In a market of anti-ageing products where there were over 160 dermal fillers available, all with relatively low brand awareness, Allergan’s new facial product Juvederm Ultra required a communications solution that differed from the traditional reliance on the B2B channel via medical practitioners. Allergan used direct-to-consumer communications to change the rules of engagement within the aesthetic beauty market. Television played the primary role in driving awareness, heightening consideration and increasing the levels of consultation. The UK business grew 1.8 times faster than non-direct-to-consumer markets and Juvederm’s UK market share rose by 43%. As a result Juvederm’s turnover increased by 215% year-on-year and delivered a ROI index of 174.