In the aftermath of the cosmetic surgery “Zoom boom”, we highlight the procedures with the biggest growth trajectories and the opportunities forecast for 2023 and beyond.
Growing demand for cosmetic procedures that began with “selfie” culture got another boost with the rise of filter-free video conferencing during successive COVID lockdowns. After two years of over-analysing their faces on Zoom, people were ready, willing and eager to invest in self- improvement, triggering a surge in aesthetic medical procedures.
According to the American Society of Plastic Surgeons’ inaugural Insights and Trends Report: Cosmetic Surgery 2022, since the pandemic, plastic surgeons have seen unprecedented demand for cosmetic procedures.
More than three-fourths of respondents (76%) report seeing increased demand compared with pre-pandemic levels. Nearly a quarter of aesthetic-focused practices (23%) report their business has doubled, and 6% report a dramatic increase of more than double their volume in the past year.
Not only has demand increased, but the amount patients are willing to spend has as well. The majority of respondents (59%) noted patients are willing to spend “somewhat more”, and 17% noted a substantial increase in patient spending for procedures now as compared with pre-pandemic times.
Given the timeframe of the survey, June 2022, survey respondents were asked to give insights on patient demand in the face of economic uncertainties such as a pending recession, rising interest rates and inflation. The majority (83%) stated that even with downward trends, patient interest is either steady or increasing.
The 2021 statistics from the annual International Society of Aesthetic Plastic Surgery (ISAPS) Survey also reported a significant rise in aesthetic surgery worldwide. The report shows a continuing rise in aesthetic surgery with a 33.3% increase over the past four years.
Surgical procedures increased 18.5% since the last survey (2020) and non-surgical procedures were up 19.9%, with a significant increase of 54.4% in non-surgical procedures in the last four years.
Surgical body procedures increased more than any other section, led by jumps in liposuction procedures (+24.8%), abdominoplasties (+ 29.5%), breast lifts (+31.4%), thigh lifts (+53.1%) and lower body lifts (+35.6%).
Cosmetic surgery growth opportunities
A white paper sponsored by US insurance company Ally.com highlights growth opportunities in the sector.1
Millennials and Gen Z
Millennials and Gen Z are seeking plastic surgery options earlier than any other generation, a trend driven by procedural innovations, a “normalisation” of aesthetic work, as well as the unprecedented influence of social media. According to latest figures from The Aesthetic Society, 17- to 35-year-olds make up 25% of all surgical procedures and 17% of the non-surgical market.
The 2020 statistics from the American Society of Plastic Surgeons reported that breast augmentation, rhinoplasty and liposuction were the top three most common cosmetic surgeries in this age group. The most common minimally invasive procedures sought by this age group were laser hair removal, neurotoxin injection and soft tissue fillers.
In a narrative review of the literature on attitudes towards cosmetic procedures among university-aged young adults, Pealrman et al noted that interest in cosmetic surgical procedures continues to grow among young adults2. ‘In the future, this cohort is likely to become an increasingly important demographic to target for education, advertising and research regarding cosmetic surgical procedures,’ the authors concluded.
Higher-cost procedures
Higher-cost procedures are among those showing the biggest growth.
These include facelifts up by 75% since 2000 and lower bodylift up 3,974% since 2000, according to ASPS statistics.
Enhanced patient experience
Spa-like settings, efficient appointments and personalised service leave patients more satisfied, according to Ally.com’s white paper. They note that financing is an important aspect, with the majority of patients saying that having estimates of out-of-pocket expenses in advance improves the chances of having a procedure.
The authors also note that an engagement strategy incorporating social media to connect with younger patients on Instagram and TikTok, SEO-friendly keywords and active correspondence with target audiences, and an awareness regarding the changing demographics of cosmetic surgery patients will best enable you to reach and capture new patients. AMP
1. Source (including infographs): https://www.smartbrief.com/whitepapers/2F249E74-4EE5-43E1-8EEA-96E8A9480762/Ally_Bank_Mini_Infographic-3_COSMETIC_accessibility_iii_1_8_3.pdf
2. Pearlman RL, Wilkerson AH, Cobb EK, Morrissette S, Lawson FG, Mockbee CS, Humphries LS, Ward KHM, Nahar VK. Factors Associated with Likelihood to Undergo Cosmetic Surgical Procedures Among Young Adults in the United States: A Narrative Review. Clin Cosmet Investig Dermatol. 2022;15:859-877
