This is a headline from the Wall Street Journal. The article is about a new facial injectable – think Botox – to get rid of submental fat or double chins.
JP Morgan sees this as a $500+ Million opportunity. The company making the product, now called ATX-101, Kythera Biopharmaceuticals is seeing their stock rise in anticipation of FDA approval.
It seems that research shows that people with double chins have a negative self-image, low self-esteem and dissatisfaction. Thus the perfect “opportunity” to separate overweight people from their money.
According to the company, here is how they describe the product and how it works
ATX-101 is “a proprietary formulation of a purified synthetic version of deoxycholic acid, a naturally occurring molecule in the body that aids in the breakdown of dietary fat.” Treatment with the drug involves injections spaced out over a number of months; the drug dissolves fat cells but leaves other tissue alone. Kythera calls it “targeted destruction.”
What could go wrong?
We’ll see how the marketing department changes ATX-101 to a name designed to get the people already injecting foreign substances into their face and the rest of us to demand this from our doctors. I wonder how they’ll spin “targeted destruction”?
Or, people could go on a whole food, plant-based diet and lose the double chin that way.