A product used to tackle the fear of losing attractiveness and self-esteem as one gains age is dermal filler. It is a gel-like substance commonly made from hyaluronic acid, which is used for facial injections to add volume back into the skin, smoothen wrinkles and regain youthful looks.
According to the latest global survey conducted by the International Society of Aesthetic Plastic Surgery, dermal filler injections of hyaluronic acid had the highest increase of 50.6% from 2015 to 2019 amongst all non-surgical procedures.[1]
In my opinion, the reason why such injections are becoming increasingly well-received on the market could be that they are able to remove the fear of losing attractiveness with aging skin extremely quick and effectively, but with the effect only maintainable in the short term, consumers would keep going back for the same procedure, resulting in an ever-increasing demand in the long run. Although consumers are able to gain an instant gratification after the injection, it neither physically removes the source of fear as the filler itself is being absorbed and disappears overtime, or mentally eliminates the nightmare about ageing skin if one’s mindset on the need to maintain youthful looks never changes over time. The fear does not come from deprivation of an inherent biological need, but living up to other people and the society’s expectations and definition of beauty which contribute to the increasing popularity of such procedures.
A marketing tagline could be ‘One painless shot back to youth.’
This could highlight this quick and easy solution to remove the fear of waking up and greeting one’s wrinkles in the mirror, with dermal injections being one of the most non-invasive procedures that causes minimal pain and risk but extraordinary improvement in the appearance of one’s facial skin.
In the long run, I think that this industry will continue to boom for the following reasons. Firstly, technological advancements might develop increasingly simpler and safer procedures that lower risk concerns. Secondly, as digitalization continues to affect people’s mindset and the definition of beauty, the pursue for Instagram-ready looks with young and glowing skin will be never-ending across the whole world connected by the internet community, where people’s need for social recognition could be easily fulfilled with good looks, at the same time easily depressed if one keeps living up to other people’s judgement of beauty. Thirdly, as aging populations in many countries increase the market demand of people who wish to look younger while having accumulated substantial amount of wealth in their life, these consumers will have the willingness and purchasing power to make frequent investments in skincare procedures. Lastly, as the ‘appearance first’ societal norm is deeply rooted across the world and difficult to experience an evolutionary change, I believe the dermal injection industry is likely to maintain its boom in the years to come.
[1] Data reference: https://www.isaps.org/wp-content/uploads/2020/12/Global-Survey-2019.pdf
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