For many years, the face of Botox has always been middle-aged women. However, times are changing, and the way Botox is marketed today has taken a new approach. Doctors and clinics now see the value of marketing towards younger women and even some men when it comes to Botox.
So how is Botox being marketed towards millennials? Allergan, the company that produces both Botox and Juvederm, has been concentrating their efforts to promote Botox as a preventive measure to aging in millennials. Through targeted ads, blogs, podcasts, and social media influencers, Botox is being marketed as something trendy and acceptable to use, even if you’re under 25.
Botox: Preventing Early Aging Signs In Millennials
Botox, fillers, and other injectables have traditionally been used by older women. As women were held to a higher standard of youthful beauty compared to men, Botox was seen as a quick-fix solution for women in their 40s. However, this focus on middle-aged women has since shifted to the fast-growing millennial market.
Millennials are the demographic of people born between 1981 – 2000. Doctors, dermatologists, and pharmaceutical companies started looking at this segment because of their high consumer value. As millennials have become the highest spenders over the last few years, it makes sense to target this particular demographic.
Marketers are trying to change the misconception that you only need to get Botox when you’re much older. They are trying to persuade millennials to get Botox as a form of preventive anti-aging. Instead of waiting until all the wrinkles come out, it’s better to get your Botox injections before worse lines and folds appear. There is also the idea that if you get Botox proactively, you won’t need intense cosmetic treatments later on.
The Bo-Curious Campaign
Botox manufacturer Allergan recently launched a marketing campaign that asked millennials if they are “bo-curious.” The goal of the campaign was to spark interest and drive discussions among millennials. Allergan has invested millions to change the perception that Botox is something that belongs to their parent’s generation.
In their TV ad, a group of 20-something, wrinkle-free millennials perform exaggerated facial expressions to combat the misconception that Botox will make you look unnatural. Aside from television, Allergan also took their campaign online with the Spotlyte beauty blog.
They set up the Spotlyte beauty blog that reframed Botox as a common, everyday treatment, not unlike hair coloring. The Bo-Talks podcast also tried to raise a conversation with younger patients and cosmetic newbies about Botox.
The Bo-curious campaign message tapped into the openness of millennials towards cosmetic procedures in general. Rather than commit to a permanent surgery, millennial patients would see what options are available. They can choose to try Botox in small doses so it won’t look obvious that there was work done. And since Botox only lasts 3-4 months, millennials can see if they like Botox enough to commit to regular maintenance.
Botox In the Age of Social Media Influencers
It’s 2020 and it’s definitely the age of the selfie. The millennial generation spends hours every week looking at themselves through Instagram filters and Zoom calls. This has made millennials hyper-aware of their appearances, even when beauty expectations for women have always been high.
Part of this phenomenon has been shaped by social media influencers and celebrities like Kylie Jenner, who have been very open about their love of injectable lip fillers. Allergan has even increased its marketing budget to include social media influencers into their campaigns.
As millennials spend more time online, they are bombarded with images of flawless, wrinkle-free people with smooth skin and pouty lips. The stigma against cosmetic procedures has been replaced by a social norm to conceal imperfections with Botox and fillers.
Interestingly, these trends are also influencing men to care more about their appearances. Both men and women agree that aesthetic treatments are helping them get ahead in competitive working environments. With a culture that continues to prize youth and attractiveness, Botox marketing campaigns appear to be effective.
Face and Body Trends Millennials Love
Millennials have a positive outlook towards using biotechnology to improve their appearances. A millennial patient will also be more willing to spend money on cultivating their image compared to patients in other generations. This appreciation paved the way for several trendy treatments. Aside from Botox, millennials have also come to love:
- Fillers: Dermal fillers are a popular choice among millennials. Filler procedures are easy with no downtime and patients can see results instantly. It’s also a good way to try out different cosmetic trends and gain confidence before undergoing plastic surgery. Many millennials love getting fillers to make their lips plumper, to conceal dark under-eye circles, and to improve their facial symmetry.
- Tweakments: Millennials are investing in tweakments that offer discreet results with little downtime. These are usually minimally-invasive procedures like injectables, medi-facials, and skin resurfacing treatments. Microdermabrasion, laser, and chemical peels are among the most highly sought-after tweakments because they can do minor corrections that improve the quality of your skin.
- Body contouring: Body contouring includes treatments that reduce fat and tone muscles which are difficult to melt away through diet and exercise alone. Non-surgical body contouring treatments like CoolSculpting and EMSculpting also help millennials “tighten” and improve the appearance of their skin after a major weight change like pregnancy.
- Breast augmentation: Breast augmentation is a procedure that is famous with every age group. Aside from the size of the breasts, millennial patients also look at breast lifts to combat sagginness. Because millennials value the natural look, they don’t want the enhancements to be very obvious.
- Wellness: Millennials put a lot of value on self-care. As they have more access to information compared to other generations, they are more open to spending money on internal wellness. Health treatments such as IV vitamin drips, light therapy, and supplements are some of the things millennials have readily embraced.
Enjoy Beauty for All Ages With Anand Medical Spa
No matter your age, Anand Medical Spa is ready to accommodate you. We bring a unique perspective towards ageing and incorporate a number of holistic techniques to help our clients improve their well-being. For our millennial patients, we enhance their natural beauty with non-invasive procedures. Book a consultation with Anand Medical Spa today.
Read more: Is Botox Lip Flip Worth It?Share
About the Author:Dr. Sunanda Chugh is the Founder and Medical Director of Anand Medical Spa and has been practicing in NYC since 2004. She is a graduate of Cornell University and has completed her training at St. Luke's Roosevelt Hospital/Columbia Presbyterian Hospital. Dr. Chugh has worked and trained with top Plastic Surgeons and Dermatologists in NYC. Her special interest on the effect of the aging process on the face and body inspired her to specialize in Aesthetic Medicine.