surgery, 86% (N=3,525) of consumers are bothered by excess body fat on any part of the body, listing this as the number one aesthetic concern^5*. The campaign from CoolSculpting® seeks to reassure consumers that they’re not alone in their daily struggle to shed stubborn fat. 

“We know that people use multiple methods to lose fat and have varying degrees of success,” comments Dr Tracy Mountford, Founder of The Cosmetic Skin Clinic.

“This campaign is about raising awareness of a reliable solution for permanent stubborn fat reduction. CoolSculpting® is for women, and men who have struggled with previous efforts to contour their bodies, such as fad diets and exercise. With CoolSculpting^® you can target commonly-sited areas of concern, such as the abdomen, thighs and double chin⁶ and remove treated fat cells for good⁶, to help you look and feel comfortable in your clothes again – it is a solution to getting rid of stubborn fat that can be difficult to shift, even with diet and exercise.” ^2,3,4

Simone Shoffman, Head Therapist at Therapie adds “Coolsculpting successfully removes stubborn fat via a process called Cryolipolysis, this means the fat cells are frozen in the treatment area. At present Coolscultping is a leading Cyotherapy treatment in the world. Every individual having this treatment is consulted, marked and treated to their own treatment bespoke treatment plan”.

The ‘Trying That, Trust This’ campaign is launching across Europe during 2019 and will be used in out of home, digital and social activations. Partner clinics will also have access to the creative assets to utilize as part of their local marketing initiatives.

Gareth Price, co-author of Eat Your Greens and Rachel Pashley, writer and author of New Female Tribes, who specializes in gender insights across cultures, were both consulted during the campaign development. They determined that the solution focused, gender neutral creative really draws on the frustration felt by consumers of both sexes to target pockets of stubborn fat despite a healthy lifestyle including diet and exercise.

CoolSculpting^® uses targeted freeze technology, known as cryolipolysis, and is backed with 20 years of research and development.¹ The CoolSculpting^®technology is widely recognized as a leading,⁷ non-surgical way to reduce stubborn fat² and has been used in over 7 million treatments worldwide.⁸

For more information visit https://uk.coolsculpting.com/.

References

1. Allergan unpublished data INT/0586/2018 CoolSculpting® science and evolution: Nearly 20 years of research and development October 2018
2. Kilmer SL. Lasers in Surgery and Medicine 2017; 49:63-68
3. Kilmer SL et al. Lasers in Surgery and Medicine 2016;48:3-13
4. Zelickson B et al. American Society for Dermatology Surgery 2009; 35:1462-70
5. American Society for Dermatologic Surgery (ASDS) consumer survey on cosmetic dermatologic procedures 2018 available at https://www.asds.net/skin-experts/news-room/press-releases/asds-survey-dermatologists-no-1-influencer-for-cosmetic-procedures-and-skin-care-decisions. N= 3,525 total study population. Data were obtained through a blind online survey conducted from May 1 to June 20 through the web-based Survata service. 
6. In-clinic brochure 2019: INT/0766/2018
7. ASDS 2016 survey of top medically necessary and cosmetic procedures. https://www.asds.net/Portals/0/PDF/procedure-survey-results-infographic-2016.pdf. 
8. Allergan unpublished data INT/0484/2018, number of cycles, systems and accounts to date October 2018.
9. Allergan DOF. November 2017. Accounts worldwide Zeltiq filling. INT/0935/2017