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Botox' Unprecedented Success Spurs Competition
Since Allergan received
FDA approval in 2002 to market Botox as a facial rejuvenation
procedure, the product has become the second most-recognized
pharmaceutical brand in the U.S. Allergan has a formidable presence
in this area since its formula is secret and the highly purified
toxin is difficult to replicate. Still, according to Kalorama
Information's new report "Facial Rejuvenation Markets Worldwide,"
Botox' huge success has spurred research into innovative technologies,
development of new products and the possibility of a topical Botox.
A shift towards less invasive, more effective, safer procedures,
accessible to more people, has benefited the facial rejuvenation
market, especially the prescription fillers and botulism segment,
which enjoyed outstanding worldwide growth of 20.1% annually to reach
$1.32 billion in 2007. At $721.3 million, botulism product sales
represent more than half of this segment, with 95% coming from sales
of Allergan's Botox, $684.9 million in 2007. Botox procedures have
steadily increased, up 488% from 786,911 in 2000 to 4,625,192 in
2007.
"No brand can dominate the market forever, and this may be the case
with Botox," notes Kalorama analyst Mary Anne Crandall. "Allergan has
enjoyed huge success following an aggressive campaign to promote the
benefits of Botox. This was a wakeup call for competitors to
accelerate development, product improvement and promotion of existing
treatments and the introduction of innovative technologies --
otherwise they would be left behind."
The market has become a huge competitive arena in which more than 50
competing products, various treatment options, and alternative
modalities, are crossing the line in each other's core products and
markets, creating an ever more fractured market.
Recently, there has been considerable research into developing a
topical Botox. Medicis has been working with Revance Therapeutics to
modify the botulism formulation so that it can penetrate deep enough
into the skin to affect the muscle. The details are still largely
under wraps, but a topical Botox would be a real boon to the industry
since many consumers hesitate to receive recurring Botox injections.
Kalorama Information's report "Facial Rejuvenation Markets Worldwide"
provides a worldwide overview, market analysis by product and region,
products in development, competitive analysis and estimates and
forecasts through 2012. For further information click here.
About Kalorama Information
Kalorama Information supplies the latest in independent market
research in the life sciences, as well as a full range of custom
research services. Kalorama routinely assists the media with
healthcare topics, and can provide experts to speak about markets in
the life sciences industry.
Kalorama Information
View drug information on Botox Cosmetic.
Botox "fãrã precedent de a avea succes, Pinteni Concurenþei - Botox' Unprecedented Success Spurs Competition - articole medicale engleza - startsanatate