Allergan Is Betting on Botox for Men

Call it Brotox.
Allergan Plc is rolling out its first advertising campaign that directly pitches its blockbuster wrinkle-smoothing treatment Botox to men, a spokeswoman said Monday. The campaign will include TV commercials. Botox, which is injected into the skin, is used mostly by women.
In other efforts to bolster the brand, Allergan is creating a U.S. medical institute to train tens of thousands of health-care professionals to inject Botox. Allergan is also expanding its consumer-loyalty program, which already has more than 3.6 million users.
“These things among others have taken years to build, are difficult to replicate and give us a major competitive advantage,” Bill Meury, the company’s chief commercial officer, said on a call with analysts.
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