• The New York Times, Thursday, July 26, 2007 12:45 PM

A multimedia campaign to promote Restylane--a dermal injection that reduces the appearance of wrinkles--includes a "Hottest Mom in America" contest. Medicis Pharmaceutical, which makes the product, plans to sponsor a reality television show, although it has yet to find a network to carry it.

Potential contestants--who do not need to have used Restylane--can submit videos to the contest's Web site. The woman who is crowned "Hottest Mom in America" will receive a $25,000 college scholarship for a related child, $25,000 in cash, a year of free treatment with Restylane and an interview with a prominent modeling agency.

A cable television spot depicts the before-and-after results of an actual patient, and the mental musings of actresses (playing Restylane patients) who discuss the joys of looking younger, which include a good deal of male attention. A second component of the campaign is a video skit on YouTube, capturing a woman's 50th birthday party. While her son compiles a video birthday card, the mother is caught on a couch smooching with a younger man.

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