The aesthetics industry has undergone a massive overhaul in the last few years, and not just due to rapid growth in consumer demand and the sheer number of clinics opening their doors. I believe we are now in an era of society-driven medicine – where public and media perceptions of our industry are in a symbiotic cycle; the one feeding and driving the other. Like it or not, celebrity culture and the media now influence many of the trends seen in aesthetic practices today, and knowing how and when to engage with this can be a critical tool to keeping your clinic ahead of the curve.
Celebrities, the Media & Cosmetic Surgery
Cosmetic surgery and medical aesthetics once only belonged in the realms of Hollywood. Celebrity advocates were seen as the exception to the rule – and werent particularly aspirational! Overall, the messaging portrayed cosmetic procedures as something secretive or desperate – it set people apart from the crowd (and not in a good way!) – think Madonna or Pamela Anderson. Switch to today – the huge shift towards minimally invasive products and procedures has enabled cosmetic surgery to be within the grasp of the average person. We still have celebrity influencers – but these are now much more likely to be social media stars like Kim Kardashian. The desired outcomes have shifted towards looking good, not done – that tweakments are more about maintenance rather than overhauls. Nowadays, cosmetic surgery is about helping people FIT IN – not stand out.
Information Superhighway
The way we consume and access information has EXPLODED thanks to the internet and social media. Whilst this has opened up the potential for mass education and promotion of goods and services in aesthetics, there is the double-edged sword of misinformation, which practitioners must counteract with informative, balanced content. Social media has made everyone with a phone a potential influencer who can directly impact your brand and reputation. Our industry is particularly susceptible to highly unrealistic beauty standards – with Selfies now driving beauty and fashion trends, and frequently being cited as a reason for those considering an aesthetic procedures. Body dysmorphia is an increasingly common phenomenon which must be handled carefully and ethically. Aesthetics is a fast-paced, often controversial area – with the media often fuelling the whatever next bandwagon, so its important to let your patients and potential customers know how to separate the new and interesting from the bizarre and irresponsible.
Its interesting to note that what is sensational one minute can often be standard procedure the next – e.g. the Vampire Facial – the infamous viral photo of Kim Kardashians bloodied face caused initial shock, yet PRP is now standard practice in many clinics. Another example is vaginal rejuvenation – seen as shocking and extreme at first, but quickly normalised and adopted by many clinics. The bottom line is to decide which trends are truly well-founded in medicine and quality application before advocating them in your clinic, and to take an active role in informing and educating your potential patients through your communications channels (website, social media etc) to ensure a responsible approach and minimise risk.
For more information on adapting to the changing face of aesthetics, or other unique problems facing the aesthetic industry, please do not hesitate to get in touch.