Wanted: Wrinkled Men Not Afraid of Needles for ‘ Brotox’ Revival [Bloomberg Business News]
ALLERGAN INC (AGN)
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Source: Bloomberg Business News
At Marina ManLand in the Los Angeles area, plastic surgeon Grant Stevens is injecting Botox into men as never before. He advertises his sports bar-esque practice with the image of a man on a leather couch, drinking a highball and smoking a cigar. It’s working. “I’m doing more male surgery than ever before in my entire career,” Stevens said. ManLand is emblematic of a trend that’s sweeping the medical aesthetics industry as the distributors of drugs such as Botox, Dysport and Xeomin step up their efforts to sell cosmetic drugs to men. None may be more prominent right now than Allergan Plc ’s push to market what the media has dubbed “Brotox.” In April, the drugmaker rolled out print, television and social media ads in attempt to lure male customers, running them during baseball games and the Stanley Cup finals. “We’ve had campaigns over the past several years, but not quite on this scale,” Bill Meury, chief commercial officer at Allergan, said in a phone interview.
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