New Global Research Uncovers Changed Attitude To Beauty As Women Seek Confidence Over Youth


\"\"Global medical aesthetics company Allergan has announced the results of a new global beauty trends study. It reveals women are more aware and open to aesthetic enhancement and are taking control of how ageing affects their appearance as a way to feel more confident about themselves. According to \’The Changing Face of Beauty: A Global Report\’, female beauty is no longer driven solely by a desire to look younger – women want to control how they look as a way to change how they feel as an individual.

In one of the largest research projects ever undertaken in medical aesthetics, \’The Changing Face of Beauty: A Global Report\’ captures the opinions on beauty and ageing from nearly 8,000 women across 16 countries: Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, South Korea, Spain, Thailand, Turkey, UK and the US. Allergan commissioned the research to inform and shape its marketing and educational programmes and to inspire the development of products to address the evolving beauty needs of women around the world.

\”When it comes to women\’s beauty goals some key cultural differences are apparent. In Europe women embrace ageing naturally and subtly. In Asian markets, women want a more obvious transformation, while in the Middle East women want to look more beautiful with fast, enhancing results that accentuate their best features. What is especially exciting about this new research is the discovery that women around the world are united by an increasing desire to control how their looks evolve with time,\” says Caroline Van Hove, Senior Vice President, International Medical Aesthetics at Allergan. \”And whether through photography filters, makeup or aesthetic procedures, investing in beauty is their way of positively influencing their image.\”

Key findings:

Beauty\’s new perspective: Looking good for ME

  • For women seeking aesthetic treatment, a desire to boost self-confidence (42%) is equally important as improving the aesthetics of sagging skin (42%)
  • Almost three quarters (74%) of women make the effort to look good primarily for themselves. Partners (37%) and friends (15%) have less of an influence
  • General \’beautification\’ (63%) is a bigger motivator than addressing the signs of ageing (50%), except in China where changing or enhancing a specific feature was the key trigger for seeking out beauty treatments

\”There has been a real change in attitudes in recent years, today it is what women feel about themselves that matters most to them. Although they are coming for aesthetic reasons, such as treating facial lines and fold, their real goal is to feel and look better,\” says globally renowned plastic surgeon Dr Mauricio de Maio, Brazil. \”Sometimes their request is to look less tired and healthier, other times they want to look more attractive and younger. When I treat women, I take the time to understand the emotional motivation behind the changes they want to make – it\’s no longer just about what they want corrected, it\’s about how they want to feel after the treatment.\”

Putting the face centre stage: Skin quality the new beauty ideal

  • When defining outer beauty, skin quality and complexion (56%) are as important to women as their body shape (56%)
  • Words describing skin quality i.e. \’complexion\’, \’glowing\’, \’clear\’, \’flawless\’ are the most commonly used descriptors of female beauty

\”In this age of digital documentation women are now stepping much closer to the mirror to check out how their \’close up\’ will appear on screen. So skin is now under the spotlight more than ever before,\” says leading cosmetic surgeon Dr Jonquille Chantrey, UK. \”Not too long ago many women were more focussed on their wrinkles but now having healthy, plump and glowing looking skin is higher on their agenda.\”

Injectables: a beauty choice for women around the world

  • 65% of women agree facial fillers are more socially acceptable than they were five years ago
  • The highest levels of acceptance were in Brazil (76%), Mexico (76%) and Thailand (80%). The top three countries with the highest number of users and considerers of facial fillers are Turkey (96%), Thailand (90%) and Brazil (72%)
  • 57% believe facial fillers can look natural, but 21% are still concerned about ending up with a \’frozen\’ facial expression
  • The area of the face that most women are interested in enhancing is under their eyes, with 66% specifically concerned about bags under the eyes
  • In Brazil women are most interested in correcting age spots (81%) whilst in China, 40% want to enhance their cheeks

\”Most women I see are overly critical of their eye area – mainly because it is so heavily scrutinised as they apply makeup each day,\” says Dr Jonquille Chantrey. \”Looking happy and well rested is the key ambition for my patients and treating the eye area can help them to achieve this. Bags under the eyes can make women look sad and drawn, when they feel the total opposite. Addressing the eye area means their face will be a better and truer reflection of their emotions.\”

Caroline Van Hove continues: \”The Changing Faces of Beauty report will help us communicate with women better and in a way that will resonate with how they want to look and feel – this will help our customers approach their consultation and treatment plans differently. Our products are already loved by millions of women worldwide, but only by continuing to understand women inside and out, can we meet their evolving beauty needs.\”

For more information, visit Allergan\’s website at