RALEIGH – Gwyneth Paltrow is giving a high-profile Hollywood boost to Raleigh-based Merz Aesthetics as it launches a global promotional campaign for an anti-wrinkle treatment.

She’s the latest star to back the product Xeomin, which is pronounced Zeo-min. The other was Christie Brinkley who promoted Zeomin and another product in 2017 on behalf of Merz NA.

Paltrow also is a user of Xeomin, which is FDA-approved.

“For me, beauty is about deepening happiness versus trying to chase youth,” Paltrow, 47, said in the announcement.

“And it’s no secret that I’m an open book when it comes to trying new beauty regimens, but I want to know what’s in a product before putting anything into my body. Finding highly purified and proven products is so important. That’s one of the many reasons I started using Xeomin a few years ago.”

Paltrow, an award-winning actor and entrepreneur, founded “goop,” a lifestyle brand “devoted to helping women make their own choices count in the various facets of their lives—from style, travel, work, food, and beauty to physical, mental, and spiritual wellness.”

Merz Aesthetics focuses on medical aersthetics. It began operating independently from Merz North America, a pharmaceutical company specializing in aesthetics, skin care and neurotoxins, which moved its headquarters to Raleigh three years ago from Greensboro.

Paltrow is part of what the company calls the first “global campaign” for the treatment under Merz Aesthetics. The firm says Xeomin targets “wrinkles between the eyebrows a smoother appearance.”

The actor, entrepreneuer and author “will be sharing details about what she does to look and feel her best, and will ask women to do the same on social media using #DareToSelfCare,” the company added.

“Gwyneth’s passion for knowledge and learning, and her deeply personal perspective on beauty and aging, are all qualities we at Merz Aesthetics admire in her, and the values we share as a company. We could not be more thrilled to be partnering with her to educate women around the world about a frown line treatment that is uniquely purified without unnecessary proteins,” said Merz Aesthetics CEO Bob Rhatigan.

Merz North America enlisted Brinkley in a national marketing campaign to promote two products in its aesthetics portfolio that she has used, Ultherapy and Xeomin.

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