Endo International plc announces that its subsidiary, Endo Aesthetics LLC, has launched “Really Cellulite,” an unbranded campaign designed to eliminate the shame and misinformation relating to cellulite.

Together, these issues have precipitated a lengthy list of temporary “solutions” that range from diet and exercise to various lotions, creams and scrubs that only add to women’s skepticism of cellulite treatment. The campaign will be shared with consumers via social media, influencer content, paid digital ads, customer relationship management (CRM) and a website.

The campaign was inspired by the inner monologue many women have with their derriere dimples, including offering a frustrated, “really, cellulite?” The approach was created to identify and explain the proven scientific and structural causes of cellulite in an amusing and accessible way. “Really Cellulite” is intended to educate on the “why” and “what” of cellulite.

A Harris Poll survey of 2,006 women released last year by Endo Aesthetics found that cellulite can have a negative impact on how women perceive themselves. The survey showed that 60% of women felt they were to blame for their cellulite and nearly half of women (49%) were bothered “a great deal” or “a lot” by their dimples. The campaign was designed to alleviate women’s feelings of being responsible for their cellulite. Empowering videos and visuals are meant to challenge preconceived notions.

“Aesthetic physicians understand that cellulite is more than skin deep. This is not only because cellulite is caused by fibrous bands below the surface of the skin—but it also is a reference to how the appearance of cellulite can get under some women’s skin and have a negative impact on how they perceive themselves. I hope this campaign will help women understand that cellulite is a very common issue that can stem from a variety of factors, including, but not limited to, hormones, genetics, skin structure, skin texture and body type.”

— Mona Gohara, MD, a Connecticut-based dermatologist and the Vice President of the Women’s Dermatologic Society

“This campaign was created to remove the stigma associated with cellulite by helping people understand what does and does not cause this very common skin condition. The fun and playful nature of this creative content is designed to provide women with an opportunity to have open and honest conversations with their friends, their online communities and hopefully their aesthetic physicians about what cellulite is and how it makes them feel about their bodies. With this campaign, we aim to challenge women’s inner frustrated, ‘really, cellulite’ monologues, and offer them scientific information that educates on what is Really Cellulite.”

— Robert Catlin, Vice President and General Manager, Medical Aesthetics at Endo

[Source(s): Endo International plc, PR Newswire]