Welcome back to the Inflection Point. The newsletter tracking 100 million consumer signals to predict cultural shifts relevant to you.
This week we’re covering ‘Medical Aesthetics.’
- ‘Medical Aesthetics' refers to minimally invasive treatments that improve cosmetic appearance — hello, Botox!
- Gen Z leads the 'Prejuvination' movement, while Boomers are 'Healthy Aging'.
- At-home beauty devices are on the rise.
- Companies bridging the gap between medical-grade technology and consumer products stand to gain.
What’s behind the ‘Medical Aesthetics’ trend?
Appearance, of course.
And while aging may be a fact of life, looking your age is not.
Popularity for medical aesthetics comes from both ends of the age spectrum. Baby Boomers seeking to look more youthful, and Gen Z / Millenials buying into the 'pre-juvination' movement. A philosophy focused on preventative work to delay wrinkles before they appear.
For Gen Z, 'tweakments' (procedures to 'tweak' appearance) are a form of self-care, says board-certified dermatologist Dr Joyce Park. "Frozen foreheads are a hard pass. And "anti-aging" is not in their vocab".
The shift away from negative language used to describe aging means that 'anti-aging' is being replaced with a 'healthy aging' mindset.
‘Healthy Aging’ and the procedures to support it are increasing in consumer interest.
The 'anti-aging' industry is expected to reach $93B by 2027.
Technological advancements, medical spa accessibility, and greater acceptance have created a mass market.
But the greatest influence of all? Social media and the selfie cam.
• 64% of Gen Z use filters on their photos.
• Zoom meetings have forced us to stare at our reflections non-stop.
• Celebrities continue to promote their fave procedures (did you know Gwyneth Paltrow is an ambassador for the 'clean' injectable Xeomin?).
The interest in injectables, particularly Botox and its preservative-free cousin Xeomin, has steadily increased.
So, what is 'Medical Aesthetics'?
'Medical Aesthetics' encompasses many procedures to enhance physical appearance. The most common include:
- dermal fillers
- red light therapy
- body contouring (fat freezing)
- laser treatments (hair removal, scarring, dark spots, varicose veins)
These procedures run the spectrum of $300 -$3000 per session.
Who stands to gain from the growing field of ‘Medical Aesthetics’?
Cosmetic innovation has always had its roots in the medical field.
- Microcurrent devices and Botox were first used in the 1980s to stimulate muscles in people with conditions like Bell's Palsy.
- LED Red Light Therapy was initially developed by NASA to heal space wounds.
- The top-selling skincare brand, Augustinus Bader, first intended its creams to treat burns.
Companies bridging the gap between medical-grade technology and consumer products stand to gain.
What was once in a NASA research lab has made its way into the consumer household. At-Home Beauty Devices include cutting-edge laser technologies that offer consumers medical-grade results in the comfort of their homes.
The below signal shows that ‘At-home Beauty Devices’ forecast significant consumer interest growth within the following year.
Popular new at-home devices include:
• The Lyma laser. The world’s only clinic-grade cosmetic laser FDA-cleared for at-home use. (100X more potent than LED)
• The Omnilux face mask. A medical-grade LED red light therapy mask proven to enhance natural skin.
• The Tria hair removal device. A dermatologist-level FDA-cleared laser hair removal device.
Procedures that ’tweak’ one’s appearance are a beauty norm. The 'medical aesthetics' field will continue to grow. And the most competitive companies will be those offerings medical-grade results in the comfort of the consumer's home.
That's all we got for now.
Thanks for spending time with us on this week's Inflection Point.
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