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While navigating the COVID-19 pandemic, Indians are increasingly adopting cosmetic procedures. The survey conducted by the world’s leading biopharmaceutical company A. Menarini among 100 dermatologists and plastic surgeons across India, revealed that 65 percent of the respondents agree that facelift is the most sought-after facial aesthetic procedure in India right now.
The survey reveals that 37% of the respondents have observed increased demand for aesthetic procedures since the onset of the global COVID-19 pandemic. 76% of the respondents attributed this trend to the desire to look good & showcase a perfect life on social media. On the other hand, 35% of respondents said that the COVID-19 induced lockdown and subsequent work from home has made people conscious of how they look on screen. Terms like Zoom effect, Zoom boom, and Zoom Dysmorphia has entered their lexicon, making them opt for cosmetic procedures.
98% of the respondents said that while women aged between 35-50 years remain the top candidate for aesthetic procedures, there is a shift witnessed in the age group as more women between the age group 25-35 years are stepping forward and showing interest in cosmetic surgeries and aesthetic procedures. On the other hand, men are also increasingly adopting cosmetic procedures in India. 79% of the respondents have seen an influx of men aged 35-50 years coming in for consultations and choosing surgical procedures for a ‘quick fix’ or ‘tweakments,’ as they become more conscious about their appearance.
“Since the onset of the pandemic, we’ve witnessed widespread adoption of cosmetic procedures amongst both men and women. Further, growing awareness around aesthetic procedures coupled with the introduction of new safe and effective thread-based face lifting options has widened the demand for these procedures,” said Girisan Kariangal, Managing Director of Menarini India. “Though Botulinum Toxin remains the most sought-after procedure, we are seeing a major inclination towards minimally invasive technology as more and more people are opting for thread lift procedures. They are less invasive, require less recovery time, no general anesthesia, and conferring immediate patient satisfaction.”
Commenting on the survey findings, Dr. Krishan Mohan Kapoor, Senior Cosmetic Surgeon at Fortis Hospital Mohali, said, “Facelift procedures have become one of the most sought-after aesthetic procedures in India. On average, we get 10-12 queries on facelift procedures every week, which further corroborates the survey’s findings. This definite shift towards aesthetic procedures can be attributed to the introduction of minimally invasive aesthetic procedures and growing awareness of these across genders. Although the percentage of thread lift procedures is small in our practice compared to the injectables, it is becoming popular among men and women both in recent months. To make them more acceptable among people in India, there is a need to initiate a positive dialogue to break the taboo surrounding the aesthetic procedures”.
At the pandemic’s beginning, the aesthetic procedure market was expected to go down, but it has grown to levels more than before. As a result, India is emerging as a global market of aesthetic products and procedures. This trend can be substantiated by the growth that is being observed. Indian aesthetic medicine market size was valued at USD 154 M in 2020 and is expected to grow at a CAGR of 13% in the next five years.
71% of the respondents feel that aesthetic procedure is still a taboo subject in India, however, the stigma around the issue has started to recede with positive conversations on social media by celebrities and influencers sharing their experiences and stories.