Pharmaceutical company Merz Aesthetics has unveiled global popstar and actor Demi Lovato as its new brand partner.
The company explains that Lovato is the face of its ‘Beauty on Your Terms’ campaign for XEOMIN (incobotulinumtoxinA). The campaign is geared towards a younger adult audience, empowering them to embrace beauty on their own terms, according to Merz Aesthetics.
Patrick Urban, Merz Aesthetics resident, North America, said the company chose Lovato to head up the campaign because, “She embodies the meaning of ‘Beauty on Your Terms’ by staying authentically true to herself inside and out.”
Lovato commented, “The ‘Beauty on Your Terms’ campaign really resonates with me because I have always believed in the importance of being true to who you are and owning the choices that help you look and feel like the best, most authentic version of yourself. Part of that is also being mindful of what goes into the products you choose to use. XEOMIN allows me to maintain the natural look I love with no unnecessary ingredients.”
