Since the onset of the COVID-19 pandemic, the surge in medical grade skincare purchases have been the main source of business for many
I may be biased, but, in my opinion, the aesthetics industry is one of the most exciting and ever-evolving industries that exists, which is why it has kept me interested and has been the central focus of my public relations (PR) career for over 18 years. As an aesthetics PR professional, I am fortunate enough to have a unique behind the scenes industry perspective, and, despite the horrors of the COVID-19, there is still a lot to be excited about.
For many, 2021 could be showing signs of being the year of recovery that everyone has been hoping and planning for in the wake of the pandemic. If, like me, you are, or would like to be, focused on looking forwards toward the future, rather than lamenting the chaos of the past year, you will be encouraged by the huge amount of development that has been bubbling under the surface of the aesthetics industry over the past 12 months.
While clinic doors were closed, many used the extra time that was usually spent with patients to their advantage. For some, this was a gift of time that otherwise would probably never have been afforded; while others looked inwards to review and reflect on their brand and offering in terms of online presence, treatment offering, staff training, marketing and PR plans. Alternatively, others exercised their entrepreneurial muscles, and the groundbreaking changes that are likely to create industry ripples for a long time to come are starting to be seen.
From robotics to new research emerging that a modified, detoxified botulinum toxin could efficiently target nerve cells, 2021 will be a big year for toxin advancements
Prize product
In lieu of access to in-clinic treatment, patients have gone back to the drawing board and reviewed their skincare regimes, demanding more from their skincare products than ever before. Many have taken advantage of the online skin consultations that are available with cosmetic nurses, doctors and dermatologists alike, and, subsequently, brands have reported that product sales have gone through the roof since the pandemic struck.
GetHarley is one of the first and most successful digital platforms that provides a direct link between clinical experts and consumers and supplies medical clinic-grade skincare products to patients in the post. Unsurprisingly, sales have skyrocketed in the past 12 months.
Charmaine Chow, Chief Executive Officer and founder of GetHarley, says: ‘COVID-19 has really affected our industry, and there has been little Government support. This has impacted business owners, and they have had to find alternative ways to make revenue.
‘GetHarley had been operating as an in-clinic platform and external platform and service by the time that COVID-19 hit, but due to our online consultation hosting, and the fact that we have been able to get clinic-only brands to patients' homes throughout all lockdowns, meant that clinic owners were at least able to make revenue from product sales while clinic doors were shut. It also enabled them to stay in close contact with their patients and look after them. Therefore, we grew substantially throughout 2020, with many practitioners coming on board, not just to sell brands that they already worked with, but also to sell their own brands. We are a great avenue for doctors with their own brands, as we buy wholesale from them and they get the majority of the retail profit—it is a win–win’.
In the coming months, some of the most eminent in their respective fields will be launching own-brand skincare that, as you might expect, are all set to be high-performance, potent skin solutions. This is great news for the ever-expanding market and for yet more consumer choice. Look out for the new Face Sculpt Serum, soon to be launched by award-winning injector and Instagram influencer, Dr Nina Bal. Additionally, Dermatologist Stefanie Williams will shortly be launching an entire range of acne and rosacea-focused home-use skin solutions for adult skin. Starting with the launch of a unique formula in the shape of the hybrid cleanser, it is likely that its 31% active ingredients will make it a popular product. Lastly, rumour has it that one of the most well-respected oculoplastic and ophthalmic surgeons is currently working on a product range, and this is most definitely another that I cannot wait to try.
» New research has emerged that a modified, detoxified botulinum toxin could efficiently target nerve cells. This form of toxin is reported to be able to reverse paralysis in mice. This can only be good news for consumers wanting to reverse the effects of a bad treatment experience «
Toxin at home
With aesthetic clinics closing their doors over the past year, Pujaa Patel, Chief Medical Officer of UNNDOO home toxin service, comments on her service: ‘Creating UNNDOO was a long time in the making. We saw an unmet need and took our time to create a safe, expert service meeting vital safety protocols and adhering to suggested guidelines to provide the best, clinical-grade toxin treatments in the safest way possible to our patients in their own homes. The onset of COVID-19 has, among other things, helped us to further understand what patients are looking for post-lockdown. In our recent survey of 100 Londoners, we found that, of those who have had anti-wrinkle injections, or would consider having them, 76% would consider having a treatment in their own homes. A larger number of those surveyed were most looking forward to cosmetic services reopening post-lockdown, but not in any hurry to go into town. UNNDOO takes the anxiety out of travelling into clinics for treatment and, for some, this will no doubt be the preferred venue for treatments in the future, safely at home. It is great that patients now have a choice’.
Toxin 2.0
Toxin launches are coming quickly and in large numbers this year, and it appears that there is a common theme. Long-lasting is the order of the day, with some purporting to have extremely long-lasting effects. Keep an eye out for Galderma's new offering later this year, which I expect will become a firm favourite in the injector's kit.
In an exciting twist on the toxin story, following the completion of a study using mice, new research has emerged that a modified, detoxified botulinum toxin could efficiently target nerve cells. This form of toxin is reported to be able to reverse paralysis in mice. This can only be good news for consumers wanting to reverse the effects of a bad treatment experience. More details on the study are available on the Boston Children's Hospital website, including a few words from author Min Dong, a researcher in the hospital's Department of Urology, who says: ‘We can potentially inject our therapeutic protein and get rid of Botox present in neurons and associated paralysis within a few hours’.
Robotics and toxin injections are becoming intrinsically linked, especially with the forward-thinking work of Swiss robotic injector experts, Juvaplus. A new robotic injector launching this year is set to simplify the mixing process, reduce toxin wastage and provide a more comfortable and precise treatment than ever before. I imagine that this will be very popular among injectors. Keep an eye on the company's Instagram account @JuvaplusSA for further news and announcements.
The evolution of The Expo
We have all been starved of real-life industry networking events over the past year, and, finally, there are some diary dates to get excited about on the horizon.
Clinical Cosmetic and Reconstructive
New for this year, Clinical Cosmetic and Reconstructive (CCR), the UK's largest industry expo that is dedicated to both invasive and non-invasive aesthetic disciplines, has an added edge. Taking place on 14–15 October 2021 at ExCeL London, the introduction of a dedicated consumer press conference opens up the floor to those that report the latest and best in the aesthetics industry direct to their consumer readership, creating a bridge between industry and patient. Watch out for the post-event trends report to keep up to date with the latest and best industry news.
Beyond Beauty Live
In January 2022 at the Business Design Centre in London, Beyond Beauty Live, the first ever consumer-focused aesthetics expo, is finally launching, providing a completely unique platform for industry and consumer to meet. Showcasing the latest and best in aesthetic solutions for face and body, the show comes at the perfect time to coincide with the current industry boom and market demand. Courtney Baldwin, Event Manager at Beyond Beauty Live 2022, says: ‘I am delighted to be at the helm of the first London expo of its kind, geared towards educating and enlightening consumers about the remarkable aesthetics industry, its experts, treatment options, the latest and greatest solutions to ageing and many other face and body concerns. There shows to be no decline in the consumer interest or fascination with aesthetics, and we are proud and excited to be able to house everything worth knowing under one roof to help fill in the blanks’.
So, all in all, we are looking at an exciting year ahead for both the industry and the consumer, and it is not often that both agendas are met and satisfied at the same time. Long may it continue!