The digital boom and millennials are growing the aesthetics category, and wellness and self-care are the new key drivers, according to the Allergan 360° Aesthetics Report.
To develop the report, Allergan tapped into more than 14,500 aesthetically conscious consumers and 1,300 aesthetic physicians in 18 countries, including the United States of America, Canada, Mexico, Brazil, the United Kingdom, Spain, France, Germany, Italy, Turkey, Russia, Saudi Arabia, India, China, Japan, South Korea, Taiwan and Australia.
The study found that 28 percent (n=14,584) of global consumers turn to the Internet as their first stop when searching for a dermatologist or plastic surgeon for an aesthetic treatment and 82 percent (n=351) of U.S. consumers (ages 21-35) turn to Instagram as their leading source of information.
"As with everything else that has evolved in the cosmetic industry, so too have aesthetic patients in being more mainstream, reaching out through social media, and using before and after photos as references," says Montreal-based plastic surgeon Dr. Arthur Swift. "They are more educated than ever, since the digital world has enabled a constant flow of information when using these platforms for research. Regardless of the changing landscape, there still needs to be a responsible degree of education from treating physicians."
According to the report, more than half the millennials surveyed would consider a surgical or non-surgical intervention to enhance their appearance, with 61 percent agreeing their overall appearance impacts how successful they are in life (n= 928).
"When the question is no longer 'if' I should consider treatment, but 'when' I should consider it, the conversation with the physician changes," says San Diego-based dermatologist Dr. Sabrina Fabi. "In the past, we saw patients for aesthetic treatments before a big event such as a wedding or reunion, whereas now we see them on a more regular basis, and they use words like 'preventative care'."
WELLNESS AND SELF-CARE
Global perspectives on aesthetic treatments are shifting and consumers are more motivated to make changes as part of their lifestyle choices.
"We are a maintenance-focused society. The same people who are committing to monthly gym memberships and private sessions with trainers are requesting body contouring procedures when they come in for their facial injectable treatments," says Dr. Swift.
This is not a surprise, as 68 percent (n=3,028) say looking their best is an important part of their daily activities (such as career, volunteering, and running errands) and 53 percent (n=14,584) of consumers globally would consider a non-invasive body contouring treatment. Other top concerns globally were facial lines or wrinkles around the eyes, with 32 percent (n=14,457) of consumers worldwide currently considering a facial injectable treatment.
"As physicians, there is much we can learn about our patients from the Allergan 360 Aesthetics Report - from how beauty is defined across cultures to how women and men around the world prioritize and go about achieving their aesthetic goals," Dr. Fabi says. "We know there is an increasing desire for knowledge about facial injectables, skincare, and body treatments, and this eye-opening report will ultimately lead to more informed and honest conversations between practitioners and their patients."