Forever Young

Trends In Aesthetic Medicine

1. Less is more.

Minimally invasive anti-aging procedures will lead the market in aesthetic medicine, as men and women increasingly choose less expensive, invasive and risky procedures over traditional surgical ones.

“During hard economic times, men and women look to non-invasive cosmetic treatments such as Botox cosmetic, dermal fillers and skin rejuvenation as a means to feel and look better about themselves physically and emotionally,” says Dr. Alexander Ataii of Laser Clinique in San Diego.

2. The eyes have it.

Building on the rising popularity of minimally invasive procedures, physicians will offer more “EyeJuvenation.”

3. Cosmic expansion

A report published in October 2008 by the Freedonia Group, predicts the U.S. cosmeceuticals market will increase by 7.2 percent per year, to reach $8.2 billion by 2012. The increase is driven by “a stream of new and technologically advanced product introductions offering age-defying and other appearance-enhancing benefits for an aging population. The rapid growth of the cosmeceutical market will continue to be based on a combination of science and astute marketing.”

Dr Jennifer Linder, MD, board certified dermatologist and advisory board member of the IAPAM, says that, within the cosmeceutical industry, “stem cell technology will be utilized for anti-aging topical products. Up until now stem cells have been used in medicine to generate new cell growth in wounds and burns. This same thought process is now being researched for improving the appearance of mature skin. Stem cells never die, so the cellular proliferation they can provide would be incredible. By generating healthy cells in aging skin, products can potentially reverse some of the damage accrued over the years.”

4. Coffee, tea or peptides?

Caffeine will burst onto the beauty-product market as a marquee ingredient in many drugstore cosmetics. While Linder cautions that, “the science is still lacking to substantiate its long-term effects,” many researchers suggest caffeine, “reduces eye puffiness,” and, “increases micro-circulation.” Which in turn carries away excess fluids from the skin, reduces the appearance of cellulite, and contributes to overall cell renewal.

Linder says another pre-eminent ingredient in topical products will be peptides. “Peptides will continue to be some of the most effective topical ingredients available.

“New peptides, such as neuropeptides, are being developed and are thought to possibly contribute to a feeling of well-being. Anti-inflammatory and antibacterial peptides are also becoming available and may potentially help in the treatment of adult acne and sensitive skin conditions. Anti-aging peptides continue to be at the forefront of age control product development, with new types being developed each year.

“More studies are needed in order for their benefits to be proven, but the market is sure to see more products containing different types of peptide technology in the future.”

5. Anti-aging: inside out.

Building on the link between aging and diet, consumers are seeking treatments, both ingestible and topical, to achieve better health through traditional dietary products.

Peter Lam, in a January ’09 article in Skin Inc. Magazine, writes, “the preventive strategies of anti-aging are being expanded and even exploited by the food industry with the promotion of nutraceuticals and antioxidants, such as the inclusion of botanicals and green tea in foods. Even the cosmetics industry has begun including these substances in skin care product formulations. The belief is that these ingredients can penetrate the skin topically in order to nourish and prevent skin conditions.”

Linder agrees. “Antioxidants of all types continue to hold an important place in age control products. As the consumer becomes more aware of the benefits of internal and topical antioxidants, demand is increasing. Potent antioxidants such as resveratrol from grapes, goji berry extracts, turmeric root extract and acai extracts are being introduced to topical products to improve the health and appearance of aging skin by quenching free radicals.”

Linder adds that probiotics are making their way from the grocery store to the cosmetic counter. “Several lines are introducing probiotic agents to skin care formulations. These companies claim to ‘soften, smooth and exfoliate your skin, giving it a fresh youthful appearance.’ Most available research only supports skin benefits when probiotics are taken internally, and even that is somewhat inconclusive and lacking. Clinical proof aside, more and more companies are introducing probiotic technology for topical use.”

6. Medical weight loss gains

Globally, the World Health Organization estimated that in 2005, 400 million people – 78 million of them Americans -- were obese. By 2015, the number is expected to increase to 700 million. With obesity continuing as such a universal epidemic, more and more physicians internationally will offer medical weight management. People are tired of yo-yo diets and special meals, and are looking for physicians to help them lose weight permanently.

“Consistent with this anticipated market growth, the IAPAM is proactively working to develop a medical weight management program that combines healthy lifestyle changes, exercise, and the latest medical weight management procedures, like laser-assisted liposuction,” says Jeff Russell, IAPAM executive director.

7. Public place trust in physicians for aesthetic medical offerings.

The IAPAM’s Aesthetic Medicine Consumer Study surveyed women across the U.S., ages 21-60 on their perception of various aesthetic medicine procedures. As an apparent reaction to the unregulated medical spa industry, 78 percent of women rated medical credentials as very important when choosing an aesthetic treatment provider.

“The results clearly indicate most women are concerned about their safety when choosing aesthetic procedures, which is a huge opportunity for physicians who wish to expand their practice with aesthetic treatments,” says Russell.

Reprinted with permission of the International Association for Physicians in Aesthetic Medicine, Jeff Russell, executive director.