New trends in aesthetic medicine: briefly about the main

It is difficult to surprise the modern consumer with anything. However, aesthetic medicine does not stand still: new products, devices and beauty services are constantly appearing.

But not all of them are becoming popular among patients who today strive for the most harmonious and natural appearance.

Managing Director of «Allergan» – Mark van der Heijden.

What new trends are expected in the field of aesthetic medicine

M. H.: There are several trends that Allergan Company follows. First – this is work on the quality of the skin.  We recently introduced a new product – Juvederm® Volite, which allows you to improve the condition of the skin, and give it radiance.

Skin quality work should be done before all other aesthetic procedures such as contouring or botulinum toxin therapy.

Another field for – is the elimination of body fat. A year ago, we bought ZELTIQ, which introduced CoolSculpting technology for cryolipolysis using a special machine. A unique technique allows non-invasive elimination of local fat deposits.  

We see that there is less and less prejudice among people regarding the use of fillers and botulinum toxin, as a result of which the demand for these products is growing. And in order for this to continue, we are working on the quality of information that the patient receives.

We invest a lot in the education of doctors. Since only an educated doctor can guarantee the patient the result, and be responsible for it.

What new products does Allergan offer? will present next year

M. H.: We are trying to better understand the needs of our clients, both aesthetic medicine professionals and patients. Therefore, we are working on products that would help people become better. Among the new developments are tools for correcting the shape and oval of the face, the line of the lower jaw, etc. We also try to focus on preparations that would help improve the quality of the skin.

Another novelty is cryolipolysis, a non-invasive fat removal technology. This is the industry we want to invest in and make it widely available to consumers.

Alexey Filchukov on the importance of evidence-based medicine and the ideology of Allergan

What communication channels does the company use to promote products

M. X.: We live in a digital world, so Allergan invests a lot in information channels.

Our task is to ensure that the data that consumers of aesthetic procedures receive is as accurate and verified as possible.  

We also work in clinics, since patients receive most of the information there. Everything that people see around them they absorb instantly, so this is a very important factor in conveying the necessary information to the patient.  

Patients become more educated, as a result of which they sometimes begin to dictate their requirements to the doctor. But it is important to understand that only a doctor can correctly assess the patient's condition and select an advising drug for his treatment.

Aesthetic medicine: professional approach of a cosmetologist