For male Botox and male cosmetic surgery, it’s a trend that’s working. Many of these medical professionals report getting more male clients than ever.
And this marketing effort aimed at men isn’t just the invention of a few innovative doctors. It’s part of a concerted effort by Botox maker Allergan. The media has dubbed the current trend toward injectables for men “Brotox”. And the Allergan effort behind this emphasis on Botox for men includes television, social media and print ads specifically intended to lure men. Ads have run during the Stanley Cup, baseball games and at other times when statistics show that men are watching.
An Allergan spokesman admits in media interviews that the campaign is larger in scale than any past campaign by the company aimed at men, but he didn’t disclose the size of the investment.
In 2017, almost half a million men got Botox injections. While that’s just a small fraction of the 7.2 million women who got Botox, it’s still significant. And the number of men going under the needle has increased almost five times since 2000.
Allergan has a bit of catching up to do in getting its share of that business. Rival product Dysport from Galderma has been heavily targeting men for more than 2 years with a male-specific website. Its loyalty program has increased enrollment by 45 percent in a recent 12-month period, a rate that’s growing faster than its female loyalty program. Merz Pharma’s Xeomin has been marketed toward men since 2016.
Still, Allergan has one big advantage: It’s an iconic brand with a product name that defines that category. Some analysts point out, however, that it’s a brand that mostly resonates with women.
Allergan’s CEO Brent Saunders isn’t just the leader of the brand, he’s also a client of it. Not long after getting the top job at the company his colleagues injected him with Botox at a sales meeting – live on stage. He said he continues to get regular Botox injections.
He’s 48, proving to customers that Botox isn’t just for old men. In fact, the average male Botox client is around 42, but it’s not uncommon for people to get injections in their 20s.
Market analysts say that the biggest stumbling block in marketing Botox to men is that the male half of the population mostly either don’t know much about Botox or don’t understand its safety and effectiveness. Men often must learn of injectables from word of mouth – if they happen to know someone open enough to share.
Marketing push or not, the trend toward men getting Botox is expected to continue. Allergan is banking on the trend growing quickly and by great numbers.
Your practice can be part of the Botox revolution involving both men and women if you get the right training. Botox training from Dentox is available online and in locations around the country and takes only a single day. During that day, you can pick up Continuing Education credit as well as all the skills you need to inject Botox. You may even be able to inject a live patient during the training seminar.
Learn more about Dentox courses on Botox for cosmetic and therapeutic purposes. Then sign up. Soon, you can add Botox to your established medical or dental practice or even open a new aesthetics clinic. The possibilities are endless when you have the right training.
Live patient courses: https://dentox.com/live-courses/
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