pharma

Frowning About Frown Lines: Millennials Lead Sales Gains Of Botox-Like Products


One of the first signs of growing older are frown lines between the eyebrows. Millennials, it seems, want none of that.

As far back as 2016, Modern Aesthetics had reported that “millennials consider aesthetic medicine acceptable, achievable, and a part of normal life.”

And, this week, market intelligence firm Guidepoint Qsight reported that from 2018 to 2022, sales of facial injectables – which include Allergan’s 34-year-old Botox as well as newer drugs specifically approved for frown lines -- increased a whopping 236% among millennials and Gen Z.

Millennials, the research firm said, were key in raising the average sales per aesthetics practice by 34% during that period. Sales from millennials and Gen Z rose 82%, while spending by boomers, “once a prime consumer of aesthetics products,” fell 9%.

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The boomers’ share of aesthetic sales dropped from 36% to 25% over the period, while the share of millennial and Gen Z sales rose from 26% to 36%.

Perhaps all those Zoom call closeups had something to do with this, since Guidepoint Qsight said the most dramatic shift occurred during the prime pandemic years of 2020 and 2021.

Marketers of neurotoxins, the type of drugs that include Botox and newer anti-frown line drugs, “have been increasingly focused on the preferences of the millennial market,” Guidepoint Qsight managing director Erik Haines said in a statement.

In 2019, for example, Evolus launched Jeuveau, specifically for the millennial market, and last year the company published clinical research results showing the brand to be more effective for millennials than for other demos.

This past August, Merz Aesthetics’s Xeomin, launched in 2010, named famed millennial Joe Jonas as a brand partner.  “Making the decision to have an aesthetic treatment was really about self-care, and looking and feeling like the best version of myself,” Jonas said in a statement at the time.

The Jonas team-up kicked off a campaign called “Beauty on Your Terms,” which later also enlisted singer/actor Teyana Taylor .

Also late last year, Revance Therapeutics received approval from the Food & Drug Administration for Daxxify, yet another injection against frown lines.

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