Allergan wants to bring Botox to a brand new audience. For the first time, the drugmaker is running a Botox ad campaign targeting men.

Historically, women have been the main audience for Botox cosmetic, explained Colleen McKenna, VP of marketing for the facial aesthetics division at Allergan, but the time was ripe to develop a full media campaign for men.

“Men, in a lot of realms, are starting to catch up in terms of treating wrinkles and beauty products,”  McKenna said. “As society changes and it becomes more acceptable for men to use these products, they’re becoming very curious, but there’s less conversation about aging and facing aging and what’s available to men.”