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