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Success of Botox spurs on facial rejuvenation research

Kalorama Information : 17 September, 2008  (Company News)
Kalorama Information’s new report ‘Facial Rejuvenation Markets Worldwide,’ shows the success of Botox has spurred research into innovative technologies, development of new products and the possibility of a topical Botox.
Since Allergan received FDA approval in 2002 to market Botox as a facial rejuvenation procedure, the product has become the second most-recognized pharmaceutical brand in the USA.

A shift towards less invasive, more effective, safer procedures, accessible to more people, has benefited the facial rejuvenation market, especially the prescription fillers and botulism segment, which enjoyed outstanding worldwide growth of 20.1 percent annually to reach $1.32 billion in 2007. At $721.3 million, botulism product sales represent more than half of this segment, with 95 percent coming from sales of Allergan’s Botox, $684.9 million in 2007. Botox procedures have steadily increased, up 488 percent from 786,911 in 2000 to 4,625,192 in 2007.

“No brand can dominate the market forever, and this may be the case with Botox,” noted Kalorama analyst Mary Anne Crandall. “Allergan has enjoyed huge success following an aggressive campaign to promote the benefits of Botox. This was a wakeup call for competitors to accelerate development, product improvement and promotion of existing treatments and the introduction of innovative technologies - otherwise they would be left behind.”

The market has become a huge competitive arena in which more than 50 competing products, various treatment options, and alternative modalities, are crossing the line in each other’s core products and markets, creating an ever more fractured market.

Medicis has been working with Revance Therapeutics to modify the botulism formulation so that it can penetrate deep enough into the skin to affect the muscle. The details are still under wraps, but a topical Botox would be a real boon to the industry since many consumers hesitate to receive recurring Botox injections.

Kalorama Information’s report ‘Facial Rejuvenation Markets Worldwide’ provides a worldwide overview, market analysis by product and region, products in development, competitive analysis and estimates and forecasts through 2012.
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