Evolus Launches “Drop the F Word” Campaign Ahead of Evolysse Injectable HA Gels

Evolus, Inc. rolled out a new campaign, “Drop the F Word,” ahead of the upcoming commercial launch of Evolysse^TM injectable hyaluronic acid gels. The campaign aims to challenge outdated perceptions and language in the aesthetics industry, according to a press release, and introduces Evolysse^TM. 

The company says Evolysse^TM is specially designed to deliver long-lasting, natural-looking results in the treatment of moderate to severe dynamic facial wrinkles and folds, such as nasolabial folds. 

Efforts of the “Drop the F Word” campaign intend to reenergize the injectable HA category and address growing filler fatigue. 

Evolus conducted in-depth research with customers and consumers to better understand shifting attitudes as the press release states consumers associate the term “filler” with unnatural results and an overfilled look. 

The research found the word “filler” is considered an outdated term and no longer serves the category. Evolus then tested new ways to reframe the category and is introducing Evolysse^TM as a collection of injectable hyaluronic acid gels, removing the word “filler.” Evolus said this approach “better reflects the innovation behind the collection and the results consumers expect today.” 

“As aesthetic treatments evolve, the conversation around them must evolve too,” David Moatazedi, President and Chief Executive Office of Evolus, said in a press release. “With the ‘Drop the F Word’ campaign, we’re pushing the industry forward, replacing the outdated term ‘filler’ with a more modern, meaningful conversation centered around personalization, education, and natural-looking results. Evolysse^TM isn’t just another filler; it’s the future of performance beauty.” 

The company said Evolysse^TM marks a new chapter in aesthetic injectables, moving beyond the traditional concept of “fillers” and toward a new standard of personalized, natural-looking outcomes. Evolysse^TM is manufactured utilizing Cold-X technology, an innovative manufacturing process designed to better preserve the natural structure of the HA molecule.