Botox and other dermal filling treatments were once considered the domain of celebrities and the ultra-wealthy. However, as availability increases, costs fall and consumers become more open minded to broadening their beauty regimes, will its use become more widely adopted? Younger consumers increasingly seek early preventative measures to slow the onset of ageing and are prepared to spend large amounts of money to achieve this, opening a new profile of consumer to target. With the global facial aesthetics market forecast to grow at a +11% CAGR to 2020, will a major beauty player see the opportunity to commercialise and brand dermal filling treatments? Will a Crème de la Mer filler change the beauty market? Time will tell.