Medicis Aesthetics promotes Restylane
By Adnews Staff
Toronto-based Medicis Aesthetics Canada has begun a new national marketing campaign for its anti-wrinkle treatment Restylane. The campaign, which uses the tagline "Define yourself," is intended to raise awareness of the product and its effects. The program includes special events, co-promotions with physicians and spas, sponsorship activities, collateral materials for consumers and physicians, plus public relations. Print ads will also run in daily newspapers, supplements and trade publications. The campaign was developed by Portrait Branding of Toronto. Public relations are being handled by The Siren Group, also based in Toronto. The creative depicts the injectable wrinkle treatment as similar to other personal grooming products such as hair colour and cosmetics. "The Restylane campaign is a complete departure from traditional advertising in the cosmetic enhancement industry," said Manny Kapur, business director of Medicis Aesthetics. "We wanted to reposition the brand to underscore its relevance and connection to the worlds of fashion and beauty in terms that Canadian consumers, the medical community and the trade understand and relate to. We expect that the depth and breadth of the marketing campaign will change the way people perceive cosmetic enhancement."