Many women ask what is “true beauty” when you are older? There are a lot of mixed feelings about Botox. Many women don’t love the idea of needles or the risk of having a face that looks “frozen.” These women are increasingly exploring noninvasive options instead.
Merz Aesthetics is inviting women to consider its products.
To make women aware of these options, Merz is working with a number of stars who support their brands. The company recently initiated a campaign in cooperation with Salma Hayek Pinault who is their global ambassador for Ultherapy . This approach isn’t just about celebrity reach—it’s a smart signal about beauty for older women.
Their campaign emphasizes that:
🔹 Authenticity is key to true beauty. This is reflected by the choice of Pinault who embraces the aging journey (including keeping gray hair) and “wants to look like herself.” In aesthetics, trust matters as much as awareness.
🔹 The ambassador helped shape the message from Merz. Pinault’s line—“Energy is the future of beauty”—works because it reflects a mindset shift: focus on vitality and confidence, not turning back the clock.
🔹 Audience research conducted by Merz made targeting sharper. “Women exploring noninvasive lifting” isn’t the emphasis of the marketing. Brands win when they research motivations, language, and barriers—then tailor creative to what women want. They will decide on how to achieve the beauty that they are seeking.
In an interview with FiercePharma, Alexis Stern, chief marketing officer at Merz, discussed why Merz chose to bring Hayek Pinault on board for the rollout. Merz believes that Pinault is an ambassador who “wants to look like herself,” Stern said. Pinault provided the company with language for the campaign: “[When] she said, ’Energy is the future of beauty’ we were hook, line and sinker for that,” Stern recalled.
Merz did its homework to understand women’s needs. AIM works with clients like Merz to understand how their products can address issues that they have. That is the foundation for great communication.