Myobloc and Allergan's Botox both treat the muscle condition dystonia.
Says Mitchell Brin, vice president of development for Botox at Allergan in Irvine, Calif.
Now Allergan, maker of Botox, wants to spread fear of "brow furrow"--age-related vertical lines between the eyebrows--to middle America.
Many Allergan holders will likely see the deal as a vindication that Allergan is winning the Botox and Filler battle.
For Allergan, FDA approval of Botox Cosmetic comes at an important time.
Allergan, best known for selling Botox, has tried to use its Lap-Band to tap the obesity market.
But should the link between physical expression and emotional experience bear out, it could develop into a marketing challenge for Botox marketers such as Allergan.
FORBES: Botox May Deaden Ability to Empathize, New Study Says
Approval, likely next month, will enable Botox's maker, Allergan, which is based in California, to advertise its cosmetic benefits direct to doctors and consumers in America, and could turn Botox into a billion-dollar lifestyle drug to rival Viagra and Prilosec.
So far, Botox Cosmetic has done pretty well without any marketing assistance from Allergan--300, 000 or so people got injections last year.
Allergan's market research showed that even people who don't know where Botox comes from know that there's something unsavory about its source.
Allergan's market research showed that even people who don't know exactly where Botox comes from know there's something unsavory about its source.
Allergan is a leading maker of eye care, skin care and aesthetic products, including best-selling pharmaceutical Botox.
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