Photo: Brooke Shields at age 46 (Getty Images photo)Slide show: “Brooke Shields from ‘Pretty Baby’ to now”
YOUNGER LOOK
The makers of the eyelash-boosting drug Latisse are seeking sales from customers younger than celebrity endorser Brooke Shields, 46.
For now, the actress is not appearing in any ads for Latisse, said Caroline Van Hove, spokeswoman for Irvine-based Allergan, which makes the drug.
The Latisse website features actress Claire Danes, 32; model Sarah Mutch, 26; and young model Mekenna Bree.
“we always partner with a variety of spokespersons for each of our brands,” Van Hove said. “we do, however, frequently rotate our brand spokespeople to appeal to the different demographics within our target population and are presently not running the ads with Ms. Shields.”
Plastic surgeon Dr. Terry Dubrow of Newport Beach commented on the change, “my average patient age using Latisse is 35. Younger girls have not flocked to the product hence the need for a younger spokesperson.”
But Van Hove said, “Since the launch of the advertising campaign, our ads featuring Brooke Shields have been received very well with our target audience for Latisse.”
Dermatologist Dr. Lorrie Klein of Laguna Niguel said, “they are gearing their advertising toward younger women because it is a huge untapped population for cosmetic treatments and products.” Most of her patients who use Latisse range in age from 30 to 60, she said.
Bree Mekenna before (top photo) and after using Latisse / Photo courtesy of Allergan
Latisse was launched in 2009. Consumers bought $74 million worth of it that year and $82 million in 2010.
The Cosmopolitan Skin Care Solutions blogger Naomi Fenlin said of Allergan’s selection of young blue-eyed spokesmodels such as Bree:
“The marketing people behind Latisse clearly included these azure-eyed beauties to disprove the recent urban-legends about Latisse permanently darkening light eyes and eye-lids. (I can personally attest to this rumor being bunk, after at least a year of constant use– the color of my baby blues’ haven’t changed one iota.This is also partially why they picked their Claire Danes to be the new Latisse spoke-model– she’s known for being extremely fair-skinned, and this is a way to demonstrate to the world that Latisse will not adversely affect anything on her.)
The label required by the Food and Drug Administration for Latisse says the drug “has the potential to cause skin darkening, which has been reported to be reversible after discontinuation of the product.” that side effect occurred in 2.9 percent of patients in the clinical studies of the drug before it was approved by the FDA in 2008, the company said.
The FDA lists these potential side effects from Latisse, several of them very rare or only experienced in patients using the glaucoma drug Lumigan, which contains a stronger version of the active ingredient of Latisse:
- Turning patients’ irises brown.
- Darkening of the eyelid.
- Hair growth wherever Latisse “comes in repeated contact with the skin surface.”
- Contamination of Latisse or its drug applicators, potentially causing bacterial infection.
- Absorption into soft contact lenses of the chemical benzalkonium chloride, which is contained in Latisse.
Join the conversation: Follow “in Your Face” on Twitter and Facebook for the latest information, discussions and gossip about cosmetic medicine, celebrities and regular people. to stay up-to-date, you can also subscribe to this blog for free by email or by RSS feed.Recent posts about Latisse:
- Doctors doubt Latisse harmed Claire Danes
- Allergan tests treatment for baldness
- Claire Danes target: Young eyelash fans
- Botox and Co. on a roll worldwide
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