What is it about?
In their last (2022) report, ISAPS*, the world’s leading professional body for board-certified aesthetic plastic surgeons, showed a 57.8% increase in non-surgical procedures over the last four years. According to our data, over 40% of European women have done or could consider undergoing a facial cosmetic procedure. The proportion is 10 points higher among Gen Z. In other words, non-invasive body transformation is fast turning into a social phenomenon. Digital platforms like TikTok serve as catalysts for trending treatments. It used to be mostly about anti-aging; now it’s about everything from Barbie Botox (Golden Ratio face shape, anyone?) to fox eye lifts for that catwalk-ready sultry look.
What’s the beauty of it?
Why is that? Look no further than Zoom-calls-induced Body Dysmorphic Disorder (BDD) (thanks for that too, Mr. Covid!), enhanced accessibility (syringes are less frightening than scalpels and low-cost all-inclusive cosmetic packages are being advertised online) and greater social acceptability. Such interventions used to be shrouded in mystery; now social media influencers boast about theirs. Would-be cosmetic patients used to bring their doctors pictures of celebrities; today they show them their own faces subtly (or not so subtly) altered by AI-powered filters such as Bold glamour or Teenage Look. Once you’ve seen that better version of yourself, there’s no unseeing it. So, why remain dissatisfied if change is just one easy tweak away? One in four of European Gen Z women say they would rather spend money on procedures than on expensive creams.
What’s at stake for beauty brands?
Beauty brands are faced with the daunting task of redefining skin care effectiveness and so, value, in the eyes of users. If creams are no longer expected to do what procedures do better and/or faster (like erasing spots and scars or tightening skin), what key new pre- or post- procedures benefits (such as boosting skin resilience or speeding up healing) will make skin care great again?
