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Dermtek Pharmaceuticals begins Reversa campaign

Dermtek Pharmaceuticals broke a new advertising campaign yesterday to promote its Reversa line of anti-aging skin care products. The campaign, developed by Taxi Montreal, depicts a mature woman sitting on a couch with a younger naked man. The copy directs viewers to a website at <> for more information about the product. The ad will run in the October and November issues of consumer magazines aimed at women. The website consists of four areas containing information on four Reversa products: UV Anti-Wrinkle Cream, UV Anti-Spot Lightening Cream, Skin Smoothing Cream and Corrective Night Cream. The areas are hosted by plumber, fireman, gardener and chef characters, all depicted as young men. Visitors to the site can choose to have the characters perform various actions, resulting in the display of a video clip. The campaign also includes a contest element during which consumers can bid for Reversa products on the EBay website. The winners of the auctions will also receive a weekend for two at a spa, hosted by a younger man. The auction will run from Sept. 18 to Oct. 2. The proceeds will be donated to the YWCA. “Reversa wanted to communicate the image and personality of its brand, and underline the side effects experienced by women who use their anti-aging products, namely, a sex appeal that triggers a boost of confidence for the woman who is in control, and who looks and feels younger than her years,” said Stéphane Charier, creative director at Taxi Montreal.  “Really the creative is a spin-off of an old favourite, with a bit of a twist, and implies an interesting by-product of usage of Reversa products; the attraction of younger men.”

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