Medicis ups ante in wrinkle wars

NEW YORK: Medicis is planning a ‘more aggressive’ PR drive for its wrinkle corrector Restylane, an injected dermal filler often used in combination with Botox.

New York-based Lippe Taylor has secured the US account for the brand – known as the Polyfilla of the beauty trade.

Previous generations of wrinkle correctors used animal-derived collagen, which can bring on allergies. Restylane became the first non-animal-derived dermal filler when it launched two years ago and competes with products such as Inamed's Hylaform. It has been used on three million patients.

'Our communications must be more aggressive,' said agency president Maureen Lippe. 'There is a lot of competition in the market.'

Medicis previously used DeVries PR before calling in Lippe Taylor.

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