An “amazing” brand with a broad range of uses, and a dedicated team that lives and breathes the brand—these characteristics have been the keys to success for BOTOX Cosmetic, according to Stu Fowler, Business Unit Director Dermatology, Allergan, Inc.  Fowler maintains that having “passionate, talented people who not only love their work, but genuinely recognize they are participating in a cultural phenomenon,” has been a boon to the growth of the botulinum toxin type A injectable, which has more than 20 approved indications across more than 70 countries ranging from cervical dystonia to the treatment of glabellar (frown) lines.

With consumer brand awareness second only to Viagra in North America, BOTOX Cosmetic has seen explosive growth since its inception five years ago, with BOTOX procedures, both cosmetic and therapeutic, hovering around the 15 million mark. “Here in Canada we’ve been incredibly fortunate,” says Fowler. “We were the first country in the world to get the cosmetic indication in 2001. Allergan has led the way globally in terms of our marketing of this brand. Respectful of very strict Health Canada guidelines, we’ve been able to educate the public, not only on BOTOX for cosmetic use but more importantly the whole non-surgical facial rejuvenation category which has really been our aim.”

Despite successful DTC campaigns that have effectively raised awareness of facial cosmetic rejuvenation and positioned BOTOX as an “iconic superbrand,” Fowler insists, “we have never forgotten who our true partners are—the physicians.” For the BOTOX team, this has meant implementing an integrated and multi-pronged marketing approach to education and professional development for physicians, including the unique FACE (Facial Aesthetic Chemodenervation Experts) training program for the top 400 doctors in Canada. “Our responsibility is to ensure that the physicians get the most up-to-date information as it relates to dosing, technique, site selection, and patient selection,” Fowler says.

Much of the brand’s success can be attributed to a unique field force concept consisting of three divisions: Product Specialists, Business Development Managers, and Technical Consultants. It’s a comprehensive approach that has helped BOTOX Cosmetic achieve its current status as the “number one non-surgical cosmetic procedure in North America,” Fowler adds.

Fowler credits his team including Kristie Ross, National Manager, Physician Education and Development; Patricia De Simone, Marketing Manager, Facial Aesthetics; Regional Managers Todd Daymond, Nancy White, and Anick Lamothe, and ad agency Jeffrey Simbrow Associates “for the strength of our consumer messaging,” for the brand’s strong performance.

“We think we’ve done an incredible job leading the market, through our programs, our marketing, and category development. We truly believe we’ve acted like a leader. We have every confidence in the world that when competition comes we’ll remain not only the leader, but continue to blaze the trail as far as innovative programs and initiatives are concerned.”

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