After more than 20 years of redefining aesthetic treatments, BOTOX® Cosmetic (onabotulinumtoxinA) has dropped its boldest campaign yet. It is called “The One & Only.” This campaign is created by Allergan Aesthetics, an AbbVie company. It celebrates individuality and authentic self-expression across the country through multiple platforms.
Authentic stories. Real lives. Visible results.
Moving away from the usual idea of perfect beauty ads, “The One & Only” campaign features real BOTOX® Cosmetic patients instead of models or actors, sharing their personal stories.
Each person is shown doing what they love, highlighting the message that treatment enhances who they are without changing them. The tagline “The one and only BOTOX® Cosmetic. The one and only you” perfectly expresses this message of confidence and authenticity.
Leading with trust and legacy
With over 100 million vials sold worldwide and four FDA-approved aesthetic uses, BOTOX® Cosmetic remains the leading neurotoxin. Medical professionals trust the brand, which has built its strong reputation. About 95 per cent of aesthetic specialists choose it for themselves, their friends, or their family.
The campaign highlights the importance of personalised goals for each patient. It also underscores the brand’s focus on delivering genuine and reliable results through the original BOTOX® Cosmetic.
Consistency and consumer loyalty
Market insights reveal exceptional patient loyalty:
- 77 per cent of treated consumers believe the brand is worth the investment.
- 91 per cent say they would continue treatment if recommended by their specialist.
Recognition from Cosmopolitan magazine as the “Best Injectable” in the 2025 Readers’ Choice Beauty Awards further cements its leadership.
The power of authentic connection
BOTOX® Cosmetic is running its biggest integrated campaign so far, spanning national television, digital, and outdoor advertising.
For aesthetic professionals, it serves as both an inspiration and a call to action. It reminds the industry that authenticity and trust are at the heart of every successful patient relationship.