Buying Your New Face

On a steamy July morning in New York City last summer, Allergan, maker of Botox, unveiled the latest weapon in its aesthetic arsenal, Juvéderm. The new wrinkle filler--made from hyaluronic acid, a naturally occurring sugar in the skin that helps it hold moisture--had just got the green light from the FDA for distribution in the U.S. Champagne corks popped and a curtain parted to reveal a glamorous and wrinkle-free blond, seen minutes before on a video with a face full of creases and frowns. "This is the new generation of dermal fillers," gushed Caroline Van Hove, director of communications for Allergan. "Juvéderm is going to rock the market."