According to Allergan ($ACT), there's a dearth of data out there describing men's attitudes toward the use of facial aesthetics, and that's something the drugmaker--looking to expand in that population--set out to change with a new study.
|Allergan CEO Brent Saunders|
It surveyed 600 "aesthetically oriented"--but so far untreated with injectables--men between the ages of 30 and 65, with respondents rating on a 6-point scale the signs of facial aging they'd want to treat first and which aesthetic procedures they've heard of or tried.
The result? Participants said they were most likely to treat crow's feet and tear troughs first, followed by forehead lines and double chin. But awareness of dermal fillers, which Allergan markets, came in at 39%, and only 43% of respondents said they currently saw a dermatologist.
Those are numbers Allergan will have to bolster if it wants to keep expanding the use of facial aesthetics in men--and that's a goal it says it has. Back in June, it agreed to shell out about $2.1 billion on Kythera Biopharmaceuticals, which makes chin-fat-reducer Kybella--a drug it said could help it widen the male market.
Some analysts think it'll be slow going, though. Despite the fact that "we are … in the midst of an aesthetic 'golden age' where the entire field is growing quickly," Bernstein analyst Ronny Gal wrote in an investor note at the time, Kybella's ramp-up "will be slow, if we look to the fillers as an example."
- read Allergan's release