Botox - from Medical Procedure to Household Word

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Revision as of 07:00, 17 August 2009 by Lakshmikantg (Talk | contribs) (Market overview)

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Objective

  • Determining the factors driving the adoption of invasive medical procedure for consumer application

Methodology

  • We used secondary research for data collection
  • Botox procedure data has been taken from ASAPS (American Society of Aesthetic Plastic Surgeons)
  • Databases used to search articles are Factiva and Google scholar
  • Search query used is:
  • botox, botulinum toxin: to find the total number of articles published on botox
  • botox and wrinkles, botox and frown, botox and lines: to find skin care articles using botox
  • Determined the correlation between the number of articles published and number of botox procedures
  • Analyzed the articles published to determine the market drivers

Technical overview

Botox injection is a diluted form of botulinum toxin type A which is injected into facial muscles to paralyze or weaken the muscles that form wrinkles. Botulinum toxin is a medication and a neurotoxic protein produced by the bacterium Clostridium botulinum. It is the most toxic protein known with an LD50 of roughly 0.005-0.05 µg/kg.

It is sold commercially under the brand names:

  • Botox, BTXA, Dysport, Myobloc, Neurobloc and Xeomin which are used in the treatment of muscle spasms.
  • Botox Cosmetic and Vistabel are available for cosmetic treatment.

Once the procedure is performed it last for 3 to 6 months. No severe side effects have been reported, but the dermatologist or medical practitioner administering botox injection should be experienced.

Source: wikipedia

Market overview

Initially botox was marketed for its medical applications in treating various muscle-related conditions but later its marketing was broadened to include its cosmetic application—smoothing out frown lines between the eyebrows.

Y-o-Y sale of botox procedures

Source: ASAPS

Botox procedures as a percentage of total cosmetic procedures

Source: ASAPS