Background on Botox:
Greetings and welcome my blog. Before introduce the wrinkle reducer toxin to hit the US markets, Jeuveau neurotoxin, aka #Newtox, let me quickly review the background and origins of Botox, including its mechanism of action:
Botox is. a multipurpose therapeutic agent that has been used to treat everything from facial wrinkles, to chronic migraines and urinary incontinence to hyperhidrosis and facial spasms. In the context of aesthetics, Botox is used to treat frown lines, crow’s feet, gummy smile, and facial wrinkles among other things. Its versatility, reliability, and safety make Botox treatment the most common cosmetic intervention used today with over 7 million procedures being performed every year.
Botox is derived from the botulinum toxin, a molecule produced by the bacteria Clostridium botulinum. Botulinum toxin acts on nerves to prevent the release of acetylcholine, a neurotransmitter that binds to receptors on muscles to elicit contractions. By blocking the function of acetylcholine, this neurotoxin causes muscle paralysis. Clinically, we harness this paralytic activity to prevent unwanted muscle contractions responsible for wrinkles. By targeting specific skin regions—for example, in the forehead or in-between the eyes—Botox and similar agents such as Jeuveua® reduce unwanted strain, allowing the skin to appear supple, relaxed, and rejuvenated.
The New Disruptor: Jeuveau & Implications on the Aesthetic Marketplace
Because of high demand, it should come as no surprise that the neurotoxin market is highly competitive. Pharmaceutical companies are constantly exploring new molecules to compete against Allergan’s Botox, the leading cosmetic agent of its type. Most recently, the US Food and Drug Administration (FDA) approved Jeuveau (prabotulinmtoxinA), a novel analog of botulinum toxin produced by the California-based company Evolus for the treatment of facial wrinkles. With Phase III trials showing excellent safety and clinical outcomes, I predict Jeuveua neurotoxin will be a formidable competitor to not only Allergan’s Botox, but also Ipsen Biopharm’s Dysport and Merz Pharma’s Xeomin.
Jeuveau Neurtoxin – New consumer options
So, what does this mean for you, the consumer? Evolus plans to make Jeuveua neurotoxin available in the United States by Spring of 2019. It is expected that 50% of Jeuveua will be prescribed for aesthetic reasons and the other 50% for off-label therapeutics such as facial spasms and migraines. This marketing plan will allow Evolus to be provide flexible and competitive prices. Interestingly, the company also plans to market Jeuveua to a growing audience of millennials through social media outlets and a digital platform. Finally, Evolus hopes to present Jeuveua as a novel alternative to Botox that clinicians like you and I can adopt with minimal additional training. If successful, Evolus and Jeuveua are expected to disrupt the US aesthetic neurotoxin market, a market that has not had a new entrant for nearly 10 years.
Jeuveau: Innovation breeds for excellence
With the number of patients seeking aesthetic treatment increasing—especially among 20 to 30 year-olds—the emergence of Jeuveua neurotoxin gives patients and physicians additional therapeutic options as well as increase competition amongst manufacturers. This will encourage innovation that will ultimately work to benefit the consumer – and that, should be the goal of aesthetic treatment devices. Time will tell whether Jeuveua will replace Botox, Dysport, or Xeomin. For now, patients and physicians must work together to evaluate differences between products to determine what best works for them and their needs.