Botox marketing smooths wrinkles of trial publicity.

For Allergan Inc., a subtle offense has proved the best defense in the court of public opinion over Botox.

During the sensational trial just concluded over a celebrity dermatologist's use of the company's mainstay, Irvine-based Allergan defended its product while steering clear of the specific allegations.

A Los Angeles jury cleared Allergan and Dr. Arnold Klein of wrongdoing in the high-profile case brought by Irena Medavoy, wife of Phoenix Pictures Chairman Mike Medavoy, in which she claimed that high doses of Botox for migraines caused her chronic aches and pains.

But the suit wasn't without embarrassing moments for Allergan, including mention of its payments to Klein to promote Botox. The practice proved surprising to some unfamiliar with the ways of the drug industry.

Allergan's strategy outside the court was two-fold, according to Christopher Perez, senior vice president at the Corona office of New York-based Euro RSCG Magnet, a public relations and advertising agency.

"They defended their product but didn't try to be judge or jury on the trial," said Perez, whose agency did investor relations work for Allergan about five years ago but doesn't represent the drug maker now. "It kept them on the more pristine medical, pharmaceutical side without getting into the scandal-ridden, Hollywood wife story that was brewing."

For its part, Allergan officials insist the case didn't require damage control.

"Our sales and marketing strategy has not changed in light of the lawsuit," said Caroline Van Hove, an Allergan spokeswoman.

Last year Allergan did run a "The Truth About Botox" ad campaign. But that was in the works long before the lawsuit was filed in early 2003, according to Van Hove. The intent was to counter misperceptions about the drug.

Some Southern California cosmetic surgeons using Botox said the case could spur more usage. "Whenever there is an ad campaign or something happens in the news, there's a surge of interest in the procedures--in every procedure, not just Botox," said Juris Bunkis, a plastic surgeon who practices in Rancho Santa Margarita.

The Medavoys have said they plan to appeal the jury's decision and a sling by the judge to dismiss a separate claim of false advertising against Allergan and Klein.

BY VITA REED Orange County Business Journal