Allergan Inc – the maker of Botox and now, Latisse – sponsored a celebrity charity event last March; Brooke Shields, Mandy Moore, Marisa Tomei, and other Hollywood stars were showed support the new ‘Latisse Wishes’ campaign.

The cause will raise money for the Make-A-Wish foundation and generate interest in Allergan’s new eyelash enhancement drug. A $500,000 initial contribution to Make-A-Wish was announced at the event.

Latisse is the first drug to be approved by the FDA for the treatment of inadequate eyelashes. When applied to the base of the upper eyelids, it stimulates the growth of thicker, darker lashes.

Beauty expert and participant, Anastasia Soare, enthusiastically expressed her support, saying “I constantly work to help make women’s beauty wishes come true, and now we can help children’s wishes come true through the LATISSEâ„¢ Wishes campaign.”

It isn’t a mere coincidence that the Make-A-Wish foundation was chosen as a beneficiary; the superstitious tradition of “blowing on an eyelash to make a wish come true” provides a clever marketing strategy.

Allergan is encouraging consumers to help double the donation amount by visiting and registering their support. From now until the end of the year, the company will donate 5 dollars for each new registration, up to one million dollars.