Butt First: Endo Launches First Direct-to-Consumer Campaign for Qwo® (collagenase clostridium histolyticum-aaes) With 200+ Patient Events
Experience the interactive Multichannel News Release here: https://www.multivu.com/players/English/9008551-endo-aesthetics-qwo-butt-first-campaign/
"Butt First conveys factual information about the causes and treatment of cellulite, while also striking an emotional connection with women," said Rob Catlin, Senior Vice President & General Manager,
"Cellulite has never been an easy topic for patients to raise with their aesthetic physicians and vice versa," said
"In this month that celebrates women, we're proud of the mostly female marketers who developed this campaign and the women healthcare providers who helped bring QWO to market," said
Over the next few months, hundreds of QWO patient events will take place at aesthetic practices across
Women interested in attending an event in their area can find a QWO provider on www.qwo.com and ask them about their upcoming Butt First event.
Media Buy & Campaign Strategy:
The patient events are part of the larger Butt First campaign, which includes targeted social media, digital ads, content partnerships on beauty and wellness-focused websites, signage and educational materials in doctors' offices and partnerships with industry organizations. A new commercial is running online.
Butt First, why this campaign? After countless hours talking to aesthetic specialists and conducting market research with women about their perceptions on cellulite, Endo Aesthetics believes that many women are frustrated that they haven't found a way to address the moderate to severe cellulite on their buttocks. The company hopes that women will recognize the value of putting themselves (and their butts) first and will ask their aesthetic specialist if QWO is right for them.
The Butt First imagery is aspirational, yet relatable—whether or not the viewer is bothered by cellulite. The campaign demands attention, piques curiosity and generates excitement in a way that's factual, non-judgmental and solution-oriented.
For additional information and helpful and educational content, including the "Find a Specialist" tool, go to www.qwo.com.
WHAT IS QWO®?
QWO is a prescription medicine used to treat moderate to severe cellulite in the buttocks of adult women.
IMPORTANT SAFETY INFORMATION
Do not receive QWO if you: are allergic to collagenase or to any of the ingredients in QWO, or have an active infection at the treatment area.
QWO may cause serious side effects, including:
- Allergic (hypersensitivity) reactions, including anaphylaxis. Call your healthcare provider right away if you have hives, trouble breathing, low blood pressure, swollen face, chest pain, dizziness or fainting after receiving QWO;
- Injection site bruising
Before receiving QWO, tell your healthcare provider if you:
- have a bleeding problem.
- are pregnant or may become pregnant, nursing or plan to nurse. You and your healthcare provider should decide if you will receive QWO or breastfeed.
Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins and herbal supplements. Especially tell your healthcare provider if you take a medicine that prevents the clotting of your blood (antiplatelet or anticoagulant).
The most common side effects of QWO include: injection site bruising, pain, areas of hardness, itching, redness, discoloration, swelling and warmth in the treatment area.
These are not all the possible side effects of QWO. Call your healthcare provider for medical advice about side effects. You are encouraged to report side effects of prescription drugs to the FDA at www.fda.gov/medwatch or 1-800-FDA-1088
Cellulite is a localized alteration in the contour of the skin that has been reported in over 90 percent of post-pubertal females and affects women of all races and ethnicities.1,2 The presence of cellulite is associated with changes in dermal thickness and in the fat cells and connective tissue below the skin.3 A primary factor in the cause of the condition is the collagen containing septae which attach the skin to the underlying fascia layers.4,5 The septae tether the skin which, with additional contributing protrusions of subcutaneous fat, causes the surface dimpling characteristic of cellulite.6,7 These fibrous septae are oriented differently with varying thickness in females than in males, which informs our understanding of cellulite as a gender-related condition.8 Cellulite clinically presents on the buttocks, thighs, lower abdomen and arms.
It is known that cellulite is different from generalized obesity.9 In generalized obesity, adipocytes undergo hypertrophy and hyperplasia that is not limited to the pelvis, thighs, and abdomen.2 In areas of cellulite, characteristic large, metabolically stable adipocytes have physiologic and biochemical properties that differ from adipose tissue located elsewhere.10 An anatomical study in 2019 found that women have increased fat lobule height compared with men, which may also contribute to the mattress-like appearance seen as a result of the tension of the fibrous septae.8,10 Weight gain can make cellulite more noticeable, but cellulite may be present even in thin subjects.9
About Endo Aesthetics
Endo Aesthetics is embarking on a mission devoted to pushing the boundaries of aesthetic artistry. Driven by world-class research and development, Endo Aesthetics is advancing solutions to address unmet needs beginning with the first FDA-approved injectable treatment for cellulite in the buttocks. Endo Aesthetics is an
Endo (NASDAQ: ENDP) is a specialty pharmaceutical company committed to helping everyone we serve live their best life through the delivery of quality, life-enhancing therapies. Our decades of proven success come from passionate team members around the globe collaborating to bring the best treatments forward. Together, we boldly transform insights into treatments benefiting those who need them, when they need them. Learn more at www.endo.com or connect with us on LinkedIn.
Certain information in this press release may be considered "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995 and any applicable Canadian securities legislation including, but not limited to, the statements by
- Hexsel DM, et al. Side-by-side comparison of areas with and without cellulite depressions using magnetic resonance imaging. Dermatol Surg. 2009;35(10):1471-7.
- Khan MH, et al. Treatment of cellulite: Part I. Pathophysiology. J Am Acad Dermatol. 2010;62:361-70.
- Querleux B, et al. Anatomy and physiology of subcutaneous adipose tissue by in vivo magnetic resonance imaging and spectroscopy: Relationships with sex and presence of cellulite. Skin Res Technol. 2002;8(2):118-24.
- Zhang YZ, et al. Appl Environ Microbiol. 2015;81(18):6098-6107.
- Rossi AM, Katz BE. Dermatol Clin. 2014;32(1):51-59.
- Edkins TJ, et al. Clin Vaccine Immunol. 2012;19(4):562-569.
- Kaplan FT. Drugs Today (Barc). 2011;47(9):653-667.
- Rudolph C, et al. Structural gender-dimorphism and the biomechanics of the gluteal subcutaneous tissue – Implications for the pathophysiology of cellulite. Plast Reconstr Surg. 2019;143(4):1077-86.
- Avram MM. Cellulite: a review of its physiology and treatment. J Cosmet Laser Ther. 2005;7:1-5.
- Pierard GE, et al. Cellulite: from standing fat herniation to hypodermal stretch marks. Am J Dermatopathol. 2000;22(1):34-7.
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