J Cosmet Med.  2024 Jun;8(1):34-40. 10.25056/JCM.2024.8.1.34.

Exploring the psychological and social motivations for aesthetic treatments in the post-COVID era

• Ashley E
• Parmar A
• Novintan S
• Watson L
• Chadha P

• KMID: 2561193
• DOI: http://doi.org/10.25056/JCM.2024.8.1.34

Abstract

Background
Minimally invasive injectable aesthetic treatments have seen a surge in popularity, particularly in the post-COVID era. However, our understanding of the psychological and social factors that influence patients’ choices when seeking these treatments is still lacking.
Objective
This study explored whether the COVID-19 pandemic influenced patients’ motivations and perceptions regarding the above-mentioned treatments.
Methods
A comprehensive survey was conducted among 147 patients who had received injectable aesthetic interventions at Acquisition Aesthetics, a leading UK training academy in aesthetic medicine. The survey included questions regarding motivation for treatment initiation, ongoing drivers for continuing treatment, desired outcomes, main concerns about treatment, post-treatment feelings, and the psychological impact of skin aging. Descriptive analysis was performed to explore the patterns of patient responses.
Results
This findings revealed that the primary motivation for seeking aesthetic treatment was to improve confidence and address concerns about aging. Patients expressed a strong desire for natural-looking results and reported the significant psychological effects of skin aging, including feelings of self-consciousness and anxiety. After treatment, patients reported increased confidence and satisfaction with their appearance, and reduced self-consciousness.
Conclusion
This study revealed that although the core motivations for improving confidence and addressing aging remain central to patients seeking aesthetic treatments, the post-COVID era saw a subtle shift toward heightened concerns about social acceptance and maintaining appearances. Understanding these subtle shifts can allow aesthetic practitioners to tailor their approaches to meet patients’ holistic needs. Level of Evidence: Level V, descriptive study

Keyword

body image; cosmetic techniques; health behavior; motivation; social perception