Housewives are desperate to stay young forever. Some will undergo cosmetic surgery, others will use exotic (and expensive) skin creams or perhaps try Botox or other injections. Medicis Pharmaceutical wants these women to consider Resylane, a twice-yearly injection to treat lower face wrinkles. But face injections are not especially conducive to mainstream mass market advertising, so Medicis decided to launch their
own television reality show called
The Hottest Mom in America. The show is a contest actually, conducted and filmed in Dallas, Miami, Chicago, New York, Los Angeles and Toronto (which we believe was not in America last time we checked.) While details of the program are sketchy,
The Wall Street Journal (paid subscription required) says the winner will receive a college scholarship for her child and status as an official spokeswoman for Restyane. (The winner presumably also receives a younger-looking, wrinkle-free lower face.) There is a lame
website intended for viral marketing. While
Marketing Blurb supposes this idea has merit, we believe moms are beautiful without these treatments. No one is getting any younger.
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