Last month, the makers of Juvederm – a recently approved injectable wrinkle filler – initiated a giveaway program, encouraging doctors to enroll as many as 10,000 patients who have previously used the current leading filler, Restylane. The move has sparked a battle for dominance in the cosmetic filler market.
Cosmetic injectables represent a rapidly growing market. According to equity researcher David Steinberg, filler sales last year alone totaled $250 million – up $100 million from 2003. Add another $360 million to that in Botox sales.
“We are in the age of fillers. We are going to see much more market competition,” said Dr. Paul J. Frank, a Manhattan dermatologist.
The Choices
Consumers currently have an array of choices when it comes to injectable fillers and wrinkle treatments. The FDA has approved several brands of hyaluronic acid fillers, including Restylane and Juvederm, as well as various others.
Botox, although injectable, is technically not a filler since it functions in a different way. It relaxes the underlying muscles to smooth out furrows and creases. Injectable fillers produce similar results by plumping wrinkles and adding volume to the skin.
Competition Expected To Intensify
As the FDA continues to approve other filler products, industry competition is only expected to intensify. Allergen Medical, which makes Juvederm, hopes to get an edge on the competition by making its product a household name.
Robert Grant, president of Allergen, said that the company began the giveaway to solicit feedback from patients who can compare their product to Restylane. Medicis Pharmaceutical, which makes Restylane, has criticized Allergen's giveaway program for being “a commercial platform under the guise of science.”
Restylane has a strong hold on the filler market, representing about half of all sales. The FDA approved Restylane in 2003 for use in treating facial folds and wrinkles. Doctors also commonly use it to increase lip volume.
Several months ago, the FDA approved Juvederm for the treatment of facial wrinkles, folds, and creases. However, the product will not be widely available until January.
Patients who receive injections of Resylane or Juvederm can expect results to last for about six months. Side effects are minimal but may include bruising, swelling, and uneven skin texture.
Interested in cosmetic fillers? Please contact us today to learn more about your options with a board certified plastic surgeon near you.