Exclusive! David Beckham NOT in Deal With Botox

I'm a soccer fan (we call it football, actually, in the sense that it's a game you play with your feet, unlike "football.") So I was surprised to learn that David Beckham has signed on with Allergan to be the male "face" of Botox.

I was even more surprised to learn this from Lois Paul & Partners, a PR firm that does not represent Allergan. (see full email text after the jump). The email said: "Botox has come a long way since 2005, when the majority of users and potential users online thought of Botox as a danger. Now, Virginia Madsen and David Beckham are official spokespeople."

Uh, what? That would be huge -- and totally bizarre -- drug marketing news!!!

So I hit Google, and while there are plenty of stories suggesting that Bex's preternaturally boyish face comes from his being stabbed in the face with a Botox needle, nowhere does it say he's actually signed on as an endorser.

After that I decided to be a journalist, and call the company. The first rep I reached didn't pick up the phone. The second dissembled on the issue -- "I cannot say he is an official spokesperson" -- which to a journalist sounds like pharma double-speak for "I see you've got the story before we were ready to talk about it. Let me see if I can sew enough doubt in your mind to stop you publishing that." Then the third pr woman forthrightly declared "We don't have a relationship with him. Not at all," and burst out laughing.

So there it is. This is how tabloid rumors start, folks. You read it here first: Beckham does NOT have a deal with Botox!

From: Rachel Reed <Rachel_Reed@lpp.com>
Date: Fri, 18 May 2007 09:28:14 -0400
To: <jedwards@brandweek.com>
Subject: *Follow up - Study shows Botox has come a long way since 2005 (more)

Hi Jim-

I wanted to follow up on my email below regarding Botox and the way perspective on the drug has changed drastically over the past few years.  Please let me know if you received this information and would be interested in hearing more about data that BrandIntel has gathered regarding consumer discussion of Botox.  I look forward to your feedback, and thanks!

Best,
Rachel

Rachel Reed | Account Representative
Lois Paul & Partners | www.loispaul.com <http://www.loispaul.com/>
P 781.782.5785 | rachel_reed@lpp.com <mailto:rachel_reed@lpp.com>

Celebrating 20 Years of Hitting the Mark for Our Clients

__________________

Hi Jim-

Botox has come a long way since 2005, when the majority of users and potential users online thought of Botox as a danger. Now, Virginia Madsen and David Beckham are official spokespeople. And more importantly for Botox, the online world considers Botox a wonder drug. The online world loves Botox and evangelizes on its behalf.

BrandIntel has been closely following how the online world views Botox since 2005, and in two years Botox's reputation has improved faster than any crows feet have smoothed out. The difference in online sentiment is one of the most dramatic changes in a pharmaceutical product that BrandIntel has seen.

According to the metrics that BrandIntel has gathered in a recent report:
A large percentage of online consumers talking about Botox are showing an intent to begin or continue treatments
22 percent of online discussion around Botox is focused on satisfaction with the product, outweighing discussions regarding side-effects. When considered next to other categories such as cholesterol where side-effects make up the majority of discussions, this is a very positive, and surprising, advantage for Botox.
In 2005, 60 percent of online Botox commentary was negative. In 2007, more than 60 percent was positive.
Botox is continuing to be discussed more positively than competitor Restalyne.

BrandIntel (a division of Brandimensions) provides our clients with a combination of human analysis and technology that monitors billions of web pages and millions of web sites and the pharmaceutical market is one of our main areas of expertise. Once relevant content is identified, BrandIntel analyzes thousands of blogs, discussion forums, message boards, information portals, media sites and newsgroups.

If you are interested in getting additional information regarding the how Botox is being viewed online data that we pulled together, or would like to speak with one of the analysts that pulled this together, I can certainly coordinate.  I will follow up with you shortly, but please feel free to contact me in the meantime for any reason.

Best,
Rachel

Rachel Reed | Account Representative
Lois Paul & Partners | www.loispaul.com <http://www.loispaul.com/>
P 781.782.5785 | rachel_reed@lpp.com <mailto:rachel_reed@lpp.com>

Celebrating 20 Years of Hitting the Mark for Our Clients

Comments

[Ted Weismann]

In response to this post, I feel compelled to clarify the reference to Mr. Beckham that came from our firm. In doing so, it's important to say that we don't have an issue with Jim's reporting on the reference; as he said, he's doing his job. We regret making this inaccurate reference to Mr. Beckham, and it was a mistake solely made by us. It is important for us to make this clear as the reference does not reflect nor is based on any information received from our client. We apologize to all of the parties referenced within our communication for this inaccuracy.

Ted Weismann
Senior Vice President, Lois Paul & Partners

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