The medical aesthetics market is evolving, driven by emerging new consumer types. While tailoring services to meet new patient demands is essential, it’s also crucial for clinics to re-examine their overall brand appeal to meet the new order of consumer expectations.
According to a report from the Boston Consulting Group (BCG), which surveyed 5,000 consumers in 10 major global markets, the modern medical aesthetic consumer falls into six patient subsets, each with unique needs, expectations and triggers for seeking aesthetic procedures. These distinct personas are based on treatment frequency, combination preferences, visit patterns and loyalty to providers.
While the desire to enhance appearance is the common primary motivator, each group has unique functional and emotional needs that drive their choices. Understanding these consumer types provides valuable insight into the evolving demands of aesthetic patients, allowing providers and clinics to better tailor their offerings, enhance patient satisfaction and drive long-term business growth.
1. The beauty routiner
This persona, consisting typically of Gen Xers and Baby Boomers, views aesthetic treatments as part of their regular beauty regimen, similar to visiting the hairdresser. They tend to seek non-invasive treatments that offer consistent maintenance, such as injectables, peels and laser treatments.
For these individuals, aesthetic procedures are less about dramatic changes and more about sustaining their appearance over time. They value convenience, consistency and trust in the provider’s expertise.
Key to success
Providers should focus on building long-term relationships, offering subscription-based models for ongoing treatments, and educating them on minimal-downtime maintenance procedures.
2. The reluctant ager
This subset comprises individuals, mainly Gen Xers and Millennials, who are starting to notice the signs of ageing and want to take control over their ageing process. They typically rely on celebrity and social media endorsements to direct their emotional need, and they prioritise results with treatments like neurotoxins, energy-based devices and fillers.
Key to success
Messaging should focus on rejuvenation rather than transformation. Providers should educate patients on non-invasive options that offer natural-looking results, with an emphasis on slowing the ageing process rather than reversing it.
3. The glam extrovert
According to the BCG report, this persona includes high-income Millennials who keep up with beauty trends and undergo frequent procedures, often before social events. They are influenced by social media trends and prioritise safe treatments, primarily procedures that use energy-based devices including skin resurfacing and body contouring, and injectables.
The appearance-conscious group often seeks to enhance their features in a noticeable way, driven by aesthetics trends and a desire for photo-ready results. They are more open to cosmetic surgery and are typically looking for dramatic transformations.
Key to success
Focus on offering state-of-the-art technologies and world-class expertise. Providers should showcase their specialised skills and the advanced treatments available to attract these patients who demand the highest quality in both outcomes and care.
4. The deal hunter
The fourth persona among the steady patrons is the deal hunter. This group includes all generations and is the most heavily influenced by price. They seek budget-friendly treatments, promotions and discounts.
Key to success
Bundles and discounts should be offered where appropriate. Convenience is key, so consider providing flexible scheduling options, online booking and streamlined procedures that make treatments quick and accessible. Additionally, a loyalty program with rewards or exclusive offers can keep this price-sensitive group coming back regularly while also giving them the sense of getting the best value.
5. The one-timer
The fifth persona BCG identified is consumers who limit themselves to a single procedure, primarily due to skepticism or lack of knowledge. This group often favours laser hair removal (with a higher concentration of men) and neurotoxins.
Key barriers that prevent one- timers from trying new procedures include a lack of conviction on the necessity of treatment and concerns around looking unnatural.
Key to success
To convert One-Timers into repeat patients, focus on educating them about the safety profile, effectiveness and natural-looking results of treatments. Provide clear, personalised guidance to build trust and help them feel confident in their chosen procedure. Marketing outreach and loyalty programs can also help to build strong relationships despite less frequent clinic visits.
6. The growth catalyst
The sixth persona intends to explore treatments in the future. This group comprises a diverse mix of generations, but especially young people. The most common entry procedure is laser hair removal, with neurotoxins being popular among older generations. The main barriers for this group include price, lack of knowledge and safety concerns.
Key to success
To capture this market, providers should offer discounts for entry procedures such as laser hair removal and focus on education and marketing.
IN ADDITION TO ADJUSTING SERVICES AS PATIENT DEMOGRAPHICS SHIFT, IT’S EQUALLY IMPORTANT TO REFLECT ON HOW YOUR CLINIC’S BRAND RESONATES WITH AN INCREASINGLY DIVERSE CONSUMER BASE
Re-examining your brand appeal
The medical aesthetics industry must continue to evolve to meet the demands of younger, more wellness-focused patients. Clinics that recognise these shifting trends and offer treatments that align with the priorities of millennials and Gen Z — particularly preventive care and holistic wellness — are well-positioned to thrive in the coming years.
For aesthetic practitioners, this means embracing cutting-edge technologies, offering customisable treatments with minimal downtime, and incorporating wellness into their services. As the patient demographic continues to shift, the industry will benefit from adapting to these trends to deliver a more personalised, proactive approach to aesthetic care.
In addition to adjusting services as patient demographics continue to shift, it’s equally important to reflect on how your clinic’s brand resonates with an increasingly diverse consumer base. A forward-thinking clinic should not just market services but create a brand that speaks to the values and aesthetics of a broader range of patients. For example, younger patients might be attracted to a modern, tech-forward clinic that emphasises innovation, minimalism and efficiency. Integrating technology such as AI-driven diagnostics and insights elevates not only your service offering but also your brand appeal, allowing for even more personalised treatment plans and an elevated experience for today’s tech-savvy, experience-seeking patient.
Inclusivity in your branding is also important. Whether it’s showcasing diverse skin types and ethnicities in your marketing materials or offering treatments tailored for patients of various backgrounds, this inclusivity will not only attract a wider range of patients but also strengthen loyalty and trust.
Today’s patients are diverse in their motivations, expectations and approaches to beauty. Personalisation, transparency and innovation are key drivers in attracting and retaining these patients. By understanding the different personas and adjusting services and marketing efforts accordingly, providers can ensure they are meeting the needs of a growing and increasingly segmented market. AMP
The holistic wellness patient
There is a growing group of consumers seeking more than just cosmetic enhancement—they are after a holistic wellness approach that incorporates overall health and wellbeing with aesthetic improvements. Many of these patients are seeking alternatives to traditional injectables and are open to exploring autologous treatments that use their own cells or biological material to stimulate rejuvenation.
While traditional procedures such as injectables will always have their place, autologous therapies offer a complementary approach that taps into the increasing demand for ‘natural’, wellness-oriented treatments. Clinics that offer these options can position themselves as leaders in the wellness-focused aesthetic movement.
