• by Christine Bittar , August 23, 2006

The injectable wrinkle treatment Botox, marketed by Allergan, has been advertised like mad in print, on TV, and online. So Allergan's new marketing tactic can almost be viewed as a soft sell.

Data by the Aesthetic Surgery Education & Research Foundation found that moms ages 40 to 45 were the biggest Botox consumers, so Allergan partnered with Vicki Iovine, author of the Girlfriends Guide series of books, to create The Girlfriends' Guide to Staying a Hot Mama. The Guide talks up simple skincare tips like using sunscreen and drinking water, as well as touting Botox.

The pitch kicked off on the Big City Moms Web site and at a Mother's Day luncheon in New York City. Events on the West Coast and nationally pairing Iovine and Big City Moms are in the works.