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American plastic surgery and cosmetology are grown by millenials

Cosmetology, Medicine, USA

The market for aesthetic medical services in the US continues to grow slowly but steadily - in 2017, Americans spent on plastic surgery, injections of botulinum toxin and fillers, hair transplantation and other exquisite procedures of a fantastic amount of $ 16.7 billion.
As the researchers note, the most powerful stimulant of sales in this segment became social networks - the desire to effectively look at selfi leads to the fact that the clientele of American plastic surgeons and cosmetologists is rapidly growing younger. Based on past experience, one can safely assume that this trend will soon become global.

According to statistics of the American Society of Plastic Surgeons (ASPS), in 2017, 1.79 million plastic surgeries and 15.7 million minimally invasive cosmetic procedures were performed in the United States. Compared with 2016, the market growth in physical terms amounted to 2%, and compared to 2000 - as much as 137%.

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Among the plastic surgery, breast augmentation (more than 300 thousand operations), liposuction (246 thousand) and rhinoplasty (218 thousand) are leading. Minimally invasive procedures, which is not surprising, are much more popular - in 2017, 7.2 million injections of botulinum toxin, 2.6 million - fillers, including 2 million - hyaluronic acid.

The main consumers of cosmetology services are still women (92%), but men are also gradually mastering the beauty industry - a strong sex chooses rhinoplasty, liposuction and breast reduction, and willingly does botox, tummy tuck and laser hair removal.

The earnings of the industry, naturally, are brought by the Americans in the age of 40-54 years - almost half (49%) of all procedures fall on them. But the situation is changing - the audience of the industry is getting younger.


"You know, I never liked my lips, they were too thin. And when at age 15 I first kissed a guy, he said that I can not kiss properly because of too small lips. I was very worried, I used cosmetics to make them look bigger, but it was all wrong. And in the end I decided to let them down, "- admitted last year, 20-year-old American TV star and model Kylie Jenner, the half sister of the well-known TV channel Kim Kardashian.

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For the sake of justice, it should be noted that "making lips" is not just a whim of a girl born in 1997. Conducted in the past few years, studies show that plastic surgery and cosmetic procedures do improve the quality of life of patients. Having corrected the lack of appearance (whether real or imaginary), a person increases self-confidence, which positively affects the ability to communicate, the likelihood of finding a life partner and even get a prestigious job. "Most studies state an improvement in the quality of life of patients after cosmetic surgery," the article "Quality of Life Before and After Plastic Surgery", published by scientists at Cambridge University in 2014, reads. However, in this scientific publication there is a remark: the question needs additional research.

Millenials, or "generation Y", are people born after 1981 and ripe for the onset of the millennium. Some of them are not so young - the age of the "oldest" millenials is approaching 40 years. But their main difference from older generations is not age, but mental - they were formed as individuals already in the era of digital technologies, the Internet and social networks.

Kylie Jenner is not just a kind of young model - she is an idol of the millenials, because she has 110 million subscribers to Instagram. You can treat this with irony, but the ideal selfie, which gathers a lot of likes, is the most important element of the quality of life for the "generation Y". And, most importantly, they are ready to pay for it.

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According to the report of the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) published in early 2018, 55% of plastic surgeons dealt with patients wishing to look better at the Selfie (compared to 13% in 2013). Another 56% of the surveyed specialized specialists noted an increase in the number of patients under the age of 30 years.

Many young Americans believe that it is better to "slightly" correct their appearance at a young age than to wait until 40 years, then to lie under the surgeon's knife for more radical changes in appearance.

The obsession of millenials with beautiful selfies takes on new faces. The fact that clinics of plastic surgery are besieged by young people who want to become similar to any celebrity from the Internet, few people are surprised. In April 2018, BBC broadcast a new trend.

"I could not help but notice how the filters of the social network Snapchat change my face," says 26-year-old Crystal from San Diego, California. - Improve the line of the chin, emphasize cheekbones, straighten the nose. This is exactly how I want to look. I tried to achieve the same effect with the help of cosmetics, but I do not always have time to properly make up. " Therefore, Crystal decided on injection fillers - in the nose and under the eyes.

"The best filter is your own face," say the millenials, with special pride putting #nofilter ("without filters") under their own selfies.

"Young people increasingly come to me not with photos of celebrities, but with their own photos from social networks," confirms plastic surgeon from San Francisco David Mabri, who injected Crystal.

From the doctor's point of view, it's good: "I prefer to work on a real person's photo, because the patient already has an idea of ​​what will look like after fillers and Botox. She has no unrealistic expectations that I will somehow magically make her the second Kylie Jenner. " Although some of the client's requests can not be executed. For example, some filters increase eyes - the same effect is not even achieved by complicated surgical methods.

The key to the success of aesthetic procedures is quality medical advice. The surgeon should not automatically try to fulfill all the wishes of the patient, David Mabry is convinced.

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Doctors warn that the general fascination with cosmetology procedures and plastic surgery is fraught with danger. This is not only a risk of side effects (both in fillers and in Botox, not to mention surgical interventions).

Some people become psychologically dependent and infinitely "improve", passing dozens of aesthetic interventions. The effect, as a rule, is the reverse of the desired one.

Portal kiwireport.com as a warning tells the story of Jenny Lee from Texas Austin, famous in 2004 in the TV show Oprah Winfrey. She confessed to the presenter and her multi-million audience in her obsession with plastic surgery.

Jenny was 25 years old when she first did a plastic eyebrow correction surgery, which she did not really need. And then personal problems, divorce, and real madness began. Li could not be satisfied with her appearance, "she hated her face in the mirror." She required surgeons to make her nose, like Michael Jackson, lips like Angelina Jolie's and a profile like Jennifer Lopez's.

By the age of 28, she suffered 33 plastic surgeries - not only on her face, but also for breast augmentation, all kinds of braces and much more. Spending about $ 80,000 for tuning, the woman as a result began to look clearly older than her age. "I changed almost every inch of my body, but I was still unhappy with what I saw," Lee said.

After the revelations of Oprah, she really became a star of TV and the Internet, but that did little to help her. A year later, at the most popular show in the US, Larry King, two well-known physicians - psychiatrist George Pratt and plastic surgeon Robert Singer - explained to Lee that she probably has a serious mental illness, and dependence on plastic surgery is just a symptom of the ailment.

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Doctors were right - by 2012, when she was invited to Opra for the second time, Lee had already performed 59 plastic surgeries. She was diagnosed with "dysmorphophobia," or "dysmorphia," an obsession with the "defects" of her body. According to medical experts, 2-3% of the US population is affected. Fortunately, Jenny Lee was able to cope with addiction - she married for the second time, gave birth to a child, but continues to be active in social networks, positioning herself as an expert in plastic surgery.

Dysmorphophobia usually begins to progress in adolescence, when tactless young people make caustic remarks about the real or imaginary physical shortcomings of their comrades. Therefore, a passion for beautiful selfie can be a teenager is not so innocuous. The widespread distribution of social networks only exacerbates this problem for millennials - they daily compare themselves with hundreds of "ideal" Internet celebrities, which leads to a decrease in self-esteem and the need to resort to the services of a plastic surgeon.

According to the Office of National Statistics of England, up to 27% of adolescents who spend more than three hours a day in social networks have signs of predisposition to mental disorders.

British cosmetician Tidzhon Esho even introduced the term "whispering dysmorphia" - a constant dissatisfaction with his selfie. This is not a psychiatric diagnosis, but a symptom that equally worries both psychiatrists and plastic surgeons.

"Usually this is an alarming sign, meaning that the patient may have psychological disorders. The responsible surgeon should be able to notice such signals and explain to the person that his problems are not solved with the help of Botox or scalpel ", - quotes Dr. Esho BBC. However, the "generation Y" are waiting for other dangers on the Internet.

The obsession with billions of cosmetology and social networks has not gone unnoticed by numerous unscrupulous doctors and simply scammers.

The American Journal of Aesthetic Surgery published disturbing information in 2017. Paying attention to the fact that plastic surgeons and patients are increasingly spreading the results of cosmetology procedures in Instagram, the scientists checked the records marked with the popular hashtags #boobjob, #facelift, #liposuction and #brazilianbuttlift. More than 1.8 million such publications were found, and 26% of the most popular were placed by doctors who are not approved by the American Council of Plastic Surgeons - by ordinary gynecologists, dermatologists or dentists, or even non-medical institutions - spa or hairdressing salons. In fact, certified plastic surgeons and cosmetologists in this stream of advertising occupied only 17.8%.

"A terrible discovery," Fox News quotes one of the authors of the Robert Dorfman study. - A lot of advertising comes from people who do not have the necessary training. It can be just dangerous for the patient. "

An example is the case of Onil Ron Morris, a transgender woman from Miami, who was nicknamed "Toxic Tush Doctor" in the press. During her illegal practice, she made dozens of "cosmetic" injections (mostly in the buttocks) using completely unsuitable substances - silicone, mineral oil, superglue and even cement. As a result, one of her patients died, for which in the year of O7, Ron Morris was sentenced to 10 years in prison.

The problem of illegal cosmetology practices has become so widespread in the US that on the national television for the fourth consecutive year, the reality show "Patched" (Botched) with success plastic surgeons and cosmetologists advises the victims of such "doctors" how to correct the damage.

To reduce the number of such cases, specifically for the "living in the network" of millenial ASPS has developed an online application that helps to look for certified surgeons and cosmetologists with geolocation. is that enough? The question remains open.

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