Cosmetic Surgery Demand Continues — Especially Among Young Men

BY Courtney Huckabay
Featured image for “Cosmetic Surgery Demand Continues — Especially Among Young Men”

The International Society of Aesthetic Plastic Surgery released the results of their annual Global Aesthetic Survey for procedures completed in 2016, which showed an overall increase of 9% in surgical and non-​surgical cosmetic procedures within the past twelve months.

The top five countries – USA, Brazil, Japan, Italy and Mexico – account for 41.4% of the world’s cosmetic procedures, followed by Russia, India, Turkey, Germany and France.

The Fastest Growing Cosmetic Procedures
In 2016, Labiaplasty showed the largest increase in number of procedures from 2015, with a 45% rise, followed by the Lower Body lift which increased by 29%, the Upper Body Lift and Breast Augmentation using Fat Transfer both demonstrating equal growth at 22%, and the Buttock Lift increasing by 20%.

The Most Popular Cosmetic Surgical Procedures
Breast Augmentation continued to be the world’s most popular cosmetic procedure, accounting for 15.8% of all surgical procedures, followed by Liposuction (14%), Eyelid Surgery (12.9%), Rhinoplasty (7.6%) and Abdominoplasty (7.4%). The least popular cosmetic surgery in 2016 was penile enlargement, which also saw the largest decrease in number of procedures (-28%). The most popular non-​surgical procedures continue to be injectables with Botulinum Toxin ranking at number one at 4,627,752 procedures (a 7% increase over the past 12 months).

It's a strong indicator that 40.4% of Cosmetic Surgery Patients want to buy things that make them feel "attractive" in the next 12 months, according to the new AudienceSCAN results. 29% want to purchase things that make them feel "sexy."

In 2016, men accounted for 13.8% of cosmetic patients with 3,264,254 procedures performed worldwide. Their top five cosmetic procedures requested by men are Eyelid Surgery, Gynecomastia, Rhinoplasty, Liposuction and Hair Transplant.

Thirty one percent of men said they were extremely likely to consider a cosmetic procedure, either surgical or noninvasive, according to a survey conducted by the American Academy of Facial Plastic and Reconstructive Surgery. Among that 31 percent, 58 percent were from 25 to 34 years old and 34 percent were aged 18 to 24 years.

Cosmetic surgeons can target men through mobile messaging. The new AudienceSCAN study showed 52% of Cosmetic Surgery Patients took action after seeing mobile smartphone app ads or text message ads in the past month.

The top reason cited by respondents pursuing cosmetic procedures to appear younger was wanting to feel better about themselves, followed by the desire to appear less tired or stressed, and then to please their partners. In the 25- to 34-​year-​old range, 42 percent cited wanting to remain competitive in their career as a reason to go under the knife.

Marketing messaging can focus on those reasons to appeal to new and repeat customers. The new AudienceSCAN survey revealed 51% of Cosmetic Surgery Patients took action after seeing television (over-​the-​air, online, mobile or tablet) commercials in the past month.

The most common procedures for men are rhinoplasty (nose jobs), otoplasty (pinning back the ears), and treatment for gynecomastia (a surgery that reduces male breast size), according to Clyde H. Ishii, a surgeon and president of the American Society for Aesthetic Plastic Surgery. Part of the reason young men are increasingly interested in cosmetic procedures derives from social media, said Dr. Fred G. Fedok, president of the academy that conducted the survey. "People are more aware of their looks from different angles," he said.

The almighty selfie is a powerful influencer. The new AudienceSCAN study found 30% of Cosmetic Surgery Patients have taken selfies and posted them to social media in the past 6 months.There's also a cultural shift that both Ishii and Fedok note: The stigma surrounding plastic surgery isn't what it used to be. Fillers, nips and tucks aren't just for the uber-​vain and ultra-​wealthy. Surgeons are taking advantage of this new social acceptance. "There are some people who specifically go out and market to men," Ishii said. "They make it much more comfortable for men to come in."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.