of women undergoing procedures is between 35 and 44, when the first signs of
aging begin to creep in.
The report also claims that the main
reason women decide to have surgery or
cosmetic procedures in Italy is due to a desire to feel good about themselves and to
carry out their daily lives with greater confidence. Of the women who had already
undergone some form of procedure, 43%
said they experienced a definite increase
in their self-esteem. They chose to have
treatment for personal benefit and not
because of their partner’s opinion about
Breast augmentation remained the
most popular treatment among women
followed by common concerns related to
the general silhouette such as fatty deposits and cellulite. The motivation behind
men’s decisions to undergo procedures is
slightly different than women’s, prompted
more by a motivation to attract a potential
partner. Of the men interviewed, chief concerns when it came to body image were to
eliminate unsightly love handles (54%) and
reverse thinning of the hair (39%).
Highs and Lows
Given the fact that Spain has spent much
of the past year in the headlines over the
state of its economy, it is perhaps of little
surprise that aesthetic surgery saw sales
fall in 2011. A report into specialist medical
clinics by research firm DBK, published at
the end of the year, revealed that sales last
year fell 5% last year to about $275 million, continuing the downward trend for a
fourth year running.
The DBK figures seem to confirm the
position of the Spanish industry body
for this market—Sociedad Española de
Cirugía Plástica, Reparadora y Estética
(SECPRE)—which announced in April
that the number of operations carried out
in Spain had fallen by just over a quarter
since the start of the economic crisis.
Some areas and companies, however,
have bucked the trend. Clínica Londres, for
example, has revealed that liposuction has
posted significant growth, with the number
of operations rising 20% since 2010.
“Liposuction is a very efficient tech-
nique whose results are visible in the me-
dium term,” said Clínica Londres medical
director Dr. Agustín Ramos. “We currently
benefit from new methods, such as laser-
assisted liposuction that enables us to
reduce volume and provides excellent re-
traction of the skin.”
The Madrid-based clinic reported that
demand for laser hair removal rose 10% and
that Botox injections were the most popular
treatment last year, with some 11% growth.
Unsurprisingly, Botox was more popular
with women than men who represented
90% and 10% of treatments, respectively.
and more interest in this treatment,” observed Ramos.
The UK aesthetics category has certainly
been injected with its fair share of controversy this year following the PIP breast
implant scandal, which affected an estimated 47,000 women in Britain who had
been fitted with the unauthorized silicone
filler enhancements (breast implants).
However, this didn’t keep UK consumers
from going under the knife, as the category saw a boom in figures and every procedure, including breast augmentation.
In 2011, 43,069 women and 38,771
men had invasive cosmetic surgery, with
figures increasing by 5.8% and 5.6% respectively compared with 2010, according to the British Association of Aesthetic
Plastic Surgeons (BAAPS). The top surgical procedure for women was once again
breast augmentation, with a massive
10,003 operations carried out from 2010-
2011, an increase of 6.2% on the previous
year, followed by blepharoplasty (eyelid
surgery), face and neck lifts, breast reduction and rhinoplasty.
For men, rhinoplasty pinched the top
spot for a second year with 1,043 procedures carried out, up by 5% on the year
before, followed by breast reduction,
blepharoplasty, otoplasty (ear surgery)
and liposuction. Interestingly, fat transfer
procedures debuted on the top 10 list for
men, plumping up by 5% to 220, while
abdominoplasty or“tummy tucks” made a
comeback nipping in with a rise of 15%
to total 124, after the men’s sub-sector declined by 20% last year.
It can be seen that the European
aesthetics market has been through another dynamic year and by and large it
has been a positive one. Recent scandals
such as the PIP controversy have not
deterred consumers from going under
the knife and the sheer variety of procedures, both invasive and non-invasive,
are on the increase, as are the number
of places to get them done. And while
this continues to be the case, it looks like
things will keep heading in the same direction, for better or for worse.•