Brand Behind Botox Launches Digital Medical Aesthetic Hub Targeted At Millennials
Using content to generate commerce, Allergan created an online resource that educates consumers about medical aesthetic treatments in the style of millennial-friendly beauty news and trends sites
While Allergan, maker of Botox, has a strong hold on the medical aesthetics market, the brand wants to make sure it remains the leader a few years down the road. Accordingly, the company created a new website called Spotlyte that is targeted at millennials who may not need its products quite yet.
The site is the brainchild of fashion expert Alexandra Wilkis Watson, whom Allergan hired after her departure from Gilt Groupe earlier this year. To target younger customers, Spotlyte is designed to look like a mainstream beauty blog, including guides to the best hairstyles, tips from makeup artists for smoother-looking lips and celebrity interviews. Ultimately, the goal of the site is to provide consumers with the most relevant information regarding beauty and cosmetic procedures, curating on-trend information regarding medical aesthetics.
As the existing medical aesthetic market is expected to double by 2025, Allergan hopes to take advantage of the space’s popularity by creating a digital go-to hub for consumers questions and needs, helping provide them with trusted guides and information on topics that consumers can often struggle to find resources for. The Spotlyte website is now live.
Lead image: cosmetology treatment stock photo from puhhha/Shutterstock
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