Düsseldorf (ots) – From permanent hair removal to facial tightening – Germans are generally not averse to cosmetic procedures. This particularly affects younger people: according to a recent Mintel study, 31 percent have[1] of 18-34 year olds in Germany have already had a surgical cosmetic procedure[2] and even 43 percent had a non-surgical cosmetic procedure such as permanent make-up or Botox.
“However, there seems to be a certain level of inhibition when it comes to implementation, especially when it comes to surgical procedures – because the interest of the same age group is even higher: 53 percent of 18-34 year olds are interested in future cosmetic surgical procedures. The national average is only 34 percent. In addition, 15 percent of Germans have already had a surgical procedure performed on them“, says Susanne Krenz, Principal Research Analyst for Beauty and Personal Care at Mintel Germany. “At this point, the influence of social media should not be underestimated. In fact, 67 percent of those surveyed believe that it is driving the increase in cosmetic procedures. This probably has something to do not only with the procedures shown there, but also with the prevailing beauty standards. If you follow current conversations and postings on social media, you can’t avoid one topic: Why does everyone look so polished? If you take a closer look, you’ll notice that both public figures and private individuals like it often use filters that change the face. “
Germans are relatively immune to the social media trends of veneers and Botox
Despite the general interest of the social media-savvy younger generation in beauty procedures, certain trends do not seem to have really spilled over to Germany yet. Many stars and starlets such as Miley Cyrus, Cardi B and Jürgen Klopp are causing a lot of conversation on social media with their veneers. However, at 10 percent (16 percent for 18-34 year olds), teeth whitening is significantly more popular among Germans than the use of veneers. Only 2 percent of those surveyed have had their teeth corrected with veneers; among those under 35, the figure is only 3.5 percentage points more.
Interest in cosmetic injectables such as Botox is also relatively low overall, despite popularity on social media: only 3 percent of Germans said they had undergone treatments with Botox and 5 percent were interested. “Although there is some curiosity about or desire for these procedures, they are not widely adopted or performed by the population surveyed – contrary to what one might expect when examining the social media landscape. Nevertheless is the long-term effect of social media
not to underestimate. Conversations about veneers are overwhelmingly positive, which may lead to increased demand.”said Krenz.
“Hairport” – young men in particular travel abroad for cosmetic procedures
88 percent of cosmetic procedures are performed domestically.[3] However, it is mainly men between the ages of 25 and 44 who travel to other countries – 22 percent of them who have undergone cosmetic procedures have traveled abroad. Coupled with the fact that 18 percent of the same age group are interested in hair transplants or have already had the procedure, there is an international trend that has given rise to a whole new industry: the cultural phenomenon of hair transplants “Hairport” holiday trips to countries such as Turkey.
Despite skepticism about cosmetic procedures, Germans appeal for self-determination
The results of the study also reveal fundamental skepticism and ethical concerns: Most Germans (68 percent) think that the normalization of non-surgical procedures such as Botox sends the wrong message to younger people. Even more respondents (76 percent) strongly support that professionals should have the discretion to turn away patients who are unsuitable for procedures.
This indicates a social awareness of the potential risks as well as a desire for responsible and conscientious practices within the industry. Nevertheless, Germans value individualism and self-determination, Krenz continues: “At the same time, Germans see private individuals as having less responsibility away from social media. Only 23 percent think that people put pressure on others with their cosmetic procedures. A possible reason for this could be respect for other people’s decisions regarding their appearance, without that they suspect pressure or influence from outside.”
About the study
The representative survey was carried out as part of the Mintel Report “Attitudes towards Cosmetic Procedures” was conducted in December 2023 with an online panel of 1,934 consumers aged 18 and over. The main topics of the study are interest in surgical and non-surgical cosmetic procedures, expectations of the industry and attitudes towards cosmetic procedures. In this respect “German” or “German consumers/population” is used, this means all consumers in Germany and not exclusively German citizens.
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[1] Base: 1,934 internet users aged 18 and over, Germany, December 2023
[2] According to the respondents. There is no central register for cosmetic procedures in Germany, so the exact number of procedures actually performed may vary.
[3] Base: 598 Internet users aged 18 and over who have undergone cosmetic procedures, Germany, December 2023
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