Botox always ready for a new wrinkle

‘Botox zombie” is a term of caution coined by celebrity news outlets for public figures who have apparently overused the wrinkle-relaxing injectable toxin on their faces and wound up looking oddly frozen. But Botox, despite many negative reports and associations since it won approval for cosmetic use 10 years ago, is selling better than ever and has managed to combat many of the detrimental stereotypes that have surfaced.

A new Canadian study says the brand’s resilience is a testament to how well Allergan Inc., the Irvine, Calif.-based health care company that makes Botox, has cannily massaged and altered its marketing platform over the years in response to various attacks.

“Botox Cosmetic’s status as a legitimate self-enhancement technology has been routinely undermined by negative technology stories about deadly poison, frozen faces, mutilation and addiction,” said Markus Giesler, associate professor of marketing at York University’s Schulich School of Business in Toronto.

Read the Original Article at http://www.canada.com/business/Botox+always+ready+wrinkle/6822846/story.html

Source:  by Hollie Shaw for The National Post, June 22, 2012 at http://www.canada.com/business/Botox+always+ready+wrinkle/6822846/story.html