Situation

• Allergan is a leader in anti-aging skin care and maker of VIVITÉ®, an anti-aging skin care line containing the proprietary GLX Technology™.
• Allergan commissioned a survey of women age 25-49 that looked at how women took care of their skin:
  more than 75% of women had not seen a skin care physician in the last two years although these same women noted it was important to have healthy, younger-looking skin.
• The survey results revealed many myths and misperceptions exist regarding anti-aging skin care and women do not know where to turn for accurate information.

Solution

• Allergan’s goal was to position Vivite as an effective option for people seeking healthy skin through a consumer awareness campaign.
• Based on the survey results, Allergan decided to partner with celebrity chef Robin Miller to launch Viva VIVITE: Robin Miller’s Recipes for Healthy Skin.” The goal of the campaign was to empower women to make skin-savvy food choices that would create healthy skin from the inside out and emphasized the importance of using physician-strength anti-aging products, specifically the VIVITE.
• Robin Miller’s signature busy-mom, quick-and-tasty cooking style and background in nutrition, made her a perfect celebrity spokesperson for the campaign.
• “Robin created six skin-saavy recipes for the campaign featuring VIVITÉ’s natural, edible ingredients. http://www.viviteskincare.com/patient/viva-vivite-home.aspx

Media links:

• http://secondcitystyle.typepad.com/second_city_style/2008/03/food-vivite.html
• http://weblogs.wpix.com/news/local/morningnews/blogs/2008/03/skintastic.html
• http://www.healthcastle.com/healthy_skin_diet.shtml
• http://www.livestrong.com/health-article/5-diet-secrets-to-keep-your-skin-healthy-and-young_93c55be2-172b-12d4-523d-cfe6aebf34ff/

Results:

• Conducted national media launch tour (2 days, New York) – 25 media interviews facilitated, including stove-side briefings with 10 top-tier media
• Hosted 2 local consumer events and cooking demonstrations, reaching 100+ key beauty buzzmakers
  Increased Web site hits by 50%
• Partnered with Domino magazine for added consumer reach and publicity
• Hosted cooking demonstration with Robin Miller at the American Society for Aesthetic Plastic Surgery annual meeting
• Generated 94MM media impressions (104% of goal), including top-tier coverage in/on The Today Show, The Montel Williams Show, Allure, Domino and New Beauty