Plastic surgery and cosmetic treatments are no longer taboo. Well, in some circles maybe, but at NewBeauty, they are full-on mainstream and a large part of our daily conversation. Today, Allergan released its global report on “The Future of Aesthetics,” and shared that “the number and type of nonsurgical aesthetic procedures conducted worldwide grew by nearly 2 million between 2017 and 2020. This growth is expected to continue, with 23 million dermal fillers and 14.6 million body procedures predicted by 2025. In parallel, physicians globally saw an increased volume of younger patients, more patients from a diverse range of ethnic backgrounds, and more male patients than ever before.”
“Aesthetics is a dynamic industry, which must continually adapt and evolve with changing habits and shifting cultural norms. Our trends report—The Future of Aesthetics report—builds on insights uncovered in the 2019 Allergan 360 Aesthetics Report on evolving beauty perceptions and diverse priorities around the world,” says Carrie Strom, president of global Allergan Aesthetics. “We recognize the fast-moving nature of aesthetics and are committed to furthering research and innovation in our field. Our research on the evolution of consumer preferences aims to support practitioners to better meet future patient needs. Thank you to our partners who participated in this important study.”
According to the report, these are the top 10 trends that will help define the future of aesthetics.
1. Diverse Individuality
People of all ethnicities are seeking out aesthetic treatments—included in the American Society of Plastic Surgeons’ (ASPS) “Plastic Surgery Statistics Report 2020”—and want to see themselves reflected and represented more in the future. For every patient, treating their unique needs with a truly personalized approach is vital.
2. The New Masculine
Modern men are increasingly comfortable looking after both their body and their looks. Despite undergoing fewer noninvasive procedures globally vs. females (reported on by ASPS), demand for male aesthetics treatments is rising through a broader spectrum of possibilities.
3. Gender-Inclusive Beauty
Attitudes to gender binaries are moving fast, and beauty is ditching the gender divide to speak with one voice to all. Taking a degendered approach to aesthetic treatments means celebrating all possible permutations and expressions of gender.
4. Ephemeral Expression
Procedures that are temporary in nature could be less daunting and have a potentially wider appeal for the younger generation. People no longer want beauty to be so rigidly defined; instead, creativity is coming to the fore.
5. Elevated Experiences
Treatments in a tiny back room will no longer cut the mustard. People now expect a luxurious experience that complements a more holistic approach to treatments. As Dr. Tijion Esho, a cosmetic doctor in the UK, puts it: “People aren’t just buying into a product; they’re buying into a lifestyle.”
6. New Body Frontiers
Practitioners the world over are tipping the body as the new frontier for growth and innovation. Body contouring, treatments targeting cellulite, skin quality and laxity will be the top goals in the future as more advanced and effective innovations become available.
There’s a lot of discussion in the industry about “overtreating,” “overfilling” and “unnatural results,” with media outlets seizing upon stories of treatments going awry. Aesthetics should be regulated and safe for all patients. Practitioners are focused on pulling the industry up by setting the standard. There is a global trend toward tightening regulations around aesthetic practices, which is welcomed by large industry players and reputable practitioners.
8. The Digital Lens
The COVID-19 pandemic has brought a “Zoom Boom,” with people scrutinizing their own faces on screen more than ever before. Coupled with the already pervasive manipulation of photos on social media, how digital communication changes people’s perception of themselves, and how this relates to aesthetics, is a hot-button issue.
9. Aesthetics and the Metaverse
The metaverse is touted to be the next iteration of the internet, which is set to have a profound impact on everyone’s lives. Future generations will be virtual natives, seamlessly navigating the physical and digital realms, while practitioners will use virtual “meta-clinics” as a new and convenient way to interact with clients for certain services.
10. Is This the End of Aging?
Consumers are starting aesthetic treatments earlier to delay signs of aging, while at the other extreme, science is bringing the possibility of regenerating one’s cells closer. In the future, personalized treatment plans will need to be devised based on a patient’s genetic, behavioral and lifestyle factors.