X-ray of the 'new' and 'old' consumer of aesthetic medicine

Few days ago, jumped a news in some generalist media that, perhaps, does not surprise too much in a world in which the society is increasingly demanding in every aspect. Only it is necessary to fix in the e-commerce. An example of this, is the increase of users that join for example to Amazon Prevail by the immediacy that this means in the terms of delivery, want It for morning? Well, if have luck, can have it the same day in which you make the request before the 19:00h. It seems that this does not have at all that see with the subject to treat, but the true is that yes. We demand to the other, and also demand it to us to us same. We demand to have the best possible appearance and do not conform us with less.On 20 September, the Spanish Society of Aesthetic Medicine (SEME), published the 'Study dimensioning and socioeconomic impact of the Aesthetic Medicine in Spain' in which they extracted some remarkable data. In 2021, they made near of 900.000 medical treatments-aesthetic. Of these almost 900.000 treatments (to be exact, 871.525), 72% were facial treatments, 22% corporal and 6% were devoted to the matter capillary. In this 72% of facial treatments, 42% corresponded to the injection of botulin toxin, commonly known like the botox, 32% to hyaluronic acid, and 20% was to improve the quality of the skin."The hyaluronic acid is the king of the aesthetic medicine"One of the treatments that finds in peak during the last years, is the hyaluronic acid. Like this it explains it to us María Cudeiro, CEO of Croma: "Almost 50% of the facial treatments more sued base in the facial revitalisation and the fillings of hyaluronic acid. The hyaluronic acid is definitely the king of the aesthetic medicine, first by the security that provides us, since it is an active principle that we have in our organism, mainly in the skin, and that with the age lose the capacity to produce. And on the other hand, have several presentations of hyaluronic acid; it can be in serum, in mask and also in injectable, these last are the most versatile, the facial revitalisation with hyaluronic acid without reticular is the most effective to look moisturize skin and substantial, the filling of lips with hyaluronic acid and the improvement of the facial outlines achieve it with an hyaluronic acid denser that allows his integration of natural way in our face."Younger target enters aesthetic medicineFrom the study elaborated by the SEME aim to that every time the age in which the youngsters interest by a treatment related with the aesthetic medicine, is increasingly early. "It does some years the half age of entrance to the aesthetic medicine was of 35 years. Now, young of 20 and little acces mainly for fillings of hyaluronic acid in lips and botulin toxin" indicate in the report. And although the man, every time approaches more and concerns by his image, the woman keeps on being the main consumer of these treatments: "The consumer is increasingly young, the last data of the Sociedad Española de Medicina Estética say that the first treatment makes around the 20 years. The women keep on being the main consumers of aesthetic medicine, being 72% of the total of the patients, although it is truth that every time are more the men that encourage to take care." It clears María Cudeiro.The social media have an important weight in this rejuvenation of the profile of the consumer. Especially since in the platforms most used by young people, Instagram and TikTok, have incorporated filters that modify the facial features of who use it. "Of course the social meedia, influencers, celebrities and varied personalities that explain his experiences do that the interest grow, and thanks to the different channels can see them in direct" comments the CEO of Croma. Carles Font, of mesoestetic, also has confirmed that has noticed like the interest of the youngsters in making this type of interventions also has grown: "Have detected that the target of customer begins from the 25-27, obviously, in a lot of cases the introduction can be earlier if it is linked to the consumption of products/treatments anti-acne but, in general, would move us in an initiation of 25-27 years. It is clear that the influencers can be a factor determinant in these new guidelines of consumption but are not the only. It is necessary to take into account that we find us, increasingly, in front of a much more informed consumer, by what understands the importance of the prevention". Sergio Fernández, vice-president second of SEME has aimed that these filters, have woken up 'new needs' in the youngest patients. An example of this in Europe, is that the past February of 2021, United Kingdom forbade that the influencers and brands used filters of beauty without informing it because they considered that they spread an image of false beauty.Storie Of Instagram of the influencer Susana BichoIt seems to be that the more youngsters, accustomed to a world where prevails the immediacy, look for it also in his physical appearance. Thus, such as it explains us Font, his favourites are the designated like a "treatment 'flash'" and decline by those treatments iluminadores, preventive or protective for retardar the apparition of the first signs of age and that appear the later possible. "Nowadays the new "tatoo" of the 25 years is the filling of hyaluronic acid in lips. The treatments have normalised thanks to the visibility and the access to the information that have in social networks, the population has included it like a routine more than his personal cares and of beauty" explains María Cudeiro.Aesthetic medicine to highlight the naturalCarles Font from 'mesoestetic' has stood out that the tendency that there was previously in which the consumer looked for "to cover" at all costs all his imperfections, is disappearing: "we have gone seeing like this tendency has remained in the past since a lot of customers try to avoid, increasingly, his go through the operating theatre (unless it was unavoidable). Every time there is more tendency by a more natural aging and to some treatments with some times of recovery much shorter. In this way, They are changing a lot of punctual surgeries with post-operative long by treatments more frequent but with lower affectation in his day in day out."From Croma, speak us also of the natural beauty and on the evolution of the demand according to the age of the consumer: "The first premise that have to take into account; "Well-made aesthetic medicine is not seen, only that which is badly made. In a patient of 20 years are looking for to improve our natural beauty, can even modify some defect without going through operating theatre, as it can be the nose or a very fine lip. In the patients from the 30 years begin to treat the quality of the skin, to revitalize, the life begins us to complicate then, and are used to to complain us to look an appearance tired even sometimes sad, that can reverse with specific treatments. From the 40 have to work the facial structures, since the aging comports the loss of osseous mass, and of content grass, which produces us sagging.""Well-made aesthetic medicine is not seen, only that which is badly made"In the report elaborated by the SEME, stand out a conclusion that do them arrive the consumers: "we do not pursue more years of life, but more years of quality of life", thus, to general level looks for a natural and temporary beauty, that was not too perceivable for the surroundings of the consumer.Near at hand of all The demand of the aesthetic medicine does not cease. The turnover of the sector reached the 2.660 milions of euros in 2020, only 5% less than in 2019, when we still did not imagine what was for coming the following year. What is clear, is that the pandemic far to be a problem to make any intervention or treatment, went a trigger, since they shot the demands especially of the medical procedures related with lips and eyes.As it exposes in the newspaper 'El País', for a lot of consumers of aesthetic medicine, face up to these treatments supposes like assuming a quota more in his monthly cost. But, the true, is that his cost is much lower that in previous years, by what, could say that we are living a 'democratisation' of this branch of the medicine, since of average, can cost between 300 and 500 euros.

X-ray of the 'new' and 'old' consumer of aesthetic medicine

The youngest are getting their first treatment earlier and earlier, and adults are looking for a natural beauty without exuberance