On the Scene: Beauty Decoded Live, London

28 Mar 2019

World-renowned plastic surgeon Dr Mauricio De Maio led an interactive press and consumer experience at One Marylebone in London on March 7.

Held by Allergan, in association with the Juvéderm brand and Tatler magazine, the event aimed to build consumer confidence and increase knowledge when considering medical aesthetic treatment with their ‘Beauty Decoded’ campaign. It featured a gallery of immersive experiences, mini consultation booths, a case study review area, Juvéderm bar to discover more about the products, selfie zone and VISIA digital skin analysis area.

Alongside Dr De Maio, aesthetic practitioner Dr Tapan Patel and cosmetic surgeon Miss Jonquille Chantrey ‘decoded’ the Juvéderm range and the science behind the products, as well as detailing the consultation process, explaining how it should be tailored to suit patients’ individual needs, and providing advice on the qualifications consumers should look for when seeking an aesthetic practitioner.

Dr De Maio then performed a live dermal filler demonstration using the Juvéderm range, while Dr Patel and Miss Chantrey presented statistics from the latest Allergan survey. Results found that 86% of aesthetic-conscious consumers from across the globe said that they believe the way they look contributes to their success, in all aspects of their life, while 66% said they are self-conscious about a specific facial feature.

The practitioners outlined how aesthetic treatment can boost patients’ confidence, with Dr Patel stating, “It wasn’t that long ago that facial injectable treatments were talked about in really hushed tones, yet it’s now becoming much more mainstream; a recent survey showed that more than 82% of people found that it’s much more socially acceptable to discuss and have fillers now than it was five years ago.”

With more consumers keen to undergo treatment, the practitioners also emphasised the value of a thorough consultation. Dr De Maio said, “It is of paramount importance for consumers to have a thorough consultation to both address their questions about medical aesthetics, and to enable them to achieve the look they desire. A good aesthetic practitioner needs to be more than just an injection – they need to be a consultant to the patient, as well as an expert with the products.”

He added, “The consumer campaign is focused on directly addressing the most common questions we hear from patients, so that we can advance the discussion towards a consultation – focusing on what the patient wants to achieve with their Juvéderm treatment. The Beauty Decoded Live series will help demystify medical aesthetics for many patients who have questions about treatment.”


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