Australian study examines motivations of patients seeking cosmetic injectables

Boosting confidence and enhancing self-esteem are major driving forces across all age groups, new study finds.

An Australia-wide survey – titled ‘Understanding the mindset and motivations of patients seeking treatment with cosmetic injectables’ – conducted in May 2023 by Metis Healthcare Research, a market research initiative by Merz Australia, examined the motivations of Australian patients seeking cosmetic injectables. The survey found the direct correlation between physical appearance and a patient’s sense of self holds ‘great importance, as appearance profoundly influences self-esteem and self-confidence’.

The sample population involved:

• 700 patients (85% female/15% male) who had received cosmetic injections in the past 12 months; and
• 224 patients (79% female/ 21% male) who ‘are seriously considering cosmetic injections but have not yet made a decision’. (For detailed patient data, see accompanying Breakout Box: ‘Survey sample details’.)

To the statement ‘my physical appearance influences how I feel about myself’, 84% agreed (rising to 86% of those aged under 50). In addition:

• 54% said appearance impacts their ‘confidence in social situations’ (62% of those 18-29);
• 52% said appearance impacts their ‘mental health and wellbeing’ (61% of those 18-29);
• 51% said appearance impacts their ‘romantic relationships’ (57% of those 18-29);
• 45% said appearance impacts their ‘social acceptance’ (54% of those 18-29).

Consequently, the reasons individuals seek cosmetic injections ‘go beyond mere aesthetics and encompass emotional and social factors’; hence the survey highlighted that boosting confidence and enhancing self-esteem ‘become major driving forces across all age groups’. (For detailed analysis, see accompanying Breakout Box: ‘Emphasis on physical appearance’.)

The survey noted that, among those currently seriously considering cosmetic injections:

• 85% believe their confidence will improve;
• 75% believe they will feel more confident to attend social events;
• 76% believe their overall mood will improve; and
• 69% believe they will be happier.

The survey noted motivations for considering cosmetic injections based on physical aspects ‘tend to vary with age: as individuals grow older the focus shifts from desiring to enhance or improve perceived ‘flaws’ or undesirable features to seeking restoration or rejuvenation’.

The decision to undergo cosmetic injections was found to be ‘often influenced by friends and social media: this highlights the importance of social norms and the influence of knowing someone who has undergone cosmetic injections’.

In response to the question ‘who led or prompted you to consider cosmetic injections’:

• friends, family or colleagues influenced 51% of the 18-29 group, 47% of 30-49 group and 40% of those 50+; and
• social media influencers or celebrities affected 36% of the 18-29 group, 22% of 30-49 group and 9% of those 50+.

Increasing frequency & priority

The survey also examined the increasing role of cosmetic injectables in patients’ beauty routines across all age groups.

It found 62% of those aged 30-49 now reported that ‘I get cosmetic injections as part of my beauty routine’ – and 46% of that age group intend to ‘increase’ their use of cosmetic injections over the next five years.

Similarly, it found 56% of those aged 50+ reported cosmetic injections are now ‘part of my beauty routine’ – and 27% of that group also intend to ‘increase’ their use of cosmetic injections over the next five years.

And among the younger 18-29 user group, 47% confirmed cosmetic injections are now ‘part of my beauty routine’ – and 34% of that group also intend to ‘increase’ their use of cosmetic injections over the next five years.

Barriers to injection decision

The survey also probed the potential barriers to patients deciding to choose cosmetic injectables.

Among all survey participants – 700 who received cosmetic injections in the past 12 months and 224 ‘seriously considering but have not yet made a decision’ – 85% agreed with the statement ‘it is important to me that my cosmetic injections look natural and not obvious to others’ (71% aged 18-25, 82% aged 30-49 and 94% aged 50+).

In addition, the sub-group of patients who ‘have not yet made a decision’ were specifically asked ‘what, if any, concerns or hesitations do you have about undergoing treatment with cosmetic injections?’

The top replies were:

• 58% financial constraints or concerns about cost;
• 52% worried results will look unnatural or ‘overdone’;
• 49% concerns about safety or side effects;
• 42% lack of knowledge about the treatment;
• 30% fear of pain or discomfort during or after;
• 27% worries about beginning a ‘slippery slope’ of looking for more ways to change my appearance;
• 22% fear of being judged by others for seeking cosmetic treatments; and
• 20% not knowing when it is the right time to start receiving cosmetic injections.

Mental health disorders among patients

Alarmingly, the study found 59% of 18-29 year old patients seeking treatment with cosmetic injectables are experiencing symptoms of mental health disorders.

Among that cohort, 40% reported having been medically diagnosed with ‘anxiety disorder’ – and a further 36% were ‘currently experiencing symptoms’ of this condition.

In addition, 28% of the 18-29 group had been medically diagnosed with a ‘mood disorder’ (eg, depression or bipolar disorder) – and a further 23% were ‘currently experiencing symptoms’ of these conditions.

The survey also found that among the older 30-49 group, 41% had similarly been ‘medically diagnosed’ and/or were ‘currently experiencing symptoms’ of combinations of the same list of mental health disorders.

Even among older patients aged 50+, 32% of those seeking treatment with cosmetic injectables had previously been ‘medically diagnosed’ and/or were ‘currently experiencing symptoms’ of one of those same disorders.

On a positive note, when those currently receiving injections were asked how feelings towards their own physical appearance have ‘changed over the course of your life’:

• 55% of those aged 18-29 reported ‘more positive’ feelings; and
• 47% of those aged 30-49 reported ‘more positive’ feelings.

The survey also noted the benefits of cosmetic injections often go beyond aesthetics – resulting in ‘perceived, and often significant, psychological benefits’, notably in ‘self-confidence, self-esteem and mood’. Among those currently receiving cosmetic injections:

• 93% reported improvement in self-confidence (35% ‘significant’, 58% ‘slight’);
• 87% reported improvement in self-esteem or feelings of self-worth (33% ‘significant’, 54% ‘slight’);
• 86% reported feeling less self- conscious around others (34% ‘significant’, 52% ‘slight’);
• 85% reported feeling happier (29% ‘significant’, 57% ‘slight’).

The Australia-wide survey was commissioned by Merz Australia. Please contact Merz Australia for further insights. AMP