Millennials driving UK's high interest in aesthetic procedures

Millennials appear to be driving the UK's high interest in aesthetic procedures. Nearly two-thirds (62%) of adults 18-34 are considering nonsurgical treatments in the next 12 months (vs. 28% aged 35+) and close to half (44%) are considering surgical treatments in the next year (vs. 14% aged 35+). This age group is also significantly more likely to have had a nonsurgical or surgical cosmetic treatment in the past (40%) compared to their older counterparts (14% of those aged 35+). Though age appears to be a major variable, interest among men and women in the UK remains generally balanced. Only slightly more women (41%) than men (38%) are considering a cosmetic treatment in the next year.

"Younger generations are a key force behind the UK's growing interest in cosmetic procedures, due in large part to the new technologies and treatment options that have made aesthetic treatments accessible to a wider audience," said Dr. Lara Devgan, RealSelf Chief Medical Officer and board-certified plastic surgeon. "Many millennials look at cosmetic enhancements as part of their larger self-care routine, not unlike going to the gym or taking care of their skin. They are more open to the idea that beauty is a feeling of confidence rather than a particular physical feature, and it can be unique and customized for every individual. This survey reinforces the trends and motivations we see on RealSelf, where millions of women and men research treatment options and doctors in order to make confident decisions."

Top treatments under consideration 

Cosmetic dentistry (43%) and laser hair removal (29%) are the top treatments among adults in the UK who are considering nonsurgical procedures, while tummy tuck (31%) and facelift (28%) are the most popular surgical treatments under consideration. Cosmetic dentistry tops the list for nonsurgical treatments in both the UK and the U.S., but interest is significantly higher in the UK compared to the U.S. (36%).

UK adults considering cosmetic treatments also show greater interest in facelifts (28%) than those in the U.S. (16%). American adults are twice as likely to be considering nonsurgical fat reduction treatments compared to UK adults (29% vs 14%).

Confidence is the number one motivator 

Motivations for cosmetic treatments are very similar across both the U.S. and the UK Among adults in the UK who have had cosmetic treatments or are considering them in the next 12 months, the top motivation was/is to improve self-esteem and confidence (43%). Other motivations are to look as good as one feels (35%) and to help with weight loss or fat removal (26%).

Appearance in the workplace, milestone birthdays also influential 

Life events also influence U.K. adults to pursue cosmetic work with three in five (60%) of those who have had a cosmetic treatment or are considering one in the next 12 months reporting a life event influenced their decision. This is significantly greater among men (70%) than women (51%). Work-related events were cited most often, with nearly one in four (23%) influenced by the desire to appear youthful at work and/or looking for or starting a new job, followed by a milestone birthday (18%), upcoming vacation (14%), and starting dating or a new relationship (13%).

Men are nearly twice as likely (19%) as women (10%) to say an upcoming vacation influenced their decision and nearly three times more likely to say getting divorced or ending a relationship influenced their decision.

Body areas most cited for change

More than three in four adults in the U.K. (76%) want to change at least one area of their body, compared to 80% of U.S. adults. Adults from both countries cite teeth and midsection as the top body areas they want to change, but in different order. In the UK, teeth (35%) and midsection (34%) top the list and in the US, the midsection (47%) leads followed by teeth (33%). 

In both countries, women are significantly more likely than men to want to change their body in some way. In the U.K., more than 4 in 5 women (83%) want to change at least one area compared to 69% of UK men. In the US, 85% of women and 74% of men want to change their body in some way.

These findings support consumer interest trends observed by RealSelf, most notably the growing interest in non-surgical cosmetic procedures. In 2017, a record 94 million people visited RealSelf to research elective cosmetic treatments, and for the first time ever, half researched non-surgical treatments.