Four out of five European women believe aesthetic procedures are ‘the norm’
Merz Aesthetics releases its Face Value beauty report
A study commissioned by Merz Aesthetics has found 80% of surveyed European women think that it’s ‘the norm’ to spend money on aesthetic procedures like dermal fillers, Botox and laser treatments to maintain their looks as they age.
For the Face Value beauty report, market research firm Harris Interactive surveyed nearly 3,000 women from France, the UK, Italy, Spain and Russia who have experience with, or interest in using facial injectable treatments.
Despite the recession, 29% of women with experience in using facial injectables admitted they would buy fewer or cheaper groceries to pay for a treatment, while 31% said they would seek out a second, or better paid job.
Of the 53% of women asked who admitted to having wrinkles, 62% had actively sought out treatments to reduce their appearance; 95% said they would like to improve their facial features and 80% agreed that beauty is under the individual’s control and may be shaped or enhanced. Over two thirds of those surveyed (69%) did not think an aesthetic procedure was superficial in any way, while 45% said they consider aesthetic procedures a necessity, rather than a luxury.
“Women are and always have been under a lot of pressure to look their best,” said Pat Altavilla, vp, global marketing, Marz Aesthetics of the findings. “There are numerous things they can do to maintain their appearance and having aesthetic procedures with injectables is just one option – what’s refreshing though is that the stigma surrounding them seems to be disappearing.”