- Revance has signed Julianne Hough as the new celebrity face of DAXXIFY, its peptide-formulated frown line injectable.
- Hough says she's been a personal user before formalizing the partnership.
- The campaign will run across Hough's social channels and DAXXIFY's own platforms, backed by paid media support.
- It marks DAXXIFY's first major celebrity-fronted consumer campaign as it pushes to expand beyond its physician-driven marketing base.
Revance has tapped Julianne Hough as the newest celebrity brand partner for DAXXIFY, the first innovation in frown line treatments in 20 years. The partnership supports DAXXIFY’s awareness and consumer education push, encouraging people to try its fast-acting peptide formula.
Hough shared the news with her Instagram followers, explaining she uses the treatment on the vertical lines between her brows, and noted she’d been drawn to DAXXIFY before formally signing on, after realizing she needed something that fit her packed schedule.
This is a fitting tie-in: Hough remains a fixture on Dancing With the Stars as co-host alongside Alfonso Ribeiro, recently wrapped her debut novel Everything We Never Knew, and is set to appear in Maggie Gyllenhaal’s upcoming The Bride.
This DAXXIFY deal is new territory for the brand-and-talent pairing, with no prior history between Hough and Revance; her endorsement slate currently also includes a brand-partner and product-development role with smoothie company Blender Bites.
Takeaways
This is a genuine category shift for DAXXIFY, not just another celebrity face slapped on a skincare ad. Aesthetics brands have historically built credibility through dermatologists, not red-carpet names, so handing the mic to Hough signals Revance wants DAXXIFY to feel as mainstream and lifestyle-driven as Botox has become.
This is also smart timing: announcing this just as Revance heads into a major acquisition gives the brand a fresh, consumer-facing story right when its corporate structure is about to change.
Does using a “real user” testimonial model (versus a paid spokesperson with no history with the product) make DAXXIFY’s pitch more credible to skeptical consumers? Does Hough’s packed, camera-ready schedule make her a more believable spokesperson for a “long-lasting” treatment than a traditional influencer pick?
