It has been 10 years since Lawrence Siow joined Merz Aesthetics. The global company's regional president, he leads strategy and operations in Asia Pacific, where non-invasive cosmetic procedures have gained popularity over the past decade, even among a younger audience.
"Medical aesthetic treatments are now seen as important components of a holistic self-care regime. People look to them for making small adjustments and enhancements, rather than drastic changes," said Siow. "Appreciated by any age demographic, customised prejuvenation or tweakments can be a way to refresh one's appearance with natural looking outcomes."
Merz Aesthetics is one of three independently operating businesses after the restructuring of its parent company in 2020. On Thursday, Merz will celebrate its 115th anniversary having been founded on March 9, 1908.
"Our company was founded in Frankfurt, Germany, by a 24-year-old pharmacist and chemist named Friedrich Merz, and what makes us unique is that we are still owned today by the fourth-generation of the Merz family," he noted.
The German firm has catered to women since 1911, when it introduced the first topical contraceptive.
Beauty products were developed from the 1950s, among them an anti-wrinkle moisturiser complemented by Merz Spezial Dragees that conveyed the company's "beauty care from within" concept.
"As a company with a long history, we have evolved into different focus areas over the years. We have successfully reinvented ourselves but medical aesthetics remains in our core," said Siow.
Merz Aesthetics is now headquartered in the US at Raleigh, North Carolina, while the other two businesses are still based in Germany. Merz Consumer Care offers a selection of health and beauty products while Merz Therapeutics is dedicated to developing treatments related to neurology, hepatology and dermatology.
Botulinum neurotoxin, for instance, is prescribed for neurological and movement disorders. Produced by bacteria, it's a very complex substance but a state-of-the-art manufacturing process removes complexing proteins, leaving the active component.
Merz's foray into the medical aesthetics arena began with a purified German toxin to address wrinkles. Merz Aesthetics expanded its injectable with Swiss dermal fillers to help restore a youthful-looking face.
Micro-focused ultrasound energy is delivered by the US FDA-cleared Ultherapy device for non-invasive lifting treatment. It delivers the right amount of heat energy at the right depths of the skin while real-time visualisation allows seeing the skin layers and customising the treatment plan.
Merz Aesthetics has also developed a medical grade skincare line rooted in research.
"Not only through products, we also are pioneering the industry by how we see beauty and celebrate individuality. We support people to embrace confidence by defining beauty on their own terms," said Siow.
Given that people feel pressured to conform to society's definition of beauty, Ultherapy challenges this by providing an accessible way to reveal each person's unique qualities. To that end, its campaign "See My Skin, Lift My Way" is about looking deeper to better understand people, their needs and create hyper-personalised solutions.
The "Merz Aesthetics Serendipity Journey -- Confidence Beyond The Frame" campaign encourages people to step out of the frame, beyond societal expectations and embark on a self-enhancement journey to become the best version of themselves.
"In 2023, our business goals focus on a more meaningful connection with consumers. Our vision is to empower consumers to look better, feel better and live better," said Siow.
