Beyond Bro-tox: The Changing Market of Injectibles

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Injectables have become so popular that new business models are being developed to meet the growing demand. Case-and-point: Botox Labb has developed three locations across the country that focus on injectables only in a luxury suite environment. “Privacy and convenience has absolutely been a great asset to our client base,” says Jennifer Leebow, national education director at Botox Labb (multiple locations). “No more waiting weeks for appointments with your dermatologist and long waits in waiting rooms.” Botox Labb treats patients from their 20s to late 60s, and Leebow says there are plans to open more locations nationally. 

Indeed, more and more people are seeking out minimally invasive procedures like injectibles to diminish the signs of aging. The American Society of Plastic Surgeons (ASPS) recorded 15.4 million cosmetic minimally invasive procedures in 2016 compared to 15.7 million procedures in 2017, with Botox being the most commonly administered treatment. ASPS also recorded more than 2.6 million filler treatments in 2017, which was up by 3 percent compared to 2016. As additional clients request these common cosmetic procedures, the industry is evolving to better serve clients’ needs. “The biggest trend I see is targeted injectables,’” says Norman M. Rowe, M.D., board-certified plastic surgeon and owner of Rowe Plastic Surgery (New York City). “The injectables are designed for specific body parts. They are meant to replicate that part more naturally than the ’one size fits all’ of the past.” As more medical spa professionals strive to better serve clients, the techniques and trends associated with injectables are also changing. One way injectables are being redefined across the industry? The rise in male clientele.

Bro-tox, or Botox for men, has become a popular term over the past few years as a way to encourage male clients to experience injectables. Now, men are hooked on the treatment and seeking more than just basic facial rejuvenation.  Rowe, recently opened The Club House (New York City), which caters to a male clientele. At the specialized office, men are given a judgment-free zone to request cosmetic procedures, including Botox. “While Botox for wrinkles in men—Bro-tox—remains very popular, my male patients at The Club House, ask for Botox to the scalp, armpits, hands, and feet to halt sweating and, in the case of feet, odor, in those areas,” says Rowe. Holly Cutler, medical esthetician and founder of Face Skincare Medical Wellness, says that the men she treats are asking for Kybella, which targets fat cells under the chin. At Ocean Drive Plastic Surgery, Durkin says that men outnumber women two to one when it comes to requests for Kybella.
 

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