Cold therapies heat up beauty industry

The rising popularity of non- surgical aesthetic procedures looks set to continue. According to mymarketmonitor.com, the trend in treatments at the moment is to use cold therapy to target and smooth out fine lines. Known as ‘frotox’, the IOVERA anti-wrinkle treatment uses focused cold therapy to freeze the nerves in the forehead. It is considered to be less invasive than botox and provides instant results what can last up to four months. The technique is very new to the UK, practiced in the country only by plastic surgeon Dr. Yannis Alexandrides, who is the Practice and Medical Director of 111 Harley Street clinic. He also is the founder of high end skin care brand 111 Skin, along with his wife Eva Alexandridis. Find out more about the brand, as well as Alexandridis' plans for global expansion here.

For a more therapy-based approach to cold therapy, spa brand Thalgo has launched its new Frigi-Thalgo Body Wrap. The wrap is claimed to help remove cellulite, eliminate excess water from bodily tissues, activate surface circulation and tone the skin. Finally, the treatment also involves body exfoliation and a body wrap involving cooled bandages which lower the skin to 7ºC.

Also banking on the trend towards cold therapies is London’s Snow Paradise at K West Hotel & Spa. The hotel has introduced a new treatment where the room temperature is set at -15ºC and the space filled with natural snow powder made from air and water. This plays a key role in the hot-cold therapy treatment, which allows guests to alternate between steamy and icy environments. It is believed that sudden changes in temperature stimulate the body’s circulation, which benefits the immune and respiratory system.

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