Healthcare: On the Agenda - New pill could reduce crows' feet

In a nutshell

A new pill could help shrink wrinkles from inside the body, early results have shown. The pill, which is taken three times a day, is set to be launched next month by consumer product giant Unilever.

The findings

The results from a trial of 480 women in the UK, France and Germany found that in 14 weeks, 'crows' feet' wrinkles in the corner of the eye became an average of ten per cent shallower in those that had taken the capsules, shrinking by 30 per cent in the best responders. The wrinkles of women who received a placebo did not change significantly.

New Scientist exclusive

Full results from trials of the pill are not yet released, but Unilever presented the preliminary findings to leading science and technology magazine, New Scientist, which worked with independent researchers to evaluate the findings.

PR strategy

The Unilever in-house media team worked with New Scientist magazine on an exclusive feature. The aim was to promote the research and innovation work at Unilever. The strategy was to secure the exclusive with the highly respected science title, which would subsequently feed into the national news agenda.

Media coverage

Following the New Scientist piece on 21 September, the national media covered the story widely. Highlights on 22 September included the front cover of The Daily Telegraph, the Daily Mail (p3) and the Huffington Post UK.

480: Number of women in the preliminary trial

10%: reduction in 'crows' feet' in those who took the capsules.

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