NEW YORK: Drug company Medicis has tapped Lippe Taylor as AOR to increase the brand awareness of its wrinkle-corrector Restylane, an injected cosmetic dermal filler that is often used in combination with Botox.
Medicis had previously worked with DeVries PR, but moved the account to Lippe Taylor, which had also competed for the business during the original pitch.
"We just decided that Lippe Taylor would be a better fit," said Claude Maraoui, group product manager for Medicis.
Previous generations of wrinkle correctors used animal-derived collagen, which can cause allergies in some people.
But Restylane, which became the first non-animal-derived dermal filler in February 2004, now competes with products like Inamed's Hylaform and Dermik's Sculptra.
"It must be more aggressive," said agency president Maureen Lippe. "It has been out there for two years. Now there's a lot of competition."
Lippe Taylor will work on building brand awareness among women, dermatologists, and plastic surgeons. Messages will tout the brand as long-lasting, safe, and the global leader, with 3 million patients treated worldwide.
Barbara Jo Howard, MD at Lippe Taylor, said the agency is targeting the entertainment and broadcast media, in addition to planning direct and interactive marketing components.
Maraoui noted that the agency is planning to hold roundtables for beauty editors. Physicians will be invited to discuss the product, he added.