Allergan Aesthetics shines in trade show debut--China Economic Net

Allergan Aesthetics, a global business unit of the United States-based pharmaceutical company Abb-Vie, is making its premiere at the third China International Import Expo in Shanghai on Thursday, demonstrating its leadership in building a healthy ecosystem for the medical aesthetics market in China.

As the first medical aesthetics company with a Fortune 500 background to participate in the CIIE, Allergan Aesthetics is showcasing its product portfolio, including Juvederm (NMPA Certified No.20203130165) and CoolSculpting (NMPA Certified No. 20163582363), and an innovative business model in China.

A new addition to the Allergan Aesthetics portfolio will be showcased at the expo. It includes a science-based, professional skincare brand designed to provide a complimentary treatment offering for the consumers.

"The CIIE demonstrates the country's commitment to advance the Chinese market for industry and business," said Senior Vice-President and President, International Allergan Aesthetics, Jason Smith. "Although this is our first time participating in the CIIE, we have witnessed its positive influence in boosting international trade and increased cooperation since being held annually from 2018.

"We believe the CIIE will be an effective platform for us to expand our footprint and accelerate our business growth in China."

Great opportunity

Smith noted that since Allergan Aesthetics became a part of AbbVie this May, the CIIE presents a great opportunity for the company. There it will showcase its new brand identity and commitment to the Chinese market, as it seeks to boost the confidence of healthcare professionals and consumers through science and innovation.

"In addition, we believe we are bringing a unique perspective and business model. Participating in the healthcare exhibition as a leading medical aesthetics company, we are focused on delivering quality products and education to healthcare professionals to support the best possible outcomes for their patients," he said.

According to the company, besides products, it is also bringing a mobile version of the Allergan Medical Institute and Allergan Beauty Lab to the CIIE.

The two facilities represent Allergan Aesthetics' efforts in medical training and consumer education, as the company said it is devoted to building a healthy medical aesthetics ecosystem in China.

"In addition, we will collaborate with government agencies and medical aesthetics hospitals in an initiative to call on consumers to seek authentic products and treatments for safety and optimal outcomes.

"It is hoped that our trade show in the CIIE will help Chinese consumers better understand medical aesthetics, the latest innovations in this field, and the importance of seeking authentic products from licensed clinics with robust training," Smith said.

Increased cooperation

The third CIIE, running from Nov 5-10, advances China's economic cooperation and trade with countries and regions around the world.

According to the organizing committee, the number of global Fortune 500 companies and pharmaceutical giants attending the healthcare and medical equipment exhibition this year has doubled compared with the first edition.

It is also the first time that the CIIE is featuring a medical aesthetics company with a Fortune 500 background.

"The CIIE is an opportunity for us to deepen our cooperation with the government and industry partners, exploring new ways of collaboration in this important market," Smith said. "It's also an opportunity for us to demonstrate our commitment as we advance our understanding of the aesthetic needs of Chinese consumers.

"As the COVID-19 pandemic remains a global challenge, we also see the CIIE as a way to inject confidence and optimism for foreign companies working to sustain and grow their businesses in the long term," Smith said.

According to a report from market consultancy iiMedia Research, the market volume of China's medical aesthetics industry has been growing rapidly since 2015.

In 2019, the market volume totaled 256 billion yuan ($38.2 billion), up 14 percent year-on-year. It is estimated that the market will grow 23.1 percent year-on-year to 315 billion yuan by 2020.

"With the improvement of Chinese living standards, people are investing more and more time and money to pursue a better appearance. The market volume of the country's medical aesthetics industry has been expanding rapidly," the report said.

Focus market

The fast-growing market has strengthened Allergan Aesthetics'confidence.

"China has been a source of growth for Allergan Aesthetics and a focus market at Allergan Aesthetics International," Smith said.

"The speed, innovation and experimentation occurring within the medical aesthetics market in China has been phenomenal and is a great source of learning for us in other international markets," he said.

He noted that during the COVID-19 pandemic, China showed strong resilience and recovery among the company's international markets, reinforcing their confidence in the market.

In April 2019, the company launched an innovation center with an investment of 100 million yuan in Chengdu, Sichuan province. It offers medical aesthetics professionals in China comprehensive education and training, including anatomy classes, aesthetic assessment, medical photography, hands-on injection training and patient safety.

In September 2019, it opened its first customer experience center in the world－the Allergan Beauty Lab in Chengdu.

By offering knowledge about qualified products and complimentary facial, skin and body assessments to consumers, the lab is expected to become a pioneering education base to promote the sustainable development of the medical aesthetics industry in China.

"At Allergan Aesthetics, we believe in the power of confidence," Smith said. "We understand how confidence can impact the lives of people. So we take our role in empowering individuals confidence seriously, working with healthcare professionals to help patients be their best selves through the products and training we provide."

He added: "This responsibility also means educating consumers, as a leader within the field of medical aesthetics. While there is great interest and increasing purchasing power, we recognize that many may not understand what medical aesthetics involves.

"This is why we have launched initiatives like the Allergan Beauty Lab in China as well as our social media channels to provide more information to consumers, empowering their confidence by helping them make informed decisions when considering medical aesthetics treatments."

Favorable policies

To increase its product accessibility to meet the surging demands of Chinese consumers, Allergan Aesthetics recently introduced a facial injectable product in the Boao Lecheng International Medical Tourism Pilot Zone in Hainan province.

The pilot zone enjoys nine preferential policies such as special permission to import medical technology, medical equipment and medicines.

Specifically, the policies allow the accelerated import and use of sough-after drugs and medical devices from overseas, after they have got early approval at the pilot zone only by the Hainan government.

"The reason why we introduced medical aesthetics products into the pilot zone is that we see constantly surging needs. Every year, 600,000 Chinese go abroad to see a doctor, of whom 20 percent are seeking medical aesthetics services," said Liu Zhefeng, deputy head of Boao Lecheng International Medical Tourism Pilot Zone Administration.

"We hope that Chinese residents can enjoy international-standard medical products without the need to go abroad," he said.

Chen Kai'an, deputy head of Boao Super Hospital, said it will work with Allergan Aesthetics in the future on the clinical research and application of medical aesthetics products, and fulfill the demand of domestic consumers.

Allergan Aesthetics said that since it entered the Chinese market in 2009, it has witnessed a series of concrete measures by the government to bring down trade barriers and ensure a business-friendly environment, which has reinforced its confidence in China.

"China's efforts in streamlining its approval of imported medicines and medical devices are highly commendable," Smith said. "Thanks to Hainan's special policy, our new dermal filler product was granted early approval and access in the Hainan Boao Lecheng Pilot Zone in December 2019. This marked it the first medical aesthetics product approved by the Hainan government, with a clinical data collection project now underway.

"We also experienced the openness, transparency and efficiency of China's local government firsthand when we set up a medical clinic in Chengdu and a medical devices company in Shanghai last year. These have certainly paved the way for more market-specific initiatives to come," he added.

Appealing environment

Over the past few years, China has carried out a huge number of reforms to the business environment for foreign enterprises. The new Foreign Investment Law, which took effect on Jan 1, states that foreign companies can invest in almost every area of the economy, excluding a shortlist of strategic or sensitive industries.

The government has been accelerating the approval of imported medicines and medical devices, by canceling the batch-by-batch mandatory inspection of imported chemicals, streamlining the approval procedure of imported drugs, and boosting industry restructuring and technological innovation.

Jiao Hong, commissioner of the National Medical Products Administration, said that in terms of the total time taken for new drugs' clinical and market approval, China's current level is close to that of developed countries.

According to Allergan Aesthetics, it plans to bring more cutting-edge aesthetic products and technology to Chinese consumers in the future.

"China remains a source of growth for Allergan Aesthetics globally. Since becoming an AbbVie company, Allergan Aesthetics will leverage its strength, expertise and resources with opportunities in pipeline expansion and acquisitions," Smith said.

"We will also continue to bolster China's medical aesthetics market through growing efforts in medical education, digitalization and consumer education," he added.

Participants pose for a photo at the inauguration ceremony of an Allergan Aesthetics innovation center in Chengdu, Sichuan province in April 2019. CHINA DAILY