Galderma's New #BreakTheIce Campaign Debunks the Fear of Frozen Look


When it comes to facial rejuvenation, fresh is the new frozen.

Fully 74 percent of women and men  aged 30-50 would be more interested in anti-aging treatments if results looked natural, according to new survey commissioned by Galderma Laboratories, Inc.

Despite reporting that a person with frown lines between the eyebrows looks stressed (39 percent), old (36 percent) and even angry (24 percent) and many realizing their face looks older than they feel, few are taking action to learn about treatment options that have natural-looking results. Less than 40 percent of Americans said they would be comfortable talking about their interest in treatment with a healthcare specialist, the survey showed.

“Every time I see new patients, they say ‘I don’t want to look done, I want to look refreshed, and it’s not necessary to look frozen,” dermatologist  Marina Peredo, MD, an associate clinical professor of dermatologyat Mount Sinai Hospital in New York tells Practical Dermatology®. “Our job as doctors is to provide this information to patients.”

To help foster this conversation, Galderma launched their new Dysport®* (abobotulinumtoxinA) #breaktheice campaign and infographic to the media through a series of vignettes that illustrate the changing faces of plastic surgery including men looking to remain competitive in the workforce, the #selfie generation and new moms. Galderma’s recently launched Don't Freeze Me, Dysport® Me advertising campaign also speaks to the many people who want to lose their frown lines, but don't want to lose themselves.

The advent of the selfie and social media has provided a “digital wake-up call” for many, says plastic surgeon Kaveh Alizadeh, MD, Chief of Plastic and Reconstructive Surgery at Westchester Medical Center in Valhalla, New York. More than 70 percent of respondents report the use of technology made them realize their face looks older than they feel, the survey showed.

A majority (64 percent) of respondents noticed frown lines between their eyebrows as they age, first seeing these lines on average at age 34. Additionally, 77 percent reported noticing frown lines on others, such as their friends, family members and coworkers. A surprising 74 percent reported thinking about their face looking older one or more days a week. Men and women are more aware of their frown lines when they catch a glimpse of themselves in the mirror (70 percent) and get ready in the morning (56 percent), the survey showed.

It’s not just women anymore, says Paul Jarrod Frank, MD, a New York City dermatologist.

“Men are a hugely growing market. Men do care about how they look. It’s a work thing and men like quick fixes,” he says, “With men, I start in the shallow end, and in my hands, Dysport can provide a softer, less noticeable but effective procedure.”

About the Break the Ice Survey

The Break the Ice Survey was conducted online by Wakefield Research on behalf of Galderma Laboratories, Inc. among a representative sample of 1,001 U.S. women ages 30-50 and 1,000 U.S. men ages 30-50, between February 12th and February 19th, 2016. The margin of sampling error at the 95percent level of confidence is +/- 2.2 for the total respondents.





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