Merz Aesthetics Launches New Branding Vision

After a restructure in January 2020, the branding marks a new chapter for the world’s largest dedicated medical aesthetics business.

Merz Aesthetics announced a new branding platform to encompass the company’s reorganisation earlier this year. “Confidence to be” is the focus moving forward, with the tagline reflecting a bold new look and feel.

The restructure divided Merz Aesthetics into three tiers; medical aesthetics, therapeutics and consumer care. Marketing Director for Australia and New Zealand Gary Bower says the restructure will not affect the products offered in Australia.

“Nothing will change for practitioners using Merz products. All members of the Merz team that have worked with us over the past few years will continue in their roles, providing the same high level of service as before,” Bower said.

Merz’s new branding. Via Merz

Even under the new structure, Merz Aesthetics will remain the largest dedicated medical aesthetics business, which has existed for more than 112 years. The new operating model is comprised of four geographic regions, with the headquarters, now operating from Raleigh, North Carolina. Global CEO Bob Rhatigan says the branding is an expression of its purpose.

“We exist to fuel confidence by helping people look better, feel better and live better. We want everyone to have the confidence to be their best self,” Rhatigan said.

Over the coming months, Merz Aesthetics also strive to help customers recover from the effects of COVID-19. Bower says Merz stayed connected with Australian stockists using a weekly newsletter, a series of educational webinars and provided a range of financial options to assist clinics with managing their cash flow.

“We recognise that medical aesthetics can be an integral part of self-care routines. The last four months have taught us that during a time of high uncertainty, selfcare and personal health are top of mind, so we will continue to provide our customers with the tools to empower patients in their personal quests to be their best selves,” Rhatigan said.

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