Smoothing wrinkles in a tough economy

Mom always said that looks didn’t matter, but that’s not what consumers are saying with their pocketbooks. The aesthetic dermatology field — think Botox and collagen fillers — is booming. Merz Pharmaceuticals is planning to launch its own versions of a neurotoxin, like Botox, and a product that helps fill in facial wrinkles in the near future.

The move will continue to build the company’s niche in medical and cosmetic dermatology. Merz, a privately held company that got its start in branded generics, already has a hit with Mederma, an over-the-counter product that helps reduce the appearance of scars. The company’s move into the aesthetic dermatology realm comes as such procedures grow in popularity. There was a time when regular Janes and Joes didn’t consider having cosmetic procedures done because they were considered frivolous.

People who had a little bit of money wanted to save it to get to the next level, buy a house, buy a car. People weren’t spending money to make themselves look better. But times have changed. The public has more access to medical information, including ways to slow the aging process, and a desire to look as young as they feel. And now there are procedures available that don’t require surgery, unlike nose jobs and face-lifts. People have also made the connection in the last 20 to 30 years that when you feel better about yourselves you are a little healthier. Part of feeling better about yourself is presenting your best face forward.

Consumers have flocked to minimally invasive cosmetic procedures, according to statistics from the American Society of Plastic Surgeons. Botox treatments are up 13 percent from 2006 to 2007 and up 488 percent from 2000 to 2007, according to the society.

Founded in 2004, The Patients Advantage is fast becoming the largest matchmaker of board-certified cosmetic surgeons and their patients; having match over 5,000 people this year alone. The Patients Advantage is recognized as a leading information source on cosmetic and reconstructive surgery.