Not one to shy away from being an open book, Demi Lovato has been named Xeomin’s newest brand partner.
As part of the Beauty on Your Terms campaign, the award-winning actor, musician and advocate will be integrated across all campaign channels, including marquee cultural moments that reach a savvy, aesthetically focused audience at the intersection of music, beauty and fashion.
First launched in August 2022, the campaign was developed to introduce the FDA-approved double-filtered anti-wrinkle injection to temporarily improve the appearance of frown lines, to a younger adult audience that is new to the injectables category and to empower them to embrace beauty on “their own terms.”
“Despite having to be in front of the camera often, I do have days where I prefer a more natural look and many times even prefer wearing no makeup on my days off,” Lovato exclusively shared. “I always strive to embrace who I am naturally and feel confident in my day-to-day life—with or without makeup. The Xeomin double-filtered formula helps me look like the best version of myself, with just the ingredients that work and none that don’t. I’m very mindful of what goes into the products I use, so ultimately it was easy to integrate a Xeomin frown-line treatment into my skin-care regimen.”
“As one of the most significant global sensations of her time, Demi Lovato embodies the meaning of ‘Beauty on Your Terms,’ by staying authentically true to herself inside and out,” said Patrick Urban, Merz Aesthetics president, North America. “We are thrilled to welcome another inspirational artist to our campaign, particularly one who has so tirelessly advocated for self-care and has empowered everyone to live authentically across every aspect of their lives.”
