Joe Jonas is Merz Aesthetics’ latest—and youngest—Xeomin brand partner.
The botulinum toxin injectable temporarily treats between-eyebrow frown lines.
Jonas aired his first ad for the toxin, a 60-second video spot, on social media Tuesday, one day after his 33rd birthday.
More than 80% of current botulinum toxin patients are younger than Jonas and 94% are women.
Botulinum toxin treatments—Botox, Dysport, Xeomin—are up 459% since 2000, with 4.4M U.S. treatments done in 2020.
“Who wants to wake up looking like someone else? Not me,” Jonas begins, stepping out of bed clothed and touting Xeomin as a smart toxin that helps him care for his skin.
The ad, viewed 984,000 times so far, was met with mixed reactions.
Of his own treatment, Jonas told People, “I liked that it relieved the area a little bit and I was like, ‘Okay, this is great,’ without it being too much for my liking,” and “I appreciated that it wasn’t over the top. It’s very light.”
Xeomin’s global spokesperson, Gwyneth Paltrow, was 47 when cast for the role in Sept 2020.
Merz CEO Bob Rhatigan said Paltrow appealed to “Xeomin’s target audience of women in their 30s and 40s.…”