The statistic shows that aesthetics become more and more popular in Canada, and the procedures, including surgeries as well as non-surgical treatments, transform into daily routine business. Consumers are busy, information-savvy, and influenced by social media—all of which contribute to this shift.
What about the Millennials?
No doubt that they are the new face of the facelift.
Nowadays, facial plastic surgeons found that 67% of practitioners saw an increase in cosmetic treatments in patients under age 30.
Demand for non-invasive procedures has skyrocketed among younger consumers, and practices hoping to ride that wave need to be prepared. In 2016, over one-sixth (16.3%) of nonsurgical procedures were done on patients aged 19 to 34, amounting to around $800 million in North America alone.
Generally speaking, millennials are interested in procedures that are low on pain and downtime. Increasingly packed schedules, heightened interconnectivity with peers, and a world of information at their fingertips of what a “good” treatment looks like, younger customers are on the lookout for treatments that can enhance their appearance without removing them from their daily lives. These demographics, along with traditional patient bases, value non-invasive cosmetic procedures because they are well tolerated with little pain or downtime.
Every week, millennials are “killing” some new product; from diamonds to napkins to relationships. It seems that everything is manipulated by them. How can you keep your practice safe from this millennial scourge? Many practitioners are finding success in enhancing their digital offerings.
Are You Good With Social Media?
A presence of Social Media has a strong influence on our daily life, especially on the millennials who are so excited by new popular brands and commercial.
Millennials follow brands online for entertainment as well as information, and they are more likely than older users to follow brands on social media. The millennials are likely to unfollow brands that do too much promotion, or brands that seek to come off as “too cool” for their market ecosystem are unappealing to online users. Entertaining, informative, yet non-transactional content is key for a successful online strategy.
Keeping all these facts in head, it’s clear that attracting millennials to your practice relies on the success of your digital strategy. Take into consideration that your website is up to date, and mobile-friendly. Some practices have opted to maintain apps for patients to view and book services easily on the go.
How To Appeal To The Millennial Market?
Studies show that people are becoming more aware of cosmetic procedures at a younger age. Younger customers are on the lookout for treatments that can enhance their appearance and fend off the signs of aging, without removing them from their daily lives. More surgeons than ever are seeing millennials flocking to their practices, all demanding non-surgical treatments with minimal downtime, that they learned about online.
Millennials are a huge growth opportunity in the aesthetics market with increasingly packed schedules, heightened interconnectivity with peers, and a world of information at their fingertips,
Growth Opportunities in “Prejuvenation”
Growth in the market for non-surgical procedures stems in part from millennials, the generation born between 1981 and 1997. Over the past few years, more and more consumers under age 30 are demanding non-invasive cosmetic procedures. North Americans (USA and Canada) spent $13.5 billion on cosmetic procedures in 2015, and 42% of those procedures were nonsurgical. That same year, a survey of Canadian facial plastic surgeons showed that 67% of practitioners had an increase of patients under age 30. By 2016, patients aged 19 to 34 made up over one-sixth (16.3%) of nonsurgical procedures. The bulk of those procedures were injectables, chemical peels, and skin rejuvenation treatments. Botox in particular is booming among millennials. When they do opt for surgery, the choices are minimally invasive and oddly specific—something called a “dimpleplasty” is the new trend in millennial medical aesthetic treatments, to give young patients an Instagram-ready smile in under an hour.
As impressive as those numbers are, they still don’t capture the full scope of millennial demand for non-invasive rejuvenation, including skincare, sun protection, and heavy-duty moisturizers to prevent the effects of premature aging.
In other words, millennials are interested in low-stress procedures to preemptively fight the signs of aging. The number of skin rejuvenation procedures recently rose 22.7%, and Canadian facial plastic surgeons reported that over half of their patients demand chemical peels. These preemptive treatments to fight the signs of aging, or “prejuvenation” are in high demand among millennial patients.