Beauty and body image are increasingly important to Latinas as they move up the socio-economic ladder. As income increases, they spend a greater portion of their income on style and fashion. Ethnic cosmetic procedures increased 11% in 2008 with procedures among Caucasians dropped 2%, according to the American Society of Plastic Surgeons. Some of the most commonly requested minimally-invasive cosmetic procedures for Hispanics were injectable wrinkle fillers, such as Botox.

Restylane came to REVOLUCION to elevate the brand's profile in the Hispanic market. The company also wanted to underscore that—unlike its competitors—Restylane is biodegradable; made of hyaluronic acid, a natural substance already existing in the human body; and is free from animal protein and has a lower risk of animal-based disease transmissions or development of allergic reactions.

The PR campaign was focused on Hispanic communities in Miami, New York, Houston, Los Angeles, and Chicago. We identified plastic surgeon Dr. Carlos Wolf and cosmetic dermatologists Dr. Vivian Bucay and Dr. Mariano Busso as ideal bilingual spokespeople. Our PR team executed a full-scale Spanish-language media relations effort with messages that responded to specific beauty needs of Latinas and positioned Restylane as the preferred choice in the cosmetic dermal filler market.

Key placements included spokesdoctor interviews in leading newspapers La Opinión, El Diario/La Prensa, El Nuevo Herald, Semana News, on the TV network America TeVe and Florida's La Nueva 88.3 FM for a total of 4,503,770 media impressions. Those are some beautiful results.