|By PR Newswire||
|April 9, 2014 04:01 AM EDT||
LONDON, April 9, 2014 /PRNewswire/ --
- New cosmetic treatment iovera° uses body's natural response to cold to smooth forehead wrinkles
- Survey reveals over half of Londoners would consider non-surgical cosmetic treatment
- 30-35 age group most concerned with looking younger
A survey conducted by new cosmetic wrinkle treatment iovera°® has found that there is a growing desire among Londoners for more natural beauty products and treatments. Two thirds of respondents (65%) said that they have become more aware of the ingredients in cosmetics and beauty products in the last two years. While quality (59%) and price (48%) are important, natural ingredients (32%) ranked highly on factors influencing purchasing decisions.
The iovera° treatment provides a new option for people who want to treat their dynamic forehead wrinkles but who are uncomfortable or unsuitable for existing treatments which use a toxin. The effects of the 20 minute procedure targets forehead lines precisely using the Focused Cold Therapy[TM] delivery system. The Focused Cold Therapy delivery system is an advanced technology that works immediately and relaxes facial muscles that cause wrinkles without leaving any toxins or chemicals behind in the body. The effects of the treatment last up to 3 months.
The survey of more than 500 Londoners found that appearance matters with the majority (59%) of those questioned admitting they put a great deal or quite a lot of effort into looking their best. 54% of women surveyed claimed they would be unlikely to go out and meet friends without doing their hair and makeup. They are not alone as 43% of men would not go out without doing their hair.
Living and looking healthy is also important to Londoners. Nine out of ten (90%) of those polled said they would like to lead a healthier lifestyle and many will check the label for artificial ingredients and preservatives in foods (76%) and beauty (62%) products.
Ultimately people would like to look younger (73%) and healthier (89%) and just over half (54%) said they would consider a non-surgical cosmetic treatment to smooth forehead lines and wrinkles.
Dr Yannis Alexandrides, MD at 111 Harley Street and iovera° trained doctor said, "Patients at my clinic seek treatments that will provide them a natural result, one that leaves them looking fresh and rejuvenated. iovera° allows me to offer this result with the added benefit that no toxins are actually injected into the body."
68% of respondents who would consider a cosmetic wrinkle treatment find the idea of a treatment which uses the body's natural response to cold more appealing, compared to one in five (22%) that find a treatment which uses a toxin more appealing. Fear of looking fake, plastic or unnatural is the biggest fear among those who would not consider such a treatment.
Clint Carnell, CEO of myoscience who developed the iovera° treatment in California, is positive about the growing interest being shown for the treatment in the UK: "The iovera° technology enables physicians to treat using only the power of cold which is an appealing option for many."
"We developed iovera˚ in partnership with some of the world's leading physicians. There is powerful consumer demand for the treatment because it offers an immediate wrinkle solution without the use of a toxin," says Clint.
Notes to editors:
Silicon Valley, California-based myoscience is a privately-held medical device company committed to making its platform technology, Focused Cold Therapy[TM], the standard of care for the treatment of peripheral nerve conditions. Focused Cold Therapy is currently approved in Europe and Canada for temporary wrinkle reduction, temporary pain reduction and treatment of dermatologic conditions. The myoscience technology has also been cleared in the United States for use in pain management and general surgical use. For more information, please visit http://www.myoscience.com.