2019’s anti-wrinkle treatment can boost your business

by Facial aesthetics

“Been around for a while. Not nearly as good as Botox for wrinkles. Needs repeat treatments. Will offer when busier.”

“Just like PRGF.”

“Been doing it for last 18 months… works great… but needs to be combined with Botox and fillers. Synergistically works very well… but better for ‘older’ people…not a one off! Like diet and gym… ????needs to be done on a constant basis to replete collagen and elastin.”

“Just a skin booster JB can do that, also add to PRGF and vitamins to further enhance.”

These were some of the responses I got from clients when I emailed them a Times feature about Profhilo in the first week of January called “Move over, Botox. A moisturiser in a jab is 2019’s anti-wrinkle treatment”.

But I sensed they were missing the point: high customer perceived value is a great differentiator in a competitive price-driven market.

It was a puff piece in the Body & Soul section of Weekend Magazine by beauty journalist Olivia Falcon (founder of the Editor’s List — “discreet, expert advice on the world’s top cosmetic procedures and practitioners”) that no doubt ingratiated her with IBSA Pharma, Profhilo’s manufacturer, banking her some nice exclusives and freebies in future.

But her description of the attitude of her peers, the opinion formers of the facial aesthetics market, is worth noting: “Profhilo has been the secret weapon of beauty editors for some time. Indeed, all the beauty insiders I know (even the ones who eschew Botox) have had it… American beauty editors are crazy for it too, making special Profhilo pilgrimages to the UK because it has yet to reach the US, although it’s slated to debut there soon.”

If you haven’t heard of it, Profhilo treatment consists of small injections that rehydrate and re-texture crepey skin. It’s hyaluronic acid in a less viscous form than fillers and is injected nearer the skin’s surface to completely disperse: “Imagine your skin is a bed: rather than plumping up the pillows (the effect fillers have on the skin), Profhilo increases the thread count of the sheets (your skin),” writes Falcon. She likens it to “putting the most flattering Instagram filter on your skin”.

Treatment is £300 to £500. Falcon emphasises the importance of finding a skilled doctor because “injecting it too deeply will not provide the dewy benefits, and injecting it too superficially will mean the swellings at the injection site may take longer to deflate.”

My question is, if you already do facial aesthetics, why wouldn’t you offer this premium product? Notwithstanding the comments I received above from clinicians, from a customer’s perspective Profhilo is something new, and when everybody is offering discounted Botox at cost price it represents an opportunity to differentiate and appeal to the premium end of the market.

This is an opportunity, don’t miss it. You are the sort of skilled practitioner that readers of the article will be looking for.


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“This is an opportunity, don’t miss it”

Author: Jonathan Fine