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Superdrug’s move earlier this month to provide Botox and fillers seems to mark a tipping point in mainstream acceptance of cosmetic interventions. It has ruffled quite a few feathers though. Lots of industry bods are very unhappy about this development, suggesting it positions the procedure alongside beauty products rather than as a medical intervention. The price is also a point of contention as Superdrug are selling it Botox from £99 (I’m assuming they have a volume agreement with Allergan).
I see things rather differently and believe the majority of arguments against this are coming from people who are fearful of the competition rather than embracing the positives and using it as an opportunity for their business.
The main arguments and my response:
1. It’s irresponsible and undermines the seriousness of injectables and minimises the risks.
Superdrug won’t treat people under the age of 25, there is a through consultation and outline of risks and patients leave the procedure with not only printed aftercare advice but also a written record of where the injections where, who did then, number of units etc - this is more patient care than I’ve had at many other clinics. The staff are also all deeply experienced nurse-practitioners.
2. The safety perspective, in this hopelessly unregulated market there is an alarming increase in reports of botched procedures that can leave people permanently damaged. Superdrug’s move into injectables with fuel this.
I see this argument but believe that Superdrug’s approach will serve to educate the larger population on the risks of procedures and the importance of going to someone qualified using quality materials, i’m hoping it will take the shine off the idea of going around to someone's house to get injected with god knows what - which is where the majority of the botched procedure issues stem from.
3. It’s cheapening the market - it will make people price sensitive (i.e it’s stiff competition for me).
It is, there’s no doubt about this. The industry is becoming more competitive, however, rather than simply rallying against it (like so many practitioners I’ve spoken to are doing). use it as an opportunity to review what you’re offering and help use it to define your brand (read more here). Use it to cement your positioning and define your USPs - are you a luxury clinic? Make sure you tell people about the luxurious surroundings, the rare teas and snacks they will be provided with, the follow up care, the skincare advice etc (none of which are offered with Superdrug’s no frills service).
Communicate your services holistically, yes, Superdrug will give you injectables, we can do that but also work on skin firmness and texture? We can address your skin issues such as acne, scarring and roseca as well as injecting. Think about how you're different and start communicating this to people, use competitor activity as a way to drive your business forward.