This sponsored article is a contribution from BIOSCIENCE.

One of the top emerging trends in the field of aesthetic medicine is the growing popularity of minimally-invasive cosmetic procedures among Millennials. The industry even coined a new term of “prejuvenation” which indicates there is now less focus on correcting existing signs of aging and much more on slowing them down before they even happen. This, coupled with the rising skincare awareness and diminishing social stigma around correcting Mother Nature, results in the skyrocketing demand for non-invasive procedures among younger consumers and represents one of the key growth opportunities for the future of our industry.

Millennials’ Approach to Aging

Millennials constitute the demographic group of people born between 1981 and 1996, who are now between around 23 and 38-year-old¹. They grew up in a time of big social and technological changes; social media, constant connectivity, as well as on-demand entertainment and instant communication, are the innovations they adapted to as they came of age, which made them digitally savvy and not afraid to try new things. Because of these circumstances, Millennials have different priorities when compared to other generations, among which there is a proactive attitude in certain aspects of their lives; slowing down the signs of aging or at least delaying them as much as possible seems to be one of them.

Millennials and Minimally-Invasive Procedures at a Glance

In fact, the numbers indicating Millennials’ interest in minimally-invasive aesthetic procedures are dynamically growing. In 2017, over 50% of members of the American Academy of Facial Plastic and Reconstructive Surgery saw an increase in cosmetic surgery or injectables in patients under 30, while only one year after, in 2018, it was already 72%². Findings based on the same source indicate that Millennials are also the fastest-growing age segment among injectables’ users. According to another survey done by the International Society of Aesthetic Plastic Surgery, injectables with hyaluronic acid alone note a systematic popularity growth, depicted by almost +28% increase in the number of procedures in the timeframe of 2014-2018, which is the highest among non-surgical treatments in the worldwide perspective³.

Redefining Aesthetic Treatments

Usually, Millennials don’t need any major cosmetic work to be done. So why do they show up in clinics? Their motivation lies in a holistic approach to life. Millennials are considered to be the most health-conscious generation ever⁴; on a daily basis, they make decisions that can put them closer to overall health, for example through opting for organic food, having a proper fitness regime, as well as refraining from smoking or drinking alcohol.

As much as cosmetic procedures might look odd when confronted with these activities, it’s clearer when we take an overall health perspective and consider them as a way to achieve psychological well-being. Young people are seeking options to make their lives better and want to be happier in general. Satisfaction with external appearance is one of the key factors in establishing and maintaining mental balance, especially for younger adults who attribute more importance to how they look and are more vulnerable to the perfected ideals presented by the mass culture, for example on social media. For that reason, cosmetic treatments have the ability to not only upgrade their physical appearance through subtle enhancements of certain face and body traits but also boost self-confidence. In that context, aesthetic medicine can be perceived as a therapeutic tool that not only fix external features but also embrace internal happiness.

Appearance Enhancements at Millennials’ Fingertips

Cosmetic treatments, including hyaluronic acid injections, became part of Millennials’ beauty schedules also because of their availability. They are cost-effective, especially when compared to surgical solutions, which makes them accessible to young people and their budgets. At the same time, minimally invasive aesthetic treatments appear as a time-effective solution that fits the intensity of Millennials’ lives. Described as “lunch-time procedures”, they deliver instant results, with minimum to no downtime or pain afterwards, and allow patients to quickly bounce back to their lives, which is especially appealing for those who decide for enhancements for purely cosmetic reasons.

The other significant driver of the cosmetic procedures’ popularity is the fact that Millennials are in general more open about “getting work done” and tend to share their experience with aesthetic medicine using social media and other digital platforms; this further contributes to minimalizing the stigma around adjusting the physical appearance.

Potential of the Internet also enforces sharing the knowledge and exchanging ideas between users. For patients, especially younger ones who are skilled in searching for information online, it not only gives an opportunity to learn about the need for early prevention but also about the possible treatment options. Millennials are well educated because of their Internet search, often to the point where they come to the clinic knowing exactly what their issue is and how they want to solve it. It is then the role of the doctor to provide an appropriate assessment and give professional advice. Online tools can indeed be great when it comes to patients’ education but they only submit general knowledge, rather than a specific recommendation. Young people have to be aware that they should trust their faces and bodies only to board-certified doctors and not rely only on what they found on the Internet.

Reaching Millennial Patients

The relationship between the growing awareness of aesthetics care and social media is very complex but it surely indicates that taking technology and digital changes into consideration is crucial for any aesthetic medicine business nowadays, same as the need of a relevant assessment of patients’ demographic profile. If the practice focus is on minimally-invasive procedures, then an understanding of Millennials’ expectations and mentality is key to successful operations. This, coupled with solid knowledge on how to navigate through the digital environment, is what will result in not only the effective attracting of Millennial patients but also proving them that early prevention is key for a long-lasting youthful appearance.

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Strategies behind “The New Approach to Aesthetic Treatments for Millennials” will be the subject of a Symposium hosted by BioScience during IMCAS World Congress 2020 on Friday, January 31st at 16:30 in Room 352.

Fully packed with research-backed presentations, panel discussion and live demonstrations, the BioScience Symposium is a unique learning opportunity to benefit from the knowledge of industry experts, as well as get inspiration on how to keep up with the recent trends and use them to accelerate your business practice.

References
1. Defining generations: Where Millennials end and Generation Z begins, Pew Research Center. Available at: https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/ [last accessed on 4 December 2019]
2. AAFPRS 2018 Annual Survey reveals key trends in facial plastic surgery, American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS). Available at: https://www.aafprs.org/AAFPRS/News-Patient-Safety/Annual_Survey.aspx [last accessed on 4 December 2019]
3. The International Survey on Aesthetic/Cosmetic Procedures performed in 2018, International Society of Aesthetic Plastic Surgery (ISAPS). Available at https://www.isaps.org/wp-content/uploads/2019/12/ISAPS-Global-Survey-Results-2018-new.pdf [last accessed on 4 December 2019]
4. Are millennials healthier than the baby boomers, Yale Perspective. Available at: [https://campuspress.yale.edu/perspective/are-millennials-healthier-than-the-baby-boomers/ [last accessed on 4 December 2019]