TORONTO- The Changing Faces of Beauty: A Global Report reveals women across the world – including those right here at home – are more aware and open to aesthetic enhancement and are taking control of their appearance as a way to feel more confident about themselves. Female beauty is no longer driven solely by a desire to look younger – women want to control how they look as a way to change how they feel as an individual.
In one of the largest research projects ever undertaken in medical aesthetics, The Changing Faces of Beauty Report captures the unique perspective on beauty, aging and cosmetic treatments of nearly 8,000 women across 16 countries: Canada, the U.S., Australia, Brazil, China, France, Germany, Italy, Japan, Mexico, Netherlands, South Korea, Spain, Thailand, Turkey, and the U.K.
When it comes to women’s beauty goals some key cultural differences are apparent. Women in Canada, more than any other country in the world, value inner beauty and believe the positive qualities that reflect a woman’s character make her beautiful. Meanwhile women in Turkey see outer beauty as more important.3 Chinese women want to change or enhance a specific facial feature to achieve their ideal look while South Korean women aim to address signs of aging.
But among these thousands of individuals emerged one strong universal truth: modern, empowered women are embracing aesthetic treatments to look great not for social acceptance but because it makes them feel confident and strong.
The Changing Faces of Beauty: A Global Report key findings:
Beauty’s new perspective: Looking good for ME
For women seeking aesthetic treatments, a desire to boost self-confidence (42 per cent) is equally important as improving the aesthetics of sagging skin (42 per cent).
Almost three quarters (71 per cent) of Canadian women say they make the effort to look good primarily for themselves, and three quarters (74 per cent) of women around the world agree. Partners (37 per cent) and friends (15 per cent) have less of an influence.
For women in Canada (53 per cent) and around the world (63 per cent), general ‘beautification’ is a bigger motivator for seeking beauty treatments than addressing signs of aging (49 per cent in Canada and 47 per cent globally).
Globally, 47 per cent of women said they would consider injectable treatments to look less tired, and 56 per cent of women in Canada agree.
“There has been a real change in attitude in recent years,” says leading Canadian dermatologist Dr. Julia Carroll. “Women are proud of the experience that comes with age. 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’.”
Putting the face centre stage: Skin quality and chin profile
While women around the world see skin quality and complexion (56 per cent) as important as body shape (56 per cent), Canadian women ranked healthy, glowing skin as the number one feature that defines outer beauty.
Skin quality is paramount in Canada. Additional research of 1,000 Canadian men and women aged 30 to 65 revealed three quarters (76 per cent) of Canadians agree if their skin does not look good, they don’t feel good.
The same Canadian study also revealed more than half (56 per cent) of Canadians see themselves as having slight or significant double chin, and of those respondents 66 per cent said they are bothered by their double chin.1
Additionally, this group said today’s selfie and social media culture has made them more self-conscious of their appearance (44 per cent)12 and 54 per cent said they would delete a photo based on the look of their chin area.
“Skin and the overall shape of the face is now under the spotlight more than ever. Never before has a women’s external image been so important or so hotly debated,” says Dr. Julia Carroll. “Our faces are our calling cards – a projection of who we are – as they are now being shared more widely than ever. That’s why treatments for concerns like double chin are becoming more popular.”
Injectables: an accepted beauty choice for women in Canada and around the world
Fifty-nine per cent of Canadian women think facial fillers are more socially acceptable now than they were five years ago, and 51 per cent believe these treatments can offer natural-looking results. Comparatively, 65 per cent of women around the world see facial fillers as more acceptable while 57 per cent think they can look natural.
The area of the face that most women are interested in enhancing is under their eyes, with 66 per cent specifically concerned about bags under the eyes. In Canada, the number is even higher, with 70 per cent of Canadian women sharing the same concerns.
Canadian women are also concerned about other areas of the face and would seek to correct fullness under the chin (63 per cent), age spots (56 per cent) and frown lines on their forehead (52 per cent).
“The Changing Faces of Beauty report will help us communicate with women better and in a way that will resonate with how they want to look and feel – this will help our customers approach their consultation and treatment plans differently,” says Kevin O’Brien, Executive Director, Medical Aesthetics for Allergan Canada. “Only by continuing to understand women inside and out can we help aesthetic physicians meet their evolving beauty needs.”
View the complete The Changing Faces of Beauty: A Global Report here: https://www.juvederm.ca/2016-face-report
About The Research18
Insight Engineers conducted online interviews with 7,700 ‘aesthetically aware’ women ages 18-65 in 16 countries including: Canada, the U.S., Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, South Korea, Spain, Thailand, Turkey, and the U.K. 500 interviews were undertaken in each country apart from those with less active online female populations (Mexico, South Korea and Turkey), where 400 interviews per country were conducted. The research was conducted from March 21 to March 29, 2016 and in accordance with strict marketing research guidelines. – CNW