BOTOX® cosmETIC DAY CASE STUDY 
ROLE:
Creative Direction Creative Strategy
Botox® Cosmetic Day is the brand’s largest annual event, centered around their biggest offer of the year for both consumers and customers.
THE ASK:
Mark the 5th anniversary of BOTOX® Cosmetic Day with a celebratory execution that increases scale, urgency, and participation across consumers and customers (healthcare providers). The goal was to drive record-breaking gift card sales, treatment volume, and loyalty program sign ups while reinforcing BOTOX® Cosmetic’s position as the category leader for wrinkle reducing treatments.
Context + Insight
By year five, aesthetics promotions had become crowded and predictable. Consumers were more value-aware and less patient with complexity. The opportunity was to simplify the message, elevate the moment, and make the milestone feel rewarding for consumers, not self-congratulatory for the brand.
Creative Strategy
The strategy put the offer first, framed by a clear celebration. The selected core creative expression,(concepted by my team), was an oversized molten gold version of the iconic BOTOX® Cosmetic vial, symbolizing legacy, luxury, and category leadership. This was a big win to change packaging for a campaign in such a highly regulated category.
WHY THIS WORKED
The gold motif became a unifying system across all channels. In addition to design, I led the team from concept through post-production on a hero product shoot supported by CGI and motion assets, allowing the idea to scale across formats while maintaining consistency and impact. The gold vial is now the standard YOY, proving the concept’s value as a premium symbol time after time.
The messaging focused on the offer from the beginning with clear steps, learning from previous years not to overcomplicate and cause confusion. No teasers, no fluff, with a bonus sweepstakes to sweeten the five year celebration.
P1: Awareness messaging: Botox Day is back!
CTA: Join rewards program (Allē) and book a consultation
P2: Offer Reveal messaging: Buy one gift card, get one free CTA: Join Allē today
P3: Sale Messaging: Today only. CTA: Buy now
P4: Last call + sweeps messaging: Last Day! Get double points and register to win $25k. CTA: Register and get treated.
Assets
All creative was developed internally and deployed across a fully integrated ecosystem, including:
Landing page design supporting a four-phase rollout
Combination of UCG and graphic social media assets aligned to each phase across organic and paid
Display advertising
B2B assets for healthcare providers
Gift card design
Product photography and CGI
Out-of-home billboard and experiential assets
Internal launch materials
In-office materials for doctors’ offices
Consumer and HCP swag
THE RESULTSThe campaign sold approximately 500,000 gift cards in a single day, setting a new record for BOTOX® Cosmetic Day. This contributed greatly to redeeming cards which drove conversion.
In the 5 years that I ran creative, the brand has made over $180 million in revenue from this campaign alone, reinforcing its spot as #1 for both consumers and customers.
This execution sustained year-over-year growth, reinforced brand leadership, and delivered a cohesive, high-impact moment across every consumer and provider touchpoint.
