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Allergan awarded Pacific Communications the DTC assignment for its severe axillary hyperhidrosis (severe underarm sweating) indication on Botox following a competitive pitch.The campaign, featuring print ads in women's magazines as well as patient brochures and in-office materials, will target young professional women, emphasizing expanded wardrobe possibilities when underarm sweating is brought under control. Pacific Communications already handles professional advertising for the brand, but DTC has traditionally been tasked to big consumer shops. The Costa Mesa, CA, agency first launched Botox as Allergan's in-house shop but was spun off in 1993 and lost the business before regaining professional advertising for the brand in 2004.FDA approved the hyperhidrosis indication in July 2004 on the strength of two clinical trials involving more than 600 adults. One study showed that 91% of adults receiving Botox halved their sweating, while only a third of those receiving a placebo showed similar improvement. Botox (Botulinum Toxin Type A) was first approved in 1989 to treat two eye muscle disorders but has since expanded into numerous other medical and cosmetic indications.

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