Industry Executives
Focus on Future of
Aesthetic Market
B Y F R A N K E L L Y, C O N T R I B U T I N G E D I T O R
Blockbuster technologies and high growth categories dominat-
ed discussions at The Aesthetic Forum, an annual half-day
event sponsored by Medical Insight, Inc. and the Aesthetic
Buyers Guide, featuring more than a dozen scientific experts,
CEOs and thought leaders in the aesthetic medical industry.
50 Aesthetic Buyers Guide March/April 2007 www.miinews.com
The Aesthetic Forum
Steve Basta John Calcagnini Robert Grant Michael Moretti
CEO Wall Street Analyst President President
BioForm Los Angeles, CA Allergan Medical Medical Insight, Inc.
San Mateo, CA Irvine, CA Aliso Viejo, CA
The 2007 Aesthetic Forum was held in February, concurrent households in mainstream America.” Allergan successfully exe-
with the American Academy of Dermatology’s 65th annual meet- cuted this strategy with Botox® and has similar plans for
ing in Washington D.C., and was attended by more than 200 JuvédermTM hyaluronic acid filler and the LAP-Band® system for
business executives, investors and analysts. This high profile obesity management. “Our direct-to-consumer marketing will
group predicted remarkable growth for the $3 billion global cat- drive demand to new heights,” Mr. Grant stated. “Allergan is
egory, fueled by pioneering facial and body treatments, committed to growing the entire aesthetic category.”
increased procedure availability and cultural mainstreaming.
John Calcagnini, a Wall Street analyst in Los Angeles, Calif.,
Michael Moretti, president of Medical Insight, Inc. (Aliso Viejo, noted that investors have been enormously successful in the aes-
Calif.), opened the Forum with an optimistic five year forecast. thetic market, anticipating continued growth and IPO activity.
“The global aesthetic market will continue to expand in a very Mr. Calcagnini was particularly excited about longer lasting
sustainable way with an annual growth rate (CAGR) of approxi- dermal fillers and how they may impact the market over the
mately 13%,” he noted. “Facial injectables, body shaping next five years.
devices, corporate aesthetic centers and aesthetic energy plat-
forms will generate the highest CAGR over this time, accounting
for more than $6 billion in revenues by 2011. Further driving this
“The global aesthetic market
growth will be the entry of major health care and pharmaceutical
will continue to expand in a
companies including Johnson & Johnson (Los Angeles, Calif.),
Galderma (Ft. Worth, Texas), Merz (Greensboro, N.C.), Procter & very sustainable way with an
Gamble (Cincinnati, Ohio) and Pfizer (New York, N.Y.).”
annual growth rate (CAGR) of
Jonah Schacknai, CEO, Medicis Aesthetics (Scottsdale, Ariz.)
echoed Mr. Moretti’s positive view on market growth and
approximately 13%.”
claimed, “The aesthetic industry is still in its infancy,” with
tremendous opportunity for both core and future technologies. “History indicates that improved product duration can dou-
“The companies in this room are aggressively targeting the one ble the overall market size,” Mr. Calcagnini continued. “With
million women who are already in this category, yet our a duration of more than 12 months, Radiesse (BioForm
research indicates that there are 20 to 30 million women who Medical, San Mateo, Calif.), is expected to expand the mar-
are interested but not yet active participants,” Mr. Shacknai ket with their ability to volumize the face and cheeks. Artes
reported. “We need to educate the broader audience about the Medical (San Diego, Calif.), just announced their intention to
value proposition inherent in our products.” seek FDA approval for an unprecedented five year duration for
ArteFill®. Combined with emerging players in the $1 billion
According to Robert Grant, president, Allergan Medical botulinum toxin segment, these developments will create a new
(Irvine, Calif.), “Companies that will be most successful will be paradigm for facial rejuvenation.” Future technologies on the
those that can establish themselves in the consciousness of horizon include Isolagen (Isolagen, Inc., Exton, Penn.), based
Aesthetic Buyers Guide March/April 2007 www.miinews.com 51
The Aesthetic Forum
Matt Likens Annie Heremans, Dolev Rafaeli, Ph.D.
CEO M.D., Ph.D. CEO of Radiancy
Ulthera Vice President of Research Orangeburg, NY
Mesa, AZ and Development
Johnson & Johnson
Los Angeles, CA
on autologous fibroblast therapy, and Revance (Revance an in-depth look at their non-invasive alternative to liposuction.
Therapeutics, Mountain View, Calif.), a topical botulinum toxin The Liposonix technology focuses ultrasound energy across the
expected to launch in 2010. skin into the subcutaneous fat. Once the fat is disrupted by the
energy, a wound healing response is triggered causing true vol-
BioForm (San Mateo, Calif.), CEO, Steve Basta acknowl- ume reduction as macrophages transport the fat through the
edged three key market drivers predicted to increase penetra- lymph system and out of the body. Mr. Quistgaard anticipates
tion of the dermal filler category. Organic growth of 12% to commercialization this year.
15% is expected from an aging population and increased
acceptance of cosmetic procedures. Even more significant, Ulthera, (Mesa, Ariz.) showcased a unique use of ultra-
however, will be the increased satisfaction with 12 month fillers sound based technology that leverages intense ultrasound to
like Radiesse and the ability to use these more robust fillers for selectively target deep, medium and superficial dermis for
facial contouring and volume treatment — procedures that are skin rejuvenation and tightening. CEO Matt Likens previewed
not cost efficient with most traditional fillers. Ulthera’s innovative “see and treat” platform, using ultra-
sound imaging to ensure optimal placement of the energy.
“We need to educate the broader This tabletop system offers real time visualization as the
physician delivers the focused energy to the dermis, causing
audience about the value prop- immediate collagen contraction, initiating wound healing
and collagen remodeling. After two years of pre-clinical
osition inherent in our products.” work, Mr. Likens expects FDA clearance in 2007 and has
future indications in the pipeline.
New to the facial injectable market is pharmaceutical giant
Johnson & Johnson with collagen based EVOLENCE from According to many of the afternoon speakers, home-based
Colbar, currently in clinical trials in the U.S. Characterized as devices promise to invigorate market growth by bringing
a bioactive dermal filler, EVOLENCE uses proprietary advanced aesthetic science into the homes of consumers.
Glymatrix technology to create three-dimensional cross-linked Dolev Rafaeli, Ph.D., CEO of Radiancy (Orangeburg, N.Y.),
collagen which mimics the dermis of the skin chemically, struc- presented a case study on their successful at-home hair
turally and functionally. Annie Heremans, M.D., vice president removal device, the No! No!. Launched in Chile in 2004, the
of research and development at Johnson & Johnson, noted No! No! uses a thermal mechanism — the Thermicon effect
EVOLENCE is a highly biocompatible product that “supports — to destroy hair follicles. Because the mechanism of action
normal housekeeping activities of the skin.” According to Dr. is heat based rather than light energy, the No! No! device
Heremans, EVOLENCE can be engineered to control durability can be used on any skin color. Clinical studies show a 48%
and has shown clinical effects “beyond 12 months.” reduction in hair count on legs after six weeks and 43% after
12 weeks. Sold in department stores in South America,
Ultrasound energy made two appearances on the podium. Europe and Asia, the No! No! is expected to launch this year
Jens Quistgaard, CEO of Liposonix, Inc. (Seattle, Wash.), gave in the U.S.
52 Aesthetic Buyers Guide March/April 2007 www.miinews.com
The Aesthetic Forum
Gurpreet Ahluwalia Art Clapp Fabian Tenenbaum
Manager Vice President of New Vice President
The Gillette Company Business Development Syneron
Proctor & Gamble Galderma Richmond Hill, Ontario,
Cincinnati, OH Ft. Worth, TX Canada
Gurpreet Ahluwalia, manager, The Gillette Company (Proctor Galderma, a joint venture between Nestlé (Glendale, Calif.),
& Gamble), discussed their alliance with Palomar (Burlington, and L’Oreal (New York, N.Y.), is best known as a powerful
Mass.), recently in the news for the FDA clearance of the first leader in the pharmaceutical industry, with brands including Tri
home-based laser hair removal technology. This partnership Luma, Metrogel and Differin. Art Clapp, vice president of new
intends to enter the mass market with a low fluence device, 3 to business development, discussed the company’s vision to
15 J/cm, designed to arrest hair growth and switch hair cycles expand into the aesthetic dermatology arena. Mr. Clapp point-
from growth to the resting phase. Mr. Ahluwalia also suggest- ed out one of the largest category trends — the influx by non-
ed that the perfect solution to at-home hair maintenance might core physicians such as family practitioners, gynecologists and
rest in a combination of light-based technologies and chemical osteopaths is changing the face of the provider network and
approaches, such as pairing the Palomar device with an allowing more consumers to have access to aesthetic proce-
enzyme-directed hair growth inhibition topical, i.e., eflornithine dures. Their much anticipated LED-based photodynamic thera-
in Vaniqa (SkinMedica, Carlsbad, Calif.). py (PDT) product, is expected to launch in 2008.
The program ended with news of a nano-topical hyaluronic
All executives noted the changing acid, Hyalogy (DermAvance, Berwyn, Penn.), which is the only
landscape of the aesthetic market, topical hyaluronic acid product with an ultra low molecular size
of 5 nm. Validated by the Shimadzu Corporation (Kyoto,
involving younger “Generation Y” Japan), Hyalogy penetrates into the dermis to attract and retain
moisture. Clinical studies show a reduction in periorbital fine
audiences and the proliferation of lines when used twice a day for 11 weeks. This product is
being marketed to physicians to enhance the effects of
corporate aesthetic centers. hyaluronic based facial injectables.
Syneron (Richmond Hill, Ontario, Canada), vice president, All executives noted the changing landscape of the aesthetic
Fabian Tenenbaum strongly believed the advent of home-use market, involving younger “Generation Y” audiences and the
devices would fit an unanswered need, the gap between sim- proliferation of corporate aesthetic centers. Direct-to-consumer
ple, affordable over-the-counter products and energy based, advertising and broad education campaigns demystify the pro-
higher priced medical grade devices. Mr. Tenebaum described cedures and fuel even greater demand. In the end, the consen-
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the patented elos technology, currently being studied for at- sus was that the aesthetic medical market is thriving, set on a
home skin rejuvenation, as using low optical fluence and avoid- fast-paced track for unprecedented growth.
ing the need for consumer self assessment. “Product develop-
ment is close to commercialization, and future potential indica- A DVD of The Aesthetic Forum is available. For more informa-
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tions for elos technology may include cellulite, body contouring tion, visit www.miinews.com.
and hair removal.”
Aesthetic Buyers Guide March/April 2007 www.miinews.com 53