Medicis Pharmaceutical Corporation has launched a new multimedia promotional campaign for Restylane, the FDA approved dermal filler that reduces the appearance of wrinkles. Instead of depending on the traditional print and television media, Medicis has roped in Internet medium and planned out promotions on the internet including a contest named The Hottest Mom in America where the emphasis will be on finding "a woman who is in tune with her family, involved in her community and in touch with her femininity."

Highlights of the Restylane promotion

a. A television spot on cable channels show before-and-after photographs of actual patients and actresses discussing the joys of looking younger.
b. A video skit on YouTube.com shows a woman celebrating her 50th birthday party where her son compiles a video birthday card in which the mother is shown kissing a younger man.
c. Viewers realize that what they are watching is an advertisement only towards the end.
d. This video clip has been viewed more than 13,000 times.
e. Contests have been planned. One such contest is Hottest Mom in America.

Highlights of the Hottest Mom in America contest
a. Contestants are not required to use Restylane.
b. All they have to do is submit videos to the contest's Web site.
c. The winner will receive a $25,000 college scholarship for a related child, a cash prize of $25,000, a year of free treatment with Restylane and an interview with a prominent modeling agency.
d. The target is middle-income women earning $50,000 to $70,000 a year and who are interested in being beautiful.
e. The winner will also be the next spokeswoman of Restylane.
f. Click here to register