‘Butt First,’ Local Pharma Company’s Cellulite Treatment Product, Is Cheeky, Clever Marketing

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women laying on backs in bathing suits
Image via Endo International.

Endo International, which has its U.S. headquarters in Malvern, has decided on a unique tagline for its latest marketing program for cellulite treatment Qwo: “Butt First,” writes John George for the Philadelphia Business Journal

The Butt First campaign will consist of more than 200 patient events throughout the country that will aim to “excite and educate” women about the product. It is the only FDA-approved injectable treatment for moderate to severe cellulite in the buttocks of adult women.

The goal of the campaign is to convey information about the causes and treatment of cellulite and also to strike an emotional connection with women. 

“The multi-channel campaign encourages women who are bothered by their cellulite to start a conversation with their aesthetic provider to find out if treatment with Qwo is an appropriate option,” said Rob Catlin, senior vice president and general manager for Endo Aesthetics. 

It was developed primarily by female marketers with the help of women healthcare providers. 

“We set out to develop a campaign that piques curiosity and generates excitement in a way that is factual, non-judgmental, and solution-oriented,” said Stephanie Wenstrup, executive director for aesthetics marketing at Endo. 

Read more about Endo International in the Philadelphia Business Journal

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