How to Appeal to the Millennial Market

Studies show that people are becoming more aware of cosmetic procedures at a younger age. Younger customers are on the lookout for treatments that can enhance their appearance and fend off the signs of aging, without removing them from their daily lives. More surgeons than ever are seeing millennials flocking to their practices, all demanding non-surgical treatments with minimal downtime, that they learned about online.

With increasingly packed schedules, heightened interconnectivity with peers, and a world of information at their fingertips, millennials are a huge growth opportunity in the aesthetics market.

Growth Opportunities in “Prejuvenation”

Growth in the market for non-surgical procedures stems in part from millennials, the generation born between 1981 and 1997. Over the past few years, more and more consumers under age 30 are demanding non-invasive cosmetic procedures. Americans spent $13.5 billion on cosmetic procedures in 2015, and 42% of those procedures were nonsurgical. That same year, a survey of American facial plastic surgeons showed that 67% of practitioners had an increase of patients under age 30. By 2016, patients aged 19 to 34 made up over one-sixth (16.3%) of nonsurgical procedures. The bulk of those procedures were injectables, chemical peels, and skin rejuvenation treatments. Botox in particular is booming among millennials. When they do opt for surgery, the choices are minimally invasive and oddly specific—something called a “dimpleplasty” is the new trend in millennial medical aesthetic treatments, to give young patients an Instagram-ready smile in under an hour.

As impressive as those numbers are, they still don’t capture the full scope of millennial demand for non-invasive rejuvenation, including skincare, sun protection, and heavy-duty moisturizers to prevent the effects of premature aging.

In other words, millennials are interested in low-stress procedures to preemptively fight the signs of aging. The number of skin rejuvenation procedures recently rose 22.7%, and American facial plastic surgeons reported that over half of their patients demand chemical peels. These preemptive treatments to fight the signs of aging, or “prejuvenation” are in high demand among millennial patients.

Why Does This Demographic Matter?

Linked by technology and spurred by capital, millennials have incredible access to information and ideas about aesthetics. Young people are perpetually seeing and sharing ideas of beauty that make aesthetic treatments more appealing than ever. Millennials spend a lot of time looking at themselves and each other, and are spending more money on making themselves look as good as possible.

These factors have also brought about a “commodity” attitude towards treatments in medical aesthetics, where hyper-informed consumers shop around online between providers and peers for specific procedures and results. Many well-informed patients, especially millennials, have become devotees of using sunscreen, moisturizers, retinoids and antioxidants to maintain youthful skin. In conjunction with physician-directed facial treatments, these patients establish a complete program that yields strong results.

Millennials are a highly knowledgeable, internet-savvy, aging-conscious demographic, with a finely-tuned sense of their appearance, an openness towards aesthetic treatments, and a preference for non-invasive options. It’s no surprise that millennials are such a growing force in the medical aesthetics market!

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REGULATORY CLEARANCES [ More ]

Venus Bliss™ is licensed by Health Canada for non-invasive lipolysis of the abdomen and flanks in individuals with a Body Mass Index (BMI) of 30 or less, with the diode laser applicators. The (MP)² applicator is licensed by Health Canada for temporary increase of skin tightening, temporary circumferential reduction, and temporary cellulite reduction.

Venus Versa™ is licensed by Health Canada as a multi-application device intended to be used in aesthetic and cosmetic procedures. The SR515 and SR580 applicators are licensed by Health Canada for the treatment of benign pigmented epidermal and cutaneous lesions and treatment of benign cutaneous vascular lesions. The HR650/HR650XL and HR690/HR690XL applicators are licensed by Health Canada for the removal of unwanted hair and to effect stable long-term or permanent hair reduction for Fitzpatrick skin types I-IV. The AC Dual applicator is licensed by Health Canada for the treatment of acne vulgaris. The DiamondPolar™ applicator is licensed by Health Canada for non-invasive treatment of moderate to severe facial wrinkles and rhytides on females with Fitzpatrick skin types I-IV. The OctiPolar™ applicator on the Venus Versa™ system is licensed by Health Canada for temporary body contouring via skin tightening, circumferential reduction, and cellulite reduction. The NanoFractional RF™ (Viva) applicator is licensed by Health Canada for dermatological procedures requiring ablation and resurfacing of the skin.

NeoGraft^® is licensed by Health Canada with indication for use in suction-assisted follicular extraction and re-implantation. It is an auto-graft system and can be used on both male and female patients.

ARTAS iX™ is licensed by Health Canada with indication for use for harvesting hair follicles from the scalp in men diagnosed with androgenic alopecia (male pattern hair loss) who have black or brown straight hair. ARTAS iX™ is intended to assist physicians in identifying and extracting hair follicular units from the scalp during hair transplantation; creating recipient sites; and implanting harvested hair follicles.

Venus Legacy™ is licensed by Health Canada for the temporary increase of skin tightening, temporary circumferential reduction, temporary cellulite reduction, and temporary wrinkle reduction.

Venus Velocity™ is licensed by Health Canada for hair removal, permanent hair reduction (defined as the long-term stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regimen), and the treatment of pseudofolliculitis barbae for all Fitzpatrick skin types.

The Venus Viva™ is licensed by Health Canada as a non-invasive medical aesthetic device, intended for use in dermatologic and general surgical procedures requiring ablation and resurfacing of the skin, using the Viva™/Viva™ MD applicator, and reduction in the appearance of wrinkle and rhytides in Fitzpatrick skin types I - IV using the DiamondPolar™ applicator.

Venus Epileve™ is licensed by Health Canada for hair removal, permanent hair reduction (defined as the long-term stable reduction in the number of hairs re-growing when measured at 6, 9 and 12 months after the completion of a treatment regimen), and the treatment of pseudofolliculitis barbae for all Fitzpatrick skin types.

Venus Freeze Plus™ is licensed by Health Canada for temporary skin tightening, and temporary reduction in the appearance of cellulite on the abdomen and flanks, using the DiamondPolar™ and OctiPolar™ applicators.

Venus Heal™ is licensed by Health Canada and can be used for the treatment of both acute and chronic disorders of the musculoskeletal system, such as muscle spasms, back pain, and soft tissue injuries, and results in effects such as pain relief, myorelaxation, increase of local blood circulation, and edema reduction.

Venus Glow™ provides a dermal rejuvenation treatment that works to open up and deep-clean pores. Venus Concept is the exclusive distributor for Venus Glow™.

Venus Skin™ is a skin care line of various lotions and creams intended to improve different aspects of skin appearance, skin serums, and skin nourishment solutions.

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