Chapter 41. Grownups don’t grow up anymore
Restylane is the top-selling dermal injection to reduce the appearance of wrinkles. In 2007 the company decided to pitch it directly to consumers for the first time so, in keeping with new media trends, it launched a multipronged campaign that recognized the technical prowess of many middle-aged people. A conventional TV spot features before-and-after results, along with women who talk about how frequently men check them out after the treatment. But a second component is a video skit on YouTube that supposedly takes place during a woman’s fiftieth birthday party. While her son works on a video birthday card, Mom gets caught smooching with a younger man on a couch. Viewers don’t know the skit is an ad ...
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