PracticalDermatology

Apyx Medical Launches #ThisIsMe Campaign for Renuvion

Apyx Medical Corporation is rolling out its first-ever direct-to-consumer brand campaign for Renuvion, a proprietary helium plasma and radiofrequency technology.

The #ThisIsMe campaign is aimed at US consumers who are interested in a minimally invasive procedure with the Renuvion technology. The new campaign targets consumers with a variety of creative content that illustrates the goals of potential patients from different walks of life who want a younger and tighter-looking appearance of their neck and chin.

“In an era of superficial innovations, Renuvion goes beneath the surface to uplift, empower, and reshape what’s possible,” says Jeff Hoffman, Vice President of Marketing, in a news release. “We are a brand that benefits patients physically with results that benefit them emotionally—creating confidence they never could have imagined. To connect with our patients on a personal level, the #ThisIsMe campaign speaks from their perspective.”

This launch features national digital advertising, social media, and a redesigned website, which is focused primarily on the consumer and features the creative content in the brand campaign. These assets are designed to raise awareness of Renuvion and highlight the benefits of the technology.

The Renuvion brand campaign is launching on the heels of Renuvion’s two recent FDA clearances, including clearance for improving the appearance of loose skin on the chin and neck.

“With the recent FDA clearances that Renuvion has received, it’s important that Apyx Medical let potential patients know about its unique capabilities,” says Todd Hornsby, Executive Vice President. “Renuvion’s safety and efficacy [are] based on years of scientific research and clinical evidence, which is unique in this industry.”

Endo Removes Qwo from Market owing to Concerns About Injection Site Bruising, Skin Discoloration

Endo International plc is ceasing the production and sale of Endo Aesthetics’ Qwo (collagenase clostridium histolyticum-aaes) in light of market concerns about the extent and variability of bruising following initial treatment as well as the potential for prolonged skin discoloration.

For more than a year, Endo worked to address those concerns, including launching an open-label study, APHRODITE, in June 2022 to test different interventions and whether they might mitigate bruising. Although certain APHRODITE study cohorts’ results reflected a modest reduction in bruising area and severity, none achieved a consistent level of reduced bruising following initial treatment to adequately alleviate the market’s concerns.

“After careful consideration, we have determined that Qwo does not represent a viable commercial opportunity for Endo,” says Blaise Coleman, President and CEO of Endo, in a news release. “This difficult decision unfortunately results in a workforce reduction. We are grateful for the dedication and hard work of all team members who supported Qwo and our Endo Aesthetics business, and we are committed to providing support and assistance to our impacted team members.”

This decision is expected to result in annualized pre-tax cash savings of approximately $50 to $60 million and a reduction to Endo’s global workforce of approximately 90 full-time positions. In connection with ceasing Qwo production and sales, the company says it expects to incur pre-tax cash restructuring charges of approximately $15 to $20 million and record a total pre-tax restructuring charge of approximately $235 to $250 million in the fourth quarter 2022. The company will seek any necessary approvals from the United States Bankruptcy Court for the Southern District of New York in connection with this decision.

Qwo remains an FDA-approved product with clinically proven results and an established safety profile, so practices may continue to use unexpired Qwo that they have in stock as well as order additional supply. Alternatively, practitioners may return unused Qwo purchased prior to this announcement for a refund. Practices will be notified about these options.

Byrdie Announces Winners of its 2022 Beauty Awards

The winners of the 2022 Byrdie Beauty Awards, or “The Byrdies,” honor the best in beauty across Skin, Makeup, Body, Hair, Under $25, and Beauty Pros categories.

Byrdie’s editors tested, analyzed, and declared winners for an exhaustive list of 109 different beauty categories, all designed to help readers narrow down the absolute best in beauty.

Categories include Best Cleansing Balm (Eadem Dew Dream Cleansing Balm); Best Overnight Mask (U Beauty The Barrier Bioactive Treatment); Best Multi-Use Makeup Product (Danessa Myricks Beauty Colorfix Eye, Cheek & Lip Cream Pigment); Best Hair Oil (Squigs Gooseberry Delight Hair Oil), and Best Eyeliner Under $25 (Half Magic Magic Flik Liquid Eyeliner).

After testing hundreds of products, Byrdie’s 10 editors collaborated with six guest beauty expert judges to choose the honorees. Winners were selected based on three criteria: Efficacy, Overall Value, and “That Special Something,” that indescribable factor that makes a product a favorite.

Each winner profile includes tags identifying the product’s additional characteristics, like whether it’s made with sustainable practices; vegan; cruelty-free; Black-, AAPI-, or Latinx-owned; and/or has a charitable element.

The product categories are accompanied by 10 categories of Beauty Pros, naming Byrdie’s chosen leaders in the beauty space for 2022:

• The Influencer: Emira D’Spain, @xoxoemira
• The Founder: Priyanka Ganjoo, founder, Kulfi Beauty, @priyankaganjoo
• The New Guard: Hamah Harris, creator, Brown Girl Hands, @hannahharris__
• The Makeup Artist: Nina Park, @ninapark
• The Nail Artist: Zola Ganzorigt, @nailsbyzola
• The Hairstylist: Jawara Wauchope, @jawaraw
• The Esthetician: Kristyn Smith, @ksmithskin
• The Dermatologist: Michelle Henry, MD, FAAD, @drmichellehenry
• The Educator: Ranella Hirsch, MD, FAAD, @ranellamd
• The Formulator: Ron Robinson, Chemist/CEO of BeautyStat and cosmetic chemist in residence at Rhode.

WATCH NOW

Tips for Success with Fillers

Heidi Waldorf, MD offers tips for getting the best results possible with fillers. From how to evaluate what patients need to considering shapes and proportions, she offers hands-on advice to help achieve optimal outcomes. Plus, she discusses the importance of managing patient expectations.