It is enough to make Forbes.com sit up and take notice. Millenials are not only changing the entire market of retail goods and services, but they are without a doubt shifting the cosmetics and beauty industries. Much of this is driven by what has been described by many as an obsession with looks. However, it extends to skincare, makeup, food, and health, as well.
What Are Millennials
The Pew Research Center defines a millennial as anyone born between 1981 and 1996, so the oldest millennials will be 38 this year and the youngest 23. This is a large spread of age, spanning a decade and a half, with a divergence in stages of skin care needs. One thing that binds this entire generation, regardless of where they fall on the spectrum, is a high level of comfort with, and trust of, technology that older generations might not have. They also have an appetite to try new things, whereas older generations might only trust what has been around a while. This translates into a very interesting market for those of us in the business of beauty. While millenials are not opting as much for invasive surgeries (reference the reports put out by the American Academy of Plastic Surgeons), they are opting for procedures that can slow down the aging process.
The notion of “getting work done” has gained social acceptance. This shift is due to the expanding arsenal of noninvasive treatments that yield effective results with little to no downtime. As health tech advances power safe and accessible treatments, preventative care has skyrocketed in popularity, especially among Millennials who are thinking ahead about the negative effects of aging. Procedures from light-based therapies and radio frequency treatments to microneedling and chemical peels offer long-term value. (Source).
Millenials are, at the same time, investing very heavily in makeup that can make them look good quickly when they want it – driving an entire market in cosmetics. Financial reporters are running headlines like, “Millennials Lust for Makeup Is Driving A Boom In The Cosmetics Industry.” Global Data reports that “premium beauty and cosmetics brands are growing market share and sales revenues as they increase their appeal with millennial consumers through innovation and a stronger digital platform.”
So how exactly does this translate for those of us who have medical spas and doctors offices? Surgery is not completely eliminated from the picture.
Favorite Cosmetic Surgeries of the Millennial Generation
According the International Society of Aesthetic Plastic Surgery, you should not be surprised to see young women, primarily, seeking out the following:
- Breast Augmentation or Lift. For both women in their 20s and 30s this remains the most popular of cosmetic surgeries. This can either be the addition of size, or for women in their 30s, a little bit of surgical help to stop their breasts from sagging or losing their ‘perkiness.’ Breast work is without any question the most popular cosmetic surgery for millenials. (Source).
- For millenials who have had children, Tummy Tucks are increasingly popular.
- Rhinoplasties remain popular and socially acceptable among a generation that takes a lot of selfies and sees themselves on social media quite often. Worldwide millenials make up more than half of all nose surgeries.
- Liposuction. This is popular, in the search for perfection, more so with people in their 30s than 20s. It remains in the top 5 cosmetic surgeries that millennials get. Again, almost half of the fat removal procedures around the world are obtained by this generation.
Non-Surgical Cosmetic Procedures Favored by Millennials
Minimally invasive procedures account for even greater numbers. Largely those that come with instant gratification and little to no down time. In order of popularity those include:
- Botulinum Toxin. This is not only popular among women looking to turn back the clock, but has become a favorite ‘preventative treatment’ among much younger women. The idea is that if the facial muscles that are used the most are treated early and often, it will prevent wrinkles from forming.
- Laser Hair Removal. Largely due to a distaste for shaving and a desire for photo-image perfection, women and men have both gravitated toward these treatments that can help them be ready to go out at a moment’s notice. In fact, in every age category, over 1,000,000 people, 184,000 of them men, in 2017 stepped into an office for this procedure. (Source).
- Microdermabrasion. You know when Elle Magazine publishes a spread on this topic it is a big deal and about to become even bigger. And when the magazine has this to say, its popularity spikes, “If you find that there’s only so much physical exfoliators and acids are doing for your problem skin – whether you suffer with pigmentation, acne scars, uneven skin texture or clogged pores – it might be time to bring out the big guns. Enter microdermabrasion, the professional skin treatment that promises clearer, healthier, radiant skin in virtually next to no time at all.” While it fell in popularity overall, among millenials it remains a huge part of the cosmetic treatment market.
Other really popular procedures include soft tissue fillers, chemical peels (with those more in their 20s than 30s) and laser skin resurfacing (with millennials in their 30s). Overall, marketing procedures like these to millennials will help to grow your business and build a clientele that is likely to stay with you for decades.
