Ms. Li, who wanted to play hyaluronic acid, was “forced” out of the difficulty of choice after entering the medical and American institutions. In addition to hyaluronic acid, she learned about products such as “Tongyan needle” and “maiden needle” from the staff. The plastic surgeon of a hospital told the Beijing Business Daily that “Tongyan needle” and “maiden needle” are highly commercialized marketing terms. Although some manufacturers’ products have won three types of certificates, the labels of “Tongyan needle” and “maiden needle” do not have “certificates”. In recent years, with the upgrading of consumption, “beauty economy” has given birth to the rapid development of the medical and beauty industry, and the products continue to iterate. However, is there information inequality under the product label with marketing concept, and how should manufacturers and institutions protect the rights and interests of consumers?
with certificate “Tongyan needle”
Seeing her friend’s hyaluronic acid, Ms. Li was moved. Although he did some homework in advance, under the introduction of the staff of medical and beauty institutions, some product words such as “Tongyan needle” and “girl needle” dazzled him, “each product sounds very good, and I don’t know how to choose at the moment”. Ms. Tu, a consumer, is bolder for beauty. According to her, when she heard about the product “Tongyan needle”, she made an appointment for injection. However, so far, Ms. Tu still can’t say the product brand, only remembering the three words “Tong Yan needle”.
At present, the only “Tongyan needles” approved for listing in China are Everland of St. boma and yubai angel of Imeik Technology Development Co.Ltd(300896) and the “girl needles” approved for listing are yiyanshi of Huadong Medicine Co.Ltd(000963) banner. The above products are three types of domestic medical devices. More manufacturers aim at this market and want to enter the market. At the end of 2021, Jiangsu Wuzhong Pharmaceutical Development Co.Ltd(600200) announced that it planned to acquire 51% equity of Datou medical with RMB 166 million, so as to obtain the sales agency right of “Tongyan needle” aesthefill in China for a certain period of time, but the product is still in the research and development stage.
Unlike hyaluronic acid, which crosslinks sodium hyaluronate to maintain it in the body for 6-9 months to achieve the filling effect, Imeik Technology Development Co.Ltd(300896) relevant person in charge told the Beijing Business Daily that from the development in recent years, composite materials have become a new trend and can achieve more lasting effects.
“Tongyan needle” and “maiden needle” are mainly made of recycled materials. Ai Weilan is a face filling agent for polylactic acid, and Imeik Technology Development Co.Ltd(300896) is a crosslinked sodium hyaluronate gel for L-lactic acid glycol copolymer microspheres. Huadong Medicine Co.Ltd(000963) eyans is a facial filler of polycaprolactone microspheres for injection Zhongtai Securities Co.Ltd(600918) in a research report, it is predicted that with the approval of avilan and other products in China, recycled products will replace the market share of some products such as hyaluronic acid and open the second growth curve of light medical and American market.
unlicensed marketing terms
The titles such as “Tong Yan needle” actually originated in Taiwan. It is reported that in 2013, star Faye Wong spent NT $5 million to play a “child face needle” in Taiwan, and the concept of “child face needle” has become popular. The plastic surgeon of a hospital told the Beijing Business Daily that “Tongyan needle” and “maiden needle” are highly commercialized marketing terms. Although some products have won three types of certificates, the labels of “Tongyan needle” and “maiden needle” do not have “certificates”.
“Doctors in Taiwan came into contact with medical beauty relatively early, and have done a lot of work in product naming and communication with beauty seekers. Later, these titles were cited in the mainland. We have never said that we are” Tongyan needle “. Once confused with other products, when other products have safety problems, the company will also be implicated.” Imeik Technology Development Co.Ltd(300896) relevant person in charge said.
The official account of WeChat, the official public of Saint boa, used the expression of “child’s face needle” repeatedly when describing the AI’s LAN. Huadong Medicine Co.Ltd(000963) administrative micro blog also introduced “girl’s needle” when introducing Yi Yan Shi. For product name, industry development and other issues, the reporter of Beijing business daily contacted shengboma and Huadong Medicine Co.Ltd(000963) aspects, but no reply has been received as of press time.
The above doctors said that these terms make people feel that they can “rejuvenate” and induce consumers, which is a very non-standard behavior.
According to Lixia, a senior person in medical beauty consulting and marketing, as a filling material, the scientific name of “Tongyan needle” is polyl-lactic acid, but polyl-lactic acid is not easy to remember, not easy to spread, and difficult to be remembered by consumers. This is the reason for the rise of these appellations. “Although medical beauty has the attribute of consumption, it still gives priority to medical treatment. Consumers should follow the doctor’s advice.”
single indication
The approved indications of “Tongyan needle” Saint boma Everland, Imeik Technology Development Co.Ltd(300896) moistening angel and “maiden needle” Huadong Medicine Co.Ltd(000963) yiyanshi are injection filling to correct moderate and severe nasolabial wrinkles. However, in practice, it is often not just injected into the approved site. Relevant people from China plastic and Cosmetic Association told the Beijing Business Daily that hitting other parts is actually non-compliance.
As for the background reasons for this phenomenon, the personnel of a manufacturer told the Beijing Business Daily that the clinical evaluation method for correcting nasolabial wrinkles is relatively mature, and there are more data in this area. Therefore, when manufacturers do clinical trials, they usually choose to do it through nasolabial groove first. However, in practical application, after the nasolabial groove is made, the face will flatten and appear non three-dimensional. The three-dimensional effect can be achieved by injecting eyebrow arch, cheek and other parts. “In some countries in Europe and the United States, like drugs, doctors have the right to prescribe temporarily. After comprehensive consideration, they can decide which part to hit.”
The relevant person in charge of a medical and beauty institution said that the use of super indications of injections has always been the focus of extensive attention in the medical and beauty circles. At present, Chinese experts are also studying and discussing. Doctors can allow the use of super indications if they follow the expert consensus of relevant treatment operations. However, in clinical work, whether it is reasonable and compliant needs to consider the tissue and treatment purpose, such as sodium hyaluronate for injection. The approved indications of many models are nasolabial sulcus, which is used to support soft tissue. Some tissues outside nasolabial sulcus lack capacity. In theory, this material can also be used as support.
detailed supervision
The demand for non-surgical projects is still increasing, and industry insiders believe that the relevant regulatory rules need to be refined. According to the data, in the consumption of surgical medicine and beauty in 2021, the consumption of facial items decreased by nearly 7% compared with 2019. Meanwhile, in non-surgical consumption, the proportion of facial items has increased for three consecutive years. According to Liu Hongmei, the founder / President of Beijing Meiyan medical beauty agency, the titles of “child beauty, girl” actually represent the expectations of a considerable number of medical beauty demanders for anti-aging efficacy, and the field of medical beauty began to develop towards refined treatment methods.
“We are also doing more work on indication declaration.” The above manufacturer personnel disclosed. A relevant person in charge of medical and American institutions once said frankly in an interview with a reporter of Beijing Business Daily that in the medical and American industry, policy research is very important.
In many cases, the industry itself cannot be relied on. “Medical beauty means that healthy people solve problems and needs through medical means. It has the attribute of consumption. It is certainly not suitable for disease medical control. For example, hyaluronic acid filling is an indication, which can not be filled in other places. It is difficult for the industry to do according to this approval management.”
Cui Liguo, a project researcher at Changchun Institute of Applied Chemistry, Chinese Academy of Sciences, said in an interview with Beijing Business Daily that medical beauty is a diagnosis and treatment behavior for healthy people by medical means. Different from disease medical treatment, in terms of product market access and supervision, it is suggested that we should refer to the ideas of baby food and vaccine, take “a large number of healthy people” as the starting point, take extreme safety as the basic starting point, and emphasize the benefits under the minimum risk. In terms of application, doctors’ application and understanding of products should be fully considered to increase the diversity of approval.
hidden worries remain
Wearing the hats of marketing titles such as “child face needle” and “girl needle”, but without three types of certificates, consumers need to choose carefully. According to the above doctor, the health commission in his area organized relevant experts to discuss the market situation. He predicted that “children’s face needle” would be listed as one of the terms prohibited in the next step.
According to the 2020 white paper on insight into China’s medical and beauty industry released by iResearch consulting, the genuine rate of injections circulating on the market is only 33.3%, that is, behind one genuine injection, there are at least two illegal injections circulating. Liu Hongmei said that when consumers choose medical beauty products, the first thing is legal compliance, and they need to have the medical device certificate issued by the State Food and Drug Administration nmpa.
At present, a number of medical and American institutions have jointly launched the action of authentic product traceability with upstream manufacturers. According to the above manufacturer’s personnel, at present, the company is also doing tracing work, and consumers can check the authenticity by scanning the code. Force the market from the perspective of consumers and put an end to the phenomenon of mixed sale of fake and real goods.
