Botox Cosmetic targets men in consumer education effort

IRVINE, CA: Allergan, the Irvine, CA-based pharmaceutical company that makes Botox Cosmetic, announced the launch of a consumer education campaign on July 15 that will include men in its target demographic for the first time.

IRVINE, CA: Allergan, the Irvine, CA-based pharmaceutical company that makes Botox Cosmetic, announced the launch of a consumer education campaign on July 15 that will include men in its target demographic for the first time, as well as women. New York-based Chandler Chicco Agency is providing support on the campaign.

Botox Cosmetic campaigns have traditionally focused on middle-aged women, said Crystal Cienfuegos, manager of corporate communications at Allergan. The company's most recent Botox Cosmetic campaign last spring was called Freedom of Expression and focused on actress Virginia Madsen.

“There's a rise in the number of men who are curious [about Botox Cosmetic],” she said.

The campaign, called “Your Personal Best,” is led by gymnast Nadia Comaneci and swimmer Mark Spitz, both former Olympians and gold medalists. It includes a national media tour and a new Web site (www.ypbevents.com) that provides educational information about the treatment, Cienfuegos said. The site also provides tips about staying healthy.

The tour begins July 22 in Miami and will travel through 11 other cities, ending December 15 in Beverly Hills. Three national physicians will lead discussions, which are all scheduled to be held at hotels, about the treatment. Comaneci and Spitz will attend and speak at each event.

Cienfuegos said that while Botox has become a household name, there are still misconceptions about the treatment and the role of the national tour is to demystify any concerns.

“[The] trained physicians can talk about what it can do, and what it can't do,” she said.

Media outreach has focused on national television and newspapers as well as lifestyle publications with long lead times and sports media outlets. The PR team will also reach out to local media, closer to each event, with the goal to drive consumers to the Web site, Cienfuegos noted.

Cienfuegos declined to disclose the campaign budget.

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