US-based medical aesthetic company Evolus Inc has begun a consumer campaign in the US called ‘#NEWTOX NOW’ in the hope to encourage patients to use its botulinum toxin.
Jeuveau (prabotulinumtoxinA-xvfs), known as Nuceiva in the EU and Nabota in other markets, was introduced to the US market in May and is indicated for the temporary improvement in the appearance of moderate to severe glabellar lines.
The promotion of prescription-only medicines such as Jeuveau is not restricted in the US, unlike in the UK. Evolus chief marketing officer Michael Jafar, said, “#NEWTOX NOW is the next dimension of our launch strategy.
It offers consumers $75 that can be used for Jeuveau treatment at participating practices. We believe this programme will further enable consumer conversion to Jeuveau, putting us on track to achieving the number two market position within 24 months of launch.”
From a UK perspective, Dr Souphiyeh Samizadeh said, “For us in the UK, it is very unusual to see a POM being promoted to consumers. But those that have lived in the US or travelled there extensively will know this is not uncommon. It is great to have competition in the market and is a well researched product with good clinical studies surfacing, I assume they will promote it appropriately when they enter the UK market.”
Jeuveau (Nuceiva) is currently awaiting marketing authorisation by The European Medicines Agency’s (EMA) Committee for Medicinal Products for Human Use (CHMP).