News about the cosmetic industry’s newest fat-melting miracle product is spreading everywhere in 2017. Belkyra, known as Kybella in the United States, has been marketed heavily by Allergan who purchased the product’s maker, Kythera in 2015 for $2.1 billion. According to Carly Helfand of www.fiercepharma.com.
In the first three quarters of 2016, Kybella earned $38.2 million, but trends show that sales are on the rise because they recorded more than a third of that amount in the third quarter with $14.2 million and the earnings have been increasing since. With the explosion of patient testimonials and advertising finally reaching the average cosmetic client in Toronto, Canada, Belkyra is a rising star.
“Kybella is not a pharmaceutical launch,” said Allergan CEO Brent Saunders, “It’s a medical aesthetic launch. It’s a new market, and we know from looking at historical data of launching Botox and launching fillers that Year 2 is pivotal to the launch of a medical aesthetic product.” 2017 is Belkyra/Kybella’s year two and Allergan has a solid track-record of successful product launches for cosmetic, injectable products such as Botox and various fillers in their line up. Momentum for a new product will generally build slowly, and understandably savvy customers are cautious about the safety and results they can expect. When something works this well and is accessible for the average person, however, it isn’t long before a new product becomes a household name.
Kybella is the trade name for ATX-101, which is a synthetic version of a naturally-occurring bile salt called deoxycholic acid that aids in digestion and the breaking down of fats. Basically, what deoxycholic acid does to fat is disrupt the fat cell membrane. This is also known as cell lysis. The immune system responds to damaged fat cells and aids in redistribution of the cell contents. Minor swelling is expected during this inflammatory process.
The idea to use various acids as an injectable treatment for fat on the body has been around in Europe for many years however there have not been safe, successful and FDA approved methods of doing this until the FDA approved Kybella in 2015. The FDA has, in fact, warned against these types of injections for many years due to the lack of consistent research, safety record and results. It is a testament to the efficacy and safety of this leading edge formulation that it has gained approval and glowing recommendations from the health care community so far.
Before now, People who suffer from excess fat under the chin or, submental fullness had no choice but to consider invasive, liposuction surgery to remove it. Whether due to genetics or weight gain, some people cannot “lose” submental fat no matter how much they exercise. Now, we expect an increase in Toronto Belkyra users in 2017 because these patients no longer have to consider surgery to quickly, easily remove double chin fat. With a few days of recovery and no incisions or scars, Belkyra has filled a niche in the cosmetic market and as more people become aware, we predict its popularity will only increase.
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