5 minute read
Natural ‘tweakments
The desire for a subtle, more conservative treatment outcome is driving the trend for 2020 away from the overly glam and obvious, to a more conservative and natural look, writes KAREN ELLITHORNE.
Advertisement
Even the cosmetic surgical enhancements that a large majority of women are seeking are not as dramatic as they were previously. There is a movement to, and stronger interest in, smaller breast implants and even non implant breast augmentation performed using the patient’s own body fat.
This more natural-looking trend is feeding the growth of PRP (Platelet-rich Plasma) injections and non-surgical nose jobs. Both of these treatments are on the list of trends to watch in 2020, according to the International Association for Doctors in Aesthetic Medicine. They also include laser resurfacing facial treatments, lip fillers and sculpted, defined abdominals as big trends.
Millennials People aged between 18 and 34 are defined as millennials, and this demographic represents a greater percentage of the population that is looking to improve themselves. They are more likely than those 35 years or older to be making plans to improve or enhance their appearance. Reports have shown that ageism is most prevalent amongst millennials, as they exhibit the most negative attitude towards ageing out of all of the age groups. Therefore, millennials do consider aesthetic medicine an acceptable and achievable part of normal life. This makes them a great potential market to target for new treatments and procedures.
According to a Real Self commissioned survey, 91% percent of younger millennial women (those aged 18 to 24) and 90% of older ones (aged 25 to 35) say they’re unhappy with at least one aspect of their bodies. Many are willing to look beyond retail to resolve their concerns, with 63% of younger millennials and 67% of older ones saying they’d be willing to undergo medical aesthetic treatments and plastic surgery, more than any other age group. If you are wanting to target this market, a strong online presence is required and social media interaction (especially showing before and after pics on real people) is vital. Millennials love to share their experiences and results.
Sexual rejuvenation treatments still growing The vaginal rejuvenation industry in particular has experienced major evolution with considerable investments been made into this type of technology. These new to market type of devices are not just gaining popularity, but are also ranking high in consumer satisfaction too.
International medical insurance company, Hamilton Fraser, predicts that sexual rejuvenation will be one of the biggest treatment trends, and expects both surgical and non-surgical procedures to hit high marks with consumers. In addition to vaginal rejuvenation, they note that there is a dramatic growth for male sexual rejuvenation as well, with multiple companies focusing their technologies in this area.
Male facial cosmetic procedures increase The American Society of Plastic Surgeons show that currently men only make up 13% of non-invasive cosmetic procedures, and 8% of minimally invasive procedures. While it is never expected to even out between men and women, it has been noted that there is a distinct growth in the number of procedures men are getting. In particular, men are requesting botulinum toxin, chemical peels, eyelid surgery and liposuction.
Defining abs Emsculpt is a brand new technology launched by BTL that has created a buzz in celebrity circles. Not only does this technology destroy fat cells, but it builds up muscle fibres at the same time, resulting in more defined abdominals. It also has great results in firming and contouring buttocks.
The technology is said to cause contractions in the muscle 20,000 times in a 30-minute duration and contracts them beyond their physical limit. It also targets the fat in the area, which is something exercise alone cannot achieve.
Lip fillers The focus will shift towards a more balanced facial appearance, with the lips occupying a proportionate part of the face. The trend is to enhance the natural shape of the mouth. Oversized lip enhancement is no longer in fashion and according to predictions, this trend will not be returning anytime soon. Shaping of lips will be more refined and will mostly be for rejuvenation purposes or asymmetry corrective purposes.
There is a wide variety of dermal fillers that can be injected into the lips but the most common type contains hyaluronic acid. This is a natural substance already found in the body and helps to improve the shape and volume of the mouth. The results of this treatment can last up to six months and then the client will need to get a follow up procedure.
Another type of procedure for the the lips is the lip flip, which involves the injection of botulinum toxin in the muscles around the lips to produce a more prominent pout. The hyaluronic acid fillers are injected inside the lips themselves, while the lip flip uses a different approach to attain a much fuller lip.
Laser resurfacing This is an ideal procedure to treat many skin care concerns, from wrinkles to acne to darkened pigmentation. With the assistance of laser technology, the epidermis can literally be removed one layer at a time.
There are two types of laser treatments available – ablative (complete destruction of epidermis) and non-ablative (partial destructing of the epidermis). The C02 or Erbium lasers are the most
commonly used ablative lasers for complete resurfacing, while fractionated lasers, infrared lasers and high impact light sources are more commonly used for non-ablative laser resurfacing treatments.
The different lasers vary in the types of treatment that they address, with the ablative technologies offering better results but much longer recovery time. The non-ablative can provide a more moderate result, with minimal side effects and very little downtime.
This wide range of technology is being used by many aesthetic clinics around the world to help patients regain their confidence.
Home tech As technology becomes further integrated into our daily lives, smart beauty devices are becoming more prominent as add-ons to home care protocols.
These types of devices can assist with cleaning, exfoliation and product penetration and are generally the home care version of the professional in clinic type technologies.
This is a trend that is very prominent at the moment and, with continued advancements, is expected to continue growing. PB
A qualified aesthetician, Karen Ellithorne has been actively involved in the skincare industry since 1992, working as a lecturer and therapist, as well as successfully importing and distributing various products throughout South Africa.
karen@spaandsalonsolutions.co.za
