Every year, there are several new launches that cause Americans to get hot under the collar. Due to the strict regulatory environment in the USA, new developments are often launched outside our borders first, and there is a long lag time until these products and technologies actually hit our shores. But the anticipation continues to grow as aesthetic medicine is now more affordable and the anti-aging sector has become well accepted among consumers.
On the filler front, Allergan introduced Juvederm® Volbella® with lidocaine (juvedermultra.eu), especially developed for the perioral area and lip contours. JUVÉDERM® VOLBELLA® with Lidocaine is the latest addition to the JUVÉDERM® range touting Allergan's novel VYCROSSTM technology that boasts an ultra-smooth gel, reduced swelling, natural look and feel and improved duration. Teoxane Laboratoires (Teoxane.com) showcased PureSense Redensity II Eyes, a hyaluronic acid with lidocaine targeting under eye circles, tear troughs and malar bags. An interesting new filler contender was introduced by EternogenTM (eternogen.com) based in Columbia, MO. who showed early data on a collagen based soft tissue filler enhanced with nanogold particles as the next generation of collagen fillers.
A mainstay at European meetings, cannulae, blunt tip needles, mesotherapy and microneedling took center stage. There was a plethora of new technologies from Europe and Asia in the form of rollers and microneedling cartridges and pens that deliver a range of fluids, serums and gels into the dermis intended to treat wrinkles, scars and dehydration. Some of the emerging leaders in instrumentation including DermaSculpt® (dermasculpt.net), Softfil® (softfil.com) and TSK (Tsklab.com) attracted a lot of attention with their range of new and novel ways to inject fillers and fat with less trauma and greater precision.
Some interesting new developments came from the evolving home care device market. French cosmeceutical brand Laboratoires Filorga (filorga.com) announced its partnership with MOSTleds to develop LED photobiomodulation for stretchmarks, acne and other skin conditions. Syneron Medical (mepower.com) was showing the mē smooth hair removal system using Syneron's patented elōs technology that is the first in the category that is safe for all skin types and tones, and recently received FDA clearance.
There was also a lot of fanfare around the toxin-free IoveraTM technology from Myoscience (myoscience.com). Based on Focused Cold TherapyTM, it targets the nerves of the forehead for the temporary treatment similar to wrinkle reducing injections for those people who are needle and toxin-phobic.
Technological innovations are leading the way in aesthetics around the globe. The market for body shaping and skin tightening systems appears to be growing steadily. According to IMCAS market analysts, Thierry Matignon and Laurent Brones, energy based devices dedicated to body contouring are hot in the USA, Asia and Europe in descending order. Europe appears to be following in the America's footsteps as consumers are getting more involved in choosing treatments. Consumer awareness is at an all time high when it comes to brands and technologies, and they are making more informed decisions. They are going into cosmetic clinics and dermatologist's offices armed with information they have found online and have done their research. Consumers are also more willing to share their experiences online, post comments, both negative and positive, and they compare notes.
What's coming next? Stay tuned for more innovations in facial and body treatments as the trend towards less invasive procedures and more home care options continues.
Wendy Lewis is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books and Founder/Editor in Chief of http://www.beautyinthebag.com
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