Going under the knife and getting some work done has become much more socially acceptable. This is especially true amongst certain demographics, including millennials and men. Older generations, and even teenagers, are also getting cosmetic surgery. So the question begs to be answered: who is getting what, and how do you predict what is to come?
SCALE 2019 Music City has the insight you need to answer this question. The three informative days spent at our annual meeting and conference in Nashville, TN, in May will equip you with the tools you need to successfully project the trends. It is also worth noting what the fashion magazines, celebrities, and social media influencers are saying, as that is a powerful indicator of what you can expect, too.
What the Influencers Say
Allure Magazine is one of the most read fashion and beauty magazines by one of the biggest demographics that is investing in cosmetic surgery.
The Allure magazine is targeted towards urban women 18-49 years old with a middle income and a tertiary education. (Refer to appendix 1&2) They have a certain amount of disposable income which they enjoy spending on themselves and pride themselves in making informed choices on the products and services that they consume. In their social circle, they are influencers; informed and up to date on current affairs, trends, movies, restaurants, beauty products, fashion, music, etc. They like to be the first to know and the one that informs their friends. (Allure Experts Reader Panel, Fas-Fax 31st December 2009) Conscious about their appearance thought not obsessed by it, Allure is targeted at everyday women who are culturally universal; who don’t take themselves too seriously and most of all possess a sense of humour. (Quantcast Audience Profile). (Source).
They, and most other influencers agree, there are some very predictable trends that will hold steady through 2019: injectables, men’s procedures, and what is being referred to as “tweak-ments”, or treatments to subtly enhance beauty without drastically altering one’s appearance. (Source).
Injectables Are Big Business
From ‘baby’ botox, that Meghan Markle is reported to use consistently to keep herself looking really young, to fillers that round out the contours of the face, and even platelet rich plasma therapy, there is no lack of options and alternative technologies available in this growing market.
A year ago this was a trend and it is holding strong. As reported in February 2018 by Dermatology Times, injectables now appeal to a larger group of clientele and potential clients seeking out preventative care. This is exceptionally true of the market for botulism toxin. There are now more people in their 20s and 30s getting the treatment to prevent any signs of wrinkles from appearing than almost any other treatment tracked in the United States. (Source). Small doses in areas where wrinkles are likely to develop can, in fact, be quite effective.
Of course botulinum toxin remains ever popular with women over 40, seeking to relax their facial muscles so that the fine lines and wrinkles they have disappear. As new technologies come onto the market, one particular that is on the rise are soft tissue fillers. Drugs like Teosyal, which is a hyaluronic acid based filler, claims to provide even more support and flexibility than other fillers on the market, leaving the client with skin that looks, feels, and moves more naturally.
Men Are Building The Market
Since about 2017, our industry along with the fashion and glamour media, have taken note of the surge of men who are getting cosmetic enhancements.
Male breast reduction for gynecomastia has risen by 181 percent in 20 years, including a big leap from 2014 to 2016. Cosmetic procedures for men have risen over 40 percent since 2010, although they still have far fewer procedures than women. Men account for 9 percent of both the surgical and nonsurgical cosmetic procedures. The categories in which men have the highest percentages by gender are 37 percent of all tattoo removals, 29 percent of ear surgery, 23 percent of chin augmentation, 21 percent of neck lifts, and 18 percent of nose jobs. (source).
More men are seeking treatments, both surgical and non-invasive, as part of their maintenance. Millennial men and mature men are both participating in the elective enhancement of their looks. This trend is expected to continue, justifying the decisions some doctors have made to open up cosmetic clinics just for men in the last several years.
The Natural Looks Are In
Even outside of the United States, the cosmetic surgery trends are all pointing towards people wanting subtle and natural looking enhancements, and less people looking for drastic changes to their appearance. Reporting out of Australia, liquid facelifts, liquid rhinoplasties, and lip fillers that enhance but do not over-exaggerate the lips, are likely to be among the top sought after procedures. As technology brings forward more precision that, in skilled hands, help people appear to glow with youthful exuberance without major surgery, the numbers seeking those looks keep growing. This ‘tweak-ment’ helps people maintain their own general appearance, just enhanced – as though photo-shopped.