PRACTICE MANAGEMENT | MEDICAL AESTHETIC TRENDS | 54 January/February 2019 | prime-journal.com WendyLewis investigateswhat’s trending inmedical aesthetics for thenewyear andwhat’son thehorizon 2019 BRINGS NEW OPPORTUNITIES FORAESTHETIC PRACTITIONERS WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 12 books, and Founder/ Editor-in-Chief of www. beautyinthebag.com . Her newest book is Aesthetic Clinic Marketing in the Digital Age (CRC Press 2018) contact email@example.com B Y ALL ACCOUNTS, THE AESTHETICS market is booming after an exciting and eventful 2018. According to theAmerican Society for Aesthetic Plastic Surgery (ASAPS), 2017 saw a meteoric rise in the top 3 non-surgical categories. The most popular treatment, botulinum toxins, grew 30% since 2012. Hyaluronic acid fillers, ranking second, grew 85% over the same period. Coming in at third place, non- surgical fat reduction expanded at 215% over the past 5 years, notably due to the new players entering this segment and increased availability of clinically validated options for consumers. A key growth area to watch in 2019 will include intimate wellness treatments for women and men. Additionally, the consumer segments gaining the most traction appear to be millennials (born 1981–1996) and Gen X (born 1965–1980), as well as men. To expand the aesthetics market requires two main drivers; first, by attracting more patients to get on board the treatment train. Secondly, to encourage current aesthetic patients to increase the treatments they are already undergoing by way of expanded applications, by having the same treatments at more frequent intervals, and/or adding new treatments to their regimen. Injectable trends A newcomer among FDA cleared neurotoxins in the form of prabotulinumtoxin A, conditionally named Jeuveau™ from Evolus™, is awaiting FDA approval in 2019, with more on the way. Revance® Therapeutics’ longer lasting DaxibotulinumtoxinA (RT002) is also on the path to a US launch potentially for 2020. Allergan® picked up the fast acting, shorter duration toxin BoNT/E that may be positioned for first time users in the near future. Allergan and Merz® Aesthetics are both going after new audiences to grow the injectable market. The younger toxin market is up for grabs and campaigns targeting patients in their 20s–30s have thepotential toexpand thenumber of users considerably. Allergan launched a bold ‘LIFT IT, SMOOTH IT, PLUMP IT, JUVEDERM® IT’ campaign to reach this emerging group of injectable customers. Merz recently launched a dramatic Xeomin® campaign ‘Later Haters,’ targeting a slightly different audience of women they call ‘The It seems clear that Allergan and Merz® Aesthetics are both going after the younger toxinmarket with campaigns targeting patients in their 20s–30s, which has the potential to expand the number of users considerably.