November 12, 2018
The Growth of The Aesthetics Industry
There’s no denying that the aesthetics industry has grown exponentially over the last few years. Non-surgical treatments are more popular than ever before – and this shows no sign of slowing down! Technological advancement is allowing for increasingly innovative treatments to burst onto the mainstream aesthetics market, and the industry as a whole is projected to be worth a whopping $13.29 billion by 2021. This is great news for aesthetic businesses, even though we have to jostle for attention in a continuously competitive market (which is where your PR and marketing comes to the fore!) – but what exactly happened to kick-start such an overwhelming surge in demand for cosmetic medicine and medical aesthetics?
2015 was a record breaking year, with more surgical procedures being carried out than ever before. However, in 2016, just 12 months later, the number of cosmetic surgeries fell by 40%, hitting a ten year low. This was underpinned by the huge swings in the financial markets – squeezing discretionary spending and putting cosmetic procedures on the back burner. On the other side of the coin, non-surgical treatments were more in demand than ever before, and have continued to be in the two years since.
Non-surgical aesthetic treatments offer several benefits over the more traditional surgical solutions, first and foremost the minimally invasive nature means less downtime and quicker recovery for patients, and generally being less costly due to the lack or requirements for full surgical teams and general anaesthetic. This makes non-surgical aesthetic solutions like Botox and dermal fillers far more accessible to patients who are unable to finance surgical alterations, or commit to the time needed for high-downtime and recovery procedures like traditional facelifts, liposuction and rhinoplasty.
Aesthetics in the Media
On top of the industry moving away from a singularly surgical approach, the media perception of non-surgical aesthetics has shifted dramatically in the advent of social media platforms and ‘Instagram influencers’ – with celebrity endorsement largely to thank for this development. In previous years, it was commonplace for the rich and famous to be more evasive about undergoing treatments, putting their age-defying complexions down to a healthy lifestyle or good genes. By 2016, the reign of Instagram was in full swing, and not only “normal” people, but celebrities were sharing more of themselves than ever before – this included their aesthetic treatments. This not only helped drive more positive media representation of aesthetics, but increased awareness (and demand) among potential patients of what options are available.
At Kendrick PR, we’re here to help you capitalise on the current aesthetics boom. For more information, please get in touch.