In what has been dubbed the great wrinkle race, much hype and hope was centered around PurTox, a neurotoxin being developed by Johnson & Johnson, as the next entry in the neurotoxin category.
But these hopes have been dashed, possibly forever.
Johnson & Johnson is pulling the plug on Purtox, and instead opting to focus on their core breast aesthetic business, according to media reports. The Revance topical toxin is still a contender.
“Like many people, I am very disappointed as the clinical data was quite good and the opinion of the patients was favorable, “ says Brian M. Kinney, MD, FACS, MSME, a clinical associate professor of plastic surgery at the University of Southern California (USC) in Los Angeles. Kinney was also one of 12 clinical investigators for PurTox.
“There is a lot to be said about being first in the market. Botox, Kleenex and Heinz Ketchup will always be number one unless there is a significant advantage in onset, effect, cost or longevity, newcomers to the neurotoxin (and or filler market) will have a rough go breaking into the mainstream market,”says Plastic Surgery Practice medical advisor Joe Niamtu III, DMD, a cosmetic facial surgeon in Midlothian, Virginia. “I think the next two toxins that are in the pipeline will have a really hard time getting a market share. Unless a new product has some significant edge, it is hard to breakthrough. Having said that, Pepsi and Coke are the market leaders, but Orange Crush has a following.”