One might assume that the current financial squeeze would put a halt to beauty 'tweakments', but age-conscious Britons are defying expectations by splashing out £3 billion a year to maintain their youthful appearances amid the intense pressures of social media. Demand for Botox has surged, with an ageing population determined to preserve their looks even when money is tight. Furthermore, more vanity treatments may be on the horizon, as Los Angeles' latest beauty fad involves zapping saggy knees to keep them smooth.
The Boom in Non-Invasive Treatments
According to recent figures, approximately £3.2 billion is spent annually in the UK on non-invasive aesthetic treatments such as Botox. This boom is reverberating across the pharmaceutical industry. Swiss dermatology giant Galderma, which produces its own wrinkle filler, reported a 25% sales growth to $1.5 billion (£1.1 billion) in the first quarter of this year. The company has seen Britons pay for 900,000 Botox treatments over the past year. Globally, the sector is estimated to be worth a staggering £31 billion, with injectables accounting for 65% of the UK aesthetics market.
Drivers of the Boom
This growth is partly fueled by the rising use of weight-loss jabs, which are believed to cause sagging facial skin. Galderma's CEO, Flemming Ornskov, confirmed that customers are not forgoing their beauty 'tweakments' despite the cost-of-living crisis. He described this phenomenon as the 'lipstick effect' – an economic theory suggesting that during financial hardship, consumers will spend on affordable luxuries to boost morale. Mr Ornskov added: 'Are they immune to gasoline prices going up? No. Do they drop an injection because gasoline prices are going up? No.'
New Trend: Knee Rejuvenation
Meanwhile, a new procedure has emerged in Hollywood as concerned stars turn their attention to their knees to prevent signs of ageing. Aesthetic nurse Karen Villanueva, who works for celebrity plastic surgeon Dr Marc Mani, explained: 'The knees are the latest area people are looking to treat before they walk the red carpet. The best facelift in the world won't help you if your knees show signs of ageing. Knees have become a big deal.' Ms Villanueva uses an FDA-approved treatment called Sofwave, which employs ultrasound energy to heat the dermis – the middle layer of skin where collagen and elastin fibres are produced. The procedure takes approximately 15 minutes and costs $1,500 (£1,125) per session. Three appointments spaced three months apart are the recommended 'dose' to lift and smooth saggy knee skin.
