Merz Aesthetics taps Gwyneth Paltrow as the face pf their Anti-Wrinkly Treatment

This campaign is the first-ever medical aesthetics partnership for goop Founder, Gwyneth Paltrow

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Merz Aesthetics announced a partnership with Oscar and Emmy- award-winning actor, author and entrepreneur, Gwyneth Paltrow, for the launch of the company’s first global campaign for their anti-wrinkle treatment. This Germany-made anti- wrinkle treatment is uniquely purified to remove unnecessary proteins.

But one might ask: why is it important to choose a pure anti-wrinkle treatment without unnecessary proteins? If you get one with unnecessary proteins, you may build resistance to it 1,2 after repeated treatments—which leads to reduced or completely ineffective results. Thankfully, women have been using this anti-wrinkle treatment from Merz for nearly 10 years to give those wrinkles between the eyebrows a smoother appearance. As the global face of the brand, Paltrow joins Merz Aesthetics in standing with women who choose beauty on their own terms and do so with proven products.

“For me, beauty is about deepening happiness versus trying to chase youth,” said 47-year old Paltrow who is widely considered an authority on beauty and wellness. “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 this anti-wrinkle treatment a few years ago.”

“Gwyneth and I have been friends born out of mutual respect, which began with a shared desire to be true to yourself and to embrace ones’ desire to look and feel your best – the definition of graceful aging,” said Julius Few, MD, Founder of The Few Institute for Aesthetic Plastic Surgery. “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. What Merz Aesthetic offers, which is backed by science, helps give the wrinkles they don’t prefer a smoother appearance.”

The heart of the campaign ties back to Paltrow’s philosophy on beauty, which is that women should give themselves the permission to do whatever they want to do in order to feel good. Paltrow and influencers will be encouraging women to take time for themselves and prioritize self-care, especially now. Paltrow will be sharing details about what she does to look and feel her best, and will ask women to do the same on social media using #DareToSelfCare.

“It’s such an exciting time for Merz Aesthetics said Bob Rhatigan, Global Chief Executive Officer of Merz Aesthetics. “Gwyneth’s passion for knowledge and learning, her deeply personal perspective on beauty and aging, and her pure standard of beauty, 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.”

Jorge Libanan, General Manager of Merz Aesthetics in the Philippines, adds: “While the US and other major medical aesthetic markets have been experiencing robust growth in the past 10 years, one emerging hotspot is the Philippines—which continues to expand dramatically. This is because more Filipinos from all walks of life are seeking to enhance their skin and features — thanks to rising knowledge about beauty procedures, and a growing interest to invest in self-care. This partnership with Gwyneth Paltrow and Merz Aesthetics is timely because we share the same values and philosophy on beauty, which is that we empower both men and women to do what makes them look better, feel better, and live better.”

To learn more about Merz Aesthetic’s anti-wrinkle treatment—visit your aesthetic center near you, and ask about the uniquely purified option.

This will be the first global integrated marketing campaign for Merz Aesthetics since the Company announced in November 2019 it would be operating independently as the largest dedicated medical aesthetics business globally.