Medicis reaching for broader market of 23 million women for Restylane products

By Lisa Kerner

Charlotte, N.C., Oct. 9 - Medicis Pharmaceutical Corp. chairman and chief executive officer Jonah Shacknai said there are about 23 million women aged 35 to 55 with the economic means to benefit from his company's dermal filler product line Restylane.

Shacknai made his remarks during an informal discussion about the aesthetics marketplace at the American Society of Plastic Surgeons annual meeting in San Francisco Monday.

Shacknai was joined by Toronto plastic surgeon Trevor Born and New York dermatologist Lisa Airan.

To promote Restylane, the company's cosmetic dermal filler that corrects facial wrinkles and folds by restoring volume and fullness to the skin, Medicis launched the "Hottest Mom in America" contest.

According to Shacknai, the contest supports the idea that women should give themselves permission to take advantage of what the Restylane line of products can do for them and that the derma fillers are not just for celebrities.

The Scottsdale, Ariz.-based specialty pharmaceutical company also plans to target the male market as well.

Perlane, an injectable, non-animal stabilized hyaluronic acid gel for the treatment of fine lines, is slated to join the Restylane product line. This latest product is expected to be an important contribution to Medicis' financial success, the company said.

Born's practice has grown considerably, from about 100 patients in 1998 to 1,500 patients per year currently receiving derma filler products. He noted that the areas of the body being treated with derma fillers has grown to include the cheeks, chin and hands. Born predicts the market for derma fillers to continue expanding to include broader income levels.

Airan commented on the acceptability of Restylane over surgery for many patients. She noted that derma fillers are becoming simply something people do, like coloring their hair, to hold back the aging process. Derma fillers can also be used successfully as an adjunct to surgery, Airan said.

Medicis' Shacknai said there was no plan to reduce the cost of Restylane products as they offer an "excellent value" especially in terms of frequency and in comparison to what is spent on hair care, hair products and cosmetics.

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