Tel Aviv-based ColBar is to invite journalists to watch patients receiving the treatment, which is called Evolence.
It is using Chime-backed healthcare marketing outfit Ozone to promote the forthcoming consumer launch of the collagen-based wrinkle-buster which comes without the need for repeat treatments.
Ozone is co-ordinating a PR campaign that takes in Milan, Madrid and
Munich, as well as London – where a launch event featuring live treatment will be held at the Institute of Contemporary Arts on 2 March.
Ozone chairman Gareth Zundel said: ‘We want Evolence to have the impact that Botox had. It has the potential to have the same impact.’
Patients will face the syringe and undergo a procedure that takes ‘just a few minutes’, said Zundel.
Health professionals are being trained to administer Evolence – and between 50 to 100 places in the UK should be equipped to perform the treatment by March, said Zundel.
Ozone launched the product to health professionals at the European Academy of Dermatology and Venerology in Florence last November.
The Healthcare Commission last week called for tighter scrutiny of Britain’s cosmetic treatment industry.
The watchdog warned of ‘risks’ with cosmetic and aesthetic treatments and proposed more rigorous controls on ‘cowboy’ operators.
Zundel said PR would also seek to reassure that Evolence treatment is safe.