Research shows that millions of us are tempted by facial treatments, but many of us are worried about unnatural results and losing our real expressions. We wanted to share this insight with professional injectors – helping them to understand, reassure and treat prospective patients better. We also wanted to prove that, with Allergan’s state-of-the-art products, facial rejuvenation does not come at the expense of natural expressiveness. So we took 14 real patients and captured their entire treatment journey - without retouching a single image. At the heart of the campaign was a stunt that triggered unique and natural expressions post-treatment. A fully integrated campaign spanning outdoor billboards, trade ads, leavepieces, brochures and a vast amount of interactive digital content, it rewrites the rules of facial aesthetics communication. No models, no faking it and a unique focus on the primary treatment goal for real people: rejuvenation without losing real expressions.

The campaign was launched at the largest anti-ageing medicine congress in the world (AMWC 2015), attracting 7,500 medical professionals over 3 days. It was given prime exposure as the only outdoor billboard (17x7m) displayed over the entrance, and print advertising within the congress handbook. The campaign was featured in the Allergan booth, as both printed and digital media. A digital sales aid, including patient case studies, was rolled out for representatives to use during sales calls, along with printed leavepieces and brochures.

The Real Expressions campaign is unlike anything else in the field; no models, no faking it and no retouched imagery. Every patient was treated with Allergan products - with video content of live treatments to prove it. Every shot captured a real expression - provoked by real stimuli. The result? A convincing and authentic campaign to demonstrate that real results can be achieved without sacrificing real expression.

The launch of the Real Expressions campaign at AMWC 2015 has already made a big impact. The outdoor billboard drove thousands of experts to the Allergan Real Expressions booth, where the feedback has been overwhelmingly positive.

Quotes include:

"The "Real Expressions" campaign is really close to my heart. It perfectly depicts the achievements of contemporary aesthetic medicine: the beauty of real, natural expressions of real people." - Dr. Patricia Ogilvie, M.D., SkinConcept Institut, Munich

Internal sales reps have observed that the campaign has "tapped into a completely new area in medical aesthetics" and allowed them to "connect with physicians in a totally new way".

Additional positive sales data is expected in the coming months.