Daewoong Pharmaceutical’s Nabota exceeds 600,000 customers in U.S.

Jeuveau, a botulinum toxin, developed by Daewoong Pharmaceutical Co. [Courtesy of Daewoong Pharmaceutical]

Daewoong Pharmaceutical Co., one of South Korea’s leading pharmaceutical companies, said on Monday that its local loyalty program for Nabota (U.S. brand name: Jeuveau), a botulinum toxin developed by the company, has surpassed 600,000 subscribers in the U.S. The program, called Evolus Rewards is a customer program operated by Evolus Inc, the U.S. partner of Daewoong Pharmaceutical, that offers various benefits related to Nabota treatments.

According to Evolus, the number of treatments received through the program has exceeded 1 million cumulatively. Notably, more than half of the subscribers are millennials or younger generations who are favorable toward botulinum toxin, bolstering the potential for continued growth.

Evolus has conducted digital-based marketing activities tailored to the young generations that are considered core customers in the global botulinum toxin market.

According to global consulting firm McKinsey & Co., 16 percent of people aged between 20 and 40 said they would be open to receiving neuromodulators, including botulinum toxin, for cosmetic purposes, while only 8 percent of those over 40 said they would.

Collaborative offline and online marketing efforts with clinics and other partner companies also contributed to the growth in subscribers. Evolus ran over 5,700 digital advertisements along with more than 1,400 outdoor advertisements nationwide in the U.S. in partnership with various companies.

Thanks to these efforts, 96 percent of Evolus Rewards subscribers registered for their second treatment after their initial procedure, demonstrating high customer satisfaction with Nabota.

Nabota has rapidly gained a foothold in the U.S. botulinum toxin market, achieving an average annual sales growth rate of 62 percent over the past two years. Its U.S. sales reached $148.6 million last year after increasing to $99.7 million in 2021 from $56.5 million in 2020. Nabota’s market share also exceeded 10 percent.

Daewoong Pharmaceutical is expanding the availability of Nabota by launching it in Italy in June, in addition to the U.K. and other countries.