What women want
Our faces are our calling cards – an outward projection of who we are – and in today’s social media-savvy society, they are shared and scrutinised more than ever.
Whether through photography filters, make-up or aesthetic procedures, investing in beauty is a way to take control of your image. Women across the globe are using their outer beauty to express their inner self and one of the keys to this is natural-looking results. As aesthetic treatments become more accessible and acceptable, the trend has moved towards not changing who you are, but enhancing what you have.
Allergan, the makers of JUVÉDERM® facial fillers, are passionate about understanding how women want to look and feel and why, and are innovating and evolving by broadening their understanding of women’s beauty goals and motivations.
As part of its ongoing research, the company recently produced a global report, The Changing Faces of Beauty, which gave insight into how women around the world feel about ageing and what beauty truly means to them.
The research project, carried out by Insight Engineers, was one of the largest of its kind, surveying 7,700 aesthetically aware women from 16 countries.1
While some interesting trends were apparent, one strong universal truth emerged: 74 per cent said they were making the effort to look good for themselves and embracing aesthetic treatments, not for social acceptance, but because it makes them feel confident and strong.1
Inside and out
Globally, women said general beautification or looking beautiful (63 per cent) is seen as a bigger motivator for considering treatment than addressing the signs of ageing (50 per cent).1
So what is driving this change in attitudes? In an age where mindfulness and wellness are developing trends, the inner self seems to be coming more to the forefront and beauty is no longer just about what you see in the mirror. In fact, 42 per cent of women said a desire to boost self-confidence was why they would seek an aesthetic treatment, making it equally as important as improving the look of sagging skin (42 per cent).1
However, age and nationality played a part in whether inner or outer beauty was considered more important with women aged over 44 increasingly choosing inner beauty as the most important defining factor, while younger women favoured outer beauty.2
Dr Jonquille Chantrey, a leading UK cosmetic surgeon involved with the report, says: “Globally, there has been an attitudinal change and women don’t simply ask about looking younger any more.
“What women do want is to look their best and make the most of what nature has given them. For most, this means healthy, hydrated and radiant skin. For some women it might mean subtle enhancement of their natural features – a kind of ‘beautification’.”
Skin quality: the new beauty ideal
In a world where high-definition and the selfie rule, our skin is now under the spotlight more than ever. It is no surprise then that one of the key trends identified in the report was the significance of skin quality when identifying beauty.
When asked to rate what elements contribute most to a woman’s outer beauty, complexion and skin quality (56 per cent) were ranked as equally important as body shape and figure.3
Dr Chantrey says: “In this age of digital documentation, women are adept at analysing how their ‘close-up’ will appear on screen and skin plays a big part in this. Wrinkles used to be the major concern, but they can actually be a positive thing on a photo with smiling, animated faces. Blotchy or uneven skin is more obvious in close-up shots, so having healthy, plump and radiant skin is higher on their agenda.”
With this focus on skin, it’s no surprise that 81 per cent of women globally are committed to a regular facial skincare routine.3 But what about injectable treatments?
Changing perceptions: facial fillers
As women take control of their appearance, there has been a shift in the role facial fillers play in helping them to look and feel like the best version of themselves. Some 65 per cent agreed that facial fillers are more socially acceptable than they were five years ago1 and 57 per cent believed that cosmetic injectables could look natural.2
The evolution of the aesthetic market means women are now faced with a wider range of options when it comes to achieving the look they want. This cascade of innovation has given women the confidence to explore the available solutions without feeling judged. In fact, demand for treatment with injectables is set to grow 10 per cent in 2016.2
As women take control of their appearance, there has been a shift in the role facial fillers play in helping them to look and feel like the best version of themselves
While there are many facial filler products available on the market, not all are created equally. One of the reasons JUVÉDERM® has become a trusted facial filler brand around the world stems not only from Allergan’s dedication to understanding women’s beauty goals, but also from its commitment to achieving natural-looking results through training its aesthetic practitioners and the development of effective, clinically researched products that are as safe as possible.
The JUVÉDERM® VYCROSS range is designed to provide lifting, filling, volumisation and skin hydration. The products are temporary, lasting up to 18 months depending on the product, and are made from hyaluronic acid, a naturally occurring substance found on the skin, considered to be the gold standard in facial-filler ingredients.
The addition of lidocaine also means there is now little pain or discomfort with treatment and you can return to daily life immediately. These innovations in making fillers more accessible, natural looking and comfortable than ever means that with JUVÉDERM® facial fillers your beauty goals no longer need to be purely aspirational, they can be a reality.
Do your research before booking any treatment and go for a full consultation with a qualified medical practitioner who will be able to assess your face and advise you on what treatment may be appropriate for you.
To find a JUVÉDERM® clinic near you visit www.this-is-me.com
1 Allergan Global Beauty Data on File 01 2016 (INT/0381/2016)
2 Allergan Global Beauty Data on File 02 2016 (INT/0393/2016)
3 Allergan Global Beauty Data on File 04 2016 (INT/0399/2016)
UK/0628/2016. Date of prep: August 2016