Revance Therapeutics is a biotechnology company focused on developing innovative aesthetic and therapeutic solutions, with DAXXIFY as its flagship product. As the first FDA-approved peptide-formulated neuromodulator for moderate to severe frown lines, DAXXIFY introduced a differentiated value proposition in a highly competitive category: long-lasting results, modern science, and a new alternative to legacy treatments like BOTOX.DAXXIFY: A first-of-its-kind neuromodulator, built to challenge the category leader.
The next-generation neuromodulator was designed to disrupt the $3B+ aesthetics market.
A Launch 20 Years in the Making — Daxxify
Goal: To support launch readiness for Daxxify by aligning leadership, marketing, creative, vendors, regulatory stakeholders, and cross-functional teams around GTM strategy, product education, campaign priorities, and customer journey progression.
Challenges: The launch was complex, highly regulated, and highly visible. Work required tight coordination across hundreds of initiatives, strict approval processes, and both physician and consumer audiences.
Solution: Balance customer needs, business priorities, stakeholder input, and channel realities while creating frameworks and deliverables that could guide decisions. Define deliverables and expectations early on to help teams keep momentum and clarity.
Execution Channels: B2B physician education, B2C consumer engagement, product launch materials, sales/field enablement, regulatory review workflows, creative/vendor management, digital touchpoints
Results: Successful launch as the first and only FDA-approved, long-lasting, peptide-formulated neuromodulator for this use, introducing the first major formulation innovation in the neuromodulator category in more than 30 years. $11M in Q2 revenue following launch; 400+ physician partners. Daxxify was also recognized as one of TIME’s Best Inventions of 2023 and several other industry beauty awards.