Botox For Eyelashes

The lead for this news item today doesn't really come as a surprise:

"First it was frozen foreheads. Now it’s Betty Boop eyelashes."

"Allergan, the company that turned an obscure muscle paralyzer for eyelid spasms, Botox, into a blockbuster wrinkle smoother, hopes to perform cosmetic alchemy yet again.

"At the end of the month, the company plans to introduce Latisse, the first federally approved prescription drug for growing longer, lusher lashes."

Speaking as a guy with a wife who doesn't need this crap to stay beautiful, the surprising thing is buried further down in the article:

An Allergan spokesman said that "many women would not blink at spending $120 for a one-month, three-milliliter supply of the drug. He compared the cost of longer lashes to a daily cup of coffee.

“If you think about it in terms of luxury, it’s four dollars a day,” he said. “We think this is fairly acceptable to a large segment of people even in these times.”

"But one analyst...said the expense of Latisse and the inconvenience of obtaining a doctor’s prescription might deter many women from trying it. Health insurance does not typically cover such cosmetic treatments.

"[He] said Latisse might have more value to Allergan as a gateway drug that brings new patients to cosmetic medicine and leads them to try Botox.

"Indeed, Jennifer Nobriga, one of a pair of stay-at-home mothers behind the Web site, said she intends to stick with plain old mascara rather than splurge on the eyelash drug.

“It would not be at the top of my list,” said Ms. Nobriga of Woodbridge, Va. “I would rather spend the money on a good under-eye cream.”

The $120 per month doesn't surprise me either.

What does surprise me is the casual use of the phrase "gateway drug" in the article, in referring to Latisse.

That's scary, just like an earlier Botox post on the Freeway.