Tarsus Pharmaceuticals has spent the past three years marketing its efforts to overcome the little-known and stigmatized condition of Demodex blepharitis, an eyelid disease caused by mites.
Now, the company plans to hire actor and former wrestler John Cena to discuss his condition and use of the Tarsus blepharitis drug Exdenvy.
“I have been suffering from redness, itching, and crusting on my eyelids for years, and I believe this is caused by being exposed to bright lights for long periods on set,” Cena said in a statement.
“But it finally got to the point where I could no longer ignore it. My eye doctor diagnosed me with Demodex blepharitis. I was relieved to finally understand the cause of my symptoms and know there were treatments available.”
He was then prescribed Xdemvy, the only drug specifically approved by the FDA for this condition in 2023.
As part of the project, Cena can be seen reading a book called “The Eyelid Tick Guide” in a deadpan and comedic manner on social media channels such as Instagram. He ends with the catchphrase, “I’m hooked.”
Bobby Azamian, MD, CEO and Chairman of Tarsus, said in the release: “John’s story resonates with millions of people who often overlook or ignore their eye health, and his candid perspective and understated humor help draw attention to a serious disease.”
“Regular eye exams are so important and I hope his experience will encourage more people to recognize the signs, seek care and take their eye health seriously.”
This fits neatly into Tarsus’ marketing campaign structure. This condition is alarmingly common, but stigma and lack of awareness prevent people from seeking diagnosis and treatment.
Tarsus went on the offensive to raise awareness. Before the drug’s approval, the company ran a frank awareness campaign called “Don’t Panic, Get Tested,” urging patients who may have Demodex blepharitis to see an eye doctor for an eyelid exam.
And in 2024, it launched a “Disband the Dani Party” campaign through its Xdemvy Facebook page (@xdemvyrx). This campaign was also featured on the official product site at xdemvy.com. The website includes a “Find a Doctor” tool, an interactive quiz, and real before-and-after results for patients treated with Xdemvy.
And John Cena isn’t the company’s first big name. In 2024, Tarsus will feature actor Betsy Sodaro in a new ad. Here, the camera zooms in on a woman’s irritated eyes to show a full-blown “mite party” on her eyelids, with a group of actors dressed as Demodex hanging out between her eyelashes, the leader played by “Ghost” star Sodaro.
These campaigns seem to be working. Xdemvy earned $451.4 million last year, and in its full-year financial report released in February, Tarsus said its DTC projects in streaming platforms and network television “continue to grow with positive return on investment in 2025.”
It added: “The self-recognition rate for Demodex blepharitis is now around 25% of patients surveyed at the start of the campaign, compared to 2% of patients surveyed at the start of the campaign.”
