Radiesse® Brandbook. EMEA Region Version Oct 2023

1.

RADIESSE®
BRANDBOOK
EMEA Region
Version Oct 2023
Strictly confidential | Internal Use Only

2.

CONTENTS
01 – RADIESSE® Background
02 – Brand Overview
03 – Brand Design
04 − Brand Imagery & Assets
05 – Contact Details
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RADIESSE® Brandbook | Strictly confidential | Internal use only

3.

RADIESSE® BACKGROUND
Introduction
History of RADIESSE®
Marketing Objectives
Target Groups
3
RADIESSE® Brandbook | Strictly confidential | Internal use only

4.

INTRODUCTION
RADIESSE® has experienced a period of rapid growth, outpacing the market and building
loyalty among discerning providers and patients. Now, as the medical aesthetics category
trends more strongly towards biostimulation and aligning with our core benefits, it’s time to
shout our unique differentiation to accelerate that growth as we accelerate the aesthetic medicine
uptake.
In this latest brand guidebook, you will find our updated Brand Positioning, integrating
components around regenerative biostimulation, our unique formulation and mechanism of
action, as well as our short-term and sustained results.
The content within this guide is laid out in detail to provide direction on local implementation
to ensure creative consistency and a strong brand presence.
The time is now to proudly and boldly communicate the benefits, features, and differentiators
of RADIESSE®, owning our place in the regenerative biostimulation aesthetic market
This guide is intended for the use of Regional Marketing and Country level Marketing to assist with the development of all local sales and marketing materials for
the RADIESSE® Brand. Local adoption and final material adaptations of this guidance must comply with local regulation and compliance, including the addition of
the approved indications and safety information. Please adapt all local materials according to your local registrations and instructions for use. Local promotional
review is required by the appropriate regional and/or local governance board(s) prior to in-market use where applicable.
4
RADIESSE® Brandbook | Strictly confidential | Internal use only

5.

HISTORY OF RADIESSE®
More than two decades of groundbreaking growth
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RADIESSE® Brandbook | Strictly confidential | Internal use only

6.

MARKETING OBJECTIVES
Our challenge
Our roadmap
As the biostimulator market becomes increasingly
saturated, it’s critical for RADIESSE® to differentiate
itself by carving out a unique space that addresses
what our modern beauty and wellness audience
desires.
Reposition RADIESSE® as the
onlyevidence-based regenerative
biostimulator with a unique mechanism of
action to deliver youthful-looking skin1-4.
Our goal
Strengthen our leadership position in the
biostimulation category by
Becoming synonymous with regenerative
biostimulation.
Consistently communicate RADIESSE®
positioning, key benefits and identity to
build awareness, consideration, and trial.
Train Merz representatives and HCP
partners to understand and advocate for the
science that fuels Radiesse.
1. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 12: 771–784. 2. Bagnenko E.S., et al. Injection methods in cosmetology, 2017; 3: 30–34. 4. Lemperle G, et al. Aesthet Plast Surg.2003;27(5):354-366. 4. Goldie K, Peeters W, Alghoul M, Butterwick K, Casabona G,
Chao YYY, Costa J, Eviatar J, Fabi SG, Lupo M, Sattler G, Waldorf H, Yutskovskaya Y, Lorenc P. Global Consensus Guidelines for the Injection of Diluted and Hyperdiluted Calcium Hydroxylapatite for Skin Tightening. Dermatol Surg. 2018 Nov;44 Suppl 1:S32-S41. doi:
10.1097/DSS.0000000000001685. Erratum in: Dermatol Surg. 2019 Feb;45(2):327. PMID: 30358631.
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RADIESSE® Brandbook | Strictly confidential | Internal use only

7.

TARGET GROUPS
Healthcare professionals
Consumers and patients
Empowering HCPs to become confident as collagen
specialists who provide efficacious and safe customized
treatment to suit patients individualized needs.
To inform patients on safe, effective collagen treatments
that can be tailored to suite their individual needs.
− Educate HCPs in regenerative biostimulation to meet
their patients’ desired needs
− Injectors who want the versatility in product usage
to meet the varied customized needs of their patients
− HCPs to strengthen importance of collagen production,
regenerative pathway and want to provide best in class,
reliable products to ensure patient satisfaction and
loyalty
− The topic of natural collagen production needs clear
explanation for doctors and for their patients
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RADIESSE® Brandbook | Strictly confidential | Internal use only
– Target range: women & men aged 25 -50
– Collagen & skin quality are rising trends with the
consumer beauty sector
– Increasingly women and men are seeking treatment for
skin rejuvenation, immediate structural correction, and
natural looking, long-lasting results
– Provide consumers with understanding that collagen is
important and necessary for long term skin health
– Educate consumers that Radiesse targets regeneration
at the source and is a foundational treatment for skin
vitality and renewal.

8.

BRAND OVERVIEW
Brand House
Brand Framework
Brand Manifesto
Tone of Voice
Positioning
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RADIESSE® Brandbook | Strictly confidential | Internal use only

9.

BRAND HOUSE
Definition
BRAND VISION
STATEMENT
PORTFOLIO
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RADIESSE® Brandbook | Strictly confidential | Internal use only
What we stand for +
what we want to accomplish

10.

RADIESSE® BRAND HOUSE PILLARS
For HCPs
VISION
→ What do we stand for
POSITIONING
→ Who we are and who
we serve
USP
→ How are we unique from
competitors
PILLARS
→ Our Key claims
1.
Maintain leadership
position in the
biostimulation category
Become synonymousas
the only regenerative
biostimulator recognized
by scientific foundation and
safety record.
Unique MOA which not only
stimulates collagen, but also
restores the key components
of the ECM†.
Particles Matter: Our one-of-akind CaHA microspheres have
a unique shape, size, and
texture to regenerate key
components of healthy skin*,
youthful-looking skin through a
non-inflammatory mechanism
of action1-2.
RTB
→ How do we back up our
claims
• 20+ years of scientific
and clinical experience
with a well-established
and favorable safety
profile 7-9
RADIESSE® is the only
evidence-based
• 220+ peer-reviewed
regenerative
publications since 200510.
• Radiesse is about
biostimulator capable
regeneration, eliciting
a true
Prasetyo AD et al. Clin Cosmet Investig Dermatol. 2016;9:257–280.
Prasetyo
AD et al. Clin Cosmet Investig Dermatol. 2016;9:257–280.
Prasetyo AD et al. Clin Cosmet Investig Dermatol. 2016;9:257–280.
of​ regenerating
2. Dec;11(12):30-39.
Fibroblasts Matter:
Vandeputte J. J Clin Aesthet Dermatol. 2018 Dec;11(12):30-39.
Vandeputte J. J Clin Aesthet Dermatol. 2018
Vandeputte J. J Clin Aesthet Dermatol. 2018 Dec;11(12):30-39.
regenerative
response,
not
• 98% patient satisfaction
Fischer TC, et al. Facial Plast Surg. 2016 Jun;32(3):283-8. Data on File.
Fischer TC, et al. Facial Plast Surg. 2016 Jun;32(3):283-8. Data on File.
Fischer TC, et al. Facial Plast Surg. 2016 Jun;32(3):283-8. Data on File.
Radiesse® is the only-evidence
multiple components
of the
inflammatory response due to
rate 11
based re-establishes the
skin tissue resulting​ in
unique particle morphology,
functionality of fibroblasts,
more healthy skin*. ​
• 100% of patients willing to
thereby stimulating youngerwhich not only stimulates
repeat and recommend
looking skin from within.1
collagen but restores five key
It reverses the visible signs
treatment 11,12
components of healthy skin*1-6.
of aging and creates a
• Versatility and flexibility in
youthful appearance.1-3
use in diluted & undilute
• 15 million+ syringes sold
3. Results Matter: Radiesse®
form offering a wide range of
fundamentally improves the
worldwide since 2005 10
skin’s foundation for a healthy,
personalized treatment
• Available worldwide in
glowing look that long lasting**.
options. 1,17
It delivers immediate lift and
contour as well as sustained,
long-term regeneration of skin
vitality*2,4.
†ECM is defined as the Extracellular Matrix
* “Healthy-looking skin” is defined by regeneration of collagen I and III, elastin, proteoglycans, and angiogenesis
** Duration of 12-18 months
10 RADIESSE® Brandbook | Strictly confidential | Internal use only
over 85 countries10
• FDA & CE Marked
Approval. 10

11.

RADIESSE® BRAND HOUSE PILLARS
For Patients
VISION
→ What do we stand for
To be known as the
biostimulator of choice by
consumers and be
recognized as the next step
in collagen boosting
treatments for skin
renewal.
POSITIONING
→ Who we are and who
we serve
RADIESSE® is the only
evidence-based
regenerative
biostimulator with a
uniquely designed
formulation and technology
offering you an
individualized treatment
approach –tailored to your
unique needs. 5,17,18
USP
→ How are we unique from
competitors
1. RADIESSE® is a one-of a
kind treatment that
regenerates and restores
the natural components of
your skin to provide structure
and support for more
youthful looking, firmer
skin. 6
2. Goes beyond stimulating
collagen, and but also the
key components of the skin’s
structure to work against the
signs of aging skin. 8,9
3. Reverses the visible signs of
aging, proving long-term skin
regeneration for 12 months
or more.8
“Healthy-looking skin” is defined by regeneration of collagen I and III, elastin, proteoglycans, and angiogenesis
** Duration of 12-18 months
11 RADIESSE® Brandbook | Strictly confidential | Internal use only
PILLARS
→ Our Key claims
RTB
→ How do we back up our
claims
Foundational collagen
boosting treatment which
acts at the source to boost
collagen & reverse signs of
aging.5
Long-lasting renewal for
12-18 months.8
Purposefully designed with
natural minerals that occur
in the body, therefore
biodegrable.9,17
Minimally invasive with a
well-established clinical
safety profile, with little to no
down time.9,17
Global distribution
foot print.10
5x New Beauty Awards
Winner 2018, 2020-2023
Improves skin foundation by
restoring key structural
components. 1-3
Meaningfully re-builds the skin
at the source where aging
occurs. 19
Promotes healthy* and
youthful-looking skin.2,3
Provides immediate
enhancement, lift and
sharpened contours. 8
It’s an investment in skin
quality that allows you to look
younger while you age.1,6

12.

BRAND FRAMEWORK
This brand framework is internal-facing and inspires
brand-level communication, ideation, actions, and
even product development by establishing the
purpose for which Radiesse stands, built across its
Usefulness (what it does for people, including
functional attributes and personality) and its
Resonance (how it makes people feel, including
emotional attributes and shared beliefs).
This language is intended for internal guidance only
and not external communication (see Core Claims).
Internal message is intended to set the tone for RADIESSE®'s new brand identity
and helps inspire partners with a shared vision. This language is intended for
internal guidance only and not intended for external communication.
* “Healthy Skin” is defined by regeneration of Collagen I and III, elastin, proteoglycans and angiogenesis.
1. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 2. Bagnenko E.S., et al. Injection methods in cosmetology, 2017; 3: 30–
34. 3. Lemperle G, et al. Aesthet Plast Surg.2003;27(5):354-366. 4. Goldie K, Peeters W, Alghoul M, Butterwick K, Casabona G,
Chao YYY, Costa J, Eviatar J, Fabi SG, Lupo M, Sattler G, Waldorf H, Yutskovskaya Y, Lorenc P. Global Consensus Guidelines
for the Injection of Diluted and Hyperdiluted Calcium Hydroxylapatite for Skin Tightening. Dermatol Surg. 2018 Nov;44 Suppl
1:S32-S41. doi: 10.1097/DSS.0000000000001685. Erratum in: Dermatol Surg. 2019 Feb;45(2):327. PMID: 30358631. 5.
Yutskovskaya Y et al., J. Drugs Dermatol. 2017;16(1):68-734. Gonz lez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):54755. 6. Gonzalez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):547-55. 7. Goldberga I, et al. acc Chem Res. 2018; 51,
1621. 8. Barallobre et al. J Am College Cardio. 2020;75,2189-2203.
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RADIESSE® Brandbook | Strictly confidential | Internal use only

13.

BRAND MANIFESTO
For far too long, the world has told us what we should be.
What we should do.
How we should look.
It’s time to say what we are.
We are limitless.
We are powerful.
We are everyday brand new.
We have all we need inside.
We have bounce in our skin and our step.
We have regenerative power.
We have deep renewal at the source.
The way beauty has been done is done.
No more puffy, fluffy, and fake.
Only dewy, bouncy, and light.
Because we are the source of regeneration.
We are Radiesse®.
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RADIESSE® Brandbook | Strictly confidential | Internal use only

14.

TONE OF VOICE
In the Know.
Knowledge can get dusty on a shelf. “The know” is now. We have the latest insights into
the ever-changing world that we live in, and we keep no secrets. Sharing knowledge about
regenerative skin health and ways to feel better from the inside out is what we do best.
Empowering.
The beauty industry has spent time, energy, and a lot of money-making people feel “less than.”
We’re here to make people feel more — more empowered, more self-assured, and more
themselves by inspiring deep renewal.
Confident.
We are confident in our purpose and our product. We are not afraid to highlight what makes us
the right choice in a person’s beauty journey. We don’t bring fluff — we bring facts about what
makes our product and process unique. We’re leading the category, one bold move at a time.
Authentic.
To us, vitality, health, and wellness are the new pillars of beauty. We want our patients to feel like
their most unique, authentic selves, so we must live that every day. We are relatable, genuine,
honest, and bring realness to all we do.
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RADIESSE® Brandbook | Strictly confidential | Internal use only

15.

BRAND POSITIONING
Regenerating at the Source
RADIESSE® is the only evidence-based regenerative
biostimulator capable of
regenerating multiple components of the skin tissue resulting
in more healthy skin*.
It reverses the visible signs of aging and creates a youthful
appearance.1
* “Healthy Skin” is defined by regeneration of Collagen I and III, elastin, proteoglycans, and angiogenesis.
This positioning statement is intended for internal guidance only and not intended for external communication.
For approved claims see Core Claims on page 9.
1. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 12: 771–784.
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RADIESSE® Brandbook | Strictly confidential | Internal use only

16.

DEFINING BIOSTIMULATION VS.
REGENERATION GLOSSARY
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RADIESSE® Brandbook | Strictly confidential | Internal use only

17.

MESSAGING & CLAIMS
Regenerative Focus
Generic Radiesse
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RADIESSE® Brandbook | Strictly confidential | Internal use only

18.

MESSAGING
Core Pillars
All claims used locally should
reflect the indications
according to the local
instructions for use.
All final local materials must
comply with local regulations
and guidance.
Global Regenerative Biostimulation
Focal Regenerative Biostimulation
• Effective skin rejuvenation and skin quality
enhancement1,13
• Vertical lifting and enhancement4,7,15
• Sharpened contours and definition7
Structural reinforcement2,14
• Addition of Lidocaine for patient comfort15
1. Yutskovskaya Y, et al. J Drugs Dermatol. 2014 Sep;13(9):1047-52. 2. Zerbinati N. Clin Cosmet Investig Dermatol. 2018;11:29-35. 3. Gonz ez N, et al. Dermatol Surg. 2019;45(4):547-551. 4. Cogorno Wasylkowski V. Clin Cosmet Investig Dermatol. 2015;8:267-73. 5. Dallara JM, et al. J Cosmet Dermatol. 2014;13(1):3-14. 6.
Eviatar J, et al. Plast Reconstr Surg. 2015;136(5 Suppl):164S-70S. 7. Muti GF. J Drugs Dermatol. 2019;18(1):86-91. 8. Bass LS, Smith S, Busso M, McClaren M. Aesthetic Surgery J. 2010; 30(2):235-238 9. M, et al. Dermatol Surg. 2007;33 Suppl 2:S144-51. 10. Kadouch JA. J Cosmet Dermatol. 2017. 11. van Loghem JV, et
al. J Clin Aesthet Dermatol. 2015;8(1):38- 49. 12. Pavicic T. J Drugs Dermatol. 2013 Sep;12(9):996-1002. 13. Zerbinati N, et al. Arch Dermatol Res. 2017;309(5):389-96. 14. Sundaram H, et al. Dermatol Surg. 2010;36 Suppl 3:1859-65. 15. Schachter D et al. J Drugs Dermatol. 2016;15(8):1005-10. *Dependent on injection
placement, for example biostimulation is not seen in deep bolus placement.
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RADIESSE® Brandbook | Strictly confidential | Internal use only

19.

REGENERATIVE FOCUS
Core Messaging Pillars
Particles Matter
Radiesse® is about regeneration.
All claims used locally should
reflect the indications
according to the local
instructions for use.
All final local materials must
comply with local regulations
and guidance.
Our one-of-a-kind CaHA microspheres have a unique shape, size, and texture to regenerate key components of healthy
skin*, youthful-looking skin through a non-inflammatory mechanism of action1-2.
Fibroblasts Matter
Radiesse® sets a higher standard for skin regeneration. And it starts with fibroblast activation.
Radiesse® is the only evidence-based regenerative biostimulator that reestablishes the functionality of fibroblasts 2-3,
which not only stimulates collagen but restores five key components of healthy skin*.
Results Matter
Radiesse® has the ability to regenerate healthy skin*.
Radiesse® fundamentally improves the skin’s foundation for a healthy, glowing look that long lasting***. It delivers
immediate lift and contour as well as sustained, long-term regeneration of skin vitality*4.
* “Healthy Skin” is defined by regeneration of Collagen I and III, elastin, proteoglycans and angiogenesis.
** Duration of 12-18 months
1. Yutskovskaya Y, et al. J Drugs Dermatol. 2014;13(9):1047-1052. 2. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 12: 771–784 3. Courderot-Masuyer C et
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RADIESSE® Brandbook | Strictly confidential | Internal use only

20.

REGENERATIVE FOCUS
Particles Matter
The core claims listed here are not a complete and
exhaustive list, where additional claims may be used
based on local indications and regulatory guidance.
All claims used locally should reflect the indications
according to the local instructions for use.
All final local materials must comply with local
regulation and guidance.
The level of evidence to substantiate these claims
varies widely from publication to publication.
Regulatory requirements required for promotion of a
claim also varies from region to region. Therefore,
some claims may not be used depending on context,
level of evidence substantiating the claim, and local
regulatory restrictions.
EMEA approved claim list.
20
RADIESSE® Brandbook | Strictly confidential | Internal use only

21.

REGENERATIVE FOCUS
Fibroblasts Matter
The core claims listed here are not a complete and
exhaustive list, where additional claims may be used
based on local indications and regulatory guidance.
All claims used locally should reflect the indications
according to the local instructions for use.
All final local materials must comply with local
regulation and guidance.
The level of evidence to substantiate these claims
varies widely from publication to publication.
Regulatory requirements required for promotion of a
claim also varies from region to region. Therefore,
some claims may not be used depending on context,
level of evidence substantiating the claim, and local
regulatory restrictions.
EMEA approved claim list.
21
RADIESSE® Brandbook | Strictly confidential | Internal use only

22.

REGENERATIVE FOCUS
Results Matter
The core claims listed here are not a complete and
exhaustive list, where additional claims may be used
based on local indications and regulatory guidance.
All claims used locally should reflect the indications
according to the local instructions for use.
All final local materials must comply with local
regulation and guidance.
The level of evidence to substantiate these claims
varies widely from publication to publication.
Regulatory requirements required for promotion of a
claim also varies from region to region. Therefore,
some claims may not be used depending on context,
level of evidence substantiating the claim, and local
regulatory restrictions.
EMEA approved claim list.
22
RADIESSE® Brandbook | Strictly confidential | Internal use only

23.

REGENERATIVE MESSAGING
Core claims
The core claims listed here are not
a complete and exhaustive list,
where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
23
RADIESSE® Brandbook | Strictly confidential | Internal use only

24.

REGENERATIVE MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
24
RADIESSE® Brandbook | Strictly confidential | Internal use only

25.

DÉCOLLETÉ MESSAGING
Core claims
The core claims listed here are not
a complete and exhaustive list,
where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
25
RADIESSE® Brandbook | Strictly confidential | Internal use only

26.

DÉCOLLETÉ MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
26
RADIESSE® Brandbook | Strictly confidential | Internal use only

27.

GENERIC MESSAGING
Core claims
The core claims listed here are not
a complete and exhaustive list,
where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
27
RADIESSE® Brandbook | Strictly confidential | Internal use only

28.

GENERIC MESSAGING
Core claims
The core claims listed here are not
a complete and exhaustive list,
where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
28
RADIESSE® Brandbook | Strictly confidential | Internal use only

29.

GENERIC MESSAGING
Core claims
The core claims listed here are not
a complete and exhaustive list,
where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
29
RADIESSE® Brandbook | Strictly confidential | Internal use only

30.

GENERIC MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
30
RADIESSE® Brandbook | Strictly confidential | Internal use only

31.

GENERIC MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
31
RADIESSE® Brandbook | Strictly confidential | Internal use only

32.

GENERIC MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
32
RADIESSE® Brandbook | Strictly confidential | Internal use only

33.

GENERIC MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
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34.

GENERIC MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
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35.

GENERIC MESSAGING
Supporting claims
The supporting claims listed here
are not a complete and exhaustive
list, where additional claims may be
used based on local indications and
regulatory guidance.
All claims used locally should
reflect the indications according to
the local instructions for use.
All final local materials must comply
with local regulation and guidance.
The level of evidence to
substantiate these claims varies
widely from publication to
publication. Regulatory
requirements required for
promotion of a claim also varies
from region to region. Therefore,
some claims may not be used
depending on context, level of
evidence substantiating the claim,
and local regulatory restrictions.
EMEA approved claim list.
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36.

BRAND DESIGN
Color Palette
Logo Guidance
Typography
Visual Elements
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37.

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38.

LOGO GUIDANCE
RADIESSE® Wordmark
The colour combinations on the right are
predefined and must be depicted in this
combination on photography or on
monochrome background colors.
Minimum size: the height of the logo should
not be less than 6mm.
The protection area around the logo is
2/3 of the height of the RADIESSE® logo.
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39.

LOGO GUIDANCE
RADIESSE+® Wordmark
The colour combinations on the right are
predefined and must be depicted in this
combination on photography or on
monochrome background colors.
Minimum size: the height of the
logo should not be less than 6mm.
The protection area around
the logo is 2/3 of the height of
the RADIESSE+® logo.
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40.

LOGO GUIDANCE
RADIESSE+® Lidocaine Wordmark
Minimum size: the height of the logo
should not be less than 6mm.
The protection area around the lockups is
2/3 of the height of the RADIESSE® logo.
Inclusion of wordmark lockups may depend on local indications and will be included based on local regulation and guidance.
The options listed here are the only lockups available for global use.
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41.

LOGO GUIDANCE
RADIESSE® Slogan
Minimum size: the height of the logo
should not be less than 6mm.
The Versatile Collagen Biostimulation logo
lockup is available in black and white.
The protection area around the lockups is
2/3 of the height of the RADIESSE® logo.
Inclusion of wordmark lockups may depend on local indications and will be included based on local regulation and guidance.
The options listed here are the only lockups available for global use.
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42.

LOGO GUIDANCE
The R-Logo
The large scale “R” is the primary edition
of the logo. Usage of the small scale
edition occurs once the “R” is smaller
than 2,5cm in print or 100px in digital.
Large scale
Small scale
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43.

LOGO GUIDANCE
Merz Aesthetics® Legal Line
In product brand marketing materials and packaging, special
requirements may apply in regard to legal language. The Merz
Aesthetics® trademark line may be legally required in certain
applications, especially when material relates directly to product brands,
logos, and trademarks.
On product brand marketing materials, it may be necessary to include the
following for brand cohesiveness, clarity and legal purposes:
This guidance is recommended direction and isn’t an approved resource
for determining when or how to use trademark lines or other legal
language. Legal or Merz Aesthetics® IP must be consulted for all
instances of use of trademarked or potentially trademarked material.
Unless superseded by local legal requirements or special circumstances,
these items should be placed at the end or in the footer of the marketing
material in the order listed, as shown in the example to the left.
The trademark line will vary based on the trademarked items used,
but generally reads:
© 2022, Merz Aesthetics GmbH, Eckenheimer Landstrasse 100,
60318 Frankfurt, Germany. www.merzaesthetics.com. All rights
reserved.
All trademarks are the property of Merz Group companies.
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– Merz Aesthetics® logo
– References and other applicable text
– Product brand trademark line (if applicable) and any other applicable text

44.

LOGO GUIDANCE
RADIESSE® and Merz Aesthetics®
Both logos are used in combination on all assets.​
The RADIESSE® Wordmark-Logo should be aligned
in the width with the Merz Aesthetics® logo below.
The RADIESSE® R-Logo should be aligned on top
with the Wordmark-Logo.
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45.

LOGO GUIDANCE
In use
The minimum distance from the
RADIESSE® R-Logo should be applied all around.
The Wordmark and Merz Aesthetics® logos do
have a minimum size of 30 mm in width.
On key visual assets, the R-Logo must be placed in
the upper left – the wordmark-logo in the upper right corner.
In the corner down right should always be placed the
Merz Aesthetics® logo.
The distance to all edges should always be at least 1/2 of the R-Logo.
On moving images or social media assets the R-Logo
can be used alone.
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46.

PRODUCT PACKSHOT
RADIESSE® & RADIESSE®+
Current packaging in use: Packaging update pending - 2024.
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47.

TYPOGRAPHY
Typeface Aeonik Pro
About
In line with much loved grotesque typefaces, Aeonik Pro features closed apertures with
perpendicular stroke endings, clear letter shapes, and tight spacing. The most noticeable
characters are the ‘f’, ‘j’ and ’t’ which feature 90 degree turns and straight outstrokes, infusing
a little geometric twist into this genre. Aeonik Pro is drawn with clarity and functionality in mind.
In use
For all assets, different weights of the typeface can be used: Light, Regular and Bold.
The color of the font can be Midnight, RADIESSE® Blue, Sky or white.
The spacing is 0 for the copy and the kerning has to be optical.
For PowerPoint presentations, the typeface Corbel ​(a font available on all operating systems)
is used as an alternative.
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48.

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49.

SLIDE ELEMENTS
Icons
These icons are available to include in marketing materials to visually
highlight the key benefits.
All colors as shown on the right side are available.
When placing the icons on photography, contrast should be considered
when choosing a color from the palette.
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50.

SLIDE ELEMENTS
Icons
These icons are intended to act as signals for
certain topics and to provide a simple visual
representation of complex concepts and core
brand pillars. Icons shouldn’t be used on their
own without associated content or copy.
* Radiesse has shown a duration of effect of at least 12-18 months based on clinical data
* * This icon can only be used by the regions or countries with approved on-label dilutions
1. Goldie K, Peeters W, Alghoul M, Butterwick K, Casabona G, Chao YYY, Costa J, Eviatar J, Fabi SG, Lupo M, Sattler G, Waldorf H, Yutskovskaya Y, Lorenc P. Global Consensus Guidelines for the Injection of Diluted and Hyperdiluted Calcium Hydroxylapatite for Skin Tightening. Dermatol Surg. 2018 Nov;44 Suppl 1:S32S41. doi: 10.1097/DSS.0000000000001685. Erratum in: Dermatol Surg. 2019 Feb;45(2):327. PMID: 30358631. 2. Nowag B et al., presented at AMWC 2019. 3. Casabona G, Nogueira Teixeira D. Microfocused ultrasound in combination with diluted calcium hydroxylapatite for improving skin laxity and the appearance of lines
in the neck and décolletage. J Cosmet Dermatol. 2018 Feb;17(1):66-72. doi: 10.1111/jocd.12475. Epub 2017 Dec 29. PMID: 29285863. 4. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 12: 771–784. 5. Yutskovskaya Y et al., J. Drugs Dermatol. 2017;16(1):68-734. Gonz lez, N. & Goldberg, DJ Dermatol Surg 2019
Apr;45(4):547-55. 6. Gonzalez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):547-55. 7. de Almeida AT, Figueredo V, da Cunha ALG, Casabona G, Costa de Faria JR, Alves EV, Sato M, Branco A, Guarnieri C, Palermo E. Consensus Recommendations for the Use of Hyperdiluted Calcium Hydroxyapatite (Radiesse) as a
Face and Body Biostimulatory Agent. Plast Reconstr Surg Glob Open. 2019 Mar 14;7(3):e2160. doi: 10.1097/GOX.0000000000002160. PMID: 31044123; PMCID: PMC6467620. 8. Wollina, Uwe & Wiegand, C. & Hipler, Uta-Christina. (2018). CALCIUM HYDROXYLAPATITE MICROSPHERES – BIOCOMPATIBILITY AND
CLINICAL EFFECTS. Georgian medical news. 278. 62-68.
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51.

SLIDE ELEMENTS
Aging Illustrations
To best illustrate the effect of the product, there are the illustrations as
shown to the right:
01
−
schematically represents a youthful look
with V – face shape
02
−
displays an aged look
with Inverted V – face shape
03
−
shows the effect of RADIESSE®
with a reconstructed V – face shape
04
−
is a lateral illustration to optimally
show the tightening of the jawline area
All are available in Midnight, Sky and Off-White.
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52.

SLIDE ELEMENTS
Graphic Elements
Based on the design of the RADIESSE® R-Logo,
an arrow icon was developed.
Priority for use on digital assets and available in
Midnight, RADIESSE® Blue and Sky.
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53.

SLIDE ELEMENTS
Medical Illustrations
To illustrate the effect of the product deep in the skin,
a wide variety of graphics have been created.
These represent the process initiated by the injection
on a time axis in individual steps.
All these illustrations are available for both light
and dark backgrounds.
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54.

SLIDE ELEMENTS
Visual Elements
Visual elements serve as a graphic aid that can be leveraged when explaining core pillars or key points of differentiation.
“The Regeneration Process with Radiesse®” visual illustrates how Radiesse particles work once they come into contact with fibroblasts in the skin, activating them to stimulate
the production of five key components of the ECM.
ECM: Extracellular Matrix
1. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 12: 771–784. 2. Yutskovskaya Y et al., J. Drugs Dermatol. 2017;16(1):68-734. Gonz lez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):547-55 3. Gonzalez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):547-55
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55.

SLIDE ELEMENTS
Visual Elements
Visual elements serve as a graphic aid that
can be leveraged when explaining core pillars
or key points of differentiation.
“The Biostimulator Particle Comparison”
visual illustrates the difference in particle
morphology in top competitors within the
Biostimulator category.
1. Kim J et al., Clin. Cosmet. Investig. Dermatol. 2019; 12: 771–784. 2. Yutskovskaya Y et al., J. Drugs Dermatol. 2017;16(1):68-734. Gonz lez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):547-55 3. Gonzalez, N. & Goldberg, DJ Dermatol Surg 2019 Apr;45(4):547-55
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56.

SLIDE ELEMENTS
Visual Elements
Visual elements serve as a graphic aid that
can be leveraged when explaining core pillars
or key points of differentiation.
“The Biostimulator Particle Comparison”
visual illustrates the difference in particle
morphology in top competitors within the
Biostimulator category.
* “Healthy Skin” is defined by regeneration of Collagen I and III, elastin, proteoglycans and angiogenesis.
1. Zarbafian M, Fabi SG, Dayan S, Goldie K. The Emerging Field of Regenerative Aesthetics-Where We Are Now. Dermatol Surg. 2022 Jan 1;48(1):101-108. doi: 10.1097/DSS.0000000000003239. 2. Wollina, Uwe & Wiegand, C. & Hipler, Uta-Christina. (2018). CALCIUM HYDROXYLAPATITE MICROSPHERES –
BIOCOMPATIBILITY AND CLINICAL EFFECTS. Georgian medical news. 278. 62-68. 3. Data on file.
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57.

CORE BRAND IMAGERY & ASSETS
Overview
Photography Guideline
Exemplary Assets
PowerPoint Master
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58.

CORE BRAND IMAGERY
Overview
The pictures for RADIESSE® communications
should show models of different ages and ethnicities, focusing on the face, hands
and decolletage.
The brand colors in the background support
quick brand recognition.
All visuals celebrate a powerful attitude.
The models shown are posing self-confident
and convey a strong, expressive character.
There are 37 key and side visuals, beauty and additional shots available for use.
No local shootings are allowed without regional approval.
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59.

BRAND IMAGERY
Photography guideline
Models
− Diverse cast with natural, strong expressions and intellectual faces
Setting / Backgrounds
− Brand-Colors for quick brand recognition
− Structural elements matching the geometric character of the brand
Lighting
− Glowy, natural light that provides a luminous skin
Posing
− Extroverted, self-confident, bold with a direct look into the camera
Styling
− Monochrome silhouettes with a refreshingly modern take
Hair / Make-up
− “No Make-Up” Make-Up Look
No local shootings are allowed without regional approval.
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60.

CORE BRAND ACTIVATION
Exemplary Assets
HCP Brochure
EC Brochure
Science Brief
Social Media Assets
Power Point Master
Adverts
Invitation & Save the date
Roll-ups
Campaign Movie
Specific information on the RADIESSE® The power of skin rejuvenation campaign and its assets can be found in the Campaign Guideline.
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61.

CONTACT DETAILS
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62.

CONTACT DETAILS
For brand-related questions please contact:
EMEA contact
Samantha Vicent Naude
Felicia Glatzel
Regional Brand Manager
EMEA
Head of Marketing
EMEA
+49 151-1431-6456
samantha.vicentnaude@merz.de
+49 170-5569-278
felicia.glatzel@merz.de
merzaesthetics.com
The MERZ AESTHETICS® and RADIESSE® logos, are registered trademarks of Merz Pharma GmbH & Co. KGaA.

63.

64.

REFERENCING
01
Kim, J. Clin Cosmet Investig Dermatol. 2019;12771–784
02
Yutskovskaya, YA, Kogan, EA. J Drugs Dermatol. 2017;16(1):68–74.
03
González, N, Goldberg, DJ. Dermatol Surg. 2019;45(4):547–551
04
Courderot-Masuyer C et al., J. Cosmet. Dermatol. 2016 Sep;15(3):260-8.
05
Wollina, Uwe & Wiegand, C. & Hipler, Uta-Christina. (2018). CALCIUM HYDROXYLAPATITE
MICROSPHERES BIOCOMPATIBILITY AND CLINICAL EFFECTS. Georgian medical news. 278.
62-68
06
Nowag, B, et al. J Cosmet Dermatol. 2023;22(2):426–432.
07
Bass, LS, et al. Aesthet Surg J. 2010;30(2):235–238.
08
Van Loghem, J, et al. J Clin Aesthet Dermatol. 2015;8(1):38–49.
09
Draoui, O. The story of calcium hydroxylapatite. In: van Loghem J, ed. Calcium
Hydroxylapatite Soft Tissue Fillers. 2021
10
Merz Aesthetics®. Data on File. 2023.
11
Moers-Carpi, M, et al. Dermatol Surg. 2007;33 Suppl 2S144–151.
12
Muti, GF. J Drugs Dermatol. 2019;18(1):86–91.
13
Yutskovskaya, Y, et al. J Drugs Dermatol. 2014;13(9):1047–1052
14
Zerbinati, N, Calligaro, A. Clin Cosmet Investig Dermatol. 2018;1129–35.
15
Wasylkowski, V. Clin Cosmet Investig Dermatol. 2015;8267–273.
16
Schachter, D, et al. J Drugs Dermatol. 2016;15(8):1005–1010
17
Radiesse IFU 2023
18
Radiesse (+) IFU 2023
19
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Varani, J, et al. J Invest Dermatol. 2004;122(6):1471–1479