As a culture, it could be argued that Americans are rather obsessed with youth. And when our good looks start to fade, it’s not uncommon for some people to panic. We may vow to exercise regularly, follow a strict diet, or splurge on fancy skin care and wellness products all in an effort to stay taut and smooth. But if the damage is already done, there’s only so much you can do.
That may well be why preventative methods are now becoming much more popular. Women in their 20s and 30s are now using eye creams that were once reserved for an older crowd. And some of them are even turning to procedures at an earlier age. Although one in every six drivers on the road is over the age of 65, the drivers of the cosmetic procedure industry will likely be of a younger generation: millennials.
It’s all about “prejuvenation,” as industry experts call it. According to an article in New Beauty, millennials are starting on prejuvenation by age 26, compared to women aged 55 and older, who didn’t start addressing signs of aging until they were about 47.
In other words, non-invasive treatments like Botox — the results of which last anywhere from three to six months — and chemical peels are becoming more popular among this generation. Although surgeries are popular as well, many procedures being performed are meant to slow down the effects of aging (rather than to correct them after the fact). One recent survey involving the members of the American Academy of Facial Plastic and Reconstructive Surgery revealed that 72% of those individuals reported an increase of cosmetic surgery and injectables among patients under the age of 30. Just five years ago, 58% of members answered the same way.
Experts mention that social media and the rise of the internet celebrity have all played a role in making these procedures more common for millennials. When you consider the over-lined lips, the filtered skin, and the exaggerated figures that pop up on social media feeds, it’s sadly not surprising that younger people are opting to get work done. Some patients even see these procedures as a form of self-care, allowing them to fit in some feel-good maintenance that won’t drastically alter their appearance.
It doesn’t help that Botox brands are actually targeting this demographic. Allergan’s newest campaign and corresponding television advertisement is directly geared toward millennials. It’s a real shift from the brand’s former audience, but it reflects the larger shift within the industry and the company’s desire to stay relevant. The company noted in a statement that there are 25 million Americans considering injectables like Botox and fillers. The rebranding is meant to show that Botox can look completely natural and can be a welcome alternative to newer players on the market.
Remember what we mentioned about social media? Botox will continue to increase its prevalence on those platforms as well, even daring to provide paid partnerships to influencers. Bloggers and former reality stars with substantial followings have helped the brand to find a new place among millennials who want to look like themselves but better.
If these pharmaceutical brands and plastic surgeons have their way, there will soon be even more millennials paying for these minimally invasive injectable procedures. But maybe a Snapchat feature would do the job just as well without having to deal with the potential side effects or the need for expendable income.