On September 7, 2022, the FDA approved Daxxify (daxibotulinumtoxinA-lanm) from Revance for the temporary improvement in the appearance of moderate to severe glabellar lines in adults. Its label sets a 40-unit dose, states that its units are not interchangeable with other botulinum toxin products and carries the boxed warning shared by all such products about distant spread of toxin effect. For med spas, it meant marketing a new option accurately, by its approved use, without treating neuromodulators as interchangeable.
Neuromodulators are the backbone of many med spa menus. Treating frown lines, forehead lines and crow’s feet brings in new clients and keeps them returning several times a year. For a long time, the category was dominated by a few familiar brand names, and many clients used one of them as a generic word for the whole treatment.
In September 2022, the FDA approved another option. Daxxify, from Revance, was approved for moderate to severe glabellar lines. Its arrival gave clients something new to ask about and gave med spas a decision about whether to offer it and how to describe it.
This retrospective covers what the FDA approved in 2022 and what it means for a med spa today. For related med spa chapters, see the helpful content update of August 2022, the FTC’s Fashion Nova review case, how Instagram explained ranking in 2023 and the counterfeit toxin outbreak of 2024.
What actually happened in 2022
September 7: approval. The FDA’s approval package lists September 7, 2022, as the approval date for Daxxify (daxibotulinumtoxinA-lanm) from Revance Therapeutics.
The indication. Daxxify was approved for the temporary improvement in the appearance of moderate to severe glabellar lines associated with corrugator and/or procerus muscle activity in adult patients.
Dosing. The prescribing information sets a dose of 8 units injected into each of five sites, for a total of 40 units.
Not interchangeable. The label states that Daxxify’s potency units are not interchangeable with other preparations of botulinum toxin products.
Boxed warning. Like all botulinum toxin products, Daxxify carries a boxed warning about distant spread of toxin effect, which can cause swallowing and breathing difficulties that may be life threatening.
The trials. The label describes two randomized, double-blind, placebo-controlled trials that enrolled 609 adults with at least moderate glabellar lines, who were followed for at least 24 weeks after treatment.
Why it mattered for med spas
Clients often arrive with a brand name in mind. When a new product is approved and covered in the news, some clients ask whether it is better, longer lasting or cheaper. Med spas need clear, accurate answers that reflect the label and the injector’s experience, not marketing hype.
A new product also raises practical questions. Injectors need training on dosing and technique. Pricing must reflect a product whose units are not equivalent to other brands. Booking systems and menus need updating so clients know exactly what they are receiving.
Most importantly, the approval was a reminder that neuromodulators are prescription biologics with serious warnings. Marketing them like a commodity, with unit prices and flash sales as the main message, undermines the medical seriousness clients should expect.
What typical agencies did
Some agencies jumped on the novelty, running campaigns that promised longer results or presented the new product as a breakthrough without explaining the approved indication or warnings. Some compared unit prices across brands, even though the label states units are not interchangeable.
Others kept using one brand name as a catch-all for every neuromodulator, which confused clients and could misrepresent which product they were receiving.
The careful approach named each product accurately, explained the approved use, emphasized the injector’s qualifications and let the consultation guide product choice.
What it means for a med spa today
Neuromodulator options and labels have evolved since 2022. These principles still apply.
1. Name products accurately
Use each product’s brand name only for that product. Never use one brand as a generic term.
2. Respect approved uses
Describe the approved indication. Be careful about promoting off-label areas in advertising.
3. Don’t compare unit prices
Units differ between products. Price by treatment area or plan rather than unit comparisons.
4. Avoid duration promises
Results vary by person. Do not promise how long a treatment will last.
5. Lead with the injector
Highlight training, experience and medical oversight. That is what clients are really choosing.
6. Include safety information
Mention that all neuromodulators carry warnings and that a consultation determines suitability.
Introducing a new product to clients
When a med spa adds a new neuromodulator, existing clients often hear about it first through an email, a social post or a conversation in the treatment room. How that introduction is framed matters. Presenting the product as a miracle upgrade sets expectations no product can meet. Presenting it as another option the injector can consider, with its approved use and what makes it different, invites a thoughtful conversation.
A short announcement can explain that the med spa now offers the product, what it is approved for, that injectors have completed training and that a consultation will determine whether it suits the client. It should avoid comparing results with other brands in ways the evidence does not support, and it should include a reminder that all neuromodulators carry safety warnings.
Clients who are happy with their current treatment do not need to switch. Making that clear protects the relationship and shows that recommendations are driven by the client’s needs rather than by what is newest.
Medical oversight and authentic supply
Neuromodulators are prescription biologics, and their safety depends on authentic product, proper storage, correct reconstitution and qualified administration under appropriate medical oversight. Each of those steps is part of what a client is paying for, even if they never see it.
The 2024 outbreak linked to counterfeit and mishandled toxin products showed what happens when that chain breaks. A med spa that buys only through authorized channels, documents lot numbers and follows state rules on supervision and delegation is protecting clients and its own reputation. Explaining those safeguards briefly on the website, without making it sound alarming, can reassure clients who have read the news.
Brand names are not generic terms
Many clients use one familiar brand name to describe all neuromodulator treatments. Med spas sometimes adopt the same habit in marketing, because it matches what people search for. But using one brand name for another product can mislead clients about what they are receiving and may raise trademark and regulatory issues.
A better approach is to use a clear category term, such as neuromodulator or wrinkle relaxer, in general marketing, and to name specific products only when describing that product. Service pages can explain the options the med spa offers and how injectors decide which is appropriate.
This also helps with search. Content that explains the category and the differences between products answers the questions clients are actually asking, and it positions the med spa as knowledgeable rather than as a reseller of a single brand.
Pricing without misleading comparisons
Unit pricing is common in the neuromodulator market, and it invites comparison. When products use units that are not interchangeable, a lower unit price does not necessarily mean a lower treatment price, and a higher one does not necessarily mean a better treatment. Presenting unit prices side by side across brands can mislead.
Many premium med spas price by treatment area or by a customized plan determined in consultation. That approach reflects how results are actually achieved and keeps the conversation focused on the client’s goals rather than on a number per unit. Where unit pricing is used, it should be clearly tied to a specific product.
Duration claims and expectations
How long a neuromodulator lasts is one of the most common client questions. It is also an area where marketing can easily overreach. Results vary between individuals and depend on dose, muscle strength, metabolism and technique. Product labels and trials report specific findings under specific conditions.
A responsible med spa explains that duration varies, describes what the injector typically sees in practice in general terms and avoids promising a specific number of months. Clients who receive honest expectations are more satisfied than those who were promised a duration that did not happen for them.
A consultation that builds trust
The consultation is where product choice should happen. A good one covers the client’s goals, medical history, prior treatments and any concerns, then explains which options the injector recommends and why. It also covers what to expect after treatment, possible side effects and when to call the med spa.
Documenting that conversation and the product used, including lot numbers, supports safety and continuity. If a client returns months later, the injector can see exactly what was done and how the client responded, which matters even more when a menu includes several neuromodulators with different dosing.
Preparing the front desk
Front desk and booking staff are often the first to hear a client ask about a new product. They should not be making medical recommendations, but they do need a consistent, accurate answer. A short script helps: the med spa offers several neuromodulators, the injector will recommend the right one during consultation, and pricing depends on the treatment plan rather than a simple unit comparison.
Online booking should reflect the same approach. Listing a general neuromodulator consultation or treatment, rather than forcing clients to choose a brand before they have spoken with an injector, reduces confusion and avoids mismatched expectations at the appointment. When the menu does list products by name, each description should match its approved use and avoid claims the label does not support.
Content that answers real questions
Clients researching neuromodulators online ask practical questions: what the options are, how they differ, how long results typically last, what it costs and whether it hurts. A med spa page that answers those questions honestly, with input from its medical director, serves clients better than a page that only lists prices.
That content also helps the med spa appear in search results and AI-generated answers, which increasingly favor clear, expert, people-first explanations. A dated, reviewed page on neuromodulator options, linked from each treatment page, is one of the most useful pieces of content a med spa can maintain.
What 2022 does not tell us
The 2022 approval established Daxxify’s indication, dose and warnings. It did not tell us how clients would perceive it compared with existing products, how widely med spas would adopt it or how results would compare in everyday practice. Later label changes and market developments came after 2022. What 2022 does show is that each new neuromodulator must be marketed by its own label, not by assumptions borrowed from another brand.
The premium practice advantage
A premium med spa earns trust through expertise and accuracy, not product hype. See our med spa services, our med spa Google Business Profile guide, our approach to reputation and premium pricing, our full services, who we help and how we approach Google Maps and AI search visibility. Our team works from Austin with practices nationwide.
The bottom line
In September 2022, the FDA approved Daxxify for moderate to severe glabellar lines. For med spas, the lesson was to name every product accurately, price without misleading comparisons, avoid duration promises and lead with the injector’s expertise.
Check if your market is open. We take one practice per specialty per market. Request a market check or call (716) 400-0084.
Frequently asked questions
What did the FDA approve in September 2022?
Daxxify (daxibotulinumtoxinA-lanm) for injection, for the temporary improvement in the appearance of moderate to severe glabellar lines associated with corrugator and/or procerus muscle activity in adults.
What are glabellar lines?
The vertical frown lines between the eyebrows. They were the only approved cosmetic use of Daxxify at approval.
Are Daxxify units the same as other toxin units?
No. The label states that Daxxify's potency units are not interchangeable with other preparations of botulinum toxin products.
Does Daxxify carry a boxed warning?
Yes. Like all botulinum toxin products, its label includes a boxed warning about distant spread of toxin effect, which can cause swallowing and breathing difficulties.
What studies supported the approval?
The label describes two randomized, placebo-controlled trials that enrolled 609 adults with at least moderate glabellar lines, followed for at least 24 weeks after treatment.
How should a med spa market a new neuromodulator?
By its approved use and brand name, with accurate safety information, qualified injectors and no unsupported claims about duration or results.