Allergan, the Irvine-based maker of Botox, announced Monday that the Food and Drug Administration has approved three products designed to plump away facial creases. The line, called Juvederm, represents Allergan's first new products since March, when it moved to create a beauty empire with the $3 billion purchase of Inamed. The Santa Barbara company makes breast implants and facial fillers, which are often used along with Botox to reduce signs of aging. Juvederm was developed by Inamed. While Botox temporarily relaxes wrinkles around the brows, facial fillers smooth facial wrinkles and folds around the mouth. In a survey last year of patients who used Botox, 29 percent had tried a filler, according to The Aesthetic Surgery Education and Research Foundation. The global market for dermal fillers in 2005 was $442 million, a 200 percent increase since 2000. The Juvederm treatment, which is injected into the skin, lasts about six months. Juvederm will compete with Restylane, which is made by Medicis, as well as another filler awaiting approval, said Allergan spokeswoman Caroline Van Hove.
Both brands use hyaluronic acid, as opposed to collagen or animal proteins. But Allergan describes Juvederm as "next generation" because the gel is smoother and works on all skin types and colors. "It creates a really smooth, natural look," Van Hove said. Allergan officials would not say when Juvederm will be available for sale or how much they expect to earn. But Van Hove said Allergan will heavily market the treatment. Like Botox, Restylane appeals directly to consumers with ads in women's magazines and brochures available in dermatology and plastic surgery offices.
