The aesthetics brand is using the survey findings to reach prospective consumers with more visual results information and to get them started searching for a physician to work with, who could presumably answer questions related to cost and safety.
Survey results
Over 2,200 women participated in the Botox – SheSpeaks survey. Limited results were released: 36% of respondents want more information on the safety of the product; 18% of women questioned are concerned about how natural treatment results would appear; and 54% would like to know how much Botox treatments costs.
Before the end of the year, survey data will be up on the Botox product site.
Digital education
Using the survey findings, Botox Cosmetics is refining its consumer education initiatives. A new app, The Allergan iVisualizer, lets consumers use their own photos to ‘visualize’ changes to the lines around the mouth and eyes. (Botox Cosmetics is essentially an Allergan company product.)
Plus, the consumer-facing Botox Cosmetics website (botoxcosmetics.com) has been redesigned particularly to address the interest in treatment results, with a gallery of before and after images.
A growing business
Botox injections are among the most popular minimally invasive aesthetic procedures in the US, according to the American Society of Plastic Surgeons. The organization reports that Botulinum toxin type A treatments were up 3% last year to 6.3 million injections.
Consumer preferences
The Botox – SheSpeaks survey results mirror some of the consumer trends that Mintel pointed out in its recent report. Consumers are very interested in digital and tech solutions that add real value. The Botox app may be just the sort of tool consumers will find useful when making decisions about the treatment.
Apps that consumers share information with (like before photos) are a chance for brands to gather data that can be used to tweak the technology or convert interested users into active consumers.
E-commerce alternative
Botox requires a prescription and isn’t sold directly online to consumers. The newly refreshed website, however, has a zip code search feature to help visitors find a doctor. The physician locator tool returns a list of practitioners who have experience with Allergan aesthetic products but doesn’t recommend any particular doctors or verify their credentials.