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Botox Cosmetics Services in Canada

Sina Saadi (100169068) and Nadia Dehghan Tezerjani (100161106)

Capilano University

BMKT 161 7C/D

Professor Ivan Surjanovic

February 03, 2023

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Botox is a well-known cosmetic procedure that has increased in popularity in recent

years. The global Botox cosmetic market is valued at more than $9 billion and is growing every
day. The demand is expanding among seniors and is gaining interest among younger generations
as well. While Botox has become a popular cosmetic procedure, it is crucial to remember that it
does have side effects as well. The cosmetic injectable procedure known as Botox is made from
a neurotoxin known as botulinum toxin. By relaxing the underlying muscles, Botox is used to
decrease wrinkles and fine lines temporarily. To fulfill changing consumer preferences, the
industry is continually innovating and developing new goods and treatments. The four Ps of the
marketing mix is under the management of managers, who can choose which items to provide,
how much to charge for them, distribute them, and reach target markets. This essay will present
an environmental scan of Botox, its benefits and side effects, and an overall assessment of
whether or not one should consider entering this industry.

Demographic

Several factors influence the demographic characteristics of the Canadian market,

including age, diversity, urbanization, educational attainment, and income. There is an aging
population in Canada, with a growing share of seniors and a diminishing share of youth.
Consumer behaviour and the demand for particular products and services are expected to be
affected. Cosmetic surgery or the use of Botox treatment today does not affect one's age, since
most people are seeking beauty. According to BoomerangFX, “Recent trends highlight that
virtually every age group over 20 years, including both men and women of various socio-
economic stature, is seeking out non-excisional and minimally invasive treatments that provide
faster and highly effective outcomes without the downtime and risks of cosmetic surgery’’
(BoomerangFX 2022). Another factor that affects the market’s demographic is urbanization. As
O'Neill states, “In 2021, 81.65 percent of the total population in Canada lived in cities ‘’ (O'Neill
2022). It is challenging to estimate the exact size of the consumer market for Botox cosmetic
treatments in Canada because this is a dynamic and expanding sector. However, it is predicted to
be a sizable and expanding business, influenced by reasons such as rising demand for cosmetic
procedures, increased knowledge of non-surgical cosmetic treatments, and the rising acceptance
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of cosmetic injections among younger consumers. These factors affect the Botox cosmetic
industry directly.
Socio-cultural

The market segmentation for a business providing Botox aesthetic services could be
impacted by several sociocultural factors like food consumption, media, healthy living, etc.
People may be more interested in health and self-care due to emerging trends and the expansion
of virtual networks, as well as the rising popularity of cosmetic procedures, in order to rejuvenate
their skin, enhance their looks, and boost their confidence. Additionally, consumers are searching
for a wide range of high-quality skincare products that use components free of chemicals. As a
result of this trend, producers are choosing natural alternatives to chemicals including leaf
extracts, root extracts, and aloe vera. According to MarketLine, “The North American skincare
market grew by 5% in 2021 to reach a value of $21,261.3 million’’ (MarketLine 2022). This
demonstrates how more individuals are searching for beauty products and rejuvenation as well as
the health of their skin, which is gaining more popularity day by day. Lastly, heavy marketing by
big corporations in this industry highly influences how people should look like in order to fit into
their societies.

Figure 4: North America skincare market geography segmentation: % share, by value, 2021

Competitive
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The competitive landscape of the Botox cosmetic industry is very competitive which is
mainly controlled by the big names. According to Ahsanuddin, major competitors in the industry
are “Botox/Botox Cosmetic, Dysport, and Xeomin” (Ahsanuddin et al., 2020). In addition, there
is indirect competition such as; dermal fillers, laser treatments, and other cosmetic treatments.
Due to the reasons mentioned, “The threat of new entrants is limited, as although brand power is
important, the market is fairly heavily regulated and operating and exit costs are high”
(MarketLine 2022). A new competition must stand out as the primary manufacturers in this
industry are huge, international corporations that invest substantially in both product innovation
and brand portfolio development. As a result, new competition would face intense competition
(MarketLine 2022). According to MarketLine, another challenge that the new entrants may face
in the Botox cosmetic industry is that “New entrants must also persuade stores to stock their
products. Major retailers are aware of their importance in the distribution chain and may be
unwilling to take the risk of displacing existing well-established brands for new ones.”
(MarketLine 2022). Overall, the competition is very intense for new entrants since it requires
significant funds in hand in order to compete and build a reputation for oneself.

Figure 8: Forces driving competition in the skincare market in North America, 2021
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Technological

The Canadian market for Botox cosmetic services could be affected by several technical
advancements. There are new techniques to inject as much Botox with the same doses and fewer
dangers and discomfort thanks to the development of new technology. Customized, 3D-printed
needles could be produced using 3D printing technology for Botox injections, enabling more
accurate injections, and lowering the risk of problems. Medical personnel might utilize wearable
technology, such as smart glasses and augmented reality gadgets, to help them administer Botox
injections, giving them real-time information and direction to assure the greatest results.
According to Milestone, ‘’The new cosmetic injection instrument is designed to inject accurate
doses with the precision of a stylus pen and uses the same comfort speed technology that has
made our dental injections painless" (Milestone 2018). Although these technological
developments are still in their infancy and may take some time to catch on in the Canadian Botox
cosmetics services sector, they will undoubtedly affect the cosmetics business in a significant
way.

Economic

The Canadian economy is struggling today, as inflation is raging as a result of the

pandemic's high government spending. As a result, Canadians are experiencing high inflation
and losing purchasing power daily, indicating that their dollar can buy less and less as inflation
rises. According to Peebles, “People are holding off on Botox and other pricey aesthetic
treatments such as dermal fillers and body contouring amid rampant inflation and concerns about
the state of the economy” (Peebles, 2022). However, regular Botox users have no choice but to
follow through with their treatment and people’s aging process will not stop due to the high
inflation. As MarketLine states, “Buyer power in this market is assessed as moderate, as
although manufacturers can exert pressure on retailers through marketing campaigns and the
development of novel products, many retailers are very diversified, and sometimes backward
integrated” (MarketLine 2022). Many households may postpone unnecessary purchases in the
hope that the economy would recover and prices will follow suit (Lundy, 2022). The market
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growth may cease or decrease due to limited purchasing power, it will likely continue to decrease
in the coming years.

Figure 7: North America skincare market volume forecast: million units, 2021–26

Regulatory

There are many laws and regulations that affect Botox cosmetic services directly and
indirectly. These laws and regulations are mainly made and enforced by the Food and Drug
Administration (FDA). These laws are here to mainly protect consumers and they are taken very
seriously. According to Ahsanuddin, “Botulinum toxin is generally considered to be safe and
tolerable across a spectrum of aesthetic and therapeutic applications. An earlier review of
adverse event data submitted to the United States Food and Drug Administration (FDA) revealed
that serious adverse events as defined by the US Code of Federal Regulations were more likely
to occur for therapeutic indications rather than for cosmetic ones, and when a serious adverse
event did occur, the event had previously been recognized in clinical trials for Botox. Concern
over these serious adverse events has been raised by multiple parties who cite the nearly 16
reported deaths during 1997–2006 attributed to Botox” (Ahsanuddin et al., 2020). In this
business, raw material quality is always critical. The possible risks linked with the use of
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synthetic chemicals in the cosmetics business have boosted consumer desire for safer and
healthier alternatives, as well as increasing consumer interest in product quality and safety
issues. Any ingredients used must be shown safe and must be approved by a regulatory authority,
such as the Food and Drug Administration (FDA) in the United States and Canada (MarketLine
2022). Because of the strict requirements imposed by regulatory authorities in this field, it is
expected that a new entrant will have a hard time overcoming regulatory challenges because they
are taken extremely seriously.

To conclude, data shows that today could be a good time to start a Botox business in
Vancouver or Canada. In Vancouver, Botox is becoming increasingly popular. It is a great idea
to open a warehouse to fulfil Vancouver's ever-increasing demand. According to the data,
Vancouver's population is mainly formed of older citizens, and the number is increasing,
resulting in an increased demand for Botox and cosmetic operations. Furthermore, as technology
and the medical system advance, we are seeing an increase in average life expectancy, which
will increase demand for Botox in Vancouver as people age but live longer and want to stay
young and presentable. However, for one to enter this industry, one must have access to a large
number of resources, as it has been heavily influenced by large corporations in recent years. It is
also difficult to obtain regulatory permits because this industry is highly regulated. To succeed in
this industry, one must have everything prepared and be willing to put the work in. When the
economy improves and people's purchasing power rises, the Botox market will soar. The Botox
industry is growing more common in our society every day, and it is unlikely to go away anytime
soon.
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Reference

Abbvie hopes for $63bn facelift with Botox deal. (2019, June 26). The Times (London,
England).
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgbe&AN=edsgcl.590873338&site=eds-
live&scope=site

Ahsanuddin, S., Roy, S., Nasser, W., Povolotskiy, R., & Paskhover, B. (2020). Adverse events
associated with Botox as reported in a Food and Drug Administration Database. Aesthetic
Plastic Surgery, 45(3), 1201–1209.
https://doi.org/10.1007/s00266-020-02027-z

BoomerangFX E-learning platform expands to Asia-pacific and Europe. (2022, Nov 22),p.g1,
Canada NewsWire Retrieved
https://ezproxy.capilanou.ca/login?url=https://www.proquest.com/wire-feeds/
boomerangfx-e-learning-platform-expands-asia/docview/2738518537/se-2

Chan, T. J., Lewis, T. A., & Sommer, D. D. (2020). Type a botulinum toxin in the management
of spontaneous salivary otorrhea: a case report. Journal of Otolaryngology -- Head &
Neck Surgery, 49(1), 1–4.
https://doi-org.ezproxy.capilanou.ca/10.1186/s40463-020-00457-y

Chiu, A. (2021, May 6). Why young people are using preventive Botox, and what they need to
know. The Washington Post.
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgov&AN=edsgcl.660961775&site=eds-
live&scope=site

Liu, J., Xu, Y.-Y., Zhang, Q.-L., & Luo, W.-F. (2018). Efficacy and Safety of Botulinum Toxin
Type A in Treating Patients of Advanced Age with Idiopathic Trigeminal Neuralgia. Pain
Research & Management, 1–5
https://doi-org.ezproxy.capilanou.ca/10.1155/2018/7365148
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Lundy, M. The trouble with today’s steep inflation? The constant reminders. (2022, March 25).
Globe & Mail (Toronto, Canada), B2.
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgov&AN=edsgcl.698202953&site=eds-
live&scope=site

MarketLine Industry Profile: Skincare in North America. (2022). Skincare Industry Profile:
North America, 1–44.
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direct=true&AuthType=ip,uid&db=bsu&AN=159261724&site=eds-live&scope=site

Milestone scientific reports 46.9% increase in sales for the fourth quarter of 2017. (2018).
Marketwired,p.g 1, Retrieved from
https://ezproxy.capilanou.ca/login?url=https://www.proquest.com/trade-journals/
milestone-scientific-reports-46-9-increase-sales/docview/2020770821/se-2

Sharratt, A. (2022, August 6). Courtney’s Financial Situation. Globe & Mail (Toronto, Canada).
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgov&AN=edsgcl.712726030&site=eds-
live&scope=site

Peebles, A. (2022). Americans Are Holding Off on Botox, Dermal Fillers With Inflation Soaring.
Bloomberg.Com, N.PAG.
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=bsu&AN=159959935&site=eds-live&scope=site

Urbanization in Canada 2021, Aaron O'Neill, Jan 26, 2023,

https://www-statista-com.ezproxy.capilanou.ca/statistics/271208/urbanization-in-canada/
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Annotated Bibliography

Abbvie hopes for $63bn facelift with Botox deal. (2019, June 26). The Times (London,
England).
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgbe&AN=edsgcl.590873338&site=eds-
live&scope=site

The article above mentions how Botox is treated in the market and how companies
operate in this industry. It is highly valuable information read and added to our research
through this article.

Ahsanuddin, S., Roy, S., Nasser, W., Povolotskiy, R., & Paskhover, B. (2020). Adverse events
associated with Botox as reported in a Food and Drug Administration Database. Aesthetic
Plastic Surgery, 45(3), 1201–1209.
https://doi.org/10.1007/s00266-020-02027-z

The top 15 adverse events for the four Botox brands: Botox Cosmetic, Dysport, and
Xeomin from the FDA Adverse Event Reporting System using an online web-based tool.
Throughout this article, we gain an understanding of different types of Botox as well as
their use in the industry.

BoomerangFX E-learning platform expands to Asia-pacific and Europe. (2022, Nov 22),p.g1,
Canada NewsWire Retrieved
https://ezproxy.capilanou.ca/login?url=https://www.proquest.com/wire-feeds/
boomerangfx-e-learning-platform-expands-asia/docview/2738518537/se-2
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This article was of great assistance to this research paper since it discussed the age and
gender of people who sought Botox and cosmetics. Businesses can use that information to
better understand their target market.

Chan, T. J., Lewis, T. A., & Sommer, D. D. (2020). Type a botulinum toxin in the management
of spontaneous salivary otorrhea: a case report. Journal of Otolaryngology -- Head &
Neck Surgery, 49(1), 1–4.
https://doi-org.ezproxy.capilanou.ca/10.1186/s40463-020-00457-y

In the following article the effect of Botox injections on some diseases and case reports
have indicated that neutralizing antibodies can be formed in response to repetitive
injections that exceed the lowest effective dose, leading to resistance to the effects of
BTA.

Chiu, A. (2021, May 6). Why young people are using preventive Botox, and what they need to
know. The Washington Post.
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgov&AN=edsgcl.660961775&site=eds-
live&scope=site

This source was used to help us with understanding the regulatory update on how Botox
is treated in U.S. and Canada. This source is essential since it provides valuable
information on the regulatory bodies in Canada and the U.S. such as FDA.

Liu, J., Xu, Y.-Y., Zhang, Q.-L., & Luo, W.-F. (2018). Efficacy and Safety of Botulinum Toxin
Type A in Treating Patients of Advanced Age with Idiopathic Trigeminal Neuralgia. Pain
Research & Management, 1–5
https://doi-org.ezproxy.capilanou.ca/10.1155/2018/7365148

This article provides general information about Botox and what affects people at different
ages special older people after the age of 60 years old and how it affects their bodies after
receiving Botox as well as what doses are safe.

Lundy, M. The trouble with today’s steep inflation? The constant reminders. (2022, March 25).
Globe & Mail (Toronto, Canada), B2.
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https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgov&AN=edsgcl.698202953&site=eds-
live&scope=site

The goal of this article is to explain how rising inflation in Canada's economic condition
impacts people's ability to buy things. This will make it easier for entrepreneurs,
especially those intending to create new firms in Canada, to comprehend how the
country's economy is doing.

MarketLine Industry Profile: Skincare in North America. (2022). Skincare Industry Profile:
North America, 1–44.
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direct=true&AuthType=ip,uid&db=bsu&AN=159261724&site=eds-live&scope=site

In this article, the North American market and consumer demand for cosmetics are
discussed, as well as the North American skincare market has grown in recent years. This
article was very useful in understanding what is happening in the cosmetic market in
North America and what consumers looking for in today’s world.

Milestone scientific reports 46.9% increase in sales for the fourth quarter of 2017. (2018).
Marketwired,p.g 1, Retrieved from
https://ezproxy.capilanou.ca/login?url=https://www.proquest.com/trade-journals/
milestone-scientific-reports-46-9-increase-sales/docview/2020770821/se-2

One of the most important aspects of starting a business is to learn about new
technologies in Botox and cosmetics. This is a milestone article that discusses new
technology in botulinum toxin injections. With the same comfortable speed technology
that has made dental injections painless, this new cosmetic injection instrument is
designed to inject precise doses with the precision of a stylus pen.

Sharratt, A. (2022, August 6). Courtney’s Financial Situation. Globe & Mail (Toronto, Canada).
https://ezproxy.capilanou.ca/login?url=https://search.ebscohost.com/login.aspx?
direct=true&AuthType=ip,uid&db=edsgov&AN=edsgcl.712726030&site=eds-
live&scope=site
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The purpose of this article is to describe how financial situations in Canada reflect how
much money a person wants to spend on Botox and health investments - showing how
much money people want to invest in this industry.

Peebles, A. (2022). Americans Are Holding Off on Botox, Dermal Fillers With Inflation Soaring.
Bloomberg.Com, N.PAG.
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direct=true&AuthType=ip,uid&db=bsu&AN=159959935&site=eds-live&scope=site

This article writes in detail about the risks associated with Botox. It shows in detail how
the regulations work to minimize the danger of this drug and to make it safe for
consumers.

Urbanization in Canada 2021, Aaron O'Neill, Jan 26, 2023,

https://www-statista-com.ezproxy.capilanou.ca/statistics/271208/urbanization-in-canada/

The figure indicates that Canada's urbanisation rose between 2011 and 2021, and a
sizable portion of the population currently resides in urban regions. In order to
comprehend the urbanisation of each nation, it is crucial and researchable to use
urbanisation as one of the demographic method's most successful tools. This has a
significant impact on starting a new business.