Headline: Allergan Aesthetics Launches Campaign to Combat Misinformation and Promote Natural Results with Hyaluronic Acid Fillers
Subhead: New initiative aims to empower clinicians and patients with factual information about the safety and effectiveness of HA fillers, highlighting their growing popularity and high patient satisfaction rates.
Allergan Aesthetics, an AbbVie company, has embarked on a mission to dispel myths and misconceptions surrounding hyaluronic acid (HA) dermal fillers with the launch of its “Naturally You with Injectable Hyaluronic Acid Fillers” campaign. This comprehensive initiative seeks to arm clinicians with the knowledge and resources they need to effectively educate patients about the benefits and realities of HA filler treatments. The campaign is anchored by “The Hyaluronic Acid Injectable Fillers Report,” a detailed analysis of current trends, consumer perceptions, and expert opinions regarding HA injectables. This report aims to provide a clear and accurate picture of the landscape of HA fillers, promoting their use as a safe and effective option for achieving natural-looking aesthetic enhancements.
The foundation of the “Naturally You” campaign is the comprehensive research compiled in “The Hyaluronic Acid Injectable Fillers Report.” The report incorporates a wealth of data, including insights from leading experts like Brittony Croasdell, NP; Lisa Espinoza, MD; Emily Hu, MD; and Terrence Keaney, MD. The report’s findings are based on an extensive analysis of consumer and business media, conversations across various cultural platforms, current social trends, expert interviews, and Allergan’s proprietary data. This multi-faceted approach ensures a thorough understanding of the current perceptions and experiences surrounding HA injectables, enabling dermatologists to better address patient concerns and provide informed guidance.
The increasing popularity of HA fillers is undeniable. According to the American Society of Plastic Surgeons, HA injectables secured the second spot among minimally invasive aesthetic procedures in 2024. A significant portion of this demand comes from the 40-54 age group, which accounted for half of all HA injections last year. The trend towards comprehensive facial rejuvenation is evident, with over half of these patients opting for HA treatments in multiple areas of the face. This rising interest is further corroborated by the observation of 46% of healthcare providers who have witnessed a surge in demand for dermal fillers over the past two years.
Patient satisfaction with HA fillers remains remarkably high, with approximately 9 out of 10 women reporting noticeable improvements in their appearance following treatment. Achieving a natural look is paramount for patients, a key theme consistently emphasized throughout the report. Indeed, 78% of patients firmly believe that a natural aesthetic is the current ideal. The report’s key findings highlight these sentiments and underscore other significant patient motivations and satisfaction metrics, including the preference for wrinkle treatment over augmentation (75%), the belief in the continued growth of filler use (76%), the normalization of filler injections (77%), the high likelihood of repeat treatments and recommendations (79%), interest in multiple treatment areas (82%), and an overwhelming satisfaction rate of 97%.
The influence of social media in shaping perceptions and driving demand for aesthetic treatments is a significant factor explored within the report. Over two-thirds of patients rely on social media and online videos as trusted sources of information about dermal fillers, mirroring the sentiment of 69% of healthcare providers who recognize the importance of social media channels in patient education. However, despite the prevalence of online discussions about dermal fillers, with 2.7 million digital conversations taking place in the U.S., only a small fraction (1%) specifically mention HA injectables. This highlights a critical gap in accurate information dissemination, a gap that the “Naturally You” campaign seeks to address.
Allergan Aesthetics is fully committed to bridging this information gap and fostering a more accurate understanding of HA fillers. Glen Curran, Senior Vice President of US Aesthetics at Allergan, emphasizes the campaign’s objective: “Our goal with the ‘Naturally You with Injectable Hyaluronic Acid Fillers’ campaign is to set the record straight on hyaluronic acid injectable fillers for our healthcare providers, our patients, and the category. By providing facts, real-world satisfaction data, and expert insights, we hope to truly show how HA fillers are a safe and effective way to address aesthetic concerns.” To achieve this, Allergan plans to collaborate closely with healthcare providers and influential figures in the consumer space to amplify the reach of accurate information regarding HA fillers. “The Hyaluronic Acid Injectable Fillers Report,” the first installment in the company’s Aesthetics Evolution Report Series, is now available for download at www.naturallyyouwithHA.com. This resource serves as a vital tool in the ongoing effort to promote transparency and empower individuals to make informed decisions about aesthetic treatments.