Ben Adams

Revance has appointed former Ulta Beauty and Procter & Gamble executive Janelle Wichmann as chief marketing officer of its skincare unit. She will oversee skincare marketing, brand development, commercial growth, innovation, digital commerce and loyalty initiatives, reporting within an expanded leadership model led by CEO Nadeem Moiz. The appointment comes as Revance seeks to expand Daxxify, its Botox competitor, following its $924 million acquisition by Crown Laboratories in 2024. Botox remains dominant, with Botox Cosmetics generating $2.6 billion in 2025 sales, while Revance is using Daxxify’s claimed longer duration and prior FDA approvals to compete with AbbVie and Evolus.

Real Chemistry Chief Creative Officer Frank Mazzola argues that pharmaceutical marketing should focus more closely on patients’ lived experiences and audience needs rather than relying on polished, generic depictions of illness and recovery. He highlights Jazz Pharmaceuticals’ interactive “See A Seizure” campaign, which used motion-captured videos to illustrate subtle seizure symptoms and reportedly contributed to six diagnoses within a week at one facility. The discussion also addresses proposed Trump administration rules requiring drug advertisements to disclose every labeled side effect and contraindication, alongside increased FDA warning letters over promotional claims. Mazzola believes creativity can make safety information more engaging without overpromising and predicts pharma will become one of the most creative advertising categories over the next decade.