Non-surgical cosmetic treatments: what drives their consumers?
Keywords:
non-surgical cosmetic treatment, women, motives for seeking cosmetic procedures, social status, literature review
Abstract
Introduction. In recent years, non-surgical cosmetic treatments have become extremely popular, primarily among women. However, if in Russia this can be associated with improved financial well-being, the same is not the case for the western countries. COVID-related restrictions also affected this tendency. Aims. This paper aims to identify the causes of this phenomenon and the motives of women seeking for non-surgical cosmetic treatments. Materials and methods. 110 female patients aged 45 ± 8 years who received non-surgical cosmetic treatments in a specialized clinic before and after COVID-related restrictions participated in the survey. The study material consisted of an anonymous structured e-questionnaire for female patients. This questionnaire developed by the author included 4 main items: social and demographic characteristics, social and psychological characteristics, self-perception of attractiveness and cosmetic complaints. Statistical data processing included the analysis of contingency tables showing the frequency of certain motives for visiting a cosmetic clinic for women of two compared groups; frequency analysis was carried out using Pearson χ2. Results. If before the pandemic, such motives as appearance, social functioning, and psychological problems were almost equal, after restrictions were lifted the main motives for non-surgical cosmetic treatments became social functioning and psychological problems. Conclusion: The results obtained and analysis of relevant publications demonstrate that the main motives for receiving non-surgical cosmetic treatments were psychological comfort and social functioning. This trend has become even stronger after COVID-related restrictions were lifted.
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References
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2. Sadick N.S. The impact of cosmetic interventions on quality of life. Dermatology Online Journal. 2008;14(8):2.
3. Sadick N.S., Krueger N. Cosmetic dermatology. Dermatologic Clinics. 2014;32(1):xi. DOI: https://doi.org/10.1016/j.det.2013.10.001.
4. Alam A., Kakar R., Nodzenski M. et al. Multicenter prospective cohort study of the incidence of adverse events associated with cosmetic dermatologic procedures: lasers, energy devices, and injectable neurotoxins and fillers. JAMA Dermatology. 2015;151(3):271–277. DOI: https://doi.org/10.1001/jamadermatol.2014.2494.
5. Walker C.E., Krumhuber E.G., Dayan S. et al. Effects of social media use on desire for cosmetic surgery among young women. Current Psychology. 2021;40:3355–3364. DOI: https://doi.org/10.1007/s12144-019-00282-1.
6. Суэми В., Фернхем А. Психология красоты и привлекательности. СПб.: Питер, 2009. 240 с. [Suemi W., Fernhem A. Psikhologiya krasoty i privlekatel'nosti. [Psychology of beauty and attractiveness]. St. Petersburg. Piter. 2009:240. (in Russ.)].
7. Agrawal H., Agarwal S. Impact of social media and photo-editing practice on seeking cosmetic dermatology care. Clinical, Cosmetic and Investigational Dermatology. 2021;14:1377–1385. DOI: https://doi.org/10.2147/CCID.S322859.
8. Ryali C.K., Goffin S., Winkielman P. et al. From likely to likable: the role of statistical typicality in human social assessment of faces. Proceedings of the National Academy of Sciences. 2020;117(47):29371–29380. DOI: https://doi.org/10.1073/pnas.1912343117.
9. MacCallum F., Widdows H. Altered images: understanding the influence of unrealistic images and beauty aspirations. Health Care Analysis. 2018;26(3): 235–245. DOI: https://doi.org/10.1007/s10728-016-0327-1.
10. Петленко В.П. Основные методологические проблемы теории медицины. Л.: Медицина, 1982. 256 с. [Petlenko V.P. Osnovnie metodologicheskie problem teorii medicine [Main methodological problems of the theory of medicine]. Leningrad. Medicina. 1982:256. (In Russ.)].
11. Багненко Е.С. Роль внешности в социальной адаптации человека // Психология. Психофизиология. 2021. Т.14, № 4. С. 105–113. DOI: 10.14529/jpps210410 [Bagnenko E.S. Human beauty in the social adaptation. Psikhologiya. Psichofisiologiya = Psychology. Psychophisiology. 2021;14(4):105–113. DOI: https://doi.org/10.14529/jpps210410. (in Russ.)].
12. Kanwisher N., Yovel G. The fusiform face area: a cortical region specialized for the perception of faces. Philosophical Transactions of the Royal Society B. Biological Sciences. 2006;361:2109–2128. DOI: https://doi.org/10.1098/rstb.2006.1934.
13. Yarosh D.B. Perception and deception: human beauty and the brain. Behavioral Sciences. 2019;9(4):34. DOI: https://doi.org/10.3390/bs9040034.
14. Chelnokova O., Laeng B., Eikemo M. et al. Rewards of beauty: the opioid system mediates social motivation in humans. Molecular Psychiatry. 2014;19(7):746–747. DOI: https://doi.org/10.1038/mp.2014.1.
15. Foo Y.Z., Simmons L.W., Rhodes G. Predictors of facial attractiveness and health in humans. Scientific Reports. 2017;7:39731. DOI: https://doi.org/10.1038/srep39731.
16. Eleftheriou A., Bullock S., Graham C.A. et al. Does attractiveness influence condom use intentions in women who have sex with men? PLoS One. 2019;14(5):e0217152. DOI: https://doi.org/10.1371/journal.pone.0217152.
17. Ryan M.J. Darwin, sexual selection, and the brain. Proc.Natl.Acad.Sci.USA. 2021;118(8):e2008194118. DOI: https://doi.org/10.1073/pnas.2008194118.
18. Rosenthal G.G., Ryan M.J. Sexual selection and the ascent of women: mate choice research since Darwin. Science. 2022;375(6578):eabi6308. DOI: https://doi.org/10.1126/science.abi6308.
19. Koski J.E., Xie H., Olson I.R. Understanding social hierarchies: the neural and psychological foundations of status perception. Society for Neuroscience. 2015;10(5):527–550. DOI: https://doi.org/10.1080/17470919.2015.1013223.
20. Burleigh A., Beleznay K., Humphrey S. Aesthetic medicine during COVID-19: patient perspectives and motivations amidst a pandemic. Journal of Cosmetic Dermatology. 2021;20(3):711–713. DOI: https://doi.org/10.1111/jocd.13925.
21. Al-Natour S.H. Motives for cosmetic procedures in Saudi women. Skinmed. 2014;12(3):150–153.
22. Weinkle S.H., Werschler W.P., Teller C.F. et al. Impact of comprehensive, minimally invasive, multimodal aesthetic treatment on satisfaction with facial appearance: the HARMONY study. Aesthetic Surgery Journal. 2018;38(5):540–556. DOI: https://doi.org/10.1093/asj/sjx179.
23. Сац Е.А., Слободчиков И.М. Особенности самосознания у женщин-клиентов косметологических услуг // Современные проблемы науки и образования. 2015. № 1-1. URL: https://science-education.ru/ru/article/view?id=18589 (дата обращения: 19.03.2022). [Sats E.A., Slobodchikov I.M. Peculiarities of self-awareness in women-clients of cosmetology services. Sovremennie problem nauki i obrazovaniya = Modern problems of science and education. 2015;1-1. Available at: https://science-education.ru/ru/article/view?id=18589 (accessed: 19.03.2022) (in Russ.)].
24. Sezgin B., Tatar S., Kara B.S. et al. Aesthetically thriving through Coronavirus disease 2019 (COVID-19): an evaluation of patient motivation and perception on aesthetic surgery and minimally invasive procedures. Facial Plastic Surgery. 2021;37(3):317–324. DOI: https://doi.org/10.1055/s-0041-1722909.
25. Wang J.V., Munavalli G.S., Zachary C.B. et al. Trends in cosmetic consumer preferences during COVID-19 pandemic: comparing 2021 to 2020. Journal of Cosmetic Dermatology. 2021;21(1):48–50. DOI: https://doi.org/10.1111/jocd.14615.
26. Ma Y., Kwon K.H. Changes in purchasing patterns in the beauty market due to post-COVID-19: literature review. Journal of Cosmetic Dermatology. 2021;20(10):3074–3079. DOI: https://doi.org/10.1111/jocd.14357.
27. Pang R., Wei Z., Liu W. et al. Influence of the pandemic dissemination of COVID-19 on facial rejuvenation: a survey of Twitter. Journal of Cosmetic Dermatology. 2020;19:2778–2784. DOI: https://doi.org/10.1111/jocd.13688.
28. Zheng R., Ren D., Xie C. et al. Normality mediates the effect of symmetry on facial attractiveness. Acta Psychologica. 2021;217:103311. DOI: https://doi.org/10.1016/ j.actpsy.2021.103311.
29. Silence C., Rice S.M., Pollock S. et al. Life after lockdown: Zooming out on perceptions in the post-videoconferencing era. International Journal of Women's Dermatology. 2021;7(5PartB):774–779. DOI: https://doi.org/10.1016/j.ijwd.2021.08.009.
30. Temiz S.A., Durmaz K., Dursun R. et al. Effect of the COVID-19 pandemic on the anxiety and depression levels in patients who applied to the cosmetology unit. Dermatologic Therapy. 2021;34(1):e14625. DOI: https://doi.org/10.1111/dth.14625.
31. Rice S.M., Siegel J.A., Libby T. et al. Zooming into cosmetic procedures during the COVID-19 pandemic: the provider's perspective. International Journal of Women's Dermatology. 2021;7(2):213–216. DOI: https://doi.org/10.1016/j.ijwd.2021.01.012.
32. Gasteratos G.A., Spyropoulou G.A., Suess L. “Zoom Dysmorphia”: a new diagnosis in the COVID-19 pandemic era? Plastic and Reconstructive Surgery. 2021;148(6):1073e–1074e. DOI: https://doi.org/10.1097/PRS.0000000000008559.
33. Pikoos T.D., Buzwell S., Sharp G. et al. The Zoom effect: exploring the impact of video calling on appearance dissatisfaction and interest in aesthetic treatment during the COVID-19 pandemic. Aesthetic Surgery Journal. 2021;41(12):NP2066-NP2075. DOI: https://doi.org/10.1093/asj/sjab257.
34. Pino O. Is Zoom dysmorphia a new disorder? Acta Biomedica. 2022;92(6):e2021303. DOI: https://doi.org/10.23750/abm.v92i6.12618.
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Published
2022-09-29
How to Cite
Bagnenko, E. (2022). Non-surgical cosmetic treatments: what drives their consumers?. Psychology. Psychophysiology, 15(3), 26-34. https://doi.org/10.14529/jpps220303
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Section
Medical (clinical) psychology
Copyright (c) 2022 Psychology. Psychophysiology
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