If you're getting old, do it without wrinkles

PR Report German 24-Apr-02

HAMBURG - After the specialists, the public is now set to get to know a new preparation from Frankfurt's Merz Pharmaceuticals GmbH. The kick-off is to be at a press conference in Hamburg on Monday.

There, the Hyal-System from the cosmetics division is to be presented to the press for the first time. The nationwide communications for the spray, which contains a substance with the same composition as natural skin, making the skin more taught and elastic, are to be implemented by the agency Adriane Beck & Partner.

The appeal to the target group - women over 30 - is based on "quality of life". This includes an attractive appearance as well as health. In addition, the active ingredient, which has been available on the Italian market for three years, is widely regarded as the alternative between "conventional" cosmetics and cosmetic surgery.

The PR campaign from the Hamburg agency started at the beginning of the year and was initially focused on specialist circles, dermatologists and cosmetic surgeons.

Embedded within a marketing campaign, doctors were informed about the Hyal-System and trained in its application. The overall concept from Merz includes training, involvement in conferences and sales activities. HW Consult in Frankfurt is responsible for advertising.