I get annoyed every time I see the advertisement of Latisse on television. I (almost) got over the fact that they are selling a prostaglandin analog that may produce side effects when KGF would do a nice job naturally.
What I can't get over is that they are using "hypotrichosis" as a term to describe the lack of abundance of eyelashes.
Look at the definition of hypotrichosis here:
http://en.wikipedia.org/wiki/Hypotrichosis
The etymology of hypotrichosis is easy:
hypo Greek for under, and
thrix, Greek for hair.
The marketing people for Latisse are implying that having shorter or less eyelashes is a medical condition, but it is not. But maybe this way they are telling the public that spending $400 and applying a prescription medicine on your eyes to get longer lashes is something you are doing to improve your health. It isn't, not when you are using a prostaglandin analog.