Allergan Aesthetics’ main product Botox received Food and Drug Administration approval for a new indication in improving moderate to severe vertical bands connecting the neck and jaw, also known as platysma bands.
With the recent approval of Botox for this new indication, there is now a nonsurgical option to temporarily improve the look of the vertical bands connecting the jaw and the neck, according to Darin Messina, senior vice president of aesthetics research and development.
“We can standardize injector training for platysma bands, which helps to promote safe and optimal outcomes,” Messina told the Business Journal.
“The approval also means we can market the product directly to consumers, increasing awareness for Botox Cosmetic as a viable treatment option to address visible/prominent platysma bands.”
Allergan is the Irvine-based aesthetics unit of Chicago’s biopharmaceutical giant AbbVie Inc. (NYSE: ABBV) with an estimated 1,300 local employees and 50,000 global employees.
Besides Botox, it’s known for its portfolio of facial injectables, body contouring and skin care products.
Fourth Indication
Botox is said to be the first and only neurotoxin on the market with four approved indications, including treatment for forehead lines, frown lines, crow’s feet and now platysma bands.
“This fourth indication represents innovation and demonstrates how Allergan Aesthetics continues to drive the market forward,” Messina said.
When injected along the jawline and platysma bands, Botox relaxes the underlying muscles, which in turn minimizes the appearance of visible neck bands.
More than 60% of participants in two clinical trials reported satisfaction with the appearance of their neck and jawline definition 14 days after treatment.
Botox was originally approved by the FDA in 2002 to improve moderate to severe frown lines.
It has since grown to become the number one selling neurotoxin globally and generated $2.7 billion in global sales for 2023.
Botox Trends Among Millennials, Men
Minimally invasive cosmetic procedures such as Botox are beginning to cater to a younger clientele.
“As we continue to work to normalize the conversation around aesthetic treatments, we have seen younger adult consumers engage in the category, and with our products,” Messina told the Business Journal.
News outlets have pointed out the recent rise of people in their 20s and 30s getting what’s known as preventative or “baby” Botox, aimed at stopping wrinkles from appearing in the first place.
There is also a growing number of men using Botox for an “executive edge” in a highly competitive job market with usage growing 5.6% among male patients last year, according to a 2023 report from the American Society of Plastic Surgeons.
Neuromodulator injections are becoming a part of people’s regular self-care routine, along with getting their hair and nails done. On average, injections cost $435 for each treatment and lasts between three to four months, according to ASPS.