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Cosmetic procedures continuing to gain in appeal

09 November 2012

  • A total of 15% of UK adults have had some form of cosmetic beauty procedure
  • Adults aged 25-34 years old are most likely to have had some form of procedure

London, [9th November 2012] – Approximately one in seven UK adults have had some form of cosmetic beauty procedure in order to enhance their personal appearance. Young adults are the most likely to have had some form of cosmetic enhancement. This can be related to the fact that younger adults are more likely to have a tightly defined perception of what beauty is, and highlights the need for personal care manufacturers to ensure that advertising and marketing campaigns do not enhance feelings of vulnerability among these consumers.

A total of 15% of UK consumers have had some form of cosmetic procedure, research conducted by Canadean Consumer reveals. Hair-treatment is the most popular form of procedure, with 6% of UK adults having had some form of treatment. The pressure to look good is most apparent among 18-24 year olds and 25-34 year olds, with 21% and 26% of these age groups having some form of procedure performed. The figures highlight how a considerable proportion of young adults are aspiring to a perception of beauty that, in reality, they believe themselves unable to achieve naturally.

The fact that one in five young adults have had some form of procedure highlights the pressure among people to project a desired image in society. Celebrity media glorifying certain “looks” continues to undermine the confidence of many, while social media sites share photos among hundreds, if not thousands of peers. While those aged 18-24 years old are most likely to say they have had hair treatment (8%), 11% of those aged 25-34 years old say they have had facial treatment – highlighting the extent that some will go to modify their appearance.

Michael Hughes, Research Manager at Canadean Consumer, explains: “Younger adults are feeling more pressurised than ever to look good. Ultimately, this is related to the fact that many of these people have a tightly defined perception of what beauty is, and will go to great lengths to try and achieve this. This pressure can be linked to younger adults being particularly influenced by celebrity culture, feeling that they have less privacy because of social media, and also linking attractiveness to social status and having better opportunities in life”.

This pressure to look good among younger people highlights a responsibility for personal care manufacturers to ensure that advertising and marketing campaigns do not project a perception of beauty that many feel that they cannot obtain, and as such increase feelings of vulnerability and self-doubt.

Cosmetic procedures continuing to gain in appeal

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