Gwyneth Paltrow’s Interest in Purified Products Makes Her a Fit for Merz Aesthetics Campaign

Merz global CEO: ‘She is very focused on empowering women to seek the treatments that help make them feel good because they look good—and unapologetically.’

By Tonya Johnson

September’s announcement of Gwyneth Paltrow becoming the new global face of Xeomin (incobotulinumtoxinA), Merz Aesthetics’ flagship injectable, comes at a time when the demand for medical aesthetic treatments is rising among patients. In lieu of travel plans, consumers are redirecting spare funds to medical aesthetic procedures like injectables and facelifts, says Ashley Paskalis, a media specialist at Biosector 2, a division of Syneos Health.

Merz’s Xeomin was designed to give wrinkles between the eyebrows a smoother appearance and has been on the market for nearly 10 years.

This is the first medical aesthetics partnership for Paltrow, who is an Oscar-winning actress, author, singer, and founder of lifestyle brand goop. Merz discovered Paltrow has very high awareness levels in beauty and self-care; credibility; and a very high social media following in North America, Europe, Latin America, and the Asia-Pacific—making her a perfect fit to be a face for the brand.

Bob Rhatigan, Merz global chief executive officer

“She is very focused on empowering women to seek the treatments that help them feel good because they look good—and unapologetically,” says Merz global chief executive officer, Bob Rhatigan. “She spends her time searching, studying, and learning about products, particularly products that go into her body, such as Xeomin.”

Paltrow espouses a philosophy of clean eating and clean living.

“For me, beauty is about deepening happiness versus trying to chase youth,” the 47-year old Paltrow stated in a press release. “And it’s no secret that I’m an open book when it comes to trying new beauty regimens, but I want to know what’s in a product before putting anything into my body. Finding highly purified and proven products is so important. That’s one of the many reasons I started using Xeomin a few years ago.”

As Xeomin’s new product spokesperson, Paltrow joins the company in standing with women who choose beauty on their own terms and do so with proven products.

Rhatigan notes that there is a strong fundamental basis to support medical aesthetic treatments, particularly neurotoxins, which are rebounding very well out of the pandemic and the lockdowns that many people experienced.

Key opinion leaders are also confirming that a lot of new patients are coming into the market.

“This is another strong sign of health in the underlining market,” he adds. “These products are now seen as part of your self-care routine versus 20 years ago being viewed as a red-carpet indulgent luxury. There’s also the Zoom effect—with so many of us sitting a foot away from the screen all day. Finally, there’s a very large emergent demographic market of consumers ages 30- to 45 years old. The medical aesthetic treatments are something that consumers in that age range are interested in starting, as part of their ongoing self-care routine.”

Julius Few, MD, founder of The Few Institute of Aesthetic Plastic Surgery in Chicago

“Gwyneth and I have been friends born out of mutual respect, which began with a shared desire to be true to yourself and to embrace ones’ desire to look and feel your best— the definition of graceful aging,” said board-certified plastic surgeon Julius Few, MD, in a press release. As founder of The Few Institute of Aesthetic Plastic Surgery in Chicago, his client list includes Paltrow. “Like Gwyneth, more and more of my patients tell me they don’t want to look different—they just want the outside to reflect how they feel on the inside.”


Paltrow and others will also remind women to take time for themselves and prioritize self-care, especially now. She will be sharing details about what she does to look and feel her best and will ask women to do the same on social media using #DareToSelfCare.

Tonya Johnson is associate editor of Plastic Surgery Practice.