Executive Summary

Renova consumer ads: Ortho plans to launch consumer advertising campaign in mid-June touting the prescription anti-wrinkling agent as a "tube of truth." The campaign, designed by DDB Needham, New York, features a toll-free number through which consumers can enroll in a compliance program with personalized progress bulletins; eventually the campaign will expand to include direct-to-consumer TV ads. The Renova compliance brochure recommends J&J's Neutrogena line for additional skin care needs...