Is Botox going the way of the blowout?
Alchemy43 sees millennials as its obvious customer. Photo: Piotr Marcinski / EyeEm/Getty Images/EyeEm “You okay, hon?”
Alchemy 43 has been called the “Drybar of Botox,” the implication being that you can drop in for an injection as easily as you might stop at Drybar for a blowout. But most of us are pretty comfortable admitting to paying someone to blow-dry our hair. Casual medical procedures, on the other hand, still carry somewhat of a stigma — although Alchemy 43 is trying to change that.
Though Levy takes some issue with the Drybar comparison — it implies, she says, that the company doesn’t take micro-treatments seriously as medical procedures — she says her goal is to rewrite the narrative: “These treatments were typically framed as, you know, you’re sitting in a medical office,” she says, “next to sick people, next to acne patients, next to surgical patients — and you’re there to look pretty, you...
On the other end of the spectrum, in both Los Angeles and in Flatiron, Levy says, she’s seen mothers and daughters come in together. The teens, perhaps surprisingly, often come first: “There has been this empowerment of the teen beauty user,” she says. “They come in and get their lips done and they get their cheeks augmented. Two weeks later, they’re bringing Mom in for Botox.”
This strategy has drawn its fair share of skepticism: “Millennials are young, and they’re looking for cost savings,” says Dr. Melissa Doft, a board-certified plastic surgeon in New York. “To capitalize on that group is awful, don’t you think? You’re not taking somebody who’s been around the block many times, who knows you should be going to a doctor [and that] they should know your medical history [and that] there are risks — you’re taking this young girl who wants her lips to be bigger.
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