In the quest for eternal beauty, many women do whatever it takes. Whether it’s Botox, chemical peels or the latest face cream, some consumers just can’t put a price on beauty. Soon, Latisse may be the next-best, must-have product.
The first of its kind, Latisse is approved by the FDA for the treatment of eyelash hypotrichosis, the condition which causes inadequate eyelashes. Available by prescription only, Latisse is shown to increase the length, thickness and darkness of eyelashes after applying the liquid to lashes regularly. This product eliminated the hassle of using messy mascara (yes, you heard right, a pharmaceutical solution to eyelash envy).
Allergan has been promoting and selling Latisse for only a few months, but early projections indicate the product could pull in more than $500 million annually. Allergan, Inc. has been marketing this new product by targeting dermatologists, optometrists and plastic surgeons as well as buying ads in medical journals to establish the brand in the medical community. The company is also using public relations and advertising to educate consumers. Television commercials feature spokesperson Brooke Shields, and the Web site even features pictures of Brooke’s eyelash progression while using Latisse. In her video diary, Shields says “Everyone” has noticed the difference in her lashes and that her expectations were exceeded.
Brooke is also involved with LATISSE® Wishes, a charity campaign whose goal is to raise $1 million to support the Make-A-Wish foundation, which grants the wishes of children with life-threatening medical conditions. LATISSE® Wishes kicked off with a star-studded launch party in March.
By launching Latisse with such a strong marketing campaign, Allergan is presumably hoping that women will give the product a chance and spread the word. For now, we’ll wait to see if Latisse gains approval from this demanding demographic, making it a staple in their beauty regimen. What do you think – perfect product or scary science?
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Posted by: consumer behaviour dissertations writing | October 15, 2009 at 06:33 AM
Latisse has been a great product so far. If you are looking for a good place to buy consider an M.D. backed site at www.yourlatisse.com. Great pricing at $89/bottle also.
Posted by: anshul gambhir | October 20, 2009 at 12:04 PM