Salma Hayek Pinault is teaming with Merz Aesthetics as its first global ambassador for its Ultherapy Prime treatment.
“Salma embodies confidence, and we at Merz Aesthetics exist to fuel confidence,” said chief marketing officer Alexis Stern.
In a statement, Hayek Pinault said: “Self care is essential. Years on screen have taught me to embrace my journey and seek treatments that enhance my natural beauty. Ultherapy Prime boosts my production of collagen and elastin exactly where I need it, giving me a long-lasting, natural-looking lift. It’s noninvasive, takes only one session and has zero downtime. It is the future of beauty, and that’s why I can’t stop talking about it.”
The company, which has provided 303 million services worldwide, launched the noninvasive ultrasound treatment in September, which promises to lift the skin and boost collagen production — Prime is the latest iteration of Ultherapy, as it provides quicker and more effective results via real-time imaging. The company’s portfolio includes several injectables.
“We’re seeing not only a rise in the [energy-based device] category but a rise of patient demand,” said Stern. “The time is right to have that authentic connection and have Salma. We’re lucky enough to have [her] be our voice to the patient.”
She continued: “This is the next milestone to sign our first global brand ambassador for Ultherapy Prime because this is the moment of upward trajectory for us. We’re now present globally.”
While this is the treatment’s first ambassador, the company has worked with major celebs, like Gwyneth Paltrow, Christie Brinkley and Lee Min-ho, for past campaigns. In choosing an ambassador for Prime specifically, Hayek Pinault was a no-brainer.
“Salma Hayek Pinault is a believer in the treatment,” said Stern. “Our campaign concept is ‘energy is the future of beauty,’ and that came directly from Salma herself.”
She continued: “She’s super authentic about the aging process, so she has gray hair. She embraces her gray hair. She’s in her late 50s, and she wants to be super authentic. That was a great correlation for us because we are lifting the skin, but not invasively. We’re taking a natural-looking approach to the aging process and these treatments.”
With this the brand has created a “360-degree integrated media plan,” according to Stern, including paid media, influencer collaborations, print assets, in-office materials like brochures and posters of Hayek Pinault, posts on her channels and more.
“Fundamentally the driver is to create more consumer awareness of Ultherapy Prime and provide motivation to [consumers] to go and seek treatment from someone that they trust and respect,” said Merz Aesthetics chief executive officer Bob Rhatigan.
