Apyx Medical Corp. is following in the footsteps of aesthetics drug makers Allergan/AbbVie, Evolus and Revance as it launches a new, dedicated marketing campaign for its new product Renuvion.
This device works as a helium plasma and radiofrequency technology and, in a nutshell, is FDA-approved to improve the appearance of loose skin on the neck and chin, doing some of what AbbVie’s Botox and the rivals from Evolus and Revance are doing.
Now, Apyx is launching its first-ever direct-to-consumer brand campaign for Renuvion called #ThisIsMe, specifically targeting U.S. consumers. The campaign will see national digital advertising as well as social media content and a redesigned website.
All of this is “designed to raise awareness of Renuvion and highlight the benefits of the technology,” Apyx said in a press release.
And it’s already been pushing for greater brand awareness on airwaves. Celebrity plastic surgeon and co-host of television series "Botched" Dr. Paul Nassif publicly used Renuvion in a procedure on "Passions" actress McKenzie Westmore.
On top of this, Brazilian influencer, actress and singer Camila Loures also recently used the device and promoted this to her 18.4 million Instagram followers.
“The company's campaign targets consumers with a variety of creative content that illustrates the personas of potential patients, all emanating from different walks of life, who want a younger and tighter-looking appearance of their neck and chin,” Apyx added in its release.
This comes after a bumpy regulatory ride for the device, which was cleared by the FDA last summer for certain procedures to reduce the look of loose skin around the face and neck. It has, however, been hit by FDA warnings in the past not to be used under the skin, as this can cause severe side effects.
But the FDA green light in July 2022 makes this the only product in its class to be cleared to improve the appearance of loose skin on the neck and chin.
“With the recent FDA clearances that Renuvion has received, it's important that Apyx Medical let potential patients know about its unique capabilities,” said Todd Hornsby, executive vice president at Apyx, in a statement.
This comes amid a boon in aesthetic marketing campaigns from the likes of AbbVie/Allergan, which sells anti-wrinkle drug and blockbuster sales leader Botox, as well as Botox rivals in Evolus and Revance, which have both recently started their own new marketing campaigns to get in on a growing and lucrative market.