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JUVÉDERM VOLUMA WITH LIDOCAINE   External Affairs

Mirror, mirror on the wall                  

Women often complain that when they look in the mirror they no longer recognize themselves.  What they see on the outside does not reflect what they feel inside.  This may be attributed to facial volume loss, an effect of aging skin, which can make women look older, tired or drawn.  Volume loss is a gradual occurrence and the tricky part is that women cannot always put their finger on it.  Unlike getting grey hair or a wrinkle, volume loss is subtle and happens overtime.  There is a tipping point when women start to see the shape of their face change, becoming heavier in the cheeks, chin and jowls.  Eventually, the deflation in cheeks becomes a giveaway of age.[i] The overall facial effect is unbalanced and less defined.

 

Basic foundations

One way to understand facial volume loss is to compare it to a house.  Over time a new house will deteriorate without any ongoing maintenance and repair.  You can fill a hole or crack or paint to help the effects of aging on the house.  However, with time the foundation and exterior of a house will weaken and the exterior, just like skin.  Muscle, bone and fat start to deteriorate and deflate. You then need to go beyond fixing the superficial effects, and address the underlying cause of aging.[ii]    JUVÉDERM VOLUMA WITH LIDOCAINE   External Affairs

 

The numbers don’t lie

When it comes to how women feel about age-related volume loss, the numbers don’t lie.  A recent FACE Report, a Canadian resource on 30 to 60-year-old women’s perceptions of aging and cosmetic enhancement, showed that forty-six per cent of women said sagging is the sign of aging that bothers them the most.[iii]   A further forty-four per cent women said sagging skin makes them look tired and stressed, even when they are not.[iv]   Sagging also has a hollowing effect on the skin which makes women feel older and self-conscious.   The hollowing effect is exacerbated in women who are physically fit.  Increased exercise can keep a woman’s body taut and fit, but it can have the opposite, gaunt effect on their face.

 

va-VA-VOLUME

Given women’s concerns over facial volume loss, the use of hyaluronic acid (HA) facial fillers has become more widespread and mainstream. Millennium Research Group found that there were a total of 71,000 hyaluronic acid (HA) facial filler procedures performed in 2009 in Canada alone.[v]  The latest innovations now focus on volumizing HA facial fillers, which are designed to address the deep effects of age-related facial volume loss.

Juvéderm® VOLUMA® with Lidocaine is a new product in the Juvéderm® family of products (Ultra and Ultra Plus with Lidocaine).   Juvéderm® VOLUMA® with Lidocaine will be available in physicians’ offices by November 2011.

 

Juvéderm® VOLUMA® with Lidocaine is an injectable gel filler that uses hyaluronic acid, a naturally occurring sugar found in the body which helps to restore deep volume loss, smooth the mid-face, rejuvenate sunken areas around the cheek and cheekbones, and create volume and youthful contour in the chin.[vi],[vii]  Increased fullness in the mid-face also restores symmetry and balance for a more youthful appearance.

 

HA moisturizes your skin from the inside out.  It’s most important biologic function is that it helps with the retention of water.  As we age, our levels of HA decrease and therefore when HA is put back into the skin, we are left looking and feeling moisturized.[viii]

JUVÉDERM VOLUMA WITH LIDOCAINE   External Affairs

Juvéderm® VOLUMA® with Lidocaine is the same formulation as Juvéderm® VOLUMA®, now only with the pain reliever called lidocaine.  This is a significant addition as VOLUMA® is a deep tissue facial filler injected into the supporting cushions of your skin.  The addition of lidocaine is a relief for patients so they have a more comfortable experience at their dermatologist’s office.

 

The results are natural and refreshed looking and can last up to 18 months.[ix] In comparison to invasive surgeries or permanent and semi-permanent products, HA facial fillers are temporary and reversible, and are re-absorbed back into the body overtime.

 

In a recent study, almost all (98 per cent) of patients treated with Juvéderm® VOLUMA® reported the treatment was beneficial (i.e., that it was either very good or good) and the vast majority (96 per cent) would recommend it to others.  Additionally, 88 per cent of patients reported feeling more attractive after treatment, and 80 per cent said they felt more confident following treatment with Juvéderm® VOLUMA®.[x]  For more information, visit www.Juvederm.ca.

 


[i]            Juvéderm®: Cheek and Chin Volumization. Accessed online on September 27, 2011. Available at: http://www.juvederm.ca/treatment/juvederm/cheek-chin-volumization/

[ii]            Kellet, Dr. Lisa. “Welcome to FACE a New Age of Beauty.” DLK on Avenue. June 16, 2011. Slide 39

[iii]            Leger Marketing’s Online Web Panel, LegerWeb, on behalf of Allergan Canada, from January 19th to 28th, 2011.  Interviewed 800 Canadian women between the ages of 30 and 60. The margin of error is +/- X%, 19 times out of 20, page 50

[iv]            Leger Marketing’s Online Web Panel, LegerWeb, on behalf of Allergan Canada, from January 19th to 28th, 2011.  Interviewed 800 Canadian women between the ages of 30 and 60. The margin of error is +/- X%, 19 times out of 20, page 68

[v]            Allergan FACE Aesthetics Report, 2011, page 8.

[vi]            Juvéderm®: Cheek and Chin Volumization. Accessed online on September 27, 2011. Available at: http://www.juvederm.ca/treatment/juvederm/cheek-chin-volumization/

[vii]            Juvéderm® VOLUMA® XC Directions for Use (DFU). Updated June 2011.

[viii]            Kellet, Dr. Lisa. “Welcome to FACE a New Age of Beauty.” DLK on Avenue. June 16, 2011.  Slide 42

[ix]            Juvéderm®: Cheek and Chin Volumization. Accessed online on September 27, 2011. Available at: http://www.juvederm.ca/treatment/juvederm/cheek-chin-volumization/

[x]            Volumizing effect of a new hyaluronic acid sub-dermal facial filler: A retrospective analysis based on 102 cases, Journal of Cosmetic and Laser Therapy, January 2008


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