CHARLESTON, W.Va. -- The news release wasn't for the standard back-to-school product.
"Our children's days of climbing trees, long bike rides, and trips to the local pool are coming to an end. We find ourselves ... counting down the days to the first day of school.
"Moms across the country have survived the exhausting summer months, and are looking forward to the routine that school provides. As notebooks are bought and pencils sharpened, moms shouldn't forget to make sure they're back-to-school ready as well with the help of Dysport®."
At this point, I'm expecting the sales pitch to be heading in the direction of some type of fitness product -- a new kind of toning sneaker perhaps. But, no.
"Dysport temporarily improves the look of moderate to severe frown lines between the eyebrows. Just one injection into each of five points between and above the eyebrows stops the signal from the nerve to the muscles, ultimately resulting in a reduction of muscle activity and temporarily preventing contraction of the muscles that cause frown lines."
I never dreamed I'd see the day when back-to-school products include wrinkle treatments.
Besides, what parent would risk losing the ability to raise and lower their eyebrows? It could force them to find other facial expressions to indicate to the kid when their attempt to BS has been detected.
Come to think of it, though, there might be an up-side to having eyebrows that remain arched for days on end, as children would be made endlessly wary, wondering what their parents might know.
Personally, I think Dysport would sell more product if they dropped the soft sell and went blunt instead: