By: Aliko Carter | Forbes
Deion Sanders knows he isn't getting any younger. But the dual-sport star, known as "Prime Time" from his 1990's heyday, is always TV-ready. He credits that in part to BOTOX Cosmetic.
"You gotta understand, I hit the threshold of 50, and when you hit 50 you start to really reflect on life and look behind you as well as forward about where you're going," says Sanders, who currently appears as an analyst on NFL Network and is involved in charitable work through his Prime 5 initiative.
Wherever he's going, he's making sure crows feet and frown lines don't come along for the ride. With BOTOX, the flagship product of the pharmaceutical company Allergan, Sanders says he's addressing "things I needed enhancing."
"I don't know anyone that I've ever met that doesn't have the passion to look their best." This includes Sanders' mother, who has also become an Allergan client, and is loving the results according to her son.
But Sanders' message is for men in particular, who make up less than a fifth of BOTOX users, according to Allergan. The process, a periodical series of injections, takes 10-15 minutes. "It was very efficient and effective... I recommend it tremendously."
Sanders also appears in a video for Allergan which markets directly to men who are hitting or have already hit middle age, and lays out all the potential risks and side effects of using BOTOX. Sanders is very open about his BOTOX use, hoping to expand Allergan's market share among men, who are less likely to be open to using an injection-based cosmetic treatment of crow's feet and frown lines.
Allergan is facing pressure from competitor Revance Therapeutics, which introduced a rival to BOTOX late last year. However, according to Morgan Stanley, Revance's product's reports of longer-lasting effects may be overblown. Currently, Allergan stock is trading around $175 a share.
Aliko Carter is a contributor for the Forbes SportsMoney Blog, covering the NBA, sports biz and philanthropy. All quotes obtained firsthand unless otherwise specified. Find Aliko on Twitter @kogitare.