Merz Aesthetics eyes China market as key driver of its global strategy

Merz Aesthetics, a family-owned business with over 117 years of German heritage, marked a significant milestone on Nov 21 with the launch of two new injectable products in Shanghai. The debut underscores the company's commitment to China, offering natural, safe and science-based solutions to meet the demands of a rapidly expanding market for medical aesthetics.

The launch event, which drew hundreds of aesthetic clinic owners, healthcare professionals and medical cosmetology experts, was attended by the top management of Merz Group, including Philip Burchard, CEO of Merz Group, as well as Christian Baatz and Dania Huckmann, managing directors of Merz Family Holding. Experts from Germany, Singapore and Australia also participated, sharing insights into Merz Aesthetics' innovative technologies and the latest advancements in the field.

"This launch marks a pivotal moment for Merz Aesthetics as we strengthen our presence in China," said Burchard. "These injectable products, approved by the National Medical Products Administration, are tailored to address key physician needs and designed to help deal with skin issues. These foundational offerings are integral to our growth strategy in China."

With a presence spanning 90 countries, Merz Aesthetics views China as a key driver of its global strategy. Burchard highlighted China's potential to become one of the company's largest markets and a hub for emerging clinical studies and business activities.

Trusted partnerships

Safety remains central to Merz Aesthetics' approach, with the company ensuring that its products are of a high standard and are supported by robust scientific evidence, according to the company. "Safety is very important — our products must be safe," Burchard emphasized. "We will show physicians the science, the clinical trials and scientific evidence that may demonstrate these products' efficacy and educate them on how they should be used."

Since its entry into the Chinese market, Merz Aesthetics has worked closely with physicians to provide anatomy-based training, hands-on teaching, and scientific education to support responsible use, the company said, adding that the scientific approach is deeply embedded in Merz's heritage and aims to build trust among physicians and patients alike.

"No matter how advanced a product is, its effectiveness relies on the expertise of the physician," Burchard said. "It's critical that physicians thoroughly understand how to use these products safely to achieve optimal and natural results for patients."

According to Merz Aesthetics, by prioritizing safety and clinical excellence, it aims to distinguish its offerings in China's rapidly growing aesthetics market.

China's innovative and highly digitized ecosystem also plays a critical role in Merz Aesthetics' strategy. "The level of digitalization is higher here than anywhere else," Burchard said. "I've never seen a digitized and efficient ecosystem like the one in China. What is happening here allows us to bring these innovations from China to other parts of the world where technology and digitalization are still catching up. It also opens opportunities for introducing new products in aesthetic medicine."

Methodical growth

Looking ahead, Merz Aesthetics is poised to expand its product portfolio in China, identifying the country as a vital and dynamic market within the global medical aesthetics landscape.

"What sets China apart is its scale," Burchard said. "The expanding middle class, rising income levels and a highly educated population create enormous potential for aesthetic medicine."

Merz Aesthetics' global research and development team, comprised of over 250 specialists, is dedicated to advancing full-cycle product development tailored to unmet needs. Through clinical development, scientific exchange and professional education, the company aims to further deepen its engagement with Chinese physicians to better meet local needs.

Despite the robust market potential, Merz Aesthetics is taking a measured approach to its expansion in China. As a family-owned business run by its fourth generation, Merz Aesthetics said it is not driven by stock market expectations, allowing it to emphasize long-term growth over short-term gains.

"Our success depends greatly on science, training and education," Burchard noted. "By systematically reaching out to physicians and introducing our products in a methodical way, we're laying the groundwork for what will undoubtedly become one of our biggest businesses one day."