Despite forced practice closures and the cessation of elective procedures, patient demand for aesthetic procedures during the pandemic remained high. Now, dermatology practices across the globe are experiencing surges in demand for cosmetic procedures, spurred by requests for rhinoplasty, liposuction, dermal filler injections, amid many other treatments. The cosmetic boom is far from transitory, as consumers become more accepting of and interested in aesthetic treatments, which are the most accessible and patient-friendly they have ever been. In light of this, facial enhancements specifically have grown in popularity and in particular, those that require minimal recovery time such as dermal filler injections in the lip and chin areas.
Although the past year has been difficult for many medical practices, members of the American Society of Plastic Surgeons cited a significant uptick in demand for cosmetic procedures during the pandemic. In 2020, injectables continued to be the most popular minimally invasive treatments with soft tissue fillers accounting for up to 3.4 million procedures. Aesthetic medicine professionals also reported a significant surge in the number of requested lip augmentation procedures during this time, despite universal mask-wearing.
Meanwhile, chin augmentation was one of the most common surgical procedures performed across the United States in 2018 and is expected to propel global market growth in the coming years. Per National Plastic Surgery Statistics, there were 43,900 chin augmentation procedures performed in 2020 – down a mere 2% from the prior year. Rising demand for chin augmentation – and specifically chin filler – can be associated with widespread consumer preferences now skewing toward facial contouring.
Shifting Consumer Attitudes
Among their findings, the members of the ASPS also reported positive changes in Americans’ perceptions of plastic surgery during the COVID-19 pandemic. Per data from their national survey, which examined consumer sentiment, top treatments, as well as the likelihood to pursue plastic surgery, 11% of participants were more interested in cosmetic procedures than before the pandemic. The number was even higher in women who had already undergone surgery or cosmetic procedures in the past with an increase in interest of up to 24%. At the same time, participants who had previously had at least one cosmetic procedure reported planning to spend significantly or somewhat more on aesthetic treatments in 2021 than in the previous year.
Growing Number of Options
Alongside more positive consumer attitudes, an increasing number of cosmetic products and techniques for lip and chin enhancement is becoming available on the market, which contributes to rising demand. As a counterpart to the more traditional and invasive mentoplasty, injectable treatments are emerging as popular alternatives for patients who may want minor or natural-looking augmentation as well as those looking for solutions involving minimal downtime. Earlier this year, one such option received approval from the U.S. Food and Drug Administration for the augmentation of chin retrusion; Galderma’s hyaluronic acid filler Restylane Defyne, previously used for minimizing the appearance of laugh lines, was granted broadened approval to include the chin area as an indication.
Meanwhile, in the midst of the pandemic, Galderma received approval for its novel product Restylane Kysse, a hyaluronic acid filler that aims to deliver more subtle, natural results. Within the lip enhancement category, augmentation procedures are becoming less centered around dermal filler injections as the Lip Flip – a technique involving botulinum toxin – emerges as a popular treatment due to its subtle effects, lack of downtime required, and lower price.
As the pandemic begins to subside and dermatology returns to routine practice, aesthetic medicine practitioners can expect to see heightened demand for a variety of cosmetic procedures. With increasingly positive consumer sentiment toward plastic surgery and minimally invasive treatments, as well as a growing number of available service offerings, previously reported upward trends in the industry are expected to continue even more robustly – spurred significantly by expansion in the lip and chin enhancement sector.
To help serve the increasing need for minimally invasive procedures while filling gaps in practical training, our upcoming SBS Part II Aesthetic Dermatology Summit will not only deliver comprehensive education on the latest developments within aesthetic industry, but also provide clinicians with the opportunity to receive practical, hands-on injection guidance and clinical insights from renowned dermatology leaders. Join our specialty workshops, the Lip Enhancement Anatomy and Injection Workshop on September 23rd and the Chin Augmentation Anatomy and Injection Workshop on September 24th for an unparalleled learning experience.